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© Copyright TNS 2008 1 Thoroughbred Racing: The Fans’ Perspective Based on Results from the ESPN Sports Poll, a Service of TNS Sport & Sponsorship Year 2008 Results

© Copyright TNS 2008 1 Thoroughbred Racing: The Fans’ Perspective Based on Results from the ESPN Sports Poll, a Service of TNS Sport & Sponsorship Year

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Page 1: © Copyright TNS 2008 1 Thoroughbred Racing: The Fans’ Perspective Based on Results from the ESPN Sports Poll, a Service of TNS Sport & Sponsorship Year

© Copyright TNS 2008 1

Thoroughbred Racing: The Fans’ Perspective Based on Results from the ESPN Sports Poll, a Service of TNS Sport & Sponsorship

Year 2008 Results

Page 2: © Copyright TNS 2008 1 Thoroughbred Racing: The Fans’ Perspective Based on Results from the ESPN Sports Poll, a Service of TNS Sport & Sponsorship Year

© Copyright TNS 2008 2

Table of Contents

Background

Methodology

Definitions

Executive Summary

Main Presentation

State of Sports and Horse Racing

Opportunities for Fan Growth

Leveraging Major Horse Racing Events

Corporate Partnership Opportunities

Page 3: © Copyright TNS 2008 1 Thoroughbred Racing: The Fans’ Perspective Based on Results from the ESPN Sports Poll, a Service of TNS Sport & Sponsorship Year

© Copyright TNS 2008 3

BACKGROUND EXECUTIVE SUMMARY

Main Presentation

Thoroughbred Racing: The Fans’ Perspective

Page 4: © Copyright TNS 2008 1 Thoroughbred Racing: The Fans’ Perspective Based on Results from the ESPN Sports Poll, a Service of TNS Sport & Sponsorship Year

© Copyright TNS 2008 4

ESPN Sports Poll Methodology

Sample balanced to represent the U.S. population age12+

NTRA data typically reported of age 18+

Computer-Assisted Telephone Interviewing (CATI) based on Random Digit Dialing (RDD) sampling

Some data from 2008 was collected online. All data reported here are from RDD CATI unless online data collection is specifically indicated

Continuous daily polling processed in monthly waves

Approximately 2000 interviews monthly

More than 180,000 interviews since 1998 when the NTRA first began fan tracking

Page 5: © Copyright TNS 2008 1 Thoroughbred Racing: The Fans’ Perspective Based on Results from the ESPN Sports Poll, a Service of TNS Sport & Sponsorship Year

© Copyright TNS 2008 5

ESPN Sports Poll: Fan Definitions

Overall Sports Interest: “On a scale of 0-10, how interested would you say you are right now in sports in general?”

First question on the Poll

People are comfortable thinking about general concepts on this scale

1-10 is a “sports fan” and 8-10 reflects “avid fans.”

Specific Sport Interest: “How interested would you say you are right now in (X Sport)?”

Considerable pre-testing showed that “interest” is the attribute that most highly correlates with actual behavior, and thus this one measure became the surrogate for measuring fan bases in the U.S beginning in 1994.

A numeric scale (e.g. 0-10, 1-7, 1-4 etc.) was not as predictive as using the four distinctions below:

- Very interested- Somewhat interested- A little bit interested- Not at all interested

FanAvid Fan

Page 6: © Copyright TNS 2008 1 Thoroughbred Racing: The Fans’ Perspective Based on Results from the ESPN Sports Poll, a Service of TNS Sport & Sponsorship Year

© Copyright TNS 2008 6

BACKGROUND EXECUTIVE SUMMARY

MAIN PRESENTATION

Thoroughbred Racing: The Fans’ Perspective

Page 7: © Copyright TNS 2008 1 Thoroughbred Racing: The Fans’ Perspective Based on Results from the ESPN Sports Poll, a Service of TNS Sport & Sponsorship Year

© Copyright TNS 2008 7

Executive Summary State of Sports and Horse Racing

While overall Sports Fans decreased in 2008, the percentage of respondents 18+ who were Avid Sports fans reached an all-time high of 31%.

- The percentage of Avid Sports Fans who are interested in Horse Racing is 18% higher than overall Sports Fans.

There are potentially 83 million fans of Horse Racing in the U.S. ages 18+.

- The level of interest in Horse Racing was relatively flat year over year (37%). - Despite this lack of growth year over year, interest in the sport of Horse Racing has increased

nearly 19% since 1999.- The Triple Crown and Big Brown helped deliver an all-time high month for fan interest in Horse

Racing (June 2008 - 43%).

Opportunities for Fan Growth

While the percentage of Avid fans remains level year to year, the opportunity for growth lies in your increasing number of “Casual Fans”

- By targeting and growing these Casual Fans into Avid Fans of the sport, there is potential to increase attendance, total handle and television viewership.

- Among your Casual Fan base, there are different levels of involvement in the sport. Wagering Casual Fans behave differently then Non-Wagering Casual Fans.

- Awareness of each groups’ similarities and differences will help the NTRA target and reach them effectively.

Page 8: © Copyright TNS 2008 1 Thoroughbred Racing: The Fans’ Perspective Based on Results from the ESPN Sports Poll, a Service of TNS Sport & Sponsorship Year

© Copyright TNS 2008 8

Executive Summary

Opportunities for Fan Growth (continued)

Major Horse Racing events have the potential to introduce the sport to those who are not typically interested.

- Of those interested in events like the Triple Crown or the Breeders’ Cup, more than one-quarter were not interested in Horse Racing overall.

- These races provide an excellent opportunity to educate and grow potential fans.- Focusing on increasing casual fan interest during the Breeders’ Cup will help maintain overall

horse racing interest throughout the year.

Sponsorship Opportunities

By comparing Avid Horse Racing fans to the U.S. Population we see some potential sponsorship opportunities for the NTRA.

- The percentage of Avid Horse Racing fans who name GEICO as their preferred auto insurance provider is significantly higher than the overall population.

- Preferred home insurance was slightly different, with Avid fans significantly more likely to choose Allstate as their insurance provider compared to overall population.

- Avid fans were more likely to choose Burger King or Wendy’s compared to the total population.

Page 9: © Copyright TNS 2008 1 Thoroughbred Racing: The Fans’ Perspective Based on Results from the ESPN Sports Poll, a Service of TNS Sport & Sponsorship Year

© Copyright TNS 2008 9

BACKGROUND EXECUTIVE SUMMARY

MAIN PRESENTATION

Thoroughbred Racing: The Fans’ Perspective

Page 10: © Copyright TNS 2008 1 Thoroughbred Racing: The Fans’ Perspective Based on Results from the ESPN Sports Poll, a Service of TNS Sport & Sponsorship Year

© Copyright TNS 2008 10

Thoroughbred Racing: The Fans’ Perspective

State of Sports and Horse Racing

Page 11: © Copyright TNS 2008 1 Thoroughbred Racing: The Fans’ Perspective Based on Results from the ESPN Sports Poll, a Service of TNS Sport & Sponsorship Year

© Copyright TNS 2008 11

The Rising Trend In Sports Reflects Our Desire For More Fulfilling Socialization

85.8%

26.4%

84.9%

26.0%

85.7%

27.5%

85.3%

28.2%

87.2%

28.6%

87.1%

28.4%

88.4%

28.9%

89.3%

29.2%

86.7%

31.0%

2000 2001 2002 2003 2004 2005 2006 2007 2008

Fans Avids

The 2008 Beijing Summer Games helped increase sports avidity in 2008

2007 2008

Q1-Q3 Q4 Q1-Q3 Q4

Sports Fans

89.1%* 89.8%* 86.9% 85.7%

Avid Sports Fans

28.8% 30.5%* 30.9%* 31.2%*

The economic downturn in 2008 may have contributed to the overall percentage of Sports Fans decreasing, however the percentage of Avid Sports Fans has remained level since Q4 2007.

(*) – indicates significant difference at 95% confidence

Page 12: © Copyright TNS 2008 1 Thoroughbred Racing: The Fans’ Perspective Based on Results from the ESPN Sports Poll, a Service of TNS Sport & Sponsorship Year

© Copyright TNS 2008 12

The Total Opportunity For Horse Racing In The U.S. Is Roughly 83 Million Fans

70.4%

61.8% 61.7%

50.0% 49.9%47.5%

43.6%

41.5%38.9%

37.2% 37.2%

NFL

College Football

MLB

College Basketball

NBA

Figure Skating

Extreme Sports

NASCAR

PGA TOUR

Boxing

Horse Racing

Year 2008 Results – Population based on 223 million people ages 18+ in the U.S.

Page 13: © Copyright TNS 2008 1 Thoroughbred Racing: The Fans’ Perspective Based on Results from the ESPN Sports Poll, a Service of TNS Sport & Sponsorship Year

© Copyright TNS 2008 13

Interest In Horse Racing Has Grown By Close To 20% Since The NTRA Began

Horse Racing Fan Base % Change:

1999 to 2000: +2.9% 2002 to 2003: +1.7%

2000 to 2001: +4.6% 2003 to 2004: +5.1%

2001 to 2002: +3.6% 2004 to 2005: -9.6%

2005 to 2006: +4.7% 2006 to 2007: +6.0%

2007 to 2008: -0.8% 1999 to 2008: +18.5%

0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

40.0

45.0

50.0

1999 2000 2001 2002 2003 2004 2005 2006 2007 2008

We use actual percentage change to show Horse Racing fans in U.S. age 18+ over time.

Page 14: © Copyright TNS 2008 1 Thoroughbred Racing: The Fans’ Perspective Based on Results from the ESPN Sports Poll, a Service of TNS Sport & Sponsorship Year

© Copyright TNS 2008 14

Sports With Modest Growth Over Five Years Depended On Positive Exposure From Its Biggest Stars

5.8%

-0.10%

-3.4%

-10%

-5%

0%

5%

10%

Ab

solu

te P

erce

nta

ge

Ch

ang

e

Absolute Change Over 5 YearsCollege FootballAFLMinor League BaseballInternational SoccerCollege BasketballNFLLPGAMLSPGA TOURATPMLBNBAIRL

BoxingNHRAFigure SkatingNHLExtreme SportsPro WrestlingWTAHorse RacingWNBANASCARChamp Car

We use absolute percentage change to compare Horse Racing change to other sports (from ‘04 – ‘08) so that changes in smaller sports are not over-represented.

Tiger Woods, LeBron James, Danica Patrick, and David Beckham had positive impact on their respective sports. While Horse Racing had Smarty Jones, Big Brown, and Afleet Alex, it did not experience the same kind of growth over this five year period.

Modest Growth

Page 15: © Copyright TNS 2008 1 Thoroughbred Racing: The Fans’ Perspective Based on Results from the ESPN Sports Poll, a Service of TNS Sport & Sponsorship Year

© Copyright TNS 2008 15

The 2008 Breeders’ Cup Did Little To Sustain The Momentum Created By The Triple Crown

38.0 39.136.4

39.242.0

35.4

43.3

38.2 39.5 39.9

36.037.537.037.635.036.5

37.337.9

33.8

40.2

35.134.5

33.633.4

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

2007 2008

Triple Crown Breeders’ Cup

In absence of a Triple Crown contender, the NTRA needs a plan for promoting the sport to casual fans in the Spring. Consider horse racing’s strengths outside of the competition. Advantages include the season itself. People in cold weather climates seek social engagement and outdoor activities.

Horse Racing fan base by month in 2007 and 2008.

Year 2008 Results

Page 16: © Copyright TNS 2008 1 Thoroughbred Racing: The Fans’ Perspective Based on Results from the ESPN Sports Poll, a Service of TNS Sport & Sponsorship Year

© Copyright TNS 2008 16

Thoroughbred Racing: The Fans’ Perspective

Opportunities for Fan Growth

Page 17: © Copyright TNS 2008 1 Thoroughbred Racing: The Fans’ Perspective Based on Results from the ESPN Sports Poll, a Service of TNS Sport & Sponsorship Year

© Copyright TNS 2008 17

The Opportunity Is Among The Growing Number Of “Somewhat Interested” Fans

38.8% 36.0% 37.3% 35.4% 33.8% 34.3% 30.1% 30.6%

44.1% 45.4% 44.8% 46.6% 47.9% 47.3% 51.7% 50.7%

17.1% 18.5% 17.9% 17.9% 18.3% 18.5% 18.2% 18.8%

38.8%

44.1%

17.1%

2000 2001 2002 2003 2004 2005 2006 2007 2008

Veryinterested

Somewhatinterested

A little bitinterested

Avid HR Fans

Casual HR Fans

Relative Avidity Among Horse Racing Fans Over Time.Across sports, there is a marked difference in activity levels between “somewhat interested” fans and those with “a little bit” of interest. The NTRA can always count on the avid fans (roughly the same over time). The data indicates a larger reachable target audience and a larger base from which to transition to “avid” fans.

Page 18: © Copyright TNS 2008 1 Thoroughbred Racing: The Fans’ Perspective Based on Results from the ESPN Sports Poll, a Service of TNS Sport & Sponsorship Year

© Copyright TNS 2008 18

3.3%

10.4%

86.3%

Moving Casual Fans To Avid Fans Will Lead To Growth In The Total Handle And Viewing Televised Events

*2008 Internet Data

43.8%

53.7%

2.5%

Yes No DK/REF

Avid HR Fans

Casual HR Fans

Have you wagered on a Horse Race in the past 12 months?

Has Watched Horseracing in the Past 12 months

89.9%

78.1%

60.4%

82.1%

Avid CasualWagering Fans Non-Wagering Fans

Avid HR Fans Casual HR Fans

Page 19: © Copyright TNS 2008 1 Thoroughbred Racing: The Fans’ Perspective Based on Results from the ESPN Sports Poll, a Service of TNS Sport & Sponsorship Year

© Copyright TNS 2008 19

Two Thirds Of Casual Fans View Horse Racing As A Combination Of Sports, Gambling And Entertainment

0.7%

7.6%

13.0%

19.7%

59.0%

Sports

Entertainment

Gambling

Combination

Other

0.1%

10.6%

13.3%

11.0%

63.9%

Avid Horse Racing Fans Casual Horse Racing Fans

Data from 2007 NTRA Custom Questions.

Only two of ten fans view horse racing as purely a sport or only being about gambling.

Rather than focus on promoting horse racing as “sport or gambling,” consider messaging that appeals to types of entertainment that brings people together.

Page 20: © Copyright TNS 2008 1 Thoroughbred Racing: The Fans’ Perspective Based on Results from the ESPN Sports Poll, a Service of TNS Sport & Sponsorship Year

© Copyright TNS 2008 20

Parents Of Older / Grown Children Can Have A Fun Night Out With Friends At The Track Or OTB

US Pop 18+

Wagering Casuals Index

Non-Wagering Casuals Index

US Pop 18+

Wagering Casuals Index

Non-Wagering Casuals Index

18 to 24 13.1 12.7 97 8.9 68 Under $50k 39.8 26.5 67 38.6 9725 to 34 18.5 12.4 67 14.2 77 $50 - 70k 14.5 18.4 127 15.3 10635 to 44 18.3 16.3 89 17.0 93 $70 - 100k 15.0 19.5 130 16.0 10745 to 54 20.3 22.5 111 22.2 109 $100k+ 14.0 27.3 195 15.6 11155 to 64 12.5 16.4 131 14.8 11865+ 17.3 19.7 114 22.9 132

White 79.2 85.6 108 81.3 103Male 48.5 59.5 123 48.6 100 Black/AA 11.3 8.5 75 10.1 89Female 51.5 40.5 79 51.4 100 Asian 2.7 2.3 85 2.5 93

Hispanic Origin 12.6 10.8 86 10.6 84

Northeast 19.5 26.7 137 17.9 92Midwest 22.7 19.8 87 22.0 97 Married/Partnered 66.1 75.4 114 66.5 101South 36.8 32.4 88 39.5 107 Single 19.3 12.9 67 16.4 85West 21.0 21.1 100 20.6 98 Divorced/Separated 7.4 6.9 93 9.6 130

Widowed 5.4 4.1 76 6.3 117

< HS Graduate 15.2 8.2 54 11.0 72HS Graduate 31.1 29.1 94 28.5 92Some College 23.6 28.3 120 25.2 107College Graduate 28.2 33.5 119 33.9 120

U.S. Pop 18+ n=24,891Wagering Casual HR Fans 18+ n=486Non-Wagering Casual HR Fans 18+ n=4,046

*2008 Internet Data

Social enjoyment is the bait. The thrill of the race and the wager is the hook that catches the Casual Fan.

(Red Highlight) – indicates significant difference at 95% confidence

Page 21: © Copyright TNS 2008 1 Thoroughbred Racing: The Fans’ Perspective Based on Results from the ESPN Sports Poll, a Service of TNS Sport & Sponsorship Year

© Copyright TNS 2008 21

There Is Potential To Reach Casual Fans Through Their Other Interests

37.5%

12.8%

19.5% 18.6%

14.2%

9.5%9.6%

30.4%

56.0%

20.3% 19.6% 19.1%15.8%

43.2%

29.5% 28.1%

18.6%

9.5% 11.4%

15.0%

NFL MLB CollegeFootball

NASCAR NBA CollegeBasketball

PGA TOUR NHL MotorSports inGeneral

Figure/Iceskating

Wagering Casual Fans

Non-Wagering Casual Fans

*2008 Internet Data

There is cross-marketing potential among wagering fans with the NFL and MLB. Both of these leagues are in season during major horse racing events.

2008 Avid Interest

*

*

*

(*) – indicates significant difference at 95% confidence

Page 22: © Copyright TNS 2008 1 Thoroughbred Racing: The Fans’ Perspective Based on Results from the ESPN Sports Poll, a Service of TNS Sport & Sponsorship Year

© Copyright TNS 2008 22

The NTRA May Need To Take Different Paths To Reach Wagering And Non-Wagering Fans

1.8%

12.0%

4.8%

5.0%

5.6%5.7%

2.2%

6.0%

4.3%

3.6%

4.1%

6.3%

7.6%13.8%

10.4%

9.2%

4.9%

4.7%

4.4%

3.9%Softball

Football

Tennis

Swimming

Basketball

Bowling

Exercise

Walking

Running

Golf

Wagering Casual Fans

Non-Wagering Casual Fans

32.8%

62.6%

33.9%

39.8%

44.6%49.2%

36.6%

28.1%

29.7%

26.8%

26.2%

67.8%

35.9%

32.7%

28.5%

23.5%Participating in sports or exerciseand fitness activities

Doing productive things

Going out on the town

Outdoor Activities

Doing sports fan activities

Watching TV other than sports

Doing things by yourself

Getting Together with family andfriends

Sports Participation High Priority Activities (Top 3 Box)**

*2008 Internet Data

Wagering fans are more likely to participate in outdoor sports like Golf and Running.

*

*

*

*

(*) – indicates significant difference at 95% confidence** Questions courtesy of Dr. Richard Luker

Page 23: © Copyright TNS 2008 1 Thoroughbred Racing: The Fans’ Perspective Based on Results from the ESPN Sports Poll, a Service of TNS Sport & Sponsorship Year

© Copyright TNS 2008 23

Print Campaigns In Different Magazines Could Reach Completely Different Targets

1.1%

3.5%

2.6%

3.3%

4.5%2.1%

3.1%

1.3%

1.2%

1.7%

0.8%

4.7%

5.3%10.0%

6.4%

5.8%

3.0%

2.6%

2.4%

2.3%Women's Day

Money

Men's Health

Playboy

Maxim

Newsweek

ESPN The Magazine

Time

Reader's Digest

Sports Illustrated

Wagering Casual Fans

Non-Wagering Casual Fans

1.5%

5.1%

2.7%

3.6%

4.0%4.4%

1.7%

3.5%

0.4%

1.2%

0.6%

3.7%

4.9%9.7%

5.9%

4.3%

2.8%

2.1%

1.8%

1.8%Entertainment Weekly

Women's Day

Men's Health

AARP

Newsweek

ESPN The Magazine

Reader's Digest

People

Time

Sports Illustrated

Magazines Subscriptions Magazines Read in the past week

*2008 Internet Data

*

*

*

*

*

*

*

*

(*) – indicates significant difference at 95% confidence

Page 24: © Copyright TNS 2008 1 Thoroughbred Racing: The Fans’ Perspective Based on Results from the ESPN Sports Poll, a Service of TNS Sport & Sponsorship Year

© Copyright TNS 2008 24

Utilizing Social Networking Sites Could Prove Useful In Reaching Target Markets

3.8%

48.7%

33.1%

45.0%

4.4%

13.7%

28.1%

15.7%

2.1%

5.5%An hour a month or less

More than an hour a month, butno more than an hour a week

More than a hour a week, but lessthan an hour a day

One to three hours a day

More than three hours a day

Wagering Casual Fans

Non-Wagering Casual Fans

4.7%

13.7%

14.6%

30.0%

6.7%

14.2%

7.5%

16.4%

14.3%

13.3%

6.0%

3.8%Other

LinkedIn

Facebook

Classmates.com

WindowsLive/MSN

MySpace

Time Spent on Internet Social Networking Sites

*2008 Internet Data (*) – indicates significant difference at 95% confidence

*

*

Page 25: © Copyright TNS 2008 1 Thoroughbred Racing: The Fans’ Perspective Based on Results from the ESPN Sports Poll, a Service of TNS Sport & Sponsorship Year

© Copyright TNS 2008 25

Thoroughbred Racing: The Fans’ Perspective

Leveraging Major Horse Racing Events

Page 26: © Copyright TNS 2008 1 Thoroughbred Racing: The Fans’ Perspective Based on Results from the ESPN Sports Poll, a Service of TNS Sport & Sponsorship Year

© Copyright TNS 2008 26

Increasing The Number Of Casual Fans Who Watch The Breeders’ Cup May Help Sustain Overall Horse Racing Interest Throughout The Year

21.4% 29.2% 30.3%

20.7%16.5% 17.2%

39.7% 31.8%

7.9%16.3% 15.2% 14.7% 20.5%

23.7%

59.2%20.5%

12.1% 42.2%39.5%

20.8%

Total Sports Fans18+

Kentucky DerbyFans

Preakness StakesFans

Belmont StakesFans

Breeders Cup Fans

Veryinterested

Somewhatinterested

A little bitinterested

Not at allinterested

FAN (NET): 40.7% 76.3% 78.1% 70.8% 69.5%

Among those showing interest in the major racing events of 2008, we see different levels of avidity towards horse racing.

*

(*) – indicates significant difference at 95% confidence(Belmont was significantly higher than Preakness)

Horse Racing Fan Base among those interested in major events

Page 27: © Copyright TNS 2008 1 Thoroughbred Racing: The Fans’ Perspective Based on Results from the ESPN Sports Poll, a Service of TNS Sport & Sponsorship Year

© Copyright TNS 2008 27

Thoroughbred Racing: The Fans’ Perspective

Corporate Partnership Opportunities

Page 28: © Copyright TNS 2008 1 Thoroughbred Racing: The Fans’ Perspective Based on Results from the ESPN Sports Poll, a Service of TNS Sport & Sponsorship Year

© Copyright TNS 2008 28

Current Or Potential Sponsors Should Know That Horse Racing Fans Show A Higher Level Of Loyalty Compared To Other Major Leagues

37% 38%43%

35%32%33%

31%30%35%

28% 27%24%

26%23%23%

27%

21%

40%36%

42%

35%

Total 18+ Horse Racing NFL MLB NHL NBA NASCAR

Try Switch Loyal

*2008 Internet Data

While fans of most leagues are more likely to be affected by sponsorship, Horse Racing fans show a level of loyalty comparable to NASCAR Fans.

* **

(*) – indicates significant difference at 95% confidence

Page 29: © Copyright TNS 2008 1 Thoroughbred Racing: The Fans’ Perspective Based on Results from the ESPN Sports Poll, a Service of TNS Sport & Sponsorship Year

© Copyright TNS 2008 29

Personal Banking – Wireless Service

1.9%

5.3%

6.8%

3.6%

7.6%

13.0%

4.3%

4.5%

11.5%12.2%

5.3%

4.5%

1.6%

4.9%

4.6%

4.2%

3.2%

1.3%SunTrust

CitiBank

Wachovia

Wells Fargo

JPM/Chase

Bank of America

US Pop 18+

HR Fans 18+

Avid HR Fans 18+

12.5%

7.6%

10.1%

5.3%

22.7%

16.7%

5.5%

9.4%

23.3%22.6%

21.5%

9.0%

5.2%

9.2%

19.8%

9.2%

5.0%

4.9%ALLTEL

Cingular

Sprint

T-Mobile

AT&T

Verizon

Personal Banking Wireless Service

*2008 Internet Data

AT&T was the preferred wireless service provider among Avid Horse Racing Fans while the U.S. Population named Verizon.

**

*

*

(*) – indicates significant difference at 95% confidence

In 2006, AT&T’s internet cable service U-verse added TVG to their lineup of channels. This may have resonated with Avid HR Fans.

Page 30: © Copyright TNS 2008 1 Thoroughbred Racing: The Fans’ Perspective Based on Results from the ESPN Sports Poll, a Service of TNS Sport & Sponsorship Year

© Copyright TNS 2008 30

Preferred Insurance Company

5.6%

7.5%

11.9%

9.2%

15.2%

5.4%

9.1%

16.8%

8.8%

3.7%

8.8%

16.1%

7.8%

5.9%

3.1%

Nationwide

Progressive

GEICO

Allstate

State Farm

US Pop 18+

HR Fans 18+

Avid HR Fans 18+

4.3%

6.0%

6.1%

13.3%

11.4%

2.8%

8.1%

15.7%

8.8%

1.3%

3.9%

14.5%

3.0%

1.6%

1.2%

Progressive

GEICO

Nationwide

Allstate

State Farm

Auto Insurance Home Insurance

*2008 Internet Data

Avid Horse Racing Fans were more likely to name GEICO as their preferred insurance provider

(*) – indicates significant difference at 95% confidence

*

*

*

*

*

*

*

Page 31: © Copyright TNS 2008 1 Thoroughbred Racing: The Fans’ Perspective Based on Results from the ESPN Sports Poll, a Service of TNS Sport & Sponsorship Year

© Copyright TNS 2008 31

Office Supply – Home Improvement

10.7%

4.5%

15.0%

19.5%

22.9%

8.8%

17.0%

21.7%

19.8%

7.2%

14.6%

23.9%

13.1%

7.2%

5.9%

Costco

Office Max

Office Depot

Staples

Wal-Mart

US Pop 18+

HR Fans 18+

Avid HR Fans 18+

0.0%

3.2%

28.6%

31.7%

2.9%

31.1%

33.0%

0.5%

34.2%

30.0%

3.6%

0.5%

Ace Hardware

Menards

Lowes

Home Depot

Office Supply Home Improvement Store

*2008 Internet Data

Avid Horse Racing Fans showed a significantly higher preference for Staples, Office Max, Costco and Lowes compared to the U.S. Population.

*

*

*

*

*

(*) – indicates significant difference at 95% confidence

Page 32: © Copyright TNS 2008 1 Thoroughbred Racing: The Fans’ Perspective Based on Results from the ESPN Sports Poll, a Service of TNS Sport & Sponsorship Year

© Copyright TNS 2008 32

Beer – Fast Food

4.5%

7.2%

7.8%

10.3%

10.0%

6.8%

10.7%

10.7%

11.6%

5.0%

7.9%

11.6%

7.7%

6.7%

5.6%

Corona

Coors Light

Miller Lite

Bud Light

Budweiser

US Pop 18+

HR Fans 18+

Avid HR Fans 18+

8.8%

5.3%

2.5%

11.5%

13.2%

18.1%

5.1%

7.9%

22.9%21.9%

9.2%

8.0%

2.5%

5.1%

7.9%

5.8%

4.3%

1.7%KFC

Subway

Taco Bell

Burger King

Wendy's

McDonald's

Beer (21+) QSR

*2008 Internet Data

While McDonald’s was the QSR of choice among respondents, The percentage of Avid Fans choosing KFC was significantly higher than total population.

**

(*) – indicates significant difference at 95% confidence

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© Copyright TNS 2008 33

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Casual Fans Who Have Wagered Are More Likely to Be Reached via a Sports Message

3.2% 4.1%6.7%

13.9%

39.7%

46.5%

50.3%35.1%

WageringCasual Fans

Non-WageringCasual Fans

High (8-10)

Medium (4-7)

Low (1-3)

Not a fan atall (0)

Sports Fans

*2008 Internet Data

Appendix

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Interest in the Triple Crown Events

44.4%

25.4%

69.8%

45.6%

76.0%70.9%

43.7%

65.8%

57.4%

32.8%

17.3%23.5%

12.5%

43.8%48.2%

75.2%

85.2%87.4%

79.7%

95.2%

79.1%88.8%

73.4%

20.3%

Kentucky Derby Preakness Stakes Belmont Stakes Breeders Cup

Total 18+ HR Fans 18+ Avid HR Fans 18+ Casual HR Fans Light HR Fans Non-HR Fans

*2008 Phone Data

Appendix

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Hottest New Sports to Emerge

5.6%5.1% 4.8%

1.6%1.8%

4.5%

8.3%

4.7% 4.3%

2.3%

8.3%

4.3%

Snowboarding Soccer Extreme Sports MMA NASCAR Skateboarding

Wagering Casual Fans

Non-Wagering Casual Fans

Appendix

*2008 Internet Data

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Wireless Manufacturer – Consumer Electronics Store

3.0%

10.5%

14.0%

11.5%

20.0%

11.7%

14.7%

23.6%

14.1%

2.1%

13.0%

23.2%

13.3%

10.8%

2.0%

Sanyo

Nokia

Samsung

LG Electronics

Motorola

US Pop 18+

HR Fans 18+

Avid HR Fans 18+

2.3%

0.2%

5.9%

7.8%

27.7%

1.4%

6.6%

32.4%

7.2%

1.4%

5.1%

30.8%

5.0%

1.3%

0.9%

Sony

Fry's

Wal-Mart

Circuit City

Best Buy

Wireless Manufacturer Consumer Electronics Store

*2008 Internet Data

The percentage of Avid Horse Racing fans who use a Samsung phone is comparable to the overall market share.

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Robert Fox SVP Sport & Sponsorship

215-442-9652

[email protected]

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