Compete Data Reveals Daily Reach Patterns for Fantasy Sports Sites

in Brand Social Technology & Entertainment by Emily Raho — November 2, 2010 at 2:45 pm | 1 comment

Advertisers Take Note; Reach Peaks on Sunday and Hits Lowest on Friday

BOSTON, MA–(Marketwire – November 2, 2010) – Compete, a Kantar Media company, today released data about online fantasy sports players showing a definitive weekly pattern for reach. The data, drawn from Compete’s panel of more than two million US-based internet users, showed that in September daily reach peaked on Sundays and was at its lowest on Fridays. The weekly pattern, which likely reflects Sunday line-up setting by NFL fantasy players, is one of many useful data-driven insights for brands developing online strategies to reach fantasy players.

Other notable data points that could prove interesting to brands targeting fantasy players include:

*Unique visitor numbers don’t tell the entire story. Fantasysports.yahoo.com
was the top site for UVs in September (6,115,530) but “attention” increased
130 percent — still not bad, while fantasy.nfl.com attention increase by 370
percent. Perhaps the increased focus on video at fantasy.nfl.com is behind its
relatively higher attention.

*For search, ESPN was the clear winner for September. It captured three of
the top five search-share positions: “espn” was the number one keyword
sending traffic to the fantasy category, “espn fantasy football” was the
number two keyword and “espn.com” was number four.

*Fantasy players drop off as the season wanes. Baseball.cbssports.com,
which reached its season high in April of 516,761 UVs, was down to 347,416
in September with attention down (44 percent) and visits per person down
(25 percent) from August. It’s likely that many players lose interest as they
move out of contention and content related to the next fantasy season
emerges (football, hockey and basketball). Wise brands should track these
trends and use the insights to drive campaign creative and media buying.

Information regarding aggregate web categories is drawn from the Compete PRO Enterprise edition on Compete.com. For more information on the enterprise offering, please contact Gavin Blackmore at gblackmore@compete.com.