An Industrial Analysis on Sports Media Consumption : a Study on Fox Sports and the Strategies for Targeting Young Sports Media Consumers
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This study analyses the behaviors and preferences of sports media consumers in the U.S. The focus group for this study was persons' ages 16 to 22 years-old. The subjects in the study showed that convenience is the number one factor that determines where they chose to consumer their sports media. Additionally, in the programs produced by the brand Fox Sports, participants aged 16 to 22 look for highlights the most, and care about the content and entertainment aspects of the material. Interviews with various members of Fox Sports show these consumer preferences are consistent with their content creation strategies as a brand. As Fox attempts to grow their brand, the content they create reflects the attitudes of their audience and they have a high potential to captivate the next generation of sports fans (ages 16-22).
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