Report: Fan Experience Benchmark: U.S. Professional Sports

As part of our excitement around #QualtricsX4, we decided to give away this report for free. Check my twitter for a download code. And check out other free reports to download, and find out about the Qualtrics XM Institute.

We just published a Temkin Group report, Fan Experience Benchmark: U.S. Professional Sports: U.S. Consumers’ TV Preferences And In-Person Experiences For MLB, MLS, NASCAR, NBA, NFL, NHL, PGA, USTA, and WNBA.

Fan Experience Benchmark: NFL, NBA, NHL, WNBA, MLB, PGA, MLS, USTA (Customer Experience, CX)For seven years in a row, Temkin Group has tracked U.S. consumers’ preferences for watching professional sports on TV. This year, we also examined their experience when attending a live sporting event. Here are some highlights from this research:

  • NFL is the most dominate sport on TV, but MLB has the highest percentage of fans who attend its games.
  • Almost all sports lost TV viewers over the last seven years, with NFL dropping the most. Viewership has declined most dramatically for young adult males.
  • NASCAR has the highest level of promoters for its live sporting events, while the NFL has the lowest.
  • We evaluated consumer satisfaction across the nine steps that make up a live sporting event journey. Of these steps, parking received the lowest average satisfaction, and ticketing correlated most strongly with fans’ likelihood of recommending attending an event to their friends and relatives.
  • We include live event scorecards for MLB, MLS, NASCAR, NBA, NFL, NHL, and WNBA
  • Sports teams that want to improve fan experience need to build four competencies: Purposeful Leadership, Compelling Brand Values, Employee Engagement, and Customer Connectedness.

Download report for $195
Purchase and download Fan Experience Benchmark Report (Customer Experience, CX)Fan Experience: Consumers who watch professionals sports on TV, 2012 to 2018

Customer Experience (CX): Fan Satisfaction Across Journey Through Live In-Person Sporting Events

Download report for $195
Purchase and download Fan Experience Benchmark Report (Customer Experience, CX)


Report Outline:

  • Professional Sports’ TV Fandom Is On The Decline
  • Examining The Live Sporting Experience
  • The Best And Worst Of In-Person Sporting Events
    • In-Person Scorecards for MLB, MLS, NASCAR, NBA, NFL, NHL, and WNBA
  • The Path to Fan Experience Excellence

Figures in the Report:

  1. Popularity of Sports on TV, 2012 to 2018
  2. Popularity of Sports on TV, 2012 to 2018
  3. Popularity of Sports on TV By Age and Gender, 2018
  4. Popularity of Sports on TV By Age and Gender, 2012 to 2018
  5. Consumers Who Watch and Attend Sporting Events
  6. In-Person Sports Experience
  7. Importance Of Stadium Journey Steps
  8. Experience Across The Journey Of In-Person Sports Events
  9. Satisfaction Levels Across The Fan Journey
  10. National Hockey League (NHL) Fan Experience
  11. National Football League (NFL) Fan Experience
  12. National Basketball League (NBA) Fan Experience
  13. Women’s National Basketball League (WNBA) Fan Experience
  14. Major League Baseball (MLB) Fan Experience
  15. Major League Soccer (MLS) Fan Experience
  16. NASCAR Fan Experience
  17. Customer Experience Competencies and Maturity

Download report for $195
Purchase and download Fan Experience Benchmark Report (Customer Experience, CX)

Written by 

I'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about leading-edge XM topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

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