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 am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (CXPA.org), and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile: www.linkedin.com/in/brucetemkin

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.