Voice of the American Fan

Gain deep insights into the habits, preferences and intentions of American sports fans--everything you need to make strategic and tactical decisions.

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Voice
of the American Fan

The Voice of the American Fan is a deep analytical exploration of habits, preferences and intentions of American sports fans.

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learn all about fan behavior

The Voice of the American Fan Report (VOAF) compiles data from a national and diverse group of survey respondents to provide key data on details like psychographic narratives, preferred media consumption, loyalty and emotional triggers, and more—imperative insights for making key decisions.

Learn what drives fandom; how do fans become fans, and what variables affect their perception of sports, teams and players.

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FIG. 1
What is your favorite aspect of a sporting event?
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FIG. 1
What is your favorite aspect of a sporting event?
Hover for response details.
100%
24% :  All of the above
27% : The sport itself
14% : The exciting environment
13% : Spending time with friends and family
22% : Watching my favorite team
TRACKING THE EVOLUTION OF A SPORTS FAN

Tracking the Evolution of a Sports Fan

Becoming and remaining a fan is often a lifelong experience. Thirty-three percent of sports fans interviewed stated that they have stopped following a sport that they enjoyed when they were younger. Of those 33 percent, more than half said they had abandoned the sport in their twenties or thirties. With simple data visualizations and analysis, the Voice of the American Fan illustrates the value fans provides throughout their lifetime as well as insights into how to maintain fan engagement.

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follow the Evolution of a Sports Fan

Being a fan is a lifelong commitment. Thirty-three percent of sports fans stop following a sport when they were younger. Of those 33 percent, more than half abandoned the sport in their twenties or thirties.

With powerful data visualizations and analysis, the VOAF illustrates the value fans provide throughout their lifetime and gives insights on how best to maintain these fans’ engagement.

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understand fan needs and wants

The VOAF allows you to better understand your customers, including the 20 percent who self-identified as die-hard fans. Also, learn more about the fan experiences that shape their in-seat thoughts—moments that shape lifelong loyalty.

Based on Lancaster Research’s extensive history in the sports category, the report provides deep insights into relevant topics and issues crucial to those who market to sports fans.

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FIG. 2
Fans are invested in sports.
Fifty-four percent (54%) spend 5 hours a week engaged in watching, reading about or listening to a sport.
FIG. 2
Fans are invested in sports.
Fifty-four percent (54%) spend five hours or more a week engaged in watching, reading about, or listening to a sport.
21%
8+ HOURS
12%
7-8 HOURS
21%
5-6 HOURS
Connect with your fans.
Understand their behavior.
Make data-driven decisions.
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2018 Spring Report
$399
Receive the 2018 Spring research report—a PDF download and a printed booklet full of data and key insights about the American Sports Fan.
Purchase Report
6 Month Subscription
$2,000/$400mo
Printed report, report PDF download, associated PowerPoint presentation.
Purchase Report
2018 Spring and Fall Report + Data Subscription
$3,000/yr  or  $300/mo
A subscription package includes access to:
· 2 Printed reports (spring and fall)
· 2 PDF downloads of the report
· 4 Quarterly PowerPoint presentations with usable charts, graph and photographic elements (Presentation data updated quarterly)
· 10 Monthly email insights
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