WINKY WRIGHT
SPORTS SPONSORSHIP OPPORTUNITY
DEMOGRAPHICS
Market Reach
a). Event Audience Appeal:
National / International
b). Event Media Coverage:
There is major media coverage associated with this opportunity in both
press attention and in viewership. HBO is known as Premium Cable and
is available for an extra fee at the discretion of cable TV subscribers.
HBO Pay-Per-View is known for distributing the most premiere
professional sporting events in the world.
• HBO Pay-Per-View and will be available to more than 61 million payper-view homes
• Oscar De La Hoya-Floyd Mayweather Jr. boxing bout PPV attracted
2.15 million households (1.23 million cable and 925,000 satellite) who
paid $54.95 for the biggest PPV payday in history: $118 million and
change gross revenue. The previous record was 1.99 million buys for the
Tyson-Holyfield fight. If you include the $19 million-plus live gate (another
record) plus millions more in revenue from foreign TV sales,
merchandising, sponsorships and closed circuit sales, the fight will gross
in excess of $150 million.
• Further airing of the fight will be distributed on HBO, HBO2 and
InDemand
• Tremendous press coverage will be expected before, during and after
the event
c). Event Measurement:
All measurement data is provided by third party verification services.
Audience is measured in ticket sales and Nielsen reports related to PPV
activity. Broadcast promotional advertising can be measured by “run
affidavits”. Event attendance is measured by ticket sales.
d). Boxing Fan Base:
Boxing fans are enthusiastic, devoted and often “fanatical” about the
sport. Age and ethnicity demographics shift with each weight division and
how a boxing match is delivered (such as live event, cable programming
or pay-per-view). Talented boxers on the rise often have a cult-like
following. Unlike years past where the heavyweight division led the
charge in fan-base, now many of the middle and lower divisions are the
hottest tickets with the most exciting and entertaining fighters. Winky
Wright and Bernard Hopkins fall into that category.
The fans of boxing have traditionally represented a 35-64 year old white
male at home watching a boxing match on a major broadcast network,
but due to the influx of music industry celebrities into the boxing world and
the MTV generation becoming adults who grew up watching cable
television, boxing fans are beginning to become younger (18-34) and the
age demographic has become more widespread (18-54). With the
popularity of fighters like Oscar De La Hoya, women now have more
interest in the sport than ever before.
e). Target Demographics:
i). GENDER:
86%
Male
14%
Female
ii). *RACE:
82.5%
12.5%
4%
1%
White
Hispanic
Black
Other
iii). AGE:
29%
48%
23%
A18-34
A35-49
A50+
iv). EDUCATION:
34%
HS Graduates
11%
College Graduates
6.5%
Post-Grad Degree holders
48.5%
Other
v). MARITAL STATUS:
26%
Single
53%
Married
03%
11%
07%
Separated
Divorced
Widowed
vi). EMPLOYMENT STATUS:
55%
Full Time Employees
12%
Part Time Employees
06%
Not Employed
14%
Retired
13%
Other (Students, Homemakers, Disabled)
vii). HOUSEHOLD INCOME LEVELS:
6%
HH Income less than $25,000
15%
HH Income $25,000 - $49,999
43%
HH Income $50,000 - $59,999
22%
HH Income $60,000 - $74,999
8%
HH Income $75,000 - $99,999
4%
HH Income $100,000 - $149,999
2%
HH Income $150,000 or more
*Boxers have been identified with their ethnicity more than any other athletes in any other
sport.
Boxing has basically been a mirror of our cultural development, a social staircase into our
society. Throughout the years, each of America's ethnic groups has had its share of fistic
heroes to rally around. For the Irish, it was John L. Sullivan, "Gentleman" Jim Corbett and
Jack Dempsey. Jewish fighters making their way to prominence included Benny Leonard
and Barney Ross. The Italians had Rocky Graziano, Carmen Basilio and Marciano,
among others.
Black stars, many from equally underprivileged backgrounds, dominated the 1960s and
'70s, contributing - in the form of Muhammad Ali, Joe Frazier, George Foreman and others
a new wave of cultural icons. The stars of today are Floyd Mayweather Jr. and Winky
Wright.
Then came the emergence of Latin greats Roberto Duran, Salvador Sanchez and Julio
Cesar Chavez, culminating with crossover superstar Oscar De La Hoya. Hispanic fighters
and their fans are considered the sport's lifeblood.
f). Lifestyle Profile of Comparative Network:
Category
Men 18-49 Consumer
Automotive DM: Luxury Car
Car Value $30,000+
DM: Mini-Van
SUV
Cable
54.2
50.1
49.9
47.9
Index
197
182
182
174
Household
Recent Home Improvements
Bought Big Ticket Items/Past Year
45.6
45.3
166
165
Business
Domestic Busi. Travel Paid for by Company 50.5
Computers or Related Peripherals
49.0
Office Furnishings or Office Supplies
46.9
184
178
171
Electronics
Shopped Electronics Store/Past Year
Bought Audio Equipment/Past Year
44.8
44.0
163
160
Purch Power
Own Stock in Your Company
Personally Own Securities, $50,000K+
Avg. $450+ Monthly on Credit Card Exp
53.2
52.5
46.1
194
191
168
Internet
Connected Via Cable or DSL at Home
Used Internet Travel Site
Made Personal or Business Travel Plans
Made Purch for Personal or Business Use
52.7
51.1
49.1
47.7
192
186
179
174
Travel
Used Rental Vehicle in Last Trip
Spent 5+ Nights Away on Domestic Travel
46.7
46.6
170
170
27.5
100
Base Adults 18+
*Viewed ESPN Network
M18-49 viewing indexed to Adult 18+ viewing Source: MRI,Spring 2005
g). HBO Viewer (HBO Viewer: Scarborough USA)
Source: Scarborough Media Research, Scarborough USA Plus,
Aug 05 –Sept 06. Adults 18+ Cable Networks Watched pst 7
days: HBO. Data extrapolated through Strata Cable Qualitative.
h). MoJo Network (Winky Promotions Roster Fights):
MOJO is the new 100% hi-def channel tailored to fit viewer interests from
exceptional food to extreme locales, from high tech toys to high stakes antics,
from Wall Street to easy street and the best of sports, music, movies and more.
MOJO, presented in the highest quality 1080i picture and 5.1 surround sound, is
available as part of the high-definition offerings from cable operators such as
Time Warner, Comcast, Cox Communications, Bright House Networks,
Cablevision, Mediacom and Patriot. MOJO is owned by iN DEMAND Networks,
whose shareholders are Comcast iN DEMAND Holdings, Inc., Cox
Communications Holdings, Inc., and Time Warner Entertainment Advance/Newhouse Partnership. MOJO is a 24-hour linear cable network, and is
not pay-per-view. It is available to cable subscribers with HD service in several
cable systems across the USA, usually at no additional charge other than the
cost of the HD cable tuner.
• Since launching the MOJO Programming Blocks in June 2006, response from
viewers has been extremely positive. MOJO on INHD resonates strongly with
Men 18 - 34.
• 38% of MOJO viewers have $100K+ HHI
• 89% of MOJO viewers are male Source: MOJO Awareness and Attitudes
Study, August, 2006
i). High Definition HouseHolds:
• HD HHs are upscale and educated: average HHI is $89,500 (42% higher than
the average USTVHH) and more than half of HD owners have 4+ years of
college (+42% more likely than they average adult) Source: LRG: 2006
• HD is the first-choice viewing destination. HD changes the way TV is viewed redirects the viewer from the 250+ channel universe to the exclusive HD channel
lineup (15 on average) Source: Magid 2005
• 64% of HDTV owners watch more TV programs in HD than they watch TV
programs that are not in HD. Source: LRG, 2006
• In 2006, 26% of HD HHs had more than one HD set, up from 11% in 2005
Source: LRG, 2006
• Currently, over two-thirds of all Network Prime Time shows are available in HD.
Source: Titan TV