When is the best time to engage with sport fans? 

It may depend on the time of the year, according to a multi-sport study from Nielsen PreView.  The research, which analyzed fan loyalty for more than a dozen sports found that while some fans are fully dedicated to one sport, many have competing loyalties that affect their engagement with each sport. 

For instance, while NCAA Basketball season begins in the fall — when baseball and football are also on the sports scene, February and March are the prime months when basketball fans are most engaged in their sport.

Sports sponsorship and licensing is at least a $17 billion business in the U.S., Nielsen PreView’s study notes.  With stakes that big, being able to gauge fan engagement across a variety of sports – in order to time ad spending – is no mere game.

View Nielsen PreView’s study.