1. MICHIGAN STATE FOOTBALL
CONSUMER INSIGHTS
SEPTEMBER 2015
DETROIT

2. CONTENTS
FAN PROFILE
DIGITAL PRESENCE
ZIP CODE ANALYSIS
MERCHANDISE

3. FAN PROFILE

4. DEMOGRAPHIC FAN PROFILE
MICHIGAN STATE FOOTBALL FANS VS. DETROIT PRO TEAM FANS // AUDIENCE COMPOSITION
% COMP BASED ON 18+
DETROIT PRO TEAM
FAN AVG.
M / F
67% / 33%
M / F
53% / 47%
Source: Scarborough, Detroit, MI 2014 Release 2 (Aug Jul 2014). Based on Persons MSU Fans = Watched OR Listened OR Attended MSU football.
Detroit Pro Teams Avg. = Watched OR Listened OR Attended.

5. DEMOGRAPHIC FAN PROFILE
MICHIGAN STATE FOOTBALL FANS VS. DETROIT PRO TEAM FANS // AUDIENCE COMPOSITION
% COMP BASED ON P18+
MARKET BREAK
MSU
% COMP
DETROIT
PRO TEAMS
PT. DIFF.
HOUSEHOLD INCOME
$75K+
43%
39%
+4 PTS.
$100K+
27%
25%
+2 PTS.
EDUCATION
HIGH SCHOOL GRAD
30%
32%
-2 PTS.
SOME COLLEGE
33%
EVEN
COLLEGE GRAD
14%
15%
-1 PT.
POST GRAD DEGREE
12%
RACE / ETHNICITY
WHITE
73%
BLACK
22%
19%
+3 PTS.
ASIAN 2% 3%
OTHER 5%
HISPANIC 4%
MARITAL STATUS
MARRIED
56%
52%
NOT MARRIED
44%
48%
-4 PTS.
Source: Scarborough, Detroit, MI 2014 Release 2 (Aug Jul 2014). Based on Persons MSU Fans = Watched OR Listened OR Attended MSU football.
Detroit Pro Teams Avg. = Watched OR Listened OR Attended.

6. MSU FANS IN DETROIT ARE OUTDOOR & ENTERTAINMENT ENTHUSIASTS
MICHIGAN STATE FANS VS. DETROIT PRO TEAM FANS // LEISURE ACTIVITIES & EVENTS ATTENDING
% COMP BASED ON P18+
DETROIT PRO TEAM
FAN AVG.
% VERT*
INDEX
% VERT
LEISURE ACTIVITIES IN THE LAST 12 MONTHS
GRILLING
67%
108
66%
107
MOUNTAIN BIKING
44%
114
40%
105
FISHING
28%
146
22%
115
BOATING
26%
128
24%
119
JOGGING-RUNNING
110
GOLF
25%
175
18%
125
CAMPING
124
20%
BASKETBALL
19%
141
16%
116
FOOTBALL
12%
172 8%
111
SOFTBALL
10%
165 7%
EVENTS ATTENDING IN THE LAST 12 MONTHS
ANY PRO SPORTING EVENT
56%
138
53%
130
HIGH SCHOOL SPORTING EVENT
145
21%
117
COUNTRY MUSIC CONCERT
131
Read as:
67% of Michigan State fans (in Detroit) grilled in the last 12 months.
Michigan State fans are 8% more likely to grill in the last 12 months compared to the average Person 18+ who lives in the Detroit DMA.
Source: Scarborough, Detroit, MI 2015 Release 2 (Aug Jul 2015). Based on Persons MSU Fans = Watched OR Listened OR Attended MSU football/basketball.
Detroit Pro Teams Avg. = Watched OR Listened OR Attended.

7. DIGITAL PRESENCE

8. OPPORTUNITY TO LEVERAGE A STRONG PRESENCE THE DIGITAL SPACE
MICHIGAN STATE FOOTBALL FANS VS. DETROIT PRO TEAM FANS // DIGITAL OWNERSHIP & USAGE
% COMP BASED ON P18+
PERSONS 18+ WHO WATCH/LISTEN/ATTEND MICHIGAN STATE FOOTBALL
% VERT*
INDEX
REGULARLY ACCESS THE INTERNET
86% 97
OWN A SMARTPHONE
62% 95
OWN A DESKTOP COMPUTER
59%
102
OWN A LAPTOP COMPUTER
57% 93
OWN A TABLET
47%
CHECKED SPORTS SCORES ONLINE IN THE LAST 30 DAYS
38%
192
ACCESSED THE INTERNET FOR LOCAL NEWS IN THE LAST 30 DAYS
119
SHOPPED ONLINE FOR CLOTHING OR ACCESSORIES IN THE LAST 12 MONTHS
SHOPPED ONLINE IN THE LAST 30 DAYS
35% 96
SHOPPED ONLINE FOR SPORTING EVENT TICKETS IN THE LAST 12 MONTHS
25%
159
SHOPPED ONLINE FOR SPORTS LOGO APPAREL IN THE LAST 12 MONTHS
21%
163
ACCESSED THE INTERNET FOR LOCAL/COMMUNITY EVENTS IN THE LAST 30 DAYS
15%
112
SPENT $1K-$2.499K IN ONLINE SHOPPING DURING THE LAST 12 MONTHS
13%
118
WATCHED LIVE SPORTS ONLINE IN THE LAST 30 DAYS
12%
169
SPENT $2.5K IN ONLINE SHOPPING DURING THE LAST 12 MONTHS 7%
116
LEVERAGE E-COMMERCE…
MINIMAL GAP BETWEEN ONLINE SHOPPERS (IN GENERAL) AND ONLINE SPORTS LOGO SHOPPERS
Read as:
15% of Detroit area Michigan State fans accessed the internet for local/community events in the last 30 days.
Michigan State fans are 12% more likely to have accessed the internet for local/community events in the last 30 days compared to the average Person 18+ who lives in the Detroit area.
Source: Scarborough, Detroit, MI 2014 Release 2 (Aug Jul 2014). Based on Persons MSU Fans = Watched OR Listened OR Attended MSU football.
*Sorted by % Vertical. Note, % Verticals are rounded.

9. ZIP CODE ANALYSIS

10. WHERE MICHIGAN STATE FANS LIVE
MICHIGAN STATE FOOTBALL FANS VS. DETROIT PRO TEAM FANS // TOP 20 ZIP CODES OF RESIDENCE
% COMP BASED ON P18+
DETROIT PRO TEAM
FAN AVG.
% VERT*
INDEX
% VERT
TOP 20 ZIP CODE OF RESIDENCE…
48124 (DEARBORN)
1.4%
116
1.5%
121
48240 (REDFORD)
223
0.7%
114
48021 (EASTPOINTE)
166
0.9%
112
48187 (CANTON)
1.3%
100
1.2% 90
48043 (MOUNT CLEMENS)
183
108
48101 (ALLEN PARK) 94
115
48185 (WESTLAND)
131 95
48228 (DETROIT)
132
1.1%
123
48066 (ROSEVILLE)
102 99
48198 (YPSILANTI)
204
0.6%
105
48085 (TROY)
156
48103 (ANN ARBOR)
1.0% 93
48038 (CLINTON TOWNSHIP) 83
107
48130 (DEXTER)
239
0.5%
126
48076 (SOUTHFIELD)
172
110
48127 (DEARBORN HEIGHTS)
164
113
48135 (GARDEN CITY)
162
48322 (WEST BLOOMFIELD)
111
48178 (SOUTH LYON)
101
120
48446 (LAPEER)
48180 (TAYLOR) 61
1.7%
109
GEO-TARGET… PINPOINT THE CONSUMER
Read as:
1.4% of Michigan State fans live in the zip code.
Michigan State fans are 16% more likely to live in compared to the average Person 18+ who lives in the Detroit area.
Source: Scarborough, Detroit, MI 2014 Release 2 (Aug Jul 2014). Based on Persons MSU Fans = Watched OR Listened OR Attended MSU football.
Detroit Pro Teams Avg. = Watched OR Listened OR Attended. *Sorted by MSU % Vertical.

11. MERCHANDISE

12. MALLS WHERE MICHIGAN STATE FANS SHOP
MICHIGAN STATE FOOTBALL FANS VS. DETROIT PRO TEAM FANS // MALLS SHOPPED IN THE LAST 3 MONTHS
% COMP BASED ON P18+
DETROIT PRO TEAM
FAN AVG.
% VERT*
INDEX
% VERT
TOP 20 MALLS SHOPPED IN THE LAST 3 MONTHS
GREAT LAKES CROSSING OUTLETS (AUBURN HILLS)
18%
102
20%
114
TWELVE OAKS MALL (NOVI)
16%
107
106
SOMERSET COLLECTION (TROY)
15%
104
LAKESIDE MALL (STERLING HEIGHTS)
14% 94
BIRCH RUN PREMIUM OUTLETS (BIRCH RUN)
113
116
OAKLAND MALL (TROY)
13%
122
11%
THE MALL AT PARTRIDGE CREEK (CLINTON TOWNSHIP)
12%
WESTLAND CENTER (WESTLAND)
111
DOWNTOWN DETROIT (DETROIT)
110
FAIRLANE TOWN CENTER (DEARBORN)
105
NOVI TOWN CENTER (NOVI) 9%
109
10%
LAUREL PARK PLACE (LIVONIA)
MACOMB MALL CENTER (ROSEVILLE) 92
101
BRIARWOOD MALL (ANN ARBOR) 8% 93 7% 85
SOUTHLAND CENTER (TAYLOR) 95
TANGER OUTLET CENTER (HOWELL)
DOWNTOWN BIRMINGHAM (BIRMINGHAM)
119
ARBORLAND (ANN ARBOR) 6%
112 5%
EASTLAND SHOPPING CENTER (HARPERS WOODS)
LIVONIA MALL (LIVONIA)
125
117
NORTHLAND SHOPPING CENTER (SOUTHFIELD)
118
SIMILAR SHOPPING DESTINATIONS TO FANS OF DETROIT PRO TEAMS
Read as:
18% of Michigan State fans shopped at Great Lakes Crossing Outlets in the last 3 months.
Michigan State fans are 2% more likely to have shopped at Great Lakes Crossing Outlets in the last 3 months compared to the average Person 18+ who lives in the Detroit area.
Source: Scarborough, Detroit, MI 2014 Release 2 (Aug Jul 2014). Based on Persons MSU Fans = Watched OR Listened OR Attended MSU football.
Detroit Pro Teams Avg. = Watched OR Listened OR Attended. *Sorted by MSU % Vertical. Note, % Verticals are rounded.

13. MICHIGAN STATE FOOTBALL FANS VS. DETROIT PRO TEAM FANS // SHOPPING
MICHIGAN STATE FANS LOVE TO SHOP
MICHIGAN STATE FOOTBALL FANS VS. DETROIT PRO TEAM FANS // SHOPPING
% COMP BASED ON P18+
DETROIT PRO TEAM
FAN AVG.
% VERT*
INDEX
% VERT
ITEMS PURCHASED IN THE LAST 12 MONTHS
ATHLETIC SHOES
49%
114
47%
111
MEN’S CASUAL CLOTHING
120
42%
109
ATHLETIC CLOTHING
36%
137
30%
116
COLLEGE SPORTS APPAREL
32%
173
23%
124
SPORTS EQUIPMENT
22%
130
20%
117
SHOPPED AT IN THE LAST 3 MONTHS
MEIJER (MAJOR DEPT STORE)
73%
103
TARGET (MAJOR DEPT STORE)
55%
107
56%
110
KOHL’S (MAJOR DEPT STORE)
45%
106
48%
112
COSTCO (MAJOR DEPT STORE)
34%
115
108
BEST BUY (MAJOR DEPT STORE)
33%
131
29%
JCPENNEY (MAJOR DEPT STORE)
31%
105
MACY’S (MAJOR DEPT STORE)
113
27%
SAM’S CLUB (MAJOR DEPT STORE)
SEARS (MAJOR DEPT STORE)
25%
DUNHAM’S SPORTS (SPORTING GOODS)
26%
142
118
BED, BATH & BEYOND
DICK’S SPORTING GOODS (SPORTING GOODS)
139
19%
121
Read as:
36% of Michigan State fans live purchased athletic clothing in the last 12 months.
Michigan State fans are 37% more likely to have purchased athletic clothing compared to the average Person 18+ who lives in the Detroit area.
Source: Scarborough, Detroit, MI 2014 Release 2 (Aug Jul 2014). Based on Persons MSU Fans = Watched OR Listened OR Attended MSU football.
Detroit Pro Teams Avg. = Watched OR Listened OR Attended. *Sorted by MSU % Vertical. Note, % Verticals are rounded.

14. NIELSEN BUYER INSIGHTS
WME|IMG leverages the NBI database to directly correlate viewership of MSU football games to purchase behavior at marquee retailers.
NBI provides industry leading “single-source direct match” data that associates television viewing to credit card and debit card transactions among Nielsen’s national sample.

15. MICHIGAN STATE FANS DELIVER PREMIUM VALUE WITH THEIR HEAVY SPENDING HABITS
MICHIGAN STATE FOOTBALL TV VIEWERS VS. DETROIT PRO TEAMS TV VIEWERS (LIONS-TIGERS-RED WINGS) FANS // SHOPPING
% COMP BASED ON P18+
DETROIT PRO TEAM
FAN AVG.
DETROIT PRO TEAM
FAN AVG.
DETROIT PRO TEAM
FAN AVG.
$1,280.97
$876.08
$1,101.95
$1,100.11
$898.27
$841.53
AVG. SPEND PER BUYER
AVG. SPEND PER BUYER
AVG. SPEND PER BUYER
AVG. SPEND PER BUYER
AVG. SPEND PER BUYER
AVG. SPEND PER BUYER
$247.02
$154.17
$38.34
$40.49
$243.58
$229.20
AVG. SPEND PER TRIP
AVG. SPEND PER TRIP
AVG. SPEND PER TRIP
AVG. SPEND PER TRIP
AVG. SPEND PER TRIP
AVG. SPEND PER TRIP
DETROIT PRO TEAM
FAN AVG.
DETROIT PRO TEAM
FAN AVG.
DETROIT PRO TEAM
FAN AVG.
$424.79
$390.69
$412.13
$410.23
$326.90
$304.01
AVG. SPEND PER BUYER
AVG. SPEND PER BUYER
AVG. SPEND PER BUYER
AVG. SPEND PER BUYER
AVG. SPEND PER BUYER
AVG. SPEND PER BUYER
$105.93
$104.05
$84.65
$80.25
$108.55
$98.56
AVG. SPEND PER TRIP
AVG. SPEND PER TRIP
AVG. SPEND PER TRIP
AVG. SPEND PER TRIP
AVG. SPEND PER TRIP
AVG. SPEND PER TRIP
Source: Nielsen, NBI, Live+SD. October MSU = 943 minutes, Detroit Pros = 2,162 minutes. Based on Persons Purchasing based on Prior 52 Weeks since end of October 2014.
“Heavy Buyer” = 33% of dollars spent on the product by consumer. Based on Credit & Debit card purchases only (accounts for roughly 80% US credit card coverage).

16. KEY FINDINGS
Michigan State reaches a more affluent consumer than the average Detroit Pro Sports team fan.
Despite tough economic challenges in the Detroit area, Michigan State fans are actively shopping online, in particular for sports tickets and apparel.
A-bomb approach… Michigan State fans are evenly dispersed throughout the Detroit area enabling broader marketing tactics.
Oakland, Macomb and Wayne County malls attract a strong composition of Michigan State fans.

17. MICHIGAN STATE FOOTBALL
CONSUMER INSIGHTS
SEPTEMBER 2015