ABSTRACT
This chapter provides a summary profile of sports media audiences. In this chapter, I discuss sports media consumption as a social experience, not just for “social” media. The chapter outlines common strategies for sports marketers to build media audiences, including scheduling, production, storytelling, and promotion. Despite the rapid growth in digital technology, television remains the primary medium for sports content. Lastly, the chapter discusses how to measure consumption across sports media, differentiating between users and usage. “New” media has not been added on to traditional media, rather than substituting for it, representing a unique strength for sports content in its ability to integrate across media channels.
