\nKim Beason\n<\/div>\n<\/div>\n
OXFORD, Miss. — Snacks, check. Remote control, check.
\nBeer, maybe not.
\n<\/span><\/p>\n\n\u00a0\n<\/p>\n
<\/p>\n
\nAs millions of fantasy sports enthusiasts gear up for
\nSunday’s NFL Super Bowl between the New England Patriots
\nand New York Giants, a University of Mississippi
\nprofessor’s survey of them during regular season offers
\nstatistics that reveal interesting behavior patterns.
\n<\/span>\n<\/p>\n\n“Many of your NFL fantasy sports consumers are not that
\nmuch different than your regular NFL fan,” said Kim Beason,
\nassociate professor of parks and recreation management.
\n“Like most fans, they switch back and forth between games
\non TV, but the results on beer drinking are sort of
\nstrange. Less than one out of four always or usually drink
\nbeer during the game. That’s surprising.”
\n<\/span>\n<\/p>\n\nPreliminary results from Beason’s ongoing survey indicate
\nthat nearly half of the fantasy sports consumers polled
\nrarely or never drinks beer while watching regular season
\nNFL games on Sunday. Consumer behavior researcher Nikita
\nGarg, UM assistant professor of marketing, said this
\nseemingly unorthodox conduct may boil down to business.
\n<\/span>\n<\/p>\n\n“Many of your fantasy sports players may not drink during
\nthe game so they can stay sober and remain focused on their
\nteam’s success,” Garg said. “Instead of a leisure- or
\npleasure-based attitude that most fans have toward a game,
\nfantasy sports players may take a more businesslike
\napproach to watching football games. Their stake in the
\ngame is higher.”
\n<\/span>\n<\/p>\n\nPartnering with the Fantasy Sports Trade Association,
\nBeason has seen his six-year research help hundreds of
\nsmall, medium and large companies better understand the
\nmarketplace and their consumers, as well as help launch new
\nbusinesses and expand or modify existing business models,
\nsaid FSTA president Jeffrey Thomas.
\n<\/span>\n<\/p>\n\n“Dr. Beason is absolutely a pioneer and a friend of the
\nfantasy sports industry,” Thomas said. “He was the first
\nresearcher that took fantasy sports seriously, and for
\nthat, he has cemented a place in history with the FSTA and
\nour member companies.”
\n<\/span>\n<\/p>\n\nBeason’s latest consumer behavior survey of regular season
\nNFL fantasy sports enthusiasts also reveals that more than
\n95 percent watch NFL games on television, more than half
\nrarely or never go to a sports bar to watch the games, less
\nthan one in five watch the games alone, three out of five
\nalways or usually watch NFL pregame television shows and
\nless than 10 percent rarely or never televison surf between
\nfootball games.
\n<\/span>\n<\/p>\n\n“Yes, nearly two out of three always or usually eat snacks
\nduring the game, and nearly half always or usually curse
\nout loud at the television due to a fantasy sports-related
\nissue, but the behavior of the viewing public is changing,”
\nBeason said. “More than 90 percent are online checking
\ntheir team’s success during the games. That’s a huge
\namount.”
\n<\/span>\n<\/p>\n\nWith 20 million who play fantasy sports league-type
\ncontests in North America, the total market size is
\nestimated at more than $1.5 billion, including
\nsponsorships, endorsements, contest management and
\nadvertising. Beason said these consumers primarily male,
\nwhite collar and married with children are unique and
\ninteresting, and exhibit leisure behaviors that make them a
\nseparate and identifiable industry apart from the
\nprofessional sports industry.
\n<\/span>\n<\/p>\n\n“Fantasy sports is a remarkable industry,” Beason said. “It
\nimpacts the workplace. It’s even used to help teach
\nchildren math. It’s amazing the impact fantasy sports has
\nhad on professional sports as well as the evolution of
\nfantasy sports into other industries.”
\n<\/span>\n<\/p>\n\nFor more information, contact Beason at 662-915-5555 or
\nhpbeason@olemiss.edu. Fir more information on the
\nDepartment of Health, Exercise Science and Recreation
\nManagement, go to
\n<\/span>\n<\/p>\n\n
\nhttp:\/\/www.olemiss.edu\/depts\/hesrm\/<\/a>.
\n<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"\u00a0 Kim Beason OXFORD, Miss. — Snacks, check. Remote control, check. Beer, maybe not. \u00a0<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"footnotes":""},"categories":[222],"tags":[],"yoast_head":"\n
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