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TV Is the Season Pass to High-Income Snowsports Enthusiasts 


Feb 18, 2021

Despite the major disruptions to the snowsports industry, enthusiasts tend to earn larger incomes and 92.2% are exposed to TV daily, according to the Local Sports Insights’ 60-Market 2020 Aggregate Survey. Almost 60% of the 3.2% of all adults 18+ who participated in snow skiing or snowboarding during the past year earn incomes of $75,000 or more.


“With the spring 2020 ski season cut short because of the pandemic, multiple industry sources report a renewed interest in returning to the slopes for the 2020–2021 season,” said Tony Ott, Vice President/General Manager, Local Sports Insights. “Americans crave outdoor recreation to reduce stress, and because it’s a safe activity.”


Vail Resorts, one of the world’s largest operators of ski resorts, stated in its Q3 2020 fiscal report sales of season passes increased 18% YOY by mid-September. DestiMetrics, which aggregates booking data at mountain resorts, revealed increased bookings and revenues for October and November in seven western states, the first increases since February.


“A secondary, but important, result from the Local Sports Insights’ 60-Market 2020 Aggregate Survey is 36.1% of snowsports enthusiasts with incomes of $75K+ shopped at a sporting goods stores during the past 4 weeks, and they index 90% more than all sporting-goods-store shoppers,” said Ott.


With TV and the Internet now the largest media used daily, they are the most complementary media mix for advertisers. TV will build brand awareness and commercial messages can drive this audience to Websites and social media platforms to increase the overall penetration of high-income snowsports enthusiasts.

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