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Study makes Yahoo! Sports big leader in fantasy land
Published July 19, 2004
Yahoo! Sports is three times as popular a destination for fantasy sports participants as its top competitors in the fantasy space, according to results of a study by comScore Media Metrix scheduled to be made public today.
During the eight-month period from October to May, Yahoo! Sports drew an average of 3.1 million unique visitors per month to its fantasy content, according to the study. That compares with 950,000 unique visitors per month to espn.com’s fantasy offerings and 930,000 unique visitors to SportsLine’s fantasy offerings.
Yahoo! Sports is unique in that most of its fantasy offerings are free.
Yahoo! Sports, SportsLine and espn.com together drew an average of 4.7 million unique visitors per month to the sites’ fantasy content during the eight-month period. The peak month was October, when together the three sites drew 7.4 million unique visitors to fantasy content.
The study, which was limited to fantasy sports activity related to the NBA, NFL, NHL and MLB, showed fantasy football fans were the biggest contributors to traffic, accounting for 6 million of the 7.4 million unique visitors in October. In April, fantasy baseball fans accounted for 3.1 million of the month’s 3.6 million unique visitors.
Competing media tracking firm Nielsen/NetRatings did its own analysis last fall of fantasy football participation, but only for the month of October. That study also showed a significant advantage for Yahoo! Sports, which drew 3.1 million of the 4.7 million unique visitors to fantasy content. SportsLine was second with 1.3 million, and espn.com third with 397,000.