Proving TV Is No Gamble: How Daily Fantasy Sports Became A Big Winner With Millennials. January 2016
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1 Proving TV Is No Gamble: How Daily Fantasy Sports Became A Big Winner With Millennials January 2016
2 Television s Effectiveness Turns The Daily Fantasy Sports Category Into A Major Player Daily Fantasy Sports (DFS) went largely under the radar with consumers for its first eight years of existence until capital investment made it possible for the major websites to spend significantly in TV The results from the two main players FanDuel & DraftKings spending $300+ million collectively in TV over the last three years speak for themselves: Scouting Report Monthly unique website visitors have increased exponentially to 32.1MM in September 15 from 67K in March 13 Player engagement (avg mins per visitor) has increased 38% YOY during the football season Total minutes spent on their websites have increased five-fold between Sept 15 & Sept 14 Average amount spent annually per DFS player increased to $257 in 2015 from $5 in 2012 Revenues increased dramatically to an estimated $330MM+ in 2015 from $5MM in 2012 Total user spending on DFS sites is projected to increase five-fold over the next five years to $17.7 billion It s clear that the above results would not have happened without the category s immense, deep push into TV to reach their primary target, Millennials Daily Fantasy Sports (DFS) = subset of fantasy sport games where players compete against others by building a team of pro athletes from a particular league or competition and earn points based on their performance. DFS is an accelerated variant of traditional fantasy sports that are conducted over short-term periods such as a week or single day of competition. 2
3 DFS Players Are Overwhelmingly Millennials 2 out of every 3 DFS player is between the age of 18-35; with over 50% between DFS Player Age Ranges (15%) 51 or older (6%) Under 18 (0%) (13%) (15%) (26%) (25%) Source: Eilers Research Daily Fantasy Sports Player Survey 2015 (n = 1,243) 3
4 Two Major Players Have Emerged In The DFS Category Thanks To Their Significant TV Ad Investment Although there have been many players in the daily fantasy sports space over the last 10 years, two have clearly risen to the top (combined 96% market share) primarily through dominant TV spending All-Stars : Current Dominant Players Jan 2009 ($113.4MM) Jan 2012 ($210.8MM) Starters: Current Second Tier Players March 2012 April 2012 Oct 2012 Jan 2013 March June 2014 August 2014 August 2014 Sept 2011 July 2015 Sept 2015 Instant Fantasy Sports Retired Players: No Longer Operating, Acquired, or Merged June 2007 June 2013 Sept 2007 August 2008 Dec 2009 Sept 2012 August 2010 July 2014 ($4.4MM) August 2010 May 2013 June 2011 July 2013 July Sept 2014 Source: Legal Sports Report, Rotogrinders; dates represent launch. Eilers Research 2015 ($$$) = total TV spend during their existence through Sept. 15 4
5 A History of The DFS Category: TV Rapidly Accelerates Growth Although the DFS category has been around for almost 10 years, it has only just recently exploded with the launch of major TV campaigns from the two big players FanDuel & DraftKings Interestingly enough, both sites only began being measured by comscore once their TV investment reached $1MM even though they were advertising digitally for many months prior Unlawful Internet Gambling Enforcement Act passed FanDuel Launches FanDuel First Digital Spend DraftKings Launches FanDuel TV Spend Reaches $1MM DraftKings TV Spend Reaches $1MM Unduplicated Multi-site Uniques Reach 800k Combined TV Spend Reaches $100MM Combined TV Spend Reaches $200MM Combined TV Spend Reaches $300MM Oct 2006 Jun 2007 Jan 2009 Jan 2010 Jan 2012 May 2012 Mar 2013 Jul Aug Apr 2014 Oct 2014 Aug 2015 Sept 2015 First DFS Website Launches (Fantasy Sports Live) DraftKings First Digital Spend FanDuel First Measured Site Uniques (67K) DraftKings First Measured Site Uniques (133K) Unduplicated Multi-Site Uniques Reach 10MM Unduplicated Multi-site Uniques Reach 32MM The Unlawful Internet Gambling Enforcement Act of 2006 (UIGEA) regulates online gambling. The UIGEA "prohibits gambling businesses from knowingly accepting payments in connection with the participation of another person in a bet or wager that involves the use of the Internet and that is unlawful under any federal or state law." The act specifically excludes fantasy sports that meet certain requirements which paved the way for the launch of DFS websites. Source: Legal Sports Report, Rotogrinders; unduplicated multi-site uniques = FanDuel & DraftKings unduplicated monthly unique visitors 5
6 Digital Media Launched First But Achieved Only Modest Results For FanDuel Over The First Three Years Of Activity DraftKings launched a few years later than FanDuel, in January 12, but still wasn t comscore measured in March 13 even though their first reported digital spend was in May 12 FanDuel Unique Website Visitors (000) Reported digital spend began January 2010 Cume TV spend < $1MM by March 13 Digital Spending In Every Month Throughout Time Period Not Measured Not Measured Not Measured Not Measured Source: comscore MediaMetrix Key Measures: Long Term Media Trend, P2+; Nielsen AdIntel. Cume TV Spend reflects aggregated / rolling total 6
7 Eventually, An Influx Of Major Capital Investment Enabled The Two Main DFS Sites To Launch High-Reach TV Campaigns In fact some investors, looking for both quick and sustainable ROI, made their funding contingent on guaranteed TV spend by the DFS sites in order to drive growth and generate more revenue Over $300 Million has been invested in TV in only the last three years; $200 million of which was spent in 2015 FanDuel & DraftKings: Investor Funds Raised Vs. TV Expenditures March 2013 September 2015 Rolling / Aggregated Totals Source: Nielsen AdIntel (broadcast TV, cable TV, Spanish language broadcast TV, Spanish language cable TV, syndication TV, spot TV). Cume TV Spend reflects aggregated / rolling total. Legal Sports Report, Funds raised includes both seed and various Series A-E investments 7
8 Both Major DFS Sites Have Diversified TV Buys, Well Beyond Just Sports Programming Although Sports is their primary genre by far ($225MM+), FanDuel & DraftKings have also collectively spent over $75 million in entertainment and news programming between 2013 Sept FanDuel & Draftkings: % of TV Spending by Entertainment & News Genre 2013 Sept 2015 Films (20%) Music (8%) Misc (1%) Specials (1%) News (2%) Talk / Variety / Game Shows (4%) Drama (17%) Comedy (17%) To maximize reach, the websites buy deep for both Sports & Entertainment/News: Collectively aired on 81 TV networks since nets had sports programs Active on 71 networks in 2015 alone 33 nets had sports programs Animation (15%) Documentary (16%) Source: Nielsen AdIntel (national TV only = broadcast TV, cable TV, Spanish language broadcast TV, Spanish language cable TV) 8
9 Aggressive TV Investment Led to Explosive User Growth Over A Very Short Period Of Time Although digital spend was happening for years, key website metrics did not explode until there was meaningful TV investment FanDuel & DraftKings Unduplicated Unique Website Visitors (000) Cume TV spend $324MM Reported digital spend began January 2010 Cume TV spend < $1MM by March 13 Cume TV spend $37MM Cume TV spend $132MM Digital Spending In Every Month Throughout Time Period Not Measured Not Measured Not Measured Not Measured Source: comscore MediaMetrix Key Measures - FanDuel and DraftKings, P2+; Nielsen AdIntel (broadcast TV, cable TV, Spanish language broadcast TV, Spanish language cable TV, syndication TV, spot TV). Cume TV Spend reflects aggregated / rolling total 9
10 Player Engagement Has Also Increased Throughout The Year, Regardless Of Sports Season Even with the exponential growth in users, average minutes per player spent on the main DFS websites continues to climb FanDuel & DraftKings Average Monthly Minutes Per Visitor Spring / Basketball Summer / Baseball Fall / Football Source: comscore MediaMetrix Key Measures - FanDuel and DraftKings, P2+ 10
11 Increased Player Engagement Has Led to Huge Growth in The Collective Share of Time Spent On The Major DFS Websites FanDuel & DraftKings Total Minutes (in millions) Cume TV spend $324MM 1,783 Football Season Cume TV spend $110MM Cume TV spend $190MM Cume TV spend $37MM Source: comscore MediaMetrix Key Measures - FanDuel and DraftKings March 2014-Sept 2015, P2+. Nielsen AdIntel (broadcast TV, cable TV, Spanish language broadcast TV, Spanish language cable TV, syndication TV, spot TV). Cume TV Spend reflects aggregated / rolling total 11
12 TV s Impact On Key Website Metrics Are Undisputed A two year comparison of key metrics between when the media buy was prominently digital (2013) and now when it s heavy TV (2015) shows just how much growth has skyrocketed FanDuel & DraftKings Key Website Metrics September 2013 vs Metric Two-Year Increase* Funds Raised = 12x TV Spend = 21x Unduplicated Unique Visitors = 47x Total Minutes (MM) = 71x Average Minutes Per Visitor = 1.4x Cume TV Spend by Sept 13: $15.7MM by Sept 15: $324.2MM *Sept 15 vs. Sept 13 Source: comscore MediaMetrix Key Measures - FanDuel and DraftKings, P2+. Nielsen AdIntel (broadcast TV, cable TV, Spanish language broadcast TV, Spanish language cable TV, syndication TV, spot TV). Cume TV Spend reflects aggregated / rolling total 12
13 The Desire Generated by Heavy TV Advertising Has Also Led Players To Significantly Increase Their Spending Over three short years, the DFS consumer base has evolved from experimental one-offs to a more active, engaged and consistent player Average Amount Spent Annually Per DFS Player $257 $5 TV advertising has also led to Top-Of-Mind awareness for DFS within the overarching fantasy sports gaming category: Not only are people spending more time on DFS but there s also more people playing it exclusively - 17% of DFS players play it as their only fantasy sports game, up from 8% in 2013 Source: FSTA.org Industry Demographics 13
14 Revenues Also Skyrocketed In 2015 As More Players Joined And Spent More Money Per Player Than Ever Before The investment spend in TV over the last couple of years is the engine that drives accelerated revenue growth now and into the future as the sites build on their increased user bases FanDuel & DraftKings Combined Estimated Annual Revenue (in millions) $330 + $87 $1 $5 $ est DraftKings signed up more than 1MM new fantasy sport players after a major TV buy in September which was part of a marketing campaign that saw a 10x increase in the number of customers signed up vs. YAG NY Post 9/15/15 Source: Sports Business Daily March 2015 based on FanDuel & DraftKings reports. Revenues = total entry fees minus prize amounts awarded. 14
15 Over The Next Five Years, Total Player Spending On DFS Sites Is Projected To Increase Five-Fold Not only that, but a respected gaming research firm revised both their current & future projections upwards in September 2015, coinciding with a huge influx of TV spending by the major DFS sites DFS Consumer Spending Projections (in billions) Source: Eilers Research Consumer spending reflects how much users are projected to spend on DFS entry fees. Projections could be adjusted based on state regulations or other material changes to the industry 15
16 For More Information Visit Us Online TheVAB.com Follow Like us: facebook.com/videoadvertisingbureau
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