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While TV is the most common way for people to watch sports, the Internet is the most popular way for both men and women (36.1% and 32.7% respectively) to get sports news and information, according to a new report by Burst Media.

The Internet is trailed by local TV programming (23.7%), national TV networks (15.1%), local newspaper (6.7%), national newspaper (3.6%), and sports radio (2.9%).

Among the key age segments, 18-24 years and 25-34 years, the Internet far outweighs both local and national TV coverage as the main source of sports and news information. Adults 55 years and over still turn to local TV news over the Internet.

Among all respondents sports content is in demand regardless of which media is cited as their primary source. Nearly one-half (49.2%) of respondents use the Internet to check sports scores and 41.3 percent read sports-related news stories online.

Interestingly, nearly as many women as men use the Internet to check sports scores (47.3% vs.50.5%), read sports stories (39% vs. 42.8%) and visit professional team sports sites (25.2% vs. 26.2%). The Burst survey also found over half (55%) of all respondents indicated they have never watched live streaming game coverage on the Internet.

"It’s abundantly clear that men and women of all ages are active consumers of sports content online," said Chuck Moran, Chief Marketing Officer for Burst Media. "This provides marketers an opportunity to expand the reach of their campaigns targeted to sports enthusiasts by adding an online component".

"Also, by utilizing a multichannel strategy of combining Internet and TV, advertisers can surround their target audience with coordinated messaging for greater impact."

The survey also found that although the Internet is the most popular media source for sports content, it is not seen as the best source. Overall, national TV sports networks, such as ESPN, are viewed by respondents as the best place to get sports and information news. However, men believe national TV sports networks and Internet sports content sites offer equivalent sports content (30.1% and 28.7% of men, respectively).

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