Data Scout is Localogy’s series that curates and draws meaning from third-party data. Running semi-weekly, it adds an analytical layer to the industry data that we encounter in daily knowledge building. For Localogy original data, see the separate Modern Commerce Monitor™️ series.


One ongoing theme in our coverage of Covid-era business dynamics is that there’s a polarizing effect. Some sectors are Covid-advantaged (e-commerce,  communications) while some definitely aren’t (events, bars & restaurants). And there are positive discoveries and perspectives being gained across the board.

One Covid-disadvantaged sector is clearly professional sports. Given that ticket sales are a major component of their revenue models, they’re in a tough position. Beyond fans in the stands, player safety concerns have reduced play during a time when we could all use a good ballgame on TV.

Given these challenges, professional leagues are in panic mode, and doing everything they can to mitigate the pain. They’re also doing everything they can to stay informed with a data-based perspective on demand for ticket sales in the near term. This is where NinthDecimal recently stepped up to the plate.

The location intelligence firm partnered with leading sports consultancy Kraft Analytics Group to research demand and likeliness of ticket sales. The result is a report, The Future of Live Events & Sports, which sheds light on what can be expected in terms of fans returning to stadiums for the coming 2020 season.

To accomplish the research end of things, NinthDecimal tapped its Economic Mobility Index to track fan behavior and sentiments in six NFL markets: Boston, Chicago, Houston, Los Angeles, Miami. Similar to past applications of NinthDecimal’s data, the report compares pre-COVID behavior to current levels.

In this case, it created a custom segment for NFL Fans which got their own little Economic Mobility Index. This methodology allowed the firms to extrapolate NFL fan behavior and the likelihood of returning to watching live sports in a stadium setting. So what did they find out specifically?

— Across the 6 markets analyzed, the general population’s activity rate is 76 percent of their pre-COVID-19 behaviors.

— NFL fans specifically appear more cautious, at 63 percent of their pre-COVID-19 mobility level.

— As consumer interests shift during the pandemic, industries like Home Improvement and Auto Dealerships have seen less impact amongst the NFL fan population in most markets

Though these aren’t definitive statements about what NFL fans will or won’t do in these cities, it’s a data-backed set of signals that can help extrapolate behavior with a certain degree of confidence. That should make it a valuable planning tool for the NFL and all of the local businesses that orbit live sports.

Check out the full report here, and our past coverage of NinthDecimal’s Covid-era data initiatives below.

Ninth Decimal Quantifies CV-19’s Local Business Impact

Ninth Decimal Quantifies CV-19’s Local Business Impact, Part II

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