Gravity Media provides analytic data on basketball programming or events to consider securing to reach the various multicultural audiences. For more information, contact Mr. Yuriy Boykiv at 646-486-0000 or yboykiv@mediagravity.com

1. 1© 2013 Gravity Media
THE BASKETBALL FAN IS MULTICULTURAL

2. 2© 2013 Gravity Media
BACKGROUND
Aligning a brand with a carefully selected sport can be magical. Sports fans are passionate
about their sport, team or player and thereby become passionate about the brands which are
truly imbedded into the culture of that team, sport or league.
The challenge for many advertisers/marketers is the careful selection part. Then, there is the
Innovative and organic injection of brands into fan culture is delicate and requires a skilled
agency partner like Gravity Media who is leading the sports marketing efforts for IDT (NYSE: IDT)
and CenterLight Healthcare.
IDT targets Latino Americans from Central and South America, so soccer is a no-brainer.
However, navigating the media and partnership opportunities around soccer is daunting.
CenterLight Healthcare, a New York-based managed long term care service provider servicing
-year-old company with a new name. Launching this brand utilizing an
integrated partnership with the New York Yankees was smart, but complicated.
CenterLight targets Latinos, too. However, their target groups are Puerto Ricans and
Dominicans. Neither are strong soccer cultures; they are both dominant in baseball.
In the next few pages learn more about sports and cultural relevancy.

3. 3© 2013 Gravity Media
OBJECTIVE
Spark innovative thinking.
Help identify a potential fit between a brand, a target audience and a sport.
Initiate an audit and point-of-view on a sports sponsorship platform.
Open the lines of communication to evaluate, consider and activate a sports
sponsorship.

4. 4© 2013 Gravity Media
DEFINITIONS
Watch On TV
Attend
Regularly
Participate
Past Year
Watch On TV
Attend
Regularly
Participate
Past Year
Most popular watched programs by
the cultural group.
Most popular sports events
attended regularly or occasionally
by the cultural group.
Most popular participation in sports
in the past year by the cultural
group.
Highest indexing sports watch on
TV by the cultural group. A number
above 100 is defined as tendency to
watch as compared with total
audience.
Highest indexing sports events
attended by the cultural group. A
number above 100 is defined as
tendency to attend as compared
with total audience.
Highest indexing participation in
the specific sport by the cultural
group. A number above 100 is
defined as tendency to participate
as compared with total audience.
Popularity
Index

5. 5© 2013 Gravity Media
NBA + BASKETBALL
Strong sport across all 4 cultural groups, but strongest against African
American audience.
Watch NBA On
TV
Attend NBA
Regularly
Participate In
Basketball
Past Year
1. White
2. African American
3. Hispanic
4. Asian
36,900 (91)
10,200 (161)
6,800 (90)
1,800 (115)
1. White
2. African American
3. Hispanic
4. Asian
12,800 (91)
3,400 (155)
2,500 (98)
864 (153)
1. White
2. African American
3. Hispanic
4. Asian
5,600 (92)
1,600 (168)
1,100 (98)
213 (87)
Attend
College Ball
Regularly
1. White
2. African American
3. Hispanic
4. Asian
7,000 (110)
926 (94)
692 (59)
119 (47)
Watch College
Ball On TV
1. White
2. African American
3. Hispanic
4. Asian
41,200 (105)
7,000 (116)
4,300 (60)
991 (64)
All numbers in parenthesis are indexes.
All numbers (000)
Source: GfK MRI, Spring 2012, Base: P18+

6. 6© 2013 Gravity Media
THANK YOU.
Yuriy Boykiv
CEO
yboykiv@mediagravity.com
P: 646.486.0000 M: 917.750.0764
East Coast:
104 West 26th Street, 6th Floor
New York, NY 10001
West Coast:
275-A McCormick Avenue, Suite 100
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