Mobile Data Analysis Reveals New Insights on LA Rams Fans

In moving to LA, the team secured a younger, more diverse, family-oriented fan base, according to our Business Intelligence Study.

With the return of the Rams 22 years after the pro football team left Los Angeles, there has been a lot of talk about who will embrace the team and the effect their return will have on Los Angeles sports fandom as a whole.  

Now that the LA Rams have completed their first NFL season back in Los Angeles, UberMedia’s team of data scientists looked at who the “new” Rams fans are and what neighborhoods they live in. Is your neighborhood the “Mob Squad” epicenter? Check out our interactive map to see LA’s top neighborhoods for Rams fans.

Density of Rams fans by neighborhood

The Most Loyal Fans

We mapped out LA Rams fans by breaking down which neighborhoods have the highest density of fans by ZIP code. Not surprisingly, our map shows a big draw from neighborhoods in South Los Angeles like Hawthorne and Inglewood, close to where the new stadium is currently being constructed.

By providing an objective look at who actually attends Rams games, UberMedia created a powerful tool to inform businesses and the City of Los Angeles on how to better plan for and cater to these specific and influential fan bases.

Where else are the majority of Los Angeles Rams fans coming from? Well, according to our interactive map, Vermont Square, West Hollywood,  Beverlywood, Hermosa Beach, Century City, among others

Who Are Los Angeles Rams Fans?

UberMedia looked at the demographic profiles of Los Angeles Rams fans by analyzing mobile location data  across our platform. We uncovered some interesting similarities and differences between fans that attend LA Rams games at the Los Angeles Coliseum vs. fans of other Los Angeles franchises (as well as differences between Los Angeles Rams fans and St. Louis Rams fans).

We found that LA Rams fans are predominately white (40%) or Hispanic (36%), and that they tend to skew toward younger demographic along with parent-age fans, suggesting more families are attending the games. Dodgers fans tend to skew Hispanic (43.1%) with a similar family-focus. Whereas Lakers fans skew wealthier, older, and white.

How They Differ From St. Louis Fans

Additionally, we compared Los Angeles Rams fans to St. Louis fans prior to the Rams’ move to Los Angeles.

Before moving to LA, St. Louis Rams fans were nearly 75% Caucasian. After the move, LA Rams fans were 40.5% Caucasian.

Fans of the St. Louis Rams were predominately white (74.3%), especially considering that the majority of the overall St. Louis population is African American (49.1%), with Caucasians being the second-largest population (43.9%). Los Angeles Rams fans are mostly white (40%) and Hispanic (36%), reflecting a more representative draw from LA’s overall demographic distribution.

Key Takeaways

  • There is a high density of Rams fans from neighborhoods in South Los Angeles like Hawthorne and Inglewood, close to where the new stadium is currently being constructed.
  • LA Rams fans are 2x more likely to be Hispanic than the national average
  • Before moving to LA, St. Louis Rams fans were nearly 75% Caucasian. After the move, LA Rams fans are 40.5% Caucasian
  • Compared to St. Louis Rams 2015 season, LA Rams fans are 7.5x more likely to be Hispanic, 3.4x more likely to be Asian.

Methodology

UberMedia identified both Los Angeles Rams fans as well as fans of other sports franchises (including other Los Angeles teams and those of the former St. Louis Rams), by observing the devices seen at home games for each team. Our data scientists applied proprietary analysis to the location data harvested from the devices seen at games in order to provide an accurate picture of who attended.

Analysis included identifying which Los Angeles neighborhoods have the highest density of Rams fans, the demographic breakdown of fans that go to the Los Angeles Coliseum, and where fans go before/after attending a LA Rams game. Additionally, we compared the demographic breakdown of LA Rams fans to other sports franchises, including other Los Angeles sports franchises and the former St. Louis Rams.     

The UberMedia Team Places Its Bets: Here’s What 2017 Has In Store

Looking forward to another innovative and exciting year in mobile, members of our executive team weigh in on what to expect in 2017.

UberMedia CEO Gladys Kong discussed her views on 2017 resolutions with CMO.com:

Marketers should resolve to leverage mobile location data:

Most marketers use location data for social and search, and now more than half are also using location for targeting as well, according to a recent report from the Mobile Marketing Association. Marketers value location for driving brand equity and customer experience versus just leads and sales.

According to Gladys Kong, CEO of UberMedia, mobile location data will define 2017 as the year of a more intelligent, informed market strategy.

“At UberMedia, we believe that data won’t change the world without the people who understand it,” Kong said. “Harnessing the power of mobile location data to inform smarter, more strategic business decisions is the most critical component in today’s competitive arsenal, as all industries grapple with an omnichannel world in which customers are more educated, competition is fierce, and media is incredibly fragmented. Mobile location data can provide in-depth population and demographic insights, allowing retailers to analyze real-world visitation trends, assess demographic and psychographic profiles for site analysis, and forecast and measure cannibalization.”

To continue reading, please visit CMO.com.

UberMedia CRO/CMO Michael Hayes made his predictions with LSA Insider:

Agency Review-Mageddon 3.0

After two years of agency review upheaval, we can expect yet another avalanche of advertisers putting their business up for review in 2017. One recent survey found that more than two thirds of advertisers said they are seriously evaluating their advertising agency partners.

The good news is that there should be a tipping point in 2017, as CMOs will need and value stability rather than the disruption of the agency review process. And, more importantly, marketers will more heavily weight agency partners based on talent and technology acumen rather than who can buy spots and dots most efficiently.

A New and Complicated Era between Marketer, Agency & Publisher

We saw hints of this in 2016 when, after a long and much publicized pitch process, McDonalds and Omnicom created a jointly operated “agency of the future” where the client marketing team is embedded within the agency and remuneration is tied to advertiser performance.

The takeaway is that in 2017, as marketers search for new ways to grapple with the velocity, complexity, and data deluge of marketing, we will see marketers demand to be more integrated with their agencies, publishers, data partners, and tech suppliers – all embedded into one multifunctional unit.

To continue reading, please visit LSA Insider.

At UberMedia, we are at the forefront of innovation in the mobile space. We look forward to another year of developing leading technologies in this extremely fast-paced and ever-evolving industry.