Team Playing to Wider Crowds

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With their move back from St. Louis, the Los Angeles Rams became the beneficiaries of a new stadium, warmer weather, and a whole new cross-section of fans, according to Pasadena marketing analytics firm UberMedia.

Reflecting the different ethnic makeup of the cities, the firm’s research found that while 74 percent of people who attended Rams games in St. Louis were Caucasian, just 40 percent of those who have thus far attended Rams games at the Los Angeles Memorial Coliseum were. Thirty-six percent were Hispanic, with Asians making up 13 percent and African-Americans 7 percent of the audience.

The information was culled from data generated by mobile phones at the Coliseum during games and comes from a suite of apps. UberMedia, founded in 2010 by Idealab co-founder Bill Gross, markets to retailers, auto dealerships, hotels, and others to determine the demographics of visitors to their brick-and-mortar establishments in order to better target digital ads.

In addition to a more diverse base, in-stadium fans of the team, which is not a client of UberMedia’s, also earn a higher median annual income than their St. Louis counterparts, $73,456 to $71,615, according to UberMedia.

“In L.A., the Rams hope to tap a large, sports-driven fan base that is diverse, young and ready to spend,” said Michael Hayes, UberMedia’s chief marketing officer.

– Garrett Reim

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