Arena Marketing is the out of home media network for reaching the active and affluent family audience. Our family ice sports complex network effectively delivers an upper income, sports oriented, suburban audience of “Hockey Moms and Dads”.
 

These consumers are adventurous Type A personalities that very literally prefer to run, not walk. They are devoted to their families and to their children's on-ice passion. Arena Marketing's complexes provide a positive family environment for advertisers to reach a consumer audience that enjoys traveling, dining and playing together.
 

Captive and Dedicated

Arena Marketing consumers are a captive audience that is dedicated to supporting their children’s participation in ice sports. Their attendance at these facilities can be year-round with seven month league seasons in the winter and extensive offerings of warm weather month camps and clinics.
 

These consumers spend an average of two hours per visit at our family ice sports complexes.
 

Discretionary Income

Amateur youth ice sports also require a strong financial commitment. Arena Marketing's facility attendees have the discretionary income available to support their children's participation. The cost of hockey equipment and its maintenance as well as league and ice rental fees are high, and these consumers are willing and able to pay them.
 

On average, “Hockey Moms and Dads” spend at least $1,600 annually on their children’s equipment and league fees.
 

For families with players on successfully competitive teams, tournament travel expenses significantly increase these consumers’ annual spending.  Such expenses often include airfare and accommodations and can be as much as $10,000 in addition to regular season expenditures.

 

Primary Audience Demographics MRI 2003

  • Adults 35-54

  • Married with two children per household

  • College-educated home owners

  • Professional/Managerial

  • $68K Median HHI
     

Secondary Audience Demographics MRI 2003

  • Adults 25-44

  • 50/50 married or single with two children per household

  • College-educated home owners

  • Professional/Managerial

  • $65K Median HHI
     

Audience Psychographics SIMMONS 2003

  • Impulsive risk takers

  • Independent free speakers

  • Leaders

  • Crave excitement

  • Wear high quality clothing

  • Love to buy new gadgets and appliances

  • Vacation for adventure, not relaxation

  • Survival of the fittest mentality

  • Carefree with money

 

news articles

  • A Fierce Investment, in Skates and Family Time, New York Times
               Click to read the article online (login required) or as a PDF.

  • Kids Sway One In Three Parents To Buy Stuff (Duh), MediaPost.com
           Click to read the article online or as a PDF.