Marketers to Use Specific Media to Reach Skiers/​Boarders

The upcoming Olympics may be enough of an incentive for many couch potatoes to load up their winter sports equipment and head to the nearest slope.  Ski resorts are certain to be advertising heavily in January and February to capture these adventurers.  But does one media format work better than another when it comes to reaching the specific demographics that engage in winter sports? 

According to The Media Audit, the demographics of the typical skier/​snowboarder are as follows:

  • Between the ages of 18 and 49: 82%
  • Average household income: $92,784
  • Male: 59%
  • Female: 41%
  • Frequently stay at hotels: 45%

For cross marketing purposes, it’s interesting to note that 45% of skiers also enjoy the opera and symphony. While the 8% of consumers who regularly ski/​snowboard may live anywhere in the country, the following markets rank higher than average for participation:

  • Southern New Hampshire
  • Colorado Springs, CO
  • Salt Lake City, UT
  • Boise, ID
  • Denver, CO

And, The Media Audit also reports that these demographics are more likely than average to use the Internet and outdoor advertising. Look for marketers to fine-​tune their marketing strategies in online and out of home venues as the winter sports season peaks in the next two months.

[Source: The Media Audit, December 2009 Newsletter] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.