Industry Updates

Local Engagement Key to Captivating Sport Spectators in Australia

10 May 2012

30% of sport spectators see "great value" when advertisers and sponsors engage with local sports groups to promote sportsmanship over major international sporting season

Effective Measure, the leading provider of digital audience profiling solutions, today reported new poll figures on media consumption habits and consumer sentiment of sport spectators in Australia, with 30 percent of respondents indicating local engagement by advertisers and sponsors as providing "great value" to them during upcoming major international sporting season. This data is based on a FlashPoll conducted in the first week of May 2012.

Key findings:

  • Greatest value advertisers can offer is to engage local sports groups
    Advertisers and sponsors who engage with local sports groups to promote sportsmanship over major international sporting events were regarded by 30 percent of Australians to provide "great value", while a further 35 percent believed it provided "fair value". Other well-regarded benefits that provided great value to Australians were if the brand or product advertised inspired them to take up sport (24 percent) and featured a sports icon (22 percent). Australians were also partial to free gifts and prizes, with almost two thirds of respondents indicating it as one benefit that provided fair or great value to them.

  • Growth potential for online TV
    While only nine percent credited the Internet as a main source for watching live or repeated coverage of international major sports events, an overwhelming 87 percent singled out analog and online TV as the top viewing channel - indicating the growth potential for online TV to expand further into the Australian market. Additionally, online TV and radio emerged as the top Internet channels for obtaining sports event-related infotainment at 45 percent audience share, 14 percent ahead of second-ranked official sites. Sports spectators did not regard print and radio as main communication channels, with these channels used as a main source by only a collective 3 percent of respondents.

  • Social media main infotainment source for eight percent
    Eight percent of Australians attributed social media as the best Internet channel to access infotainment news on major international sporting events. However, with the viral nature of social media, it is likely that content sharing of current significant events or historical sporting feats will increase the share of Australians accessing social media. 11 percent indicated that other Internet channels aside from social media, digital TV and radio, official sites and news sites would be their main infotainment source, suggesting the expansive nature of Internet as a communication medium.

FlashPoll for 'Sport Spectators in Australia

Data for 'Sport Spectators in Australia' was extracted from a FlashPoll on sport viewership, media consumption and consumer sentiment. 185 responses were received from Internet users in NSW (28 percent), QLD (23 percent), SA (6 percent), TAS (2 percent), VIC (27 percent), WA (6 percent), NT (1 percent) and ACT (3 percent) over three days in the first week of May 2012.

About Effective Measure

Effective Measure is the leading provider of digital media planning solutions in the emerging markets, bringing best practice online measurement data to premium publishers, platforms, agencies and advertisers. Our products and services offer media planners invested in Oceania, South East Asia, Middle East North Africa and South Africa, a clear insight into the state of the Internet and the ever-growing digital population. 

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