The current high profile of sport internationally makes it a particularly valuable area for marketers to exploit. As such, understanding and reaching those who are particularly enthusiastic about sport is key to commercial success in this field.
Kantar Media’s Europa TGI survey reveals that 65% of adults in the key western European markets of Britain, Germany, France and Spain have talked to others about sport in the last 12 months. German adults come out top, with 77% of them talking about sport, compared to just 55% in France.
Those who like to talk about sport also like to keep track of it in the media. Sports-talkers in Britain are over three times as likely as the average sports-talker in Germany, Spain and Britain to watch sports programmes on TV more than once a week. In Germany, however, sports- talkers are more likely to be interested in the sports sections of newspapers. Highlighting the nuances between these European markets further, those in France who like to talk about sport are most likely to visit sports websites – 46% compared to 34% of sports-talkers across all four markets.
Many of these sports-enthusiasts could well be travelling to Britain this summer to indulge their passion, or at the least those taking a keen interest in their own countries. Insight from TGI Europa reveals that 74% of these Western European sports-talkers have taken a holiday or short break in the last 12 months. When they go on holiday, they like to do it properly: 26% of sports-talkers across Germany, Spain and Britain spent over €1,500 on their last trip, compared to 22% of all adults in these three countries. In France, 23% spent more than €1,500 on their last holiday, compared to 5% of all adults in the country.
Attitudinally, these sports-enthusiasts have different characteristics in each country. Those in Germany are 27% more likely than the average sports-talker across all four markets to think it important to be respected by their peers. They also claim to be no good at saving money. Sports-talkers in Spain, however, are over twice as likely to think a designer label improves a person’s image. French sports-enthusiasts are particularly financially-aware: they are 74% more likely than the average sports-talker across all four countries to consult a financial advisor before making financial decisions. Those in Britain are more carefree; they are 71% more likely to not worry about the future and just enjoy life. They are also 63% more likely to often try new brands.
The good news for marketers is these sports-talkers have an open attitude towards advertising, with particular distinctions in each country. Sports fans in Britain are 58% more likely than the average sports-talker across all four markets to often notice the adverts on the internet. Those in Spain are 83% more likely to purchase products from companies who sponsor TV shows. Both French and Spanish sports fans like their celebrities – both are 34% more likely to enjoy ads with celebs. In Germany, 69% of these sports enthusiasts read a newspaper most days, compared to 42% in Spain and Britain.
With sport at the forefront of people’s minds this summer, understanding and targeting those most interested in sport could prove lucrative for the canny marketer.
As featured in MediaTel Newsline, July 2012