Ben Shepherd, in his newsletter Three, with what you need to know in marketing and advertising.
This week: Superbowl delivers for Seven, Temu delivers for Superbowl, and Twitter delivers for bots
What’s new:
Monday’s Superbowl delivered incredible ratings for Seven, with 2.54m people tuning in to the broadcast and the entire 4 hours averaging 800,000 viewers nationally. The ESPN numbers weren’t reported, but it’s safe to assume another 500-800k would have watched some part of the game on ESPN and the average audience for their broadcast would have tipped the total Superbowl average across Australia over 1m.
Why it matters:
Seven may have on its hand a new marquee annual event with numbers like this, especially considering the event took place on a Monday morning/afternoon. And 25% of viewers were in the 16-39 demographic, which is becoming harder and harder to engage on broadcast. It’s also a signal to domestic codes around the continued audience and cultural growth of large international sports – there’s no question the cultural impact of the NBA, NFL and Premier League is dominant for audiences under 40.
Marketer implication:
Marketers in Australia are clearly engaged and invested in domestic sport, but there doesn’t appear to be the same appetite to integrate closer with international leagues. This could be an opportunity for marketers, and especially for networks like Seven and ESPN which have significant assets in this area.
Read the rest HERE
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