A deep-seated love by Australians for a diverse range of sports is a significant opportunity for brands to connect, according to research by Kantar for Google Australia.
The study found 59% of sports fans reported positive feelings to brands advertising within sports-related content.
The survey of more than 1,600 Australians and found their interest extends beyond traditional favourites, such as football and cricket, to a global spectrum including soccer, tennis and the Olympics.
Australians follow an average of three different sports, with one in two Australians saying they engaged with a wider variety of sports than in the past.
While live broadcasts remain a cornerstone of sports consumption, 61% of Australian sports viewers actively seek additional content. This includes highlights, replays, athlete interviews, and expert analysis, indicating a thirst for deeper engagement and understanding of their favourite sports.
YouTube has also become the go-to platform for Australian sports fans, with 63% of viewers finding relevant sports content they can't find elsewhere. This is particularly relevant for multicultural newcomers and Gen Z, who see YouTube as their primary video platform.
Google Australia's MD of media sales specialists, Rhys Williams, said understanding and tapping into the Australians’ love for sports is crucial for brands seeking to make an impact.
"By embracing platforms like YouTube and utilising data-driven advertising strategies, brands can effectively connect with this passionate and engaged consumer audience," he said.
Williams said that brands looking to capitalise on this trend should tailor ad creatives to the specific sports content being viewed, further improving relevance and resonance with the target audience, as well as targeting ads based on users' demonstrated interest in specific sports or athletes, ensuring maximum relevance and engagement.
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