Study: 11.2 Million Aussies Now Go Online For Their Sport Content

Study: 11.2 Million Aussies Now Go Online For Their Sport Content
SHARE
THIS


What best describes you?

A new report by Nielsen has revealed that 11.2 million Australians visited online content related to the sports category via any device during the month of March 2017, up eight per cent compared to February 2017.

However, it should be said the report coincided with the launch of both the NRL and AFL seasons.

Time spent per person consuming sports content also reported an overall increase of 64 per cent. Access via desktop was the preferred screen used (6.9 million), followed by smartphones (5.4 million) and tablet (three million). However, growth was exceptionally strong for audiences accessing sports content online via the latter two mobile devices.

Screen Shot 2017-05-11 at 8.34.15 am

Gai Le Roy, IAB Australia director of research, said “It is important to note that although desktop has the largest audience numbers, people are spending over double the amount of time on sports content on their phones. This further puts to rest the idea that people only snack on content on their phones.”

Screen Shot 2017-05-11 at 8.35.03 am

Nielsen’s head of media, Monique Perry, said more screens mean more opportunities for Australians to access sporting content. “Our data shows that Australians are increasingly accessing content online via mobile and other connected devices, and sport is certainly no exception. The end result is that more Australians have an opportunity to access sports content, whether via a TV screen in their home or via a smartphone while out and about – there is no longer a risk of missing scores or not accessing the latest sporting news. This also means more opportunities for brands and advertisers to reach and engage the Australian sports enthusiast,” added Perry.

The top five sites and apps in the sports category ranked by unique audience all reported strong, double digit growth in March 2017 compared with the prior month. Telstra Media AFL reported 3.4 million (+68 per cent), ESPN Digital Network 3.3 million (+63 per cent), Telstra Media NRL 2.2 million (+69 per cent), Fox Sports 1.9 million (+36 per cent) and Cricket Australia 1.7 million (+14 per cent).

Screen Shot 2017-05-11 at 8.37.03 am

Nielsen data revealed that males account for over half (56 per cent) of all Australians who visit a sports-related content online, and are the key drivers of growth – up 13 per cent in March 2017 versus the prior month, compared to two per cent for females.

Sport was the most active genre on Nielsen Social Content Ratings for March 2017. One in every two social media interactions was about live Sport. Total Facebook and Twitter interactions for each code for the month of March were: NRL – two million (FoxLeague/Nine),  AFL – 1.2 million (FoxFooty/Seven), Formula One – 418 thousand (Ten/FoxSports506).

The Essendon versus Hawthorn AFL game on teh 25th of March (Network Seven/Fox Footy simulcast) was the most social episode of the month of March across all genres. For AFL, males 25-34 were the most likely to author content via social media, however Females 25-34 were more likely to engage/interact with the content of other fans via Facebook and Twitter.

 

Please login with linkedin to comment

Latest News

Four Questions About Connected TVs Everyone Is Asking – Answered
  • Opinion

Four Questions About Connected TVs Everyone Is Asking – Answered

In this guest post, the ANZ country manager for martceh firm dataxu, Matthew Joyce (pictured below), says almost half of Australians have a connected TV and he takes a look at what that means for brands and advertisers… Four in 10 of us have smart TVs at home, and of that, 70 per per cent are Connected TVs (CTV). […]

Opinion

by B&T Magazine

B&T Magazine
TV Production Firm Crocmedia Hires Nine’s Tim Cleary For New Venture
  • Media

TV Production Firm Crocmedia Hires Nine’s Tim Cleary For New Venture

Crocmedia has announced the launch of Rainmaker, a dedicated TV production services business to be headed by former Head of Programming and Production at Channel Nine, Tim Cleary. Cleary will draw on his 25 years in the industry to spearhead the creation of bespoke new shows for distribution both in Australia and overseas under the Rainmaker […]

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]