The Ashes: who is more 'feral'? The Aussies or the Brits?

The Ashes: who is more 'feral'? The Aussies or the Brits?
SHARE
THIS



Tensions are running high on both sides of the world with the start of the critical second test series. With the glut of Brits working in our industry  the sledging starts way in advance. It can get pretty brutal in the corridors of media land but this year it has been more than matched on and off the field, kicked off by ex-England cricket captain David Gower’s remarks that Australian fans were “feral” with “no culture” and magnified by today’s allegations that England are threatening to boycott Brisbane!

At Exponential, our immediate thought on reading Mr Gower’s commentary was “that’s not cricket sir!”, but our inner data-loving voice whispered – what if it’s true? What if the Brits are all (albeit whining) private-school educated, trousered posh boys whilst us Aussie’s are short-tempered pie-eating, singlet-wearing barbarians? We had no choice but to dive into our proprietary eX Advertising Intelligence Platform, which tracks actual online behavior across one of the world’s largest digital media platforms to find out for ourselves (but don’t tell our Chief Revenue Officer – we are meant to use it for clients, not to settle office bets).

We looked at the online behavior of 74,000 Australian cricket fans and 147,000 English fans in September 2013 and, as usual, our digging threw up a number of confirmations but also a whole lot of surprises. If you’ve been lucky enough to score tickets to any of the matches, our findings may make you look at the person sitting next to you in a different light (and possibly get you humming the theme tune to The Little Mermaid to them; yes really – read on).

Let’s start with the standard demographics of the two supporter groups. Both have the strong expected index for males 25-39 but that’s where the similarity ends.

  • UK supporters are 20 times more likely to be married (vs. 8 x in Australia); in fact Aussies are 12 times more likely to be entirely single than their British counterparts.
  • Both nationalities are more likely than the average online users to have children but UK fans lead the way being 12 times (vs. 8x). Does being more likely to be married with kids indicate that UK fans are a wealthier, more refined bunch (and a more attractive audience for advertisers)?
  • Looking at Household Income can be a little misleading due to Australia’s higher salaries, but if we did look at total household income we would find Australians are 8 times more likely to bring in over $250k per annum whilst the Brits are 12 times more likely to bring in over $125kper annum. But seeing what they are researching and spending their money on can tell a broader story.

Australian cricket supporters show an incredibly strong interest in small businesses with Small Business Forms (670 x), Small Business Loans (540 x) and Small Business Planning (420 x) all being the top 3 interests in the Business and Finance category. UK cricket supporters are looking at, Banking (41 x), Investments (36 x) and Stocks (31 x), suggesting a more conservative and ‘grown up’ profile. Given the income data this doesn’t necessarily mean the Brit fans are more affluent; it could point to a more maverick streak in Australians who have broken away from large corporations and decided to be their own boss. Perhaps this entrepreneurial spirit contributes to the occasional lapse in respect for authority that we sometimes see in the grandstands?

Another way to determine an audience is to look at what they are looking to buy online. UK cricket supporters are buying Children’s Clothing (119 x), Back to School items (57 x) and Home & Garden Products (25 x) whilst Australian cricket supporters are buying Sports & Outdoor Equipment (169 x), Musical Instruments (159 x) and Luggage & Bags (155 x). UK supporters are clearly family men, whereas the ‘singleness’ of the Australians are coming through with what they are buying or researching online.

When it comes to Health, the English have been researching Vision (13 x), High Blood Pressure (11 x) and Headaches (8 x) online. This would seem to confirm the older stuffier stereotype (and at least two of those ailments would have been exacerbated by the result of the first Test!). Australians, however, are looking at Fitness & Weight Loss (192 x) and Cholesterol (43 x) suggesting that the pie-eating beer drinking image just might have an element of truth to it after all.

Celebrity watching puts Sachin Tendulkar on top for both Australians (900 x!!) and the English (665 x!!), way ahead of any other sports person, actor, musician or model. This could be due to his recent resignation announcement. After Sachin, however, the differences kick in. The English are more interested in Maria Sharapova (303 x), Lionel Messi (64 x) and Gary Barlow (16 x). We had to laugh at the Gary Barlow (ex-Take That, current UK X-Factor judge) and are using it to taunt the Brits in the office. Australian’s are more interested in Rafael Nadal (368 x), Shahrukh Kahn (221 x) and Calvin Harris (45 x).

And here’s where it gets interesting. Shahrukh Kahn is one of the biggest Bollywood superstars around. This caught our attention so we dug a little deeper into the data and found the Indian connection to be a strong one in Australia. ‘Indian’. Food (Indian dining 136x), celebrities (Shahrukh Khan – 221x), and movie genres (Bollywood movies – 123x) all rank within the top 15 Arts & Entertainment interests across everything for Aussies. This suggests that Australian cricket has a large amount of Australians with Indian heritage barracking for them in The Ashes and interesting insight for granular audience profiling.

Bollywood movies themselves though didn’t make the cut when it came to movie preferences. The most popular movies for Aussies were Jurassic Park (110 x), James Bond (95 x) and World War Z (76 x); all good solid bloke films. For the English supporters you may be surprised to find that the favourites were The Croods (215 x), Cinderella (201 x) and The Little Mermaid (145 x). Whilst presumably researching for their children, solid sledging material and a pun waiting to happen in regards to Cinderella not going to, catching or batting the ‘ball’.

Like all good stereotypes our deep dive into cricket fans suggests that this one does have origins in the truth but our insight suggests that as always, people are a lot more complex and nuanced, than first glances at either real people or crude data segmentation might suggest.

Thankfully, the result of the Ashes is easier to predict. They shall be OURS.

Alice Donaldson, insights manger, APAC and South Africa, Exponential 

Please login with linkedin to comment

Latest News

Social Change Maker Profile: Anthony Xydis, ARN
  • Advertising
  • Marketing
  • Media

Social Change Maker Profile: Anthony Xydis, ARN

There's no denying ARN's Anthony Xydis is one of the industry's "nice guys", and that's despite B&T's fondness for evil.

by B&T Magazine

B&T Magazine
Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks
  • Campaigns

Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks

Workers on construction sites receive five to 10 times more UV exposure every year compared to indoor workers. Target Tradies and Cancer Council have announced the launch of a partnership to help educate Australian construction workers about the importance of being SunSmart at work. With evidence showing that outdoor workers receive five to 10 times […]

Aristotle’s Relevance To Experiential Marketing
  • Opinion

Aristotle’s Relevance To Experiential Marketing

In this guest post, group account director at GPJ Australia, Dylan McLaughlin (pictured below), is summoning some of history’s greats in his take on the 2018 experiential marketer… Extraordinary ideas are rarely serendipitous or eureka moments. They are the culmination of shared thoughts and notions that have been twisted and turned, built on and built from. They are […]

Opinion

by B&T Magazine

B&T Magazine
Samsung  Kicks Off First Campaign With Tim Cahill Via Leo Burnett
  • Campaigns

Samsung Kicks Off First Campaign With Tim Cahill Via Leo Burnett

Samsung Electronics Australia has kicked-off its partnership with Tim Cahill with the launch of TIMVITE. TIMVITE is an interactive digital campaign that encourages Aussies to invite their mates to watch this year’s biggest sporting events together. The activity supports Samsung’s QLED TV category, which includes a range of 75” and 85” large screen TVs, because […]

Arq Group Activates New Branding By Hulsbosch  
  • Media

Arq Group Activates New Branding By Hulsbosch  

Arq Group has launched a new identity created by award-winning agency Hulsbosch, with the business rebranding from Melbourne IT to Arq. Previously known as Melbourne IT, the company was founded in 1996 as one of Melbourne University’s commercial ventures with the sole rights to manage .au domains in the early days of the Internet. Melbourne IT […]

Adshel Unveils ANZ Takeover Via PHD
  • Campaigns
  • Media

Adshel Unveils ANZ Takeover Via PHD

ANZ, in partnership with PHD and Adshel, have taken to the streets with a total take-over of the entire Adshel Live network. For one hour, between 8am and 9am on Tuesday 19 June, ANZ is inviting commuters to download the new ANZ app by showing six different ways the app can help them manage their […]

Carat & Initiative Share The Spoils In WA Government’s $65 Million Media Business
  • Media

Carat & Initiative Share The Spoils In WA Government’s $65 Million Media Business

IPG’s Initiative and Dentsu’s Carat have both been awarded a slice of the West Australian government’s $65 million spend. The government account is broken into two entities – campaign and non-campaign – each with its own agency roster. Carat has retained its long-standing position on the agency panel for all campaign work, which accounts for […]

A Golden Opportunity! Lucky Numbers For Sale!
  • Marketing

A Golden Opportunity! Lucky Numbers For Sale!

In case you missed it last week, a very lucky phone number – 1800 80 80 80 – is up for sale. And it could be yours!

Partner Content

by Customer Connect

The AppNexus Marketplace Launches Guaranteed Views
  • Technology

The AppNexus Marketplace Launches Guaranteed Views

AppNexus, the world’s leading independent advertising technology company, today announced the launch of Guaranteed Views, a marketplace product that changes the way advertising is bought and sold on the open internet. Guaranteed Views enables marketers and agencies to pay only for ads that are measured as viewable and is the first programmatic product that enables 100% viewable buying at scale outside of Facebook and Google.

Women In Media Profile: Kirsty Bloore
  • Media

Women In Media Profile: Kirsty Bloore

Bereft of any Monday motivation? Let today's Women in Media profile be like low-current electric waves to the brain.

by B&T Magazine

B&T Magazine
Dentsu Aegis Network Predicts Australian Ad Spend Growth Of 2.8%
  • Marketing

Dentsu Aegis Network Predicts Australian Ad Spend Growth Of 2.8%

• Ad spend in Australia forecast to grow by 2.8% in 2018 , with main drivers of growth in Government, Retail, Finance and Gambling sectors. • Global advertising spend to grow by 3.9%, revised up from 3.6% in January 2018. • Digital to overtake TV for the first time, to reach 38.4% of global share (TV 35.5%). In 21 out of the 59 markets tracked, digital will be the leading advertising channel in 2018. • One quarter (25.2%) of global ad spend will be delivered through mobile devices for the first time.

Pac Mags Appoints New Client Strategy Director For Victoria
  • Media

Pac Mags Appoints New Client Strategy Director For Victoria

Seven West Media’s Pacific Magazines has announced the appointment of Emma Baston as client strategy director for Victoria. Baston has worked in senior digital media buying and planning roles at various agencies including UM Australia, Cummins&Partners and MindShare, with exposure across the strategy, communications and creative process. She has also worked at Facebook in a […]

Seamless pattern of a crowd of many different people profile heads. Vector background.
  • Media

SBS Launches Diverse Communities Content Initiative

SBS has launched the Short-Form Content Initiative, a commitment to providing increased opportunities for Australian creatives from diverse communities through the commissioning and production of content for SBS On Demand. SBS has partnered with five of Australia’s screen agencies, including Film Victoria, Create NSW, Screen Queensland, Screenwest and South Australian Film Corporation. The initiative aims […]

BIG W Unveils Toy Mania Via M&C Saatchi
  • Campaigns

BIG W Unveils Toy Mania Via M&C Saatchi

BIG W, the home for families, fun and entertainment, has today launched its annual toy sale campaign – Toy Mania. Running until 11 July, the campaign showcases the frenzy and hysteria that comes with the BIG W toy sale. It also highlights that buying toys can be just as fun as playing with them and […]

Datorama Launches AI-Supported Data Visualisation Tool ‘Data Canvas’
  • Technology

Datorama Launches AI-Supported Data Visualisation Tool ‘Data Canvas’

Datorama, a global technology company, today announced the launch of Data Canvas, a suite of new data visualisation capabilities within its Marketing Intelligence platform. Datorama Data Canvas leverages the power of artificial intelligence (AI) in a brand new way — to help marketers create expert-designed dashboards to tell compelling, data-driven stories. Datorama’s previous AI releases have […]

Who’s Looking The Goods At Cannes Lions 2018
  • Opinion

Who’s Looking The Goods At Cannes Lions 2018

In this opinion, Fjord lead Bronwyn van der Merwe (pictured below) discusses the work to look out for at Cannes Lions 2018. I fully expect there will be some staggering examples of creative brilliance at Cannes Lions this year, and I’d recommend anyone going resists having their attention pulled by projects that are largely based on […]

Opinion

by B&T Magazine

B&T Magazine
We Are Social Acquires Socialize
  • Media

We Are Social Acquires Socialize

We Are Social has acquired Socialize; however, it will not be renamed We Are Socialize or even Margaret for that matter.

Global Marketing Player adm Appoints Country Manager For Australia & NZ
  • Marketing

Global Marketing Player adm Appoints Country Manager For Australia & NZ

International marketing services business adm Group Ltd has appointed Matt Cave as its country lead for Australia and New Zealand. Cave (pictured above) has more than 25 years of industry experience in the Asia-Pacific region, and will be instrumental in driving adm’s expansion throughout Australia and New Zealand. With 26 offices in 19 countries around […]

Weploy CMO Ben Eatwell: “We Want To Help Businesses Challenge The Status Quo”
  • Media
  • Technology

Weploy CMO Ben Eatwell: “We Want To Help Businesses Challenge The Status Quo”

Weploy began with a shared realisation between two friends that recruiting quality staff had become too complicated and it was high-time so declutter the process. Based in Melbourne, the start-up combines Tinder-style online skills-matching with Australian job market, and in doing so, rids eager employers of the strenuous – and at times incredibly uncomfortable – […]

Nielsen Acquires Sydney-Based Media Analysis Business Landsberry & James
  • Marketing

Nielsen Acquires Sydney-Based Media Analysis Business Landsberry & James

Nielsen has announced it has acquired Landsberry & James (L&J), a leading media analysis and software company based in Sydney, Australia. L&J designs, develops and markets software across the entire media analytics, planning, buying and post analysis process for television, digital, radio, advertising expenditure and advertising creatives. Nielsen’s investment in L&J enables an unparalleled and powerful […]