While sports stadiums around Australia continue to gather dust due to the COVID-19 lockdown, sports fans are still finding a way to get their sporting fix.
In fact, video views of sports content on social platforms is actually up, despite the lack of actual live sporting events.
In the final week of March, when no live sports events were played, there were more views of sports-related video content on social platforms than a week prior when the AFL Premiership was kicking off and the NRL was entering week two of its season.
In the absence of televised sports, fans have turned to social media to stay connected with their favourite leagues, teams and athletes.
According to Nielsen’s Social Content Ratings, engagement of sports-related videos across social media exceeded 12 million views in the first week without live sporting content (March 26-April 1), which is over 1.2 million more than the prior week (March 19-March 25).
While the total amount of owned video content published by leagues, teams and athletes was down (-18 per cent), views per video increased by 35 per cent , demonstrating fans’ eagerness to stay connected with their favourite teams and athletes.
Football Australia’s decision to stream a replay of the Socceroos famous victory over Uruguay in the 2006 World Cup Qualifier on Facebook, proved a masterstroke and saw the Socceroos jump to the top of Nielsen’s Social Content Ratings ladder.
Measuring social engagement across more than 150 teams, the Socceroos were the number one ranked team with the most social interactions on the day of broadcast (March 31). For the weekly period (March 26-April 1), the Socceroos managed to retain an overall ranking of third off the back of this initiative, wedged between AFL club leaders.
Nielsen’s Managing Director of Media and Sports, Monique Perry said: “COVID-19 might have affected sports events worldwide, but our passion and thirst for sports content remains strong among Australians. Despite no on-field action, the increase of video views of sport content on social platforms is clear proof we are still avid sports fans”.
Rival sports leagues have also turned a little nostalgic of late and published content reliving some of their most famous moments to help drive stronger social engagement trends during this challenging period. In the final week of March, the AFL still had over 2.1 million total interactions on social media despite no matches being played, with 76 per cent of their engagement coming on Instagram.
Cricket Australia edged out the NRL in second spot, while the A-League and Supercars rounded out the top five.
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]