In this opinion piece, QMS Media’s Anne Parsons (pictured below) explains why the marketing effectiveness of sport has stood – and continues to stand – the test of time for brands.
In the world of media where fortune favours the brave and the shiny new thing takes the spotlight, media channels are being overturned and invented at regular intervals and previously popular content is being discarded as virtually useless.
Within this context of relentless change and shifts of focus, sport remains the constant.
Sport is an unrivalled audience attraction. It boasts both attendees and screen audiences in large numbers on an ongoing basis – reach and frequency – and a sport audience is one of the most engaged audiences available. This would explain why sport audiences have proven to be the most resilient against other declining audience segments.
It is also why a marketing-focused business such as CUB would choose the AFL for 130 years. There is 28 per cent higher engagement in this content than the average program. And, as someone who was associated with renewing that sponsorship over several contract terms, I can assure you it was rigorously interrogated. However, that level of engagement is hard to replicate.
Long relationships with sport apply to the Commonwealth Bank’s sponsorship of cricket enduring for 28 years and ANZ’s partnership with netball for nearly a decade. These are significant investments that require sign-off at the highest level – they continue to get the tick because they continue to deliver, amongst other things, but most fundamentally, a consistent mass audience.
It is this prevailing strength of sport that QMS recognised in making their investment into this powerhouse audience play. The powerful emotional connection that sports fans have with their teams and the players is why this market is worth an estimated $700 billion globally and growing faster than global GDP. Digital stadium signage provides brands access to those fans within the stadium as well as those viewing the TV broadcast. Digital stadium signage is agnostic to whether it is viewed via broadcast or SVOD. The signage is displayed irrespective of device or channel, and the audience universally is undiminished by an ad break, because the message is present during live play and becomes part of the action.
The important ability to measure the effect of exposure via digital stadium signage is covered through the use of the Nielsen QI score. This is the global currency for rating pivotal elements like asset, number of exposures and duration to establish a relative score on brand exposure during broadcast.
An authentic connection with your audience can only come by delivering them something that they would value, and this is the inherent DNA of sport. It has an irreplaceable power in attracting a large and engaged audience. A recent Neuro-Insight study on brain patterns showed that AFL broadcasts have 28 per cent more engagement, 32 per cent more emotional intensity and are therefore 23 per cent more effective than regular TV programming. Adding a brand into that content is a kick straight between the goal posts.
Sponsorship investment has proven a massive and unsustainable toll on budgets, which has accelerated the market readiness for the next iteration of accessing a sport audience through developing digital stadium signage and technology.
And so the evolution continues. Sport is one of the original content choices that still rules the day when it comes to a consistent mass audience. It wins on reach, on frequency, and on continuity, but it also wins engagement.
Sport is perhaps the gold medal argument for ‘media survival of the fittest’.
Following the announcement of Prince Philip’s death last week, many businesses, broadcasters and individuals paid tribute to the Duke of Edinburgh. Some Australian viewers were upset to find the ABC opted not to broadcast British crime drama Vera, instead choosing to cover Philip’s death. Similarly, many were amused to hear a techno dance music mashup on […]
In this guest post, Wavemaker’s national strategy partner, James Boardman (pictured below), talks addressable priming and why it’ll be the end of average and the peak of creativity in media planning… For my entire career media plans have contained a large amount of average. I’m not talking about the quality of my planning skills (although […]
Apple’s new approach to digital advertising is set to go ahead in a matter of weeks, with advertisers warned to think about user privacy first. Previously, companies that sell mobile ads have relied on Apple’s IDFA (“identifier for advertisers”) as a way to identify specific users and offer targeted ads. But with Apple continuing to […]
As programmatic digital out of home (pDOOH) continues to help advertisers enhance their existing campaigns, digital outdoor media experts, QMS, is already seeing results pay dividends with the latest campaign for a Tourism and Travel sector client delivering over 2,000 tourist visitors who can be directly attributed from their exposure of the pDOOH campaign. The […]
For years now, Apple users have located misplaced iPhones and other Apple devices via the Find My app. In case you haven’t used it before, Find My tracks the locations of iPhones, iPads, laptops and even AirPods, meaning the whereabouts of each device will come up on a map if it’s ever lost. The app […]
Commonwealth Bank and the sport’s governing body, Football Australia, announced today that CBA will become the official naming rights partner and bank of the national women’s team, the Matildas, Junior Matildas and Young Matildas from August 2021. M&C Saatchi Sport & Entertainment supported Commonwealth Bank to bring the partnership together with Football Australia, and looks […]
Facebook Australia is celebrating Ramadan with a range of initiatives including Lives, Reels, IGTV and more. To launch the initiative, Facebook has partnered with a number of Muslim creators and organisations, who will be sharing their perspectives of the holy month on both Facebook and Instagram. Facebook says the 30 days of content is part […]
Netflix’s real-time streaming service, launched in France, provides an unexpected alternative to television as the platform also announced a new deal with Sony. The program, called ‘Direct’, is a real-time service with a stream that covers five days, to prevent repeat programming. It was announced in November 2020 originally and rolled out fully in December […]
The Economist Intelligence Unit (EIU), a division of The Economist Group, has announced the launch of “EIU Viewpoint”, a new digital product that combines the EIU’s expert political insights, policy analysis, and economic outlook with forward-looking forecasts and proprietary data. “EIU Viewpoint” helps businesses, academics, governments, and financial institutions stay ahead of the shifting global […]
Adelaide-based creative agency KWP! brings more than one hundred volunteers together in an onscreen battle against life threatening diseases for the sequel to The Hospital Research Foundation (THRF) Group’s ‘Together Fight’ campaign. Two 30-second TVC’s feature the return of ‘The Beast’, who comes up against a young patient and army of real-life patients, researchers, staff […]