Study: Majority Of Australians Unaware Rugby World Cup Is Taking Place

Study: Majority Of Australians Unaware Rugby World Cup Is Taking Place
SHARE
THIS



Although the Australian rugby team fought out a tough 39-21 victory over Fiji in its first game at the 2019 Rugby World Cup on Saturday, a study has found more than half the country is unaware the tournament is even on.

In preparation for the ninth Rugby World Cup, held this year in Japan, consumer insights platform for marketers Toluna conducted a survey of 4,400 consumers from Europe, Asia Pacific, South America and Africa about how fans plan to engage with the upcoming games.

The results showed that despite the Wallabies being two-time winners of the cup, there was a somewhat surprising disinterest in this year’s tournament from Australians.

When asked if they were aware the tournament was taking place, 52 per cent of Australians answered “no”.

Additionally, when it came to excitement about the tournament, only 13 per cent of Australians said they were “very excited” for the campaign, while 41 per cent listed “not at all”.

And while both Foxtel and Network Ten have invested in bringing the tournament to Australian screens, the research suggests the networks will struggle to attract viewers.

More than half (52 per cent) of Australians said they were not planning on watching any of the matches from Japan, while 34 per cent said they would only be tuning into the important matches.

A diehard 13 per cent of Australians said they planned on watching “all or most” of the games.

According to OzTAM’s metro numbers, 208,000 watched the tournament on Network 10 on Saturday.

Australia: Home of the ‘Sickie’ and Punting

Despite the resounding disinterest in the tournament, Australians were still the most likely of all nations to ‘chuck a sickie’ to watch the World Cup.

The research showed 20 per cent of Australians planned on calling in sick so they could watch the action.

This was well above the next highest-rating ‘sickie’ nation South Africa, where 16 per cent were pencilling a day off.

Although they are favourites to take out the tournament, New Zealanders are also clearly hard-workers.

Only eight per cent planned on calling in sick – the lowest of any nation.

Australia also ranked highly when it came to betting on the tournament.

Finishing only behind South Africa, 42 per cent of Australians said planned on placing a bet on Rugby World Cup matches.

Japanese fans were the least likely to gamble on the tournament, only 11 per cent of fans showing interest in betting.

Please login with linkedin to comment

Australia Rugby World Cup

Latest News

Bundaberg Brewed Drinks Pours Zenith Brisbane Its Media
  • Media

Bundaberg Brewed Drinks Pours Zenith Brisbane Its Media

Zenith Brisbane has been appointed to the media account of iconic Aussie soft drinks brand, Bundaberg Brewed Drinks. The agency was awarded the strategic planning and media buying responsibilities following a competitive pitch process, with the appointment effective immediately. The Bundaberg-based beverage company has been brewing Australia’s favourite brewed soft drinks since 1968. Bundaberg is […]

Sports Teams Unite In Latest Campaign Against Sports Bet Advertising
  • Campaigns

Sports Teams Unite In Latest Campaign Against Sports Bet Advertising

Major sporting clubs and local sporting leaders have united in response to community concern about the effect of prolific sports betting advertising on young people in the Victorian Responsible Gambling Foundation’s new Love the Game campaign. The ‘Join the club’ campaign includes elite and community level players and administrators, parents, kids, umpires and coaches from […]

Haylie Marchant Appointed Executive Director Of Red Havas Brisbane
  • Media

Haylie Marchant Appointed Executive Director Of Red Havas Brisbane

Red Havas has announced the appointment of Haylie Marchant to the role of executive director, Red Havas Brisbane. In addition to leading the agency to drive growth in the Brisbane market, Haylie will also join the Red Havas national senior management team. Marchant brings 15 years experience building and running successful agencies in Australia and […]

The Monkeys’ ECD Vince Lagana Departs
  • Advertising

The Monkeys’ ECD Vince Lagana Departs

After three years as executive creative director, Vince Lagana has departed The Monkeys to explore new interests and opportunities. Lagana said: “I’ve really enjoyed these three years as ECD at The Monkeys but now feels like the right time in my career to pursue other new and exciting opportunities. I’m proud to have worked on […]

Wavemaker Snares L’Oréal’s $70 Million Media Account Away From Carat
  • Media

Wavemaker Snares L’Oréal’s $70 Million Media Account Away From Carat

As part of L’Oréal’s global corporate governance process, which sees a media review completed every four years, L’Oréal Australia and New Zealand have appointed GroupM agency Wavemaker as its new media agency from 1st October 2021. The review process was overseen by Ebiquity, an independent advisor to manage the process on behalf of L’Oréal Australia and […]

BrandCrowd Creates Shareable Logo For Government’s ‘Arm Yourself’ Campaign
  • Advertising

BrandCrowd Creates Shareable Logo For Government’s ‘Arm Yourself’ Campaign

Logo designer BrandCrowd has created its own logo to align with the federal government’s ‘Arm Yourself’ vaccine campaign. Taking inspiration from the iconic World War Two image of Rosie the Riveter, the logo was created by a network of designers. According to BrandCrowd, “with the Australian government’s COVID-19 vaccination rollout under increasing scrutiny and accompanying […]

Jodie Oddy Makes Return To Radio, Scoring Nova Show
  • Media

Jodie Oddy Makes Return To Radio, Scoring Nova Show

Nova 919 has announced that Jodie Oddy will officially join the station, with The Jodie Oddy Show set to kickstart Nova’s weekends. An Adelaide radio favourite and one of the most enduring and successful female media personalities in SA, Oddy joins Nova with over 13 years breakfast radio experience and is excited to be getting […]

Making A Name For Your Brand In A New Market: Tips For Launching A Campaign Globally
  • Opinion

Making A Name For Your Brand In A New Market: Tips For Launching A Campaign Globally

Jacqueline Gonzales [featured image] is the Head of Global Marketing at Squarespace. In this piece, she shares her best pieces of advice for launching a campaign globally. It’s estimated that we see between 6,000 to 10,000 ads every single day. In today’s digital landscape we’re constantly bombarded by so many different brand messages from every […]

Opinion

by B&T Magazine

B&T Magazine