If ever there was a time to advertise on TV, it’s during the tennis season. At least, that’s according to the latest figures from Roy Morgan on Wimbledon advertising.
More than a third of Aussies tune in to tennis regularly when it’s on. And with a quarter of tennis viewers falling into the ‘big spenders’ category and Wimbledon currently underway, the research giant said it’s a veritable breeding ground for advertisers to snare some decent exposure.
“Major sporting events are great opportunities for advertisers to strategically target viewers watching the event on TV,” said Norman Morris, industry communications director at Roy Morgan.
“Wimbledon, held over two weeks and broadcast on both Channel 7 and Fox Sports, is one such opportunity – enhanced by the fact that Australian tennis viewers are less hostile towards TV advertising than the population average, and more likely to be ‘big spenders’.”
Indeed, the research by Roy Morgan showed the average tennis viewer finds TV ads less annoying than those who don’t watch. Nearly a quarter of watchers said they ‘find TV advertising interesting’. And because Wimbledon is being shown on 7Two and Seven’s app, Roy Morgan said tennis watchers are marginally more likely to watch another show on Seven.
“While this is a good start, savvy advertisers know that the more familiar they are with their prospective audience, the more effective their campaign will be. Focusing on viewers who play the sport themselves is just one example of this; alternatively, profiling viewers by their new-car buying intentions, for instance, or their use of the 7Tennis app, could also provide valuable insights for advertisers.”
While TV advertising has had a whack of late – particularly over in the UK due to whole Brexit situation – TV luminary Russel Howcroft is never shy to tout the power of TV.
“The content on Australian TV is outstanding and when it comes to numbers we get way too excited about a media headline that sings about the marginal decline of some audiences,” he said.
“That does not change an ad’s effectiveness.”
If sports marketing is your day-to-day job or your ultimate passion, make sure you take a trip to B&T’s inaugural Ministry of Sports Marketing Summit in three weeks to find out how to beat your competitors in the field.
Lead image of Novak Djokovic at Wimbledon in 2011, via Wikipedia Commons.