Women’s Cricket Team Australia’s ‘Most Loved’ Sports Team, Among Those Familiar
Among those familiar with the team, the Australia Women’s Cricket team is number one on the latest National BenchMark EC Ladder, which assesses Australians’ emotional connection to sport.
The Australian Women’s Cricket team has maintained the strongest BenchMark EC Score among those familiar, during a difficult period that has seen emotional connection to many Australian sporting teams decline.
The study, the fifth in a series by True North Research, was conducted in October 2020 and based on a sample size of 3,822 Australian residents aged 16 and over.
It finds that COVID-19 has negatively impacted the nation’s overall engagement with sport, lowering familiarity, the size of supporter bases and emotional connection.
Many teams have seen their BenchMark EC Score fall, including significant declines for the Matildas (down from second to fourth) and Diamonds (down from fourth to eighth).
Furthermore, five of the seven national teams that have seen the biggest decreases to familiarity over the past two years are teams that would have played in the Olympics in 2020.
Three teams that saw connection improve, if only marginally, include the Australia Men’s cricket teams and the Wallabies. The Wallabies and T20 team are also two teams who have played during this period.
Source: True North Research
However, among a team’s core fans (distinct from those who follow but not closely), the connection has strengthened as sport has become even more important, helping fans get through the challenges of 2020, according to the report.
“Our cornerstone touchpoints that connect teams to new and existing audiences have been significantly impacted,” True North director Georgie Maynard said in a statement.
“There have been fewer opportunities to attend live sport, interact with players, and participate at grassroot levels.
“Growth for sport will be tough over the next year with the casual viewer tuning out and concerns around attending live sport, as a result of COVID-19, still evident. However, for existing fans, sport has provided a necessary distraction and an important relief from the pandemic.
“This has resulted in an audience that is even more passionate and connected to its teams.”
The research also finds that some demographic audiences have watched less sport over the past six months.
Source: True North Research
Women, those aged 30–39, those on lower incomes, living alone, and single parents, are significantly more likely to have watched less sport.
This reflects the impact of the additional mental and financial load of COVID-19 on particular demographic groups, True North said. It also reinforces how important the social side of sport is to maintaining audiences.
Maynard added: “It is not just about fewer opportunities to engage with sport, COVID-19 has led some audiences to lose interest, whilst others have not had the capacity to connect, they have competing priorities.
“However, given the power of sport to connect us, it will be important that sport reaches out to the audiences who have struggled during this time, who may be feeling a sense of exclusion, and actively re-establishes that emotional connection.”
According to the research, there are also distinct geographic differences.
Three in ten Victorians have watched less sport, while in Queensland there has been a net gain, with more watching sport than previously. Queenslanders have benefited from sporting codes moving to the state and setting up hubs, increasing visibility and connection.
For more information about the evaluation, visit www.truenorthresearch.com.au.
Featured image source: RANDY BROOKS/AFP/Getty Images
Please login with linkedin to comment
Australian Women's Cricket Team Benchmark EC Score Diamonds matildas True NorthLatest News
Monday TV Wrap: Dancing With The Stars Loses Viewers Post-Premiere
Despite a strong launch on Sunday night, Dancing With The Stars: All Stars had a drop of 186,000 for Monday night’s show, ultimately waltzing away with 558,000 viewers. Episode two introduced a new group of competing celebrities and saw model and actress Erin McNaught get eliminated after her Viennese waltz failed to win over the […]
Beckham Chucks Donuts In Slightly Dangerous Debut For Maserati
David Beckham has been announced as the new global brand ambassador of Maserati and has revealed his first work for the famous Italian marque. The accompanying TVC sees Beckham, 45, doing donuts in a Miami parking lot with his new Maserati SUV, the Levante Trofeo, all while dressed as an extra from Miami Vice. The […]
Increasing Presence Of Audio Prompts Launch Of S&W Sonic Branding
Globally awarded Sydney sound-house Smith and Western have officially launched a new audio branding agency, S&W Sonic Branding.
Barilla & Publicis Italy Show The Healing Power Of Pasta In New Global Campaign
Barilla repositions itself on a global level with a new Global Brand Campaign signed by Publicis Italy, which puts emotions back at the core of its communication and marks a new strategic path for the brand worldwide. As in the memorable campaigns of the past, the brand speaks to people’s hearts giving a special value […]
Colin Jowell Joins DDB’s Tribal As Its First Chief Strategy Officer
Tribal Australia, part of DDB Group, has hired Colin Jowell (left in main photo) as its first-ever chief strategy officer, further bolstering its strategic capabilities and credentials. Jowell was most recently at KPMG as part of the consultancy firm’s Customer, Brand and Marketing advisory. Jowell first joined KPMG in 2018 following its acquisition of UDKU, […]
InMoment Accelerates Asia-Pacific Growth With Appointment Of Carl Kimball As VP Sales
InMoment, the leading provider of experience improvement (XI), today announces that Carl Kimball has joined the company as sales leader to bolster InMoment’s rapid growth across Asia Pacific and Japan (APJ).
Initiative Melbourne Wins Plush Sofa’s Media
Initiative Melbourne has won a competitive pitch for the national Plush Sofas media account. The assignment is effective immediately. Plush Sofas is a national retailer founded in Victoria over 20 years ago with a retail network of 46 showrooms across Australia. It is the leading sofa and lounge specialist, known for high-quality products, customisable range, […]
Nicole Kidman Voices Global Campaign For Healthcare Firm H&H
H&H Group (parent company of Biostime, Swisse, Solid Gold, Dodie, Good Goût, and Aurelia Probiotic Skincare) stands for Health and Happiness, a sentiment that extends to everything they do. To celebrate these values and the Group’s shared culture across their teams in Asia-Pacific, Europe, North America and Oceania, the Group has partnered with creative studio […]
Jean-Michael Wu Appointed Head Of Talent At TotallyAwesome
One of Asia Pacific’s most experienced human resources leaders, Jean-Michel Wu, has been appointed Head of Talent at TotallyAwesome. The new position will see Jean-Michel Wu work with TotallyAwesome CEO, Will Anstee, and a growing regional management team TotallyAwesome provides a forum for kids, teens and families to safely interact with brands across thousands of […]
Cannes Lions Announces 2021 Jury Members
Cannes Lions has today announced its jury line-up of global experts selected to award the world’s very best creative work and benchmark excellence this June. The Lion-winning work will be announced and awarded during Cannes Lions Live, a fully digital experience, running from 21-25 June 2021, that’s included for free as part of the new […]
Former Webjet Marketing Manager Hayley Rathbone Joins Taguchi
Taguchi is a digital marketing platform. B&T apologises for mistaking it with the Tamagotchi in our earlier reporting.
Nine, John Hewson Settle Defamation Suit On Eve Of Trial
Nine and John Hewson have settled their defamation suit. Yet further proof of the assuaging nature of a large cheque.
Chartered Accountants Celebrates Accountants As ‘Difference Makers’ In Global Campaign Via JOY
Accountants say no need to constantly avoid us at parties in new advertising campaign via independent agency JOY.
Aussie Apples Unveil New Brand Platform Via TBWA Sydney And Atomic 212°
"An apple a day keeps the doctor away!" Well, that definitely wouldn't be the case if an apple tree fell on you.
Freeview Australia Brings Together Free-TV Broadcasters On Integrated HbbTV Service
Freeview Australia attempts to de-murk the rather murky world of television measurement with latest industry tool.
ATTENTION: Nominations Open For B&T’s Inaugural CMO Power List!
B&T's CMO power list is sure to be an industry hot potato! As in controversial, not likely to cause burns & blistering.
adidas Releases Special 4/20 Shoe With A South Park Twist
These adidas/South Park hybrids are set be a hit in trainer-obsessed adland. Although we can't see Sir Martin in a pair.
“Put Vera Back On!” Viewers Fume Over ‘Too Much’ Prince Philip Coverage
Costa Georgiadis assumes the title of the world's most famous Greek following the passing of Uncle Phil on Friday.
Brian White Scholarship Opens For Aspiring Radio News Broadcasters
This scholarship is aimed at aspiring radio news broadcasters, plus you don't need be an opinionated arsehole to enter.
This Is Flow Adds Global Business 1800-GOT-JUNK?
1800-GOT-JUNK may sound like a gay erotic film, however, as you'll learn here it's actually a rubbish removal business.
Five By Five Produces Animation Series For Gigabyte
Arguably animated ads are just another reason not to spend three years in an expensive acting course.
Heinz Launches Limited Edition ‘Footy Ketchup’ Bottles For AFL Fans
Nothing says 'footy' quite like a pie and sauce, does it? That and screaming vile obscenities at your television set.
Network 10 Conducting Company-Wide Culture Review
Network 10 conducting a company-wide culture review. 'Trial By Kyle' repeatedly coming up in a lot of people's answers.
Study: Australians Spend 17 Years In A Lifetime On Phones
Study finds Aussies are spending 17 years on their phones. Double that if you've ever tried phoning a bank's helpline.
The Rise Of The Content Creator & Why Every Brand Needs One
Columnist argues every brand needs to tell a great story. Ideally, not the time it rained on your holiday to The Goldie.
Sunday TV Wrap: Schapelle Gives Dancing With The Stars Its Best Launch Since 2015
Thankfully Schapelle wisely avoided any Cypress Hill or Miley Cyrus for her dancing debut on Seven last night.
How Gen Z Is Tackling Issues Of Diversity With UNiDAYS’ Viviane Paxinos
Here UNiDAYS' Viviane Paxinos talks Gen Z and diversity. A predilection for lower case i's isn't touched on.
How To Balance Fact-Based Decision Making With Trusting Your Intuition
Kay Bretz (main photo), author of Turning Right: Inspire the Magic, is a facilitator of transformation, executive coach, inspirational speaker and ultra-marathon runner in his spare time. In this guest spot, he dissects the merits of the “fact VS gut” instinct debate… Throughout my life I learned that being rationale was paramount. My parents taught […]
WPP AUNZ Reaffirms Guidance Ahead Of Proposed Acquisition By WPP PLC
This peek into WPP AUNZ's numbers is like a trip to H&R Block minus the plastic fern and the musty, damp smell.
WA Marketing Association Launches Under The Brand “We Are WAMA”
The WA Marketing Association will champion WA’s local marketing community.
