Aussies’ passion for sports can help brands ‘achieve marketing gold,’ new data suggests

New data released by Kantar for Google Australia reveals that 59% of sports fans feel positively about brands that advertise sports-related content.

The study found that Aussies typically follow three sports, and that their interests go beyond traditional favourites like footy and cricket – they also enjoy global sports like soccer, tennis, and the Olympics.

According to the data, one in two respondents also said they currently engage with a wider variety of sports than they had done previously.

And while most Aussies opt for live broadcasts to watch their favourite sports, 61% actively seek extra content through highlights, replays, athlete interviews, and expert analysis.

YouTube has become the go-to platform for Australian sports fans, the data suggests, with nearly two-thirds of surveyed viewers finding relevant sports content they can’t find elsewhere.

Rhys Williams, managing director of media sales specialists at Google Australia, said understanding and tapping into the Australians’ love for sports is crucial for brands seeking to make an impact – and going for marketing gold.

“By embracing platforms like YouTube and utilising data-driven advertising strategies, brands can effectively connect with this passionate and engaged consumer audience.”

Williams suggests brands should capitalise on the trend by prioritising contextual creative and tailoring ads to the specific sports content being viewed for greater relevance and resonance.

Additionally, leveraging affinity audiences by targeting ads based on users’ interest in specific sports or athletes ensures maximum engagement.

Embracing YouTube marketing is also crucial, he said, as its vast sports content library and AI capabilities make it an ideal platform to effectively reach Australian sports fans.


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