|
Generally speaking, our data shows a quite subtly different ‘mix’ in each country, with some channels used more than the international average, some less. The exceptions here are the US, which over-indexes on every channel for receiving sports and sports information, and Indonesia and Poland, which under-index on every measure - getting sports info from the internet is particularly low in these two countries. Sports sponsors and event organisers will find such details extremely useful on a tactical level, and will need to use these differences to tailor communications activities to particular countries and demographics. Variation in use of the internet to obtain sports news and information is highest, while watching sport on television shows the least variation. There is also interesting variation in the prevalence of reading dedicated sports publications (notably popular in China, and unpopular in Scandinavia) and in watching sports in pubs or bars – not surprisingly rare in Indonesia.
In due course, we expect all of our countries to be moving towards a wider and more fragmented repertoire of sources of sports coverage and news – the average US sports fan uses around 4.5 out of these 7 channels, compared to 3.5 across other countries. Sponsors will increasingly need to consider emerging audiences and find synergies between interpersonal, narrowcast, and broadcast transmission of their events, and consider also, with the growth of 3G mobile ownership, the broadening possibilities for location-based sponsorship-related marketing, at events themselves or indeed in local venues where events are televised.
A pdf copy of the full report can be obtained, free of charge, by emailing the Production team. |
