Latest News

Back to Latest News back

 

Media metrics identifies the rise of the ‘omnivore fan’

Media metrics identifies the rise of the ‘omnivore fan’
November 25, 2015

A new breed of sport fans, described as “omnivore fans”, is changing the demographic and cultural profiles of the followers of Australian football codes according to recently released new report on cross-code football support.

The Football Trends and Insights Report Play On! from Enhanced Media Metrics Australia (emma) shows increasing cross-code support and a group of consumers, who are connected, confident, and often adventurous in the sports that they follow.

Identified as a growing demographic by the new cross-platform audience insights survey, omnivore fans are also growing affluent, with fans attending live games in particular skewing to the highest economic quintile.

While the majority support of rugby league and AFL continues in their traditional hubs, the emma report refers to instances relating to alcohol and cars, two of the biggest sport category advertisers, as perfectly describing the cross-code following.

The report suggested that omnivore fans are more likely to keep up to date with and be early adopters in these categories, and are also more likely to seek and share information with others about beer and cars.

Ipsos MediaCT Managing Director Simon Wake said evolving cross-code support suggests that brands putting their advertising strategies on stereotypical code fan profiles could narrow their field of potential customers.

The Emma data also showed that rising enthusiasm for the A-League soccer is driving cross-code support benefitting from its high participation rate.

Wake explained “rather than fracture loyalty though soccer’s rise is seeing football fans share their love. As a result, the entire football market is growing.”

Football fans, who are highly passionate about their sport, are also heavy media consumers. Most of them turn into sports websites, newspaper sport sections, and TV channel for their fix, offering advertisers extensive opportunities to connect with fans.

Wake added “this high engagement offers advertisers extensive opportunities to speak with fans before, after and during games.”

Click here to view the Play On! Football Trends and Insights Report.

Image: Maroons fans, to whom the Queensland Rugby League plan to deliver enhanced fan experiences.

24th November 2015 - FOOTBALL OVERTAKES SWIMMING TO BECOME AUSTRALIA’S MOST POPULAR SPORT FOR CHILDREN

18th November 2015 - DEALMAKERS COME TOGETHER AT MONEY IN SPORT CONFERENCE

30th October 2015 - FFA ANNOUNCES MAJOR CHANGES IN DIGITAL AND FAN ENGAGEMENT

2nd September 2015 - 2016 SPORTS FAN SUMMIT TO RETURN TO THE MCG

1st September 2015 - REBRANDED NBL PROMISES IMPROVED ENGAGEMENT WITH FANS

8th July 2015 - QUEENSLAND RUGBY LEAGUE PLANS ENHANCED MAROONS FAN EXPERIENCE

18th February 2015 - MASSIVE SMARTPHONE ENGAGEMENT BY RUGBY FANS

21st August 2014 - ‘ENGAGED’ FOOTBALL FANS OFFER OPPORTUNITIES FOR SPONSORS

 


Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?

The news we publish at www.ausleisure.com.au is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.

However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.

Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.

Subscriptions cost just $90 a year.

Click here to subscribe.

 

supplier directory

The Complete Guide to Leisure Industry Products & Services.

See the directory see all

METRA Australia

METRA Australia is your innovation partner for smart electronic locking, Access Control solutions and cashless payment systems to suit all types of leisure facilities.  Our team’s…

read more

Aquatics / Attractions / Fitness / Recreation / Security

 
 

SWIMPLEX AQUATICS

Swimplex Aquatics are a world-class company dedicated to the commercial pool, waterslide industry. We are Australian market leaders servicing all states Australia wide. Swimplex provide a full…

read more

Aquatics / Attractions / Design / Play / Waterparks

 
 

SOLARWISE NSW DOLPHIN TECH

Solarwise NSW / Dolphin Tech were the first and are the largest Dolphin dealer in NSW with a full service facility and full range of spare parts "on the shelf". We also provide on site…

read more

Aquatics / Venues

 
 

Life Fitness

Life Fitness Cardio Life Fitness Strength Hammer Strength Group Cycling Rowers Certified Refurbished Freeweights Benches & Racks Flooring Life Fitness is the global leader in the fitness…

read more

Fitness / Recreation / Technology / Wellness

 
 

Rae-Line

Sports Padding At Rae-Line we manufacture high quality sports padding, gym mats, foam mats and protective padding, suitable for a range of different facilities. Our sports padding is…

read more

Attractions / Fitness / Recreation / Safety / Sport

 
 

CENTAMAN

Centaman has been a market leader in Enterprise Software Solutions for the leisure and recreation industry and both profit and not-for-profit attractions since 1991. It offers a wide range of software…

read more

Access / Billing / Fitness / Technology / Ticketing

 
 

DEBITSUCCESS

Over the past 10 years Debitsuccess has been providing expert billing services to businesses across Australia. Debitsuccess is now the largest full service direct debit provider in Australasia,…

read more

Billing / Finance / Fitness / Golf / Recreation

 
 

Envibe

With its sleek good looks and easy-to-use yet powerful functionality, Envibe is the premium fitness club software for the Australasian leisure, recreation and fitness industry. We are the most…

read more

Aquatics / Fitness / Recreation / Technology

 
 
 
 

get listed with our suppliers directory

Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!

list your business