The sports industry is one that has been especially impacted by the pandemic, so it will be important for professionals in the industry to lead with innovation. Fans must feel safe during live events, which may be more of a long-term goal. Because of this, marketers will need to leverage digital means to keep fans engaged throughout the year, and these tools must align with a data-informed business strategy. Below we will explore how the sports landscape is shifting and then take a closer look at the sports enthusiast audience.
In March 2020 of this year, social distancing measures impacted sports immediately. Live games took a particularly hard hit as a result and fans could no longer access TV broadcasting. As August rolls around, sports fans hope to once again be able to enjoy viewing games on TV amidst the uncertaint
Esports are experiencing global revenue growth in 2020. Streaming and broadcast sponsorships involve a variety of platforms including Twitch, Youtube gaming and Facebook gaming. Esports bears a unique opportunity for sports fans because it engages them in a one-on-one relationship rather than just as a spectator. Direct marketing channels are valuable and data analytics help marketers understand viewers, reach gamers and drive engagement.
In our current moment, sports have an important opportunity to inspire and change the way things have always been done. Building the future in this context means learning from the past, allowing for risks and taking a deeper look at business infrastructure. The stronger the relationship with your audience and the more adaptable you are, the more successful you will be.
The top targeting segments across categories can inform audience personas through insight discovery in interests, intents and behaviors. What are we finding in the sports and fitness industry?
Music topped all other segments in entertainment and arts and music ranked the highest in hobbies and activities with a 100% match. The rest of the results showed that food, clothing, retail, family, comedy movies, rock music, video games and reality TV shows performed best in their categories.
In sports business; marketers, accountants, managers and other professionals have an interest in strategy. When marketers craft theirs, they should know that the sports and fitness audience is interested in wellness, personal care and beauty as well, as seen below:
What can we learn about the age and gender distribution of sports and fitness consumers? Demographically, about 29% are aged 25-34 and about 20% are 35-44 years old. Females make up 58.1%.
Millennials will be an important demographic to focus on and will have a great deal of influence among their peers. They are also a good target demographic for viewing esports, while the players themselves retire by the age of 25 on average.
As we’ve seen, the top audience persona in this industry enjoys music as their primary form of entertainment. Audience discovery also reveals what people in the sports and fitness industry care most about. From targeting insights, we’ve gathered that they are interested in sports and outdoors, fitness and wellness, personal care, running beauty, arts and music, live events, a healthy diet, natural products, yoga and cycling.
From this data, it’s clear that the sports and fitness audience values physical exercise, an active lifestyle, and overall health and wellness.
You may be wondering where all of these data insights are coming from: the answer is Trapica’s benchmark reports. Trapica is a B2B company that uses artificial intelligence to provide marketing solutions for companies seeking to optimize their campaigns. It works with businesses across a variety of verticals such as e-commerce beauty and apparel brands, education, content publishers and more. The platform offers tools including competitor ad library, automation, insights and benchmark reports like this one.
The data in the benchmark report tool is sourced from Facebook and organized by Trapica. It takes a niche industry and displays data visualizations to help businesses understand their audiences. With this product you can go through a quick overview, audience discovery, geographic and demographic reports. Following these four main categories the tool will unpack segments in the entertainment, hobbies and activities, food and drink categories and miscellaneous items at the bottom.
If you are looking for key insights into your audience, Trapica’s new tool can help you with segmentation and other marketing tactics. Click here to access Quollo's Sports & Fitness Industry Benchmark Market Research Report, and don’t forget to check back for more articles on other industry reports in the future!
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