Insights

Cut Out That Racquet! If You Don’t Know Your Audience, How Can You Connect With Them?
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Cut Out That Racquet! If You Don’t Know Your Audience, How Can You Connect With Them?

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In today’s world of growing content options across devices, platforms and media types, reaching the audiences that matter most—be it the DIY dad or the Millennial with wanderlust—is paramount for advertisers. In an increasingly ROI-driven world, marketers are charged with generating revenue growth as efficiently as possible. A recent Nielsen analysis on Australians interested in tennis found that through insights based on actual purchase behaviour, there are some unique levers to further help advertisers reach their best consumers.

Game. Set. Match. With the U.S. Open wrapped up for 2015, let’s take a look at Australians interested in tennis. With any sport, people who are interested are their own unique breed and tennis fans are particularly interesting. They might argue over who is better, Federer or Djokovic, but they are united under many similar behavioural qualities. Let’s take a shot at getting to know them!

72% of people living in a metro area and who are interested in tennis are the household’s main grocery buyer and over half have read a supermarket catalogue in the past week. They love their tea and coffee and consume on average 11 cups of coffee and 9 cups of tea per week!

Australians who are interested in tennis are more affluent, with an average household income of $95k (vs $91k All Australians 14+ in metro areas) and 56% are intending to travel domestically in the next six months or overseas in the next 12 months.

50% of these tennis followers have seen an out of home campaign on a bus in the past week and almost 40% have seen a comedy at the cinema in the past six months. And, with 50% of tennis fans more likely to read the sports section in the newspaper, compared to the general metro population, this is also a great place to start your conversation. Our insights also show that they love listening to NOVA radio station and are most likely to be found reading Better Homes and Gardens Magazine and Australian Women’s Weekly.

Additionally, they enjoy watching prime time shows like Family Feud, The Hot Seat, Home and Away, MasterChef and House Rules.

Here are some additional insights to help you better get to know the Aussie tennis supporter.

  • 1 in 5 are intending to buy a car in the next 12 months
  • 1 in 5 are intending to open a new bank account in the next 6 months
  • Over half have private health insurance
  • Almost 30% have purchased sporting or fitness goods in the past month, with Kmart and Big W the top 2 stores purchased from
  • They are 37% more likely than the Australian population to be heavy magazine consumers

Serving up an effective campaign to tennis lovers relies on understanding their drivers, and designing your game plan to match!

Source: Nielsen Australia Consumer & Media View Survey 5 2015 (April 2014-March 2015) Metro 4 Way Fused Database, All People 14+