In an Olympic year there is always the hope that people will be inspired to get into the habit of undertaking a robust amount of regular sport. Many, however, already do and those consumers who participate in a particularly large amount of sport represent a distinctive group in their own right, one that can prove extremely valuable to advertisers. The latest data from Kantar Media’s Republic of Ireland TGI study provides a deeper insight into who these people are and who best to reach them.
According to the Kantar figures, 12% of adults in the Republic of Ireland (almost half a million people) play more than four hours of sport per week, slightly higher than the 11% of adults who do so in Northern Ireland.
They are almost a third more likely to be male than female and two-thirds more likely to be aged 15-24. The older consumers get the less likely they are to spend a large amount of time undertaking sport, indeed those aged 65+ are 25% less likely to devote so much time to sport.
This is a potentially very lucrative audience to target with 41% more likely than the average adult to have a family income of €75,000 or more.
Image is also important to these sporty types. They are 52% more likely than the average adult to like to stand out in a crowd, 35% more likely to believe you can judge a person by the car they drive and 55% more likely to agree that a designer label improves a person’s image.
Being so into sports it is understandable that they are 52% more likely than the average adult to tend to buy products from companies who sponsor sports events and teams. This group is also 63% more likely to be amongst the heaviest fifth of consumers of outdoor media and 47% more likely to be amongst the heaviest fifth of consumers of cinema.
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