A new study released by the UK’s leading Out of Home media and infrastructure company, Clear Channel UK, revealed that Gen Z (18-24-year-olds) are likelier to notice ads at sporting events than older generations. Nearly half (49%) of Gen Z respondents said they notice advertising more during sporting events, making them a lucrative target for advertisers.
The study of 2,000 respondents conducted via OnePoll also revealed that Gen Z is the age group that says they’re most likely to purchase a product after repeated exposure to an ad during a sporting event, with 42% claiming they do so. They’re followed by 27% of 25-34-year-olds and 24% of 35-44-year-olds.
A significant proportion (32%) of 18-24-year-olds say their perception of a brand improves after seeing it advertised during a major sporting event, as do 28% of 25-34-year-olds. Similarly, one in four (24%) 18-24-year-olds are inspired to learn more about products advertised during sporting events.
This highlights that younger generations have a profound tendency to become interested in brands and products that they see advertised during sporting events, indicating that it’s an effective medium for raising brand awareness.
Gen Z (18-24-year-olds) are more susceptible to being influenced by seeing ads at sporting events than older generations, with nearly half (46%) of Gen Z trusting the brand more.
One in four (25%) 18-24-year-olds and one in three (27%) 25-34-year-olds bought products advertised during sporting events because of positive association with the event.
Other key findings from the study:
- 18-24-year-olds are more likely to purchase an FMCG product on the same day after seeing it advertised during a sporting event (15%) than if they were exposed to the same product through regular advertising (12%).
- Brand trust (25%), brand recognition (20%), positive association with events (15%), emotional appeal (13%) and brand prestige (13%) were named the key drivers for purchasing a product people saw advertised at a sporting event.
- One in four (25%) selected brand trust as a key driver for purchasing a product seen advertised at a sports event.
- Men (18%) are more likely to buy a product they saw at a sporting event because of a positive association with the event than women (11%).
- Product purchase intention during sporting events is leaning towards FMCG products with alcohol (65%), snacks (58%), soft drinks (55%), BBQ food and drinks (50%) and chocolates and confectionery (50%) rounding out the top five categories.
