If you want to grab the attention of Gen Z, advertising around sporting events is one of the best ways to unlock their spending potential, according to a new study.
Some 49% of 18-24 year olds say they notice ads during sporting events, making them a lucrative target for advertisers, according to Clear Channel UK, an outdoor advertising and infrastructure specialist.
The study, conducted via OnePoll of 2,000 participants, also revealed that Gen Z is the age group that says they are most likely to purchase a product after repeated exposure to an ad during a sporting event (42%), followed by the 25-34 age group (27%) and the 35-44 age group (24%).
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 25-3 year olds. Similarly, 24% of Gen Z want to know more about products advertised during sporting events, and nearly half (46%) trust the brand more.
One in four 18-24 year olds and 27% of 25-34 year olds have purchased products advertised during sporting events because of a positive association with the event.
Other key findings show that Gen Z members are more likely to purchase fast-moving consumer goods (FMCG) on the same day after seeing it advertised during a sporting event (15%) than when exposed to the same product through regular ads (12%).
Brand trust (25%), brand recognition (20%), positive association with events (15%), emotional appeal (13%) and brand prestige (13%) were also named as key factors for purchasing a product that people saw advertised at a sporting event.
“Gen Z are quickly becoming a major force in the consumer market and while they are known to have lower attention spans, the data from our study shows that they are surprisingly more receptive to advertising than older generations during sporting events,” said Ben Hope, marketing director at Clear Channel UK.
All rights reserved © 2024 FashionNetwork.com.