Friday, February 24th, 2012 - Roy Morgan Research
Over 2 million, or 89% of Australian kids aged 6-13 say that they watch sport on television, according to the latest Roy Morgan Young Australians Survey (December 2011).
 
When looking at what these kids watch on TV, 47% (1,113,000) chose to watch the Olympic Games. Over a third of all Australian kids have watched AFL Games, 36% or 835,000, whilst a similar number watched the Commonwealth Games, 35% or 820,000.

More than a quarter watched tennis (28% or 659,000), Rugby League Football (27% or 645,000), cricket (25% or 588,000) and soccer (25% or 586,000).


Which Sports do you watch on TV?


Source: Roy Morgan Young Australians Survey, January 2011 - December 2011, n = 3,131.


The data indicates that TV coverage of the Olympic Games, Commonwealth Games and tennis appeal equally to both boys and girls.


Sports watched on TV, Boys v Girls


Source: Roy Morgan Young Australians Survey, January 2011 - December 2011, n = 3,131.


Overall a higher proportion young sports viewers are boys. Sports such as AFL, Rugby League, Cricket, Soccer, Racing and Wrestling are more likely to be  watched by boys than girls.  Boys watching AFL make up 63% of the 6–13 year old TV viewers, 67% of the Rugby League 6–13 year old audience is male, and 72% of crickets’ 6–13 is male.

Girls on the other hand are more likely to have watched swimming, making up 57% of its 6–13 year old viewing audience and netball making up 82%.

John La Rosa, Industry Director — Agencies, Roy Morgan Research says:
 
“Whilst the TV audience for the Olympics does skew to those 14 and over, we’re still seeing that the Olympics are the biggest TV sporting event for kids — demonstrating that this event definitely has a very broad appeal.

“The coming London Olympics clearly provide a great opportunity for sponsors and advertisers wanting to reach both boys and girls.

“In general it’s fair to say that boys are more likely to be sport watchers than girls, with swimming and netball being the two exceptions in the Top 12.”

 

Roy Morgan’s Understanding Young Australians report or the Young Australians Survey – Time Spent with Activities takes a detailed look at the activities which young Australians participate in, such as media usage, sport and homework.

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Roy Morgan Research


Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Shaun Ellis
P: 03 9224 5332
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watching TV habits kids

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