One in five imminent new car buyers say they will be watching Twenty20 cricket over the summer—and these viewers will be worth $5.2billion to the market in 2017, Roy Morgan Research shows.
The Big Bash starts today, delivering 40 days of smashing cricket to the sport’s 3.1 million die-hard TV viewers. Automotive and Media data from Roy Morgan Single Source reveals that the prime-time broadcasts are an ideal vehicle for car makers to reach eager, big-spending buyers.
Roy Morgan’s latest automotive currency data estimates close to 570,000 Australians plan to buy a new car in 2017—and 21% of them say they ‘almost always’ watch Twenty20 cricket on television (compared with 16% of all Australians 14+).
Not only that, but these dedicated Twenty20 viewers have an average budget of $43,000 for the next car, compared with $38,500 among new car buyers overall.
All up, this means around 120,000 potential Big Bash viewers over the summer plan to buy a new car in 2017—at a value of $5.2 billion, or 24% of all anticipated dollars to be spent by private buyers next year.
Another 20% of next year’s car market by dollar value will be spent by buyers who ‘occasionally’ tune in to watch some Twenty20 cricket on TV. Furthermore, an additional 9% of Twenty20 viewers during this season may not be looking to buy next year, but do expect to buy one before the year 2020.
A closer look at the automotive attitudes among car buyers who watch Twenty20 matches suggests which advertising will resonate most.
Stand-out attitudes among Twenty20 viewers in the new car market:
Source: Roy Morgan Single Source, October 2015 to September 2016. Sample = 5,500 Australians who intend to buy a new car in the next four years, including 588 who almost always or occasionally watch Twenty20 cricket on TV.
Compared to the average new car buyer in the market, Twenty20 fans are 28% more likely to agree they would like a car that handles like a racing car, 23% more likely to say they’ll only be buying a car that is fun to own, and 21% more likely to regard themselves as a car enthusiast.
Other attitudes that are more widely held among all potential Twenty20 viewers than other car buyers include their consideration of diesel vehicles, preferring a car with sex appeal that at least looks sporty, and has all the extras as standard.
Michele Levine, CEO – Roy Morgan Research, says:
“Big Bash viewers are clearly an important audience for car advertisers. Toyota, Jeep, BMW and Mazda all sponsor Big Bash teams, as does Carsales, delivering an immediate advantage to these brands among 120,000 viewers contemplating their new car in 2017.
“The expected reach of a program is of course an important metric for networks and their advertisers, however Roy Morgan’s Single Source research goes multiple steps further to provide the real dollar value and market share of TV viewers across dozens of consumer purchases.
“The research shows both an increased rate of imminent new car buying and higher anticipated spend among Twenty20 cricket viewers. For broadcaster Network Ten, it’s about discovering and pitching this high-value audience to automotive advertisers; for the advertisers, it’s then about understanding how to best engage these viewers and claim a share of their $5billion in car expenditure next year.”
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.
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