With the Socceroos’ FIFA World Cup qualification prospects looking assured after their thrashing of Jordan last week, and with their match against Iraq looming, we couldn’t help wondering — in this AFL and NRL-besotted nation, who tunes in to watch FIFA World Cup soccer?
According to the latest sports data from Roy Morgan Research, 17% of Aussies aged 14+ occasionally or almost always watch the FIFA World Cup. Compared with the 35.6% who watch the AFL Grand Final or the 30.4% who watch the NRL State of Origin, this is a relatively modest figure.
Well off, professional and sporty
But although World Cup soccer attracts a smaller TV audience than the other football codes, those who do watch it tend to be an upwardly mobile bunch – being 75% more likely than the average Australian to earn $130k per year, and 40% more likely to have a professional/managerial job. Almost 70% of them are men.
Unsurprisingly, World Cup soccer viewers are 59% more likely than the average Aussie to love doing as many sports as possible, and are 59% likelier to have played a sport in any given three-month period. They’re also 97% more likely to have attended a professional sporting event.
A round ball … and well-rounded viewers!
In an average three-month period, FIFA World Cup soccer viewers are 81% more likely than the average Aussie to use a bookmaker to place a bet, 56% likelier to use a TAB to place a bet and a whopping 126% more likely to place a bet online. (NB: all gambling figures are for people aged 18+)
But there’s more to these people than sport. They’re sociable, being 28% more likely than the average Australian to enjoy being with a crowd of people. They are 21% more likely to identify as ‘a bit of an intellectual’ — indeed, they’re 20% likelier than the average Aussie to have attended a short course, seminar, convention or public lecture in the last three months and 21% likelier to go out of their way to learn everything they can about new technology.
Source:Roy Morgan Single Source (Australia), April 2012 – March 2013
Norman Morris, Industry Director — Communications, Roy Morgan Research, says:
“Although World Cup soccer doesn’t attract TV audiences as large as the other football codes, the kind of people who watch it represent a golden opportunity for advertisers and potential sponsors. This segment is cashed up and actively engaged with life – whether they’re playing sport, placing bets, socialising or pursuing intellectual activities.
“Men aged between 25 and 49 are especially likely to watch World Cup soccer, while NSW is home to the highest concentration of viewers, many of whom will no doubt be tuning in to SBS tonight for the Socceroos-Iraq qualifier.
“In the lead-up to Brazil 2014, interest in the FIFA World Cup fever is going to rise – and with it, the opportunities for savvy businesses to reach this important market.”
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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