With the 2013 Tour de France starting this Saturday night (AEST), cycling fans around Australia are bracing themselves for some serious sleep deprivation. Despite live broadcasts of the race going to air in the late evening and running into the pre-dawn hours, 21% of Australians aged 14+ will tune in at least some of the time, according to the latest figures from Roy Morgan Research.
So who exactly watches the Tour de France? Is it all ‘Mamils’ (middle-aged men in lycra) or does this epic endurance test attract a broader audience?
The Tour tribe
The majority of Tour de France viewers are male (57%); and are most likely to live in NSW (31%) or Victoria (30%). In terms of age, 31% fall in the 50-64 bracket — possibly a good few Mamils among them — with those aged 35-49 and 65+ also comprising significant portions of the audience (25% each).
Interestingly, people employed in professional and managerial occupations are 38% more likely than the average Australian to tune in to Le Tour, perhaps explaining why viewership increases markedly among those on salaries above $130,000.
Of the 3,245,000 Australians who ride a bike either occasionally or regularly, the proportion of Tour viewers is well above the national average, sitting at 37%.
But the Tour de France isn’t just a big-ticket spectacle on the annual sporting calendar — it also influences its audience’s travel intentions. While 8% of Australians name France as somewhere they’d like to spend a European holiday in the next two years, 14% of Tour de France viewers name it as their preferred holiday destination (second only to England). Considering the frequently stunning backdrop against which the race unfolds, how could this be any other way?
Source:Roy Morgan Single Source (Australia), April 2012 – March 2013 (n = 4,904).
Norman Morris, Industry Director — Communications, Roy Morgan Research, says:
“Cycling is so popular in Australia these days that it’s rare to see a metropolitan road with no cyclists on it. This popularity extends to the Tour de France, which attracts almost 4 million viewers from around the country. Of course, the participation of our own home-grown champion Cadel Evans provides extra incentive for Aussies to tune in.
“While it’s no surprise that bike-riders are more likely to tune in to the race than the average Australian, the impact of watching the Tour on viewers’ European holiday intentions is an interesting result. Tourism and travel-related businesses need to take advantage of this great opportunity to reach this receptive market in the coming weeks.”
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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