Monday, September 23rd, 2013 - Roy Morgan Research
Of the four teams remaining in the AFL finals, Sydney Swans supporters capture the highest share of the Australian Health Insurance market, and nearly a quarter of them are with HCF.

Of the four teams remaining in the AFL finals, Sydney Swans supporters capture the highest share of the Australian Health Insurance market (16.2%) and nearly 1 in 4 (23.4%) have their Health Insurance with HCF. These are the latest results from the Roy Morgan Consumer Single Source Survey to June 2013.

The Fremantle Dockers capture the second highest share for Health Insurance customers at 7.4% and more than half (56.8%) having their Private Health Insurance with HBF, one of their major sponsors.

Despite the BUPA sponsorship of the Hawks, Medibank has a higher share of customers who are Hawthorn supporters at 26.3%, compared to BUPA at 24.3%.

Geelong supporters make up 5.2% of the Australian Health Insurance market and nearly one quarter (24.5%) have their Health Insurance with Medibank, with main sponsor NIB much lower with only a 5.0% share.

In summary, analysis of football supporters reveals that over the last year, the 595,000 Sydney Swans supporters with Health Insurance are almost three times as likely than an average Private Health Insurance customer to be insured with HCF. Fremantle Dockers supporters are five times as likely to be insured with HBF. Medibank secures a quarter of Geelong supporters and Hawks supporters are also more inclined to be insured with Medibank despite BUPA sponsorship of the team.

Source:Roy Morgan Single Source (Australia), 12 months to June 2013 n= 4,341 Base: Australians 14+ who have Private Health Insurance and support an AFL Club

Norman Morris, Industry Communications Director, Roy Morgan Research, says:

“The ease of switching following the increase in the use of the online channel has allowed for an increasingly competitive Private Health Insurance market. Advertisers and marketers need to regularly track the outcome of the investment in sports sponsorship through customer growth, relative to their competitors.”

“The relatively high incidence of health Insurance customers among the population who support the top four AFL teams presents vast sponsorship opportunities to companies.”

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Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.

In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.
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