Monday, September 23rd, 2013
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

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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