Sponsorship of the AFL pre-season’s rounds is delivering real benefits to NAB, with customers who watch the NAB Challenge more likely to be satisfied with the bank—and the more they watch, the more satisfied they get, Roy Morgan Research shows.
Among all NAB account-holders, 80.2% were very or fairly satisfied with the bank during the six months to December 2015, as previously reported from Roy Morgan’s latest Consumer Banking Satisfaction report.
But satisfaction is 2% points higher among those who ‘occasionally’ watch NAB Challenge games during the AFL’s pre-season (82%) and a hefty 8% higher among those who ‘almost always’ watch (88%).
And the more dedicated the viewer, the greater the degree of satisfaction with the sponsoring bank. Customers who ‘almost always’ watch the NAB Challenge are almost a third more likely than the average NAB customer to be ‘very satisfied’ (43% compared with 33%), while occasional pre-season viewers are almost 20% more likely to be ‘fairly satisfied’ (56% compared with 47%).
Rising satisfaction among NAB customers who watch the NAB Challenge:
Source: Roy Morgan Single Source July - December 2015, sample n = 3,506 Australian NAB customers 14+
Norman Morris, Industry Communications Director, Roy Morgan Research, says:
“This data suggests a real correlation—and not just a demographic correlation—between fans of the AFL pre-season and their positive attitude to its sponsor.
“Almost 1 in 3 Australians who tune in to the AFL pre-season, whether almost always or occasionally, associate NAB with Australian Rules Football overall. Any company that sponsors a popular sporting event is hoping at heart for just an ounce of transference: love the sport, like us a bit. ROI is therefore not always easy to measure, but this data highlights how likeability can play a big part in satisfying customers—who are then more loyal, more open to cross-selling, and more likely to recommend to friends and family, delivering long-term benefits.”
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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