Tag Archive for: sports audiences

Golf and Tennis are two of the few sports considered individual, all-season sports. Both require a good swing to put the ball in motion. However, these are not the only similarities the two sports share. To dive deeper into this, we looked into what Tennis and Golf have in common in terms of TV audience viewership and advertiser trends.

We found that 1 in 4 of all LG Ad Solutions audiences watch Golf, while 1 in 5 view Tennis. Furthermore, over 80% of Tennis viewers also watch Golf, while only about half of all Golf fans watch Tennis. Brands looking to reach these audiences must be mindful of how these sports compliment and mirror each other.

Making Contact With The Audience

In terms of demographic make-up, Tennis and Golf saw similar scores. On average, 61% of audiences for both these sports have an annual income of $75,000 or more and over 70% are homeowners. This indicates Tennis and Golf fans have a higher disposable income and more buying power.

There were, however, a few differences between Golf and Tennis audiences, as highlighted below.

LGAds tennis golf

Eyes on the Ball

Top brands to ace the advertiser wars for PGA Golf and Tennis are as follows:

LGAds tennis golf

Electronics & Communication was a top category for Tennis, while Sporting Goods was a top category for PGA Golf. Vehicles & Parts, Lifestyle & Entertainment and Financial Services categories topped the chart for both sports.

Teeing up the Insights

Audiences for both sports display similar results when it comes to how they watch TV. Sports, News and Games & Reality are top genres watched by both Tennis and PGA Golf fans.
More than half of both Tennis and Golf fans watch less than 7 hours of traditional TV per week and agree that they prefer watching free ad-supported video content. This makes AVOD and FAST platforms the ideal location for brands to reach these audiences. The fact that they prefer ad-supported content means that they are likely to be more receptive to and interested in tailored advertising.

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These audiences can be best reached through a combination of linear and CTV to maximize impact while optimizing for frequency and spend.

Swing to Score

The high cost of in-event advertising and cluttered ad environments can deplete budgets and lower return on ad spend. With ACR data, OEMs like LG can find Tennis and Golf audiences in other programming based on their viewership patterns. We can target these same audiences on streaming TV, FAST channels and Native Ads as well as cross-device on mobile, tablet and desktop. This allows marketers to reach audiences where they are likely to convert and steal a share of voice from competitors.

Grand Slam or Hole-In-One? Either Way, we have your Back

Whether you’re trying to connect with Tennis fans or Golf viewers, the crux of every campaign lies in having access to data. At LG Ad Solutions, our ACR data gives us access to 30M+ US and 130M+ global addressable smart TVs. This data, coupled with campaign data from the thousands of campaigns we’ve run, allows us to reach the right audiences at the right time, and improve conversion. Partner with us to make the most of your media budget. For more information, get in touch at info@lgads.tv or on our contact page .

Note: All analyses carried out are based on national ad airings only

For PGA Golf, games considered include PGA Tour Golf, Women’s Golf, LPGA Tour Golf, PGA Tour Champions Golf & 2020 Ryder Cup games from September 16- Dec 31, 2021

For Tennis, matches considered include 2021 Wimbledon Championships, 2021 U.S. Open Tennis, 2022 Australian Open Tennis and 2022 Roland-Garros Tennis (French Open)

 

 

This year’s NBA playoffs ended just a few short weeks ago with the Golden State Warriors taking home the Championship trophy. While everyone now awaits the next season this October, we pulled together some data to better understand the trends around how TV audiences watch sports content, specifically NBA regular season games.

The top networks for viewers to watch NBA regular season games include NBA TV, ABC, ESPN and TNT. NBA TV televised the most games during the 2021-2022 regular season. However, the other networks (ESPN, ABC and TNT) outperform it in terms of viewership.

LGAds NBA

NBA Power Rankings

Well-known for their top players, impressive gameplays and heated rivalry, the Golden State Warriors and the LA Lakers are right on top in the rankings for ‘Top Teams’. Games featuring either of these teams or both see high audience viewership, attracting brands and subsequently, a high price tag.

LGAds NBA

It’s A Slam Dunk For These Brands

State Farm, Google, Taco Bell, GEICO and T-Mobile win the position of top scorers for NBA ad slots during the regular season. However, the results are slightly different when we drill down to the leading advertising brands per network. One commonality is that most networks (TNT, ESPN and ABC), except NBA TV, have at least one insurance brand in their list of top 5 brands advertising during regular season NBA.

Drawing A Picture of Your Typical NBA Viewer

The NBA fan base consists of two major age groups — 25-34 and 60+. For brands looking to reach young adult audiences, families with young children, or older adults/retirees, NBA audiences are a safe bet. However, these audiences can also be found more inexpensively across other shows and networks. Apart from sports, top genres for NBA viewers include Games & Reality Shows, News and Movies. 17% of NBA audiences in LG Ad Solutions households are Hispanic, while 23% identify as African-American. Brands that engage with these diverse audiences and create campaigns that resonate with them will go a long way. The audience skews male with 66% of NBA fans falling in this gender bucket. NBA audiences are affluent with nearly two-third earning an annual income of over $75,000.

The 2022 NCAA Men’s Basketball Tournament was the top TV programming watched by NBA audiences. This is surprising because our previous research indicates that 40% of March Madness viewers did not tune in to an NBA game in the three months preceding the tournament. This suggests that NBA viewers watch multiple basketball formats, both professional and non-professional, while NCAA viewers are hardcore March Madness fans.

Almost half of NBA regular season viewers see streaming as an addition to linear TV. Two-thirds agree that they typically watch less than seven hours of live traditional TV a week.

LGAds NBA

Over 80% of NBA regular season audiences use ad-supported TV apps while nearly two-thirds prefer streaming free video content with ads. NBA viewers believe ads placed in streaming content are more relevant (49%) and memorable (45%).This means that brands advertising on such channels or apps are likely to be placed in front of highly receptive and engaged viewers.

Multiply Your Fan Following

As a brand, the main aim is to win over audiences and create loyal customers. Making assumptions about who these audiences are and where their interests lie might result in an “air ball” or missed opportunity. Using LG Ad Solutions’ ACR data to target customers will improve ad relevance and, ultimately, conversions. Our premium CTV and native ad inventory across 30M+ US and 130M+ global addressable smart TVs can help you connect with audiences where they are most likely to take notice. To learn more, contact us at info@lgads.tv or on our contact page.

Note: All analyses carried out are based on national ad airings only