A recent study conducted by Clear Channel UK, a leading Out of Home media and infrastructure company, has highlighted that Generation Z (18-24-year-olds) are more likely than older generations to notice and act on advertising during sporting events.
The research indicates that nearly half (49%) of Gen Z respondents are more aware of ads in these contexts, positioning this demographic as a key target for advertisers.
The study, which surveyed 2,000 individuals via OnePoll, further revealed that Gen Z is not only more likely to notice these ads but is also more inclined to purchase products after repeated exposure during sporting events. Specifically, 42% of Gen Z participants reported that they are likely to make a purchase after seeing an ad multiple times during a sporting event. This is a significantly higher percentage compared to 27% of 25-34-year-olds and 24% of 35-44-year-olds.
Impact of Advertising on Brand Perception Among Gen Z
The study also sheds light on how advertising during sporting events affects brand perception among younger consumers. A significant portion (32%) of 18-24-year-olds stated that their perception of a brand improves after seeing it advertised at a major sporting event. This trend is also evident among 25-34-year-olds, with 28% reporting similar effects. Furthermore, one in four (24%) Gen Z respondents expressed a desire to learn more about products advertised during these events, underscoring the effectiveness of this medium in raising brand awareness.
Ben Hope, Marketing Director at Clear Channel UK, emphasised the importance of these findings for brands aiming to engage with younger audiences. “Our study has shown that sporting events are an effective way for brands to reach and influence their audience, particularly Gen Z, who are fast becoming a major force in the consumer market,” Hope stated. He noted that while Gen Z is often characterised by a shorter attention span, the data suggests that this group is surprisingly more receptive to advertising during sporting events than older generations.
Trust and Purchase Intentions
The study also found that nearly half (46%) of Gen Z respondents reported an increase in trust towards brands they see advertised during sporting events. This trust appears to translate into purchasing behaviour, with 25% of 18-24-year-olds and 27% of 25-34-year-olds confirming they have bought products advertised at such events due to a positive association with the event itself.
Interestingly, Gen Z is also more likely to make immediate purchasing decisions after being exposed to ads during sporting events. About 15% of 18-24-year-olds said they would purchase an FMCG product on the same day after seeing it advertised during a sporting event, compared to 12% who would do so after encountering the same product through regular advertising channels.
The study identified several key drivers behind the purchasing decisions of Gen Z consumers during sporting events. Brand trust emerged as the most significant factor, with 25% of respondents highlighting it as a primary motivator. Other important factors included brand recognition (20%), positive association with the event (15%), emotional appeal (13%), and brand prestige (13%).
Gender differences were also noted in the study, with men (18%) more likely than women (11%) to purchase a product advertised at a sporting event due to a positive association with the event.
Popular Product Categories During Sporting Events
The research also delved into the types of products that Gen Z is most likely to purchase during sporting events. FMCG products such as alcohol (65%), snacks (58%), soft drinks (55%), BBQ food and drinks (50%), and chocolates and confectionery (50%) were among the top categories.
Hope concluded by expressing his optimism about the insights gained from the study: “We hope that our research will help brands to better understand consumer behaviour and how they can leverage the power of contextual outdoor advertising as an effective solution to engage them.”
This study provides valuable insights for brands looking to target the Gen Z demographic, particularly through advertising at sporting events, where their engagement and purchasing intent are notably high.
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