Marketers seeking to reach the World Cup audience without paying for an expensive campaign have effective alternatives, according to a recent report from Networked Insights.
The company examined more than 5 billion tweets to find 575,000 active fans in the United States, then analyzed that audience to identify insights that could be of use to marketers looking to reach fans without spending directly on official sponsorships or soccer media.
Below, key findings from the report.
Overlapping Interests
World Cup fans over-index across various interests; that is, they are significantly more likely to engage with certain topics compared with the baseline US consumer:
- Not surprisingly, World Cup fans show strong interest in other sports, such as American football (4.2x over-index rate), tennis (3.5x), and hockey (1.8x); so advertisers looking for end-arounds to reach these consumers can do so via other sports properties.
- World Cup fans are also much more likely than average to be interested in documentary movies (3.3x) and to watch talk-format TV programs (2.1x)—some not-so-obvious ways to reach the same audience.
