World Cup watchers are mostly male, with no kids, and health-conscious, according to a new report by DMP Lotame. For the study, Lotame developed a soccer fan audience profile comprised of thousands of permission-based online behaviors from 86 million identified soccer fans. The data analysed came from the Lotame Data Exchange (LDX), which contains more than 4 billion cookies and mobile device IDs.
According to Zenith, the 2018 World Cup will add $2.4 billion to the global advertising market. For brands and marketers, the tournament delivers valuable opportunities to reach audiences not just through TV, but digitally as well. In evaluating soccer enthusiasts and their behavioural patterns, the study identified a number of profile attributes that can support advertisers as they consider digital marketing strategies for the event. They include the following:
World Cup fans mostly male, no children.
According to the data, more than half (56%) of the soccer fans and World Cup audience online is male. Further, the age breakdown for fans is, for the most part, evenly split: 18-24 = 13%; 25-34 = 17%; 35-44 = 15%; 45-54 = 17%; 55-64 = 18%. Additionally, there is a high chance — 7x more likely — that there are 1 or 2 adults in a soccer fan’s household, with a pet but no children. More than two-thirds (67%) of the audience does not have children.
“Advertisers need to know what this World Cup audience looks like to effectively connect and engage with them,” said Ryan Rolf, vice president of data solutions at Lotame. “Our analysis finds them to be slightly more male, but evenly split among most age groups. This intelligence is critical for smarter, more informed ad buys.”
World Cup fans are health conscious shoppers.
Soccer fans are very particular about the foods that they eat. In fact, they are 6x more likely to be focused on a healthy lifestyle and wellness (e.g., they expressed an online interest in healthy foods, exercise, etc.). Additionally, this probable World Cup audience is 6x more likely to be meticulous about meal planning, focusing on fresh and organic food options. Soccer fans are also 8x more likely to have a vegetarian or vegan diet.
“For CPG, QSR and retail advertisers seeking to share food and beverage campaigns with a captivated World Cup audience online, healthy options will be in-demand,” added Rolf. “Our data suggests that soccer fans are all in on a healthy lifestyle. That theme should be prioritized in any campaigns or messaging during the tournament.”