Gen Z 'the most receptive to ads at sporting events'

The summer of sport might be coming to a close but those brands which have targeted Gen Z consumers are likely to be among the big winners, with new evidence suggesting that 18- to 24-year-olds are far more likely to notice ads at sporting events than older consumers.

According to a study of 2,000 respondents conducted via OnePoll for oiut of home giant Clear Channel UK, nearly half (49%) of the Gen Z cohort said advertising stands out for them during sporting events, with 42% saying they are most likely to purchase a product after repeated exposure to an ad, too. They are followed by 27% of 25- to 34-year-olds and 24% of 35- to 44-year-olds.

A significant proportion (32%) of 18- 24-year-olds say their perception of a brand improves after seeing it advertised during a major sporting event, as do 28% of 25- to 34-year-olds. Similarly, one in four (24%) 18- to 24-year-olds are inspired to learn more about products advertised during sporting events.

Other key findings from the study include the fact that Gen Z consumers are more likely to purchase an FMCG product on the same day after seeing it advertised during an event (15%) than if they were exposed to the same product through regular advertising (12%).

Meanwhile, brand trust (25%), brand recognition (20%), positive association with events (15%), emotional appeal (13%) and brand prestige (13%) were named the key drivers for purchasing a product people saw advertised at a sporting event.

Men (18%) are more likely to buy a product they saw at a sporting event because of a positive association with the event than women (11%).
And, finally, product purchase intention during sporting events is leaning towards FMCG products, with alcohol (65%), snacks (58%), soft drinks (55%), BBQ food and drinks (50%) and chocolates and confectionery (50%) being the top five categories.

Clear Channel UK marketing director Ben Hope said: ‘’While Gen Z’s attention span is known to be the lowest, the data from our study shows that, surprisingly, they are more receptive to advertising than older generations during events.”

According to a separate study by Experian, the summer of sport is predicted to have seen Brits spend an additional £233m over the three month period.

The analysis, which focused on the retail and food and drink sectors, forecast increased spending in pubs and bars as fans gathered with friends to watch sport, and in supermarkets as supporters spent on food and drink to watch at home.

Additionally, some fans were expected to splash out on new televisions and electronic devices to keep up with the action across the summer too.