A recent study conducted by Clear Channel UK, a leading Out of Home media and infrastructure company, has uncovered that Gen Z (aged 18-24) are the most responsive to advertisements broadcasted during sporting events compared to older generations. Almost 50% (49%) of Gen Z participants reported heightened awareness of advertisements during sporting events, positioning them as a crucial audience for marketers seeking to engage with a younger demographic.
Key Findings on Gen Z and Advertising Influence
The comprehensive study surveyed 2,000 participants through OnePoll and uncovered compelling insights into consumer behaviour. It found that Gen Z is not only more likely to notice advertisements during sports but is also significantly more inclined to act on them. Specifically, 42% of Gen Z respondents reported making a purchase after repeated exposure to an ad during a sporting event. This rate surpasses that of older age groups, with 27% of 25-34-year-olds and 24% of 35-44-year-olds showing similar purchasing behaviour.
Additionally, 32% of 18-24-year-olds revealed that their perception of a brand improves after seeing it advertised during a major sporting event. This is closely followed by 28% of those aged 25-34. Furthermore, a quarter (24%) of Gen Z are motivated to seek more information about products they see advertised during these events, highlighting a substantial interest in engaging further with brands.
Increased Trust and Purchase Intent
The study also highlights that Gen Z’s heightened sensitivity to sports advertising is reflected in their trust towards brands. Nearly half (46%) of Gen Z expressed increased trust in brands they see advertised during sports events compared to other advertising formats. Among them, 25% specifically attribute their product purchases to the positive association with the sporting event, a trend also observed in 27% of 25-34-year-olds.
Additional Insights
Key findings from the study reveal:
- 18-24-year-olds are more likely to purchase Fast-Moving Consumer Goods (FMCG) products immediately after viewing them advertised during a sporting event (15%), compared to 12% who would act on such ads through regular advertising channels.
- Key drivers influencing the decision to purchase products seen in sports ads include brand trust (25%), brand recognition (20%), positive event association (15%), emotional appeal (13%), and brand prestige (13%).
- Gender differences were noted, with men (18%) being more inclined than women (11%) to purchase products due to a positive event association.
- FMCG products are notably popular among sports event viewers, with top categories including alcohol (65%), snacks (58%), soft drinks (55%), BBQ food and drinks (50%), and chocolates and confectionery (50%).
Marketing Director
Ben Hope, Marketing Director at Clear Channel UK, commented on the findings: “Our study demonstrates that sporting events are a powerful platform for brands to engage with and influence their audience, especially Gen Z. Despite their notoriously short attention spans, this demographic shows remarkable receptivity to ads during sports events. We hope this research provides valuable insights for brands to harness the potential of contextual outdoor advertising effectively and to connect with this influential consumer group.”
