Media metrics identifies the rise of the ‘omnivore fan’

A new breed of sport fans, described as “omnivore fans”, is changing the demographic and cultural profiles of the followers of Australian football codes according to recently released new report on cross-code football support.

The Football Trends and Insights Report Play On! from Enhanced Media Metrics Australia (emma) shows increasing cross-code support and a group of consumers, who are connected, confident, and often adventurous in the sports that they follow.

Identified as a growing demographic by the new cross-platform audience insights survey, omnivore fans are also growing affluent, with fans attending live games in particular skewing to the highest economic quintile.

While the majority support of rugby league and AFL continues in their traditional hubs, the emma report refers to instances relating to alcohol and cars, two of the biggest sport category advertisers, as perfectly describing the cross-code following.

The report suggested that omnivore fans are more likely to keep up to date with and be early adopters in these categories, and are also more likely to seek and share information with others about beer and cars.

Ipsos MediaCT Managing Director Simon Wake said evolving cross-code support suggests that brands putting their advertising strategies on stereotypical code fan profiles could narrow their field of potential customers.

The Emma data also showed that rising enthusiasm for the A-League soccer is driving cross-code support benefitting from its high participation rate.

Wake explained “rather than fracture loyalty though soccer’s rise is seeing football fans share their love. As a result, the entire football market is growing.”

Football fans, who are highly passionate about their sport, are also heavy media consumers. Most of them turn into sports websites, newspaper sport sections, and TV channel for their fix, offering advertisers extensive opportunities to connect with fans.

Wake added “this high engagement offers advertisers extensive opportunities to speak with fans before, after and during games.”

Click here to view the Play On! Football Trends and Insights Report.

Image: Maroons fans, to whom the Queensland Rugby League plan to deliver enhanced fan experiences.

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