Aussies Go Online For Sports Content

With the AFL and NRL seasons kicking off, Nielsen Digital Ratings (Monthly) revealed 11.2 million Australians visited sport categorised content online, up 8% MoM. Interestingly, desktop has the largest audience numbers, but people are spending over double the amount of time on sports content on their phones. Sport was the most active genre in social channels with every two social media interactions about live sport.

Our take

The sport enthusiast provides exciting opportunities for brands to engage with them on mobile and desktop. However, content needs to be curated with a ‘fan first’ approach and in a brand’s authentic voice so that it doesn’t become generic. It is important that the content is delivered in a timely manner where possible so that it’s relevant to social channels – this doesn’t necessarily need to be during a live event but could be at particular times of the week when fans are most engaged.

Read full article here.

Stephen Coghlan

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