The summer of tennis


It’s well recognised Australians are sport mad but interestingly Roy Morgan have unearthed striking differences between TV viewers of the Australian Open Tennis and those who play tennis.
Whilst we are playing when younger, viewership grows with age – arguably due to the strenuous nature of the sport.
Ethnic backgrounds influence likelihood of playing tennis and/or watching the Australian Open. Aussies born in China, India, and South Africa are above-average for playing tennis but below average for watching the Australian Open, while those born in mainland Europe are above average in both respects. Those born in New Zealand are less likely to either watch or play!

 

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Our take

 

In depth insights are invaluable for advertisers in understanding their audience and the marketplace. Cultural skews maybe tactically considered as our population continues to diversify.
Rob Logan

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