European Sports Fans More Receptive to Online Ads

In the run-up to the summer’s major sporting events, digital advertising has emerged as the most effective way to reach European sports fans, according to research by the European Interactive Advertising Association.

Over 35 percent of European users visit sports related sites on a regular basis, according to a new report from the organization. Users of these sites spend an average of over 13 hours a week online, 10 percent more than the average European.

Furthermore, the “Sport and the Shift to Interactive Media” report implies sports site users could present a particularly engaged and receptive audience for online advertisers.

According to the study, 57 percent of sports site users believe online advertising is “brand enhancing,” compared to 52 percent of average Internet users. Similarly, 53 percent of sports users said they viewed Web ads as “informative,” compared to 46 percent of the overall sample.

Web advertising was also rated high on the creativity scale by more sports enthusiasts: 57 percent compared to 51 percent of average European Internet users.

“The numbers suggest that sports site users are more receptive to, and appreciative of online ads,” said Alison Fennah, executive director of the EIAA.

Advertisers will no doubt seek to align themselves with the major sporting events taking place this summer, including the European Soccer Championship in Austria and Switzerland early next month, and the Beijing Olympic Games in August.

“Brands need to work out how best to interact with this sports-driven online audience, and marketers need to create strategies to take advantage of the opportunities surrounding these key sporting events,” said Fennah.

The research also found that video played a significant part of sports fans’ experiences on the Web. Nearly 40 percent said they watch TV or video clips online, compared to 30 percent of average Internet users. Similarly, sports site users were found to be twice as likely to watch video on their mobile phones, and to visit Web sites on the move.

“There’s an obvious link between sports site users and technological uptake, and advertisers need to be in the right place to reach these users,” said Fennah.

For the report, 7000 Internet users across the U.K. and Europe were surveyed in September 2007 in order to assess user attitudes towards digital media and online advertising. Respondents reside in the U.K., Germany, France, Spain, Italy, Belgium, the Netherlands, and the Nordics.