World Cup Audience is 6x More Likely to Care About Health & Wellness
Lotame shares global data on soccer fans from the world’s largest third-party data exchange
Lotame, the leading independent data management platform (DMP), as well as the most trusted and comprehensive data exchange, today announced the results of a brand-new global report examining soccer fan behavior online, ahead of the 2018 World Cup. For the study, Lotame developed a soccer fan audience profile comprised of thousands of permission-based online behaviors from 86 million identified soccer fans. The data analyzed came from the Lotame Data Exchange (LDX), the world’s largest third-party data exchange, with more than 4 billion cookies and mobile device IDs.
According to Zenith, the 2018 World Cup will add $2.4 billion to the global advertising market. For brands and marketers, the tournament delivers valuable opportunities to reach audiences not just through TV, but digitally — online. In evaluating soccer enthusiasts and their behavioral patterns, Lotame identified a number of profile attributes that can support advertisers as they consider digital marketing strategies for the event. They include the following.
World Cup fans mostly male, no children.
According to Lotame data, more than half (56%) of the soccer fans and World Cup audience online is male. Further, the age breakdown for fans is, for the most part, evenly split: 18-24 = 13%; 25-34 = 17%; 35-44 = 15%; 45-54 = 17%; 55-64 = 18%. Additionally, there is a high chance — 7x more likely — that there are 1 or 2 adults in a soccer fan’s household, with a pet but no children. More than two-thirds (67%) of the audience does not have children.
“Advertisers need to know what this World Cup audience looks like to effectively connect and engage with them,” said Ryan Rolf, Vice President of Data Solutions at Lotame. “Our analysis finds them to be slightly more male, but evenly split among most age groups. This intelligence is critical for smarter, more informed ad buys.”
World Cup fans are health conscious shoppers.
Per Lotame‘s study, soccer fans are very particular about the foods that they eat. In fact, they are 6x more likely to be focused on a healthy lifestyle and wellness (e.g., they expressed an online interest in healthy foods, exercise, etc.). Additionally, this probable World Cup audience is 6x more likely to be meticulous about meal planning, focusing on fresh and organic food options. Soccer fans are also 8x more likely to have a vegetarian or vegan diet.
“For CPG, QSR and retail advertisers seeking to share food and beverage campaigns with a captivated World Cup audience online, healthy options will be in-demand,” added Rolf. “Our data suggests that soccer fans are all in on a healthy lifestyle. That theme should be prioritized in any campaigns or messaging during the tournament.”
In media and entertainment, fans prefer comedies.
For media and entertainment advertisers, whether its linear TV or film, comedy is the preferred format among the World Cup audience. According to data from the Lotame Data Exchange, fans are 9.5x more likely to watch comedy television. Meanwhile, they are 8.5x more likely to watch comedy films.
“Media and entertainment spend will see a sizable increase during the World Cup,” said Rolf. “Smart and savvy advertisers are trying to understand who their audience will ultimately be so they can maximize campaign reception and engagement. Our data indicates that comedies — not dramas or horror, for example — should feel confident advertising during the event. The audience simply skews in that direction.”
Additionally, soccer fans are 7x more likely to be interested in other sports, such as baseball, basketball, tennis and hockey.