Cricket is more than just a game; it’s a passion that unites millions across the globe. To help brands effectively engage with cricket fans, YouGov Sport conducted a comprehensive survey across India, Australia, and the United Kingdom. Here, we present key insights and actionable strategies for brands aiming to capture the hearts and minds of cricket enthusiasts. In today’s competitive landscape, where consumers are bombarded with messages and often use multiple screens simultaneously, particularly when watching sport, it’s crucial for brands to create content that resonates deeply with cricket fans and holds their attention.
YouGov surveyed 3,964 respondents across cricketing nations India, Australia, and the United Kingdom. In India, 99% of respondents (1,032 individuals) expressed an interest in cricket. In Australia, 58% of respondents (347 individuals) were interested in the sport, while in the United Kingdom, 36% of respondents (747 individuals) showed interest.
In India, 56% of cricket fans watched the sport at least once a week, with the majority tuning in for Twenty20 competitions (94%), One Day Internationals (75%), and Test Cricket (57%).
In Australia, 40% of cricket fans watched cricket at least weekly, with preferences for Test Cricket (60%), Twenty20 competitions (52%), and One Day Internationals (52%).
In the United Kingdom, cricket proved less of a ‘way of life,’ with 17% of fans watching the sport at least weekly. The most popular formats among British fans were Test Cricket (52%), Twenty20 competitions (46%), and One Day Internationals (42%).
The use of social media to watch cricket content is increasing
The most common way of staying up to date with cricket across all three countries was through traditional methods, such as watching matches on TV. However, secondary preferences varied: Indian fans frequently used online sources to watch matches, Australian fans preferred TV news updates, and British fans tuned into TV highlights.
Social media was a significant source of updates in India, with 54% of fans using it as one of their methods (the third most popular source). In contrast, only 27% of Australian fans and 18% of British fans used social media for updates, making it their 4th and 5th most popular cricket news source, respectively.
Building on insights from YouGov’s 2023 Sports Report: The Global Sports Media Landscape it’s evident that younger audiences are increasingly turning to social media for cricket content, while traditional TV viewership is declining. Among 18-29-year-old cricket fans in India, TV viewership drops to 64%, while social media usage rises to 60%, but it remains as the third most popular method bahind Live TV and Live coverage available online.[RD1] In Australia and United Kingdom, across 18-34 year olds, TV is no longer the method to watch cricket, dropping to 50% and 40% respectively, but the use of social media increases to 56% and 38% respectively, holding the top spot for cricket content consumption.
Two thirds of cricket fans like to ‘multi-screen’ when watching a match.
Indian cricket fans are more likely to dedicate their full attention to matches, with 46% not using a second screen, compared to 28% of Australian fans and 27% of British fans. However, 38% of Indian cricket fans do have a smartphone or tablet on hand, devoting a quarter of their attention to it during cricket coverage. Similarly, a third of Australian fans and 36% of British fans also dedicate 25% of their attention to a second screen.
Among 18-29-year-olds in India, second screen usage is similar to the broader cricket fan population, with 39% dedicating a quarter of their attention to a smartphone or tablet during matches. In contrast, second screen usage is higher among 18-34-year-olds in Australia and the United Kingdom, with 43% and 46% respectively dedicating 25% of their focus away from the main match. Specifically, in the United Kingdom, only 17% of 18-34-year-olds say they would dedicate 100% of their focus to a cricket match.
The majority of multi-screen users across Australia, India and United Kingdom say that they use their smartphone or tablet to browse social media apps during the match. In India, there was a larger proportion of cricket fans sending family or friends messages during the matches (63%) than seen across Australia (50%) and United Kingdom (45%). Only a fifth of fans using multiple screens during a cricket match are using it to engage with match specific content (29% India fans, 21% Australian fans and 19% UK fans).
Advert recall and brand consideration rates highest across cricket fans in India
Recall of advertisements during cricket content is most effective among Indian and Australian cricket fans, with 62% and 46% respectively agreeing they could recall the ads (compared to 15% and 31% who disagreed). British cricket fans had a lower recall rate, with only 25% able to remember the ads, while nearly half (48%) disagreed. However, recall rates improved among younger British audiences, rising to 43%. Age had less impact on Indian cricket fans, with a consistent 60% across all age groups agreeing they could recall advertisements seen or heard during a cricket match.
Half of Indian fans and a third of Australian fans say that they are more likely to consider using or purchasing a brand that sponsors cricket (compared with the 21% and 33% who disagreed). Again, British fans had lower agreement levels of 21% (versus 47% disagreeing that brand association with cricket influenced their decision-making process).
The perspective of British cricket fans became more optimistic when we looked specifically at the responses of young people. Brand consideration rose to 46% through association with cricket amongst 18–34-year-olds.
Short, subtle, funny, cricket related adverts appeal the most
Subtly positioned advertisements that do not divert attention away from the cricket received approval from 59% of Indian cricket fans, 44% of Australian fans, and 34% of British fans. 31% of Indian, 39% of Australian, and 45% of British respondents had no strong opinion on the integration of these ads.
Humorous advertisements are particularly effective, with 56% of Indian respondents, 49% of Australian respondents, and 41% of UK respondents agreeing they catch their attention. Shorter ads (15 seconds or less) that are relevant to cricket also proved popular across all three surveyed markets, though they were least significant among British cricket fans.
Younger Australian and British cricket fans are more likely to be captivated by advertisements featuring cricket star integration, celebrity endorsements, and cricket-related content compared to their older counterparts. In contrast, this trend is less pronounced in India, where younger and older respondents show similar preferences.
Young people remember adverts shared across social media more than traditional TV
Across all surveyed countries, TV remains the dominant medium for cricket fans to see or hear memorable cricket-related adverts or sponsorships, with 45% of respondents in India, 44% in Australia, and 27% in the UK choosing this as their primary source. Social media sources were less popular overall, but notable differences emerged between countries: Indian and Australian fans preferred YouTube and Instagram, while UK respondents leaned more towards Facebook.
Younger cricket fans in all countries were less likely to recall adverts via TV compared to cricket fans of all ages. Conversely, they were more likely to remember adverts from social media sources. This trend aligns with YouGov Sport’s observations over the past 3-4 years, highlighting a shift in young people’s sports consumption from traditional linear sources to digital platforms.
In summary, cricket matches present a prime opportunity for brands to reach an engaged audience. This is especially true in India, where cricket is often regarded as more than just a pastime—it’s considered a religion! To make a meaningful connection with cricket fans across India, Australia, and the United Kingdom, advertisements should be short, amusing, and relevant to cricket. These ads should be featured on both social media and traditional TV. In the United Kingdom and Australia, social media campaigns should leverage celebrity endorsements and cricket stars to particularly engage young people who are ‘multi-screening’ during the matches.