High-end sports events make brands work harder to attract fans’ attention

Source: © Sky News Sky News With multiple top sporting events taking place throughout the year, such as last year’s Rugby World Cup, sports fans’ attention spans are increasingly fragmented.

This is based on Nielsen SportsNewest2023 South African Sports Review Important trends and emerging models in the sports industry are highlighted.

Audience distraction

Research has found that when viewers watch sports on multiple screens at once, their attention is split across a variety of lifestyle and sporting events.

This trend is driven by rising engagement in lifestyle, sports and fitness activities, as well as the growing number of channels available to consume content of interest to all fans.

Nwabisa Sauls, senior commercial manager at Nielsen Sports, said brands and rights holders must work harder to capture and retain the attention of South African sports audiences.

Brands tap into South Africa’s sporting culture

The report also found that brands, federations, rights holders and broadcasters are still capitalising on the active sports culture among South African audiences.
It’s been an eventful year for sports fans in 2023. Among the highlights was the Africa Cup of Nations, which drew record attendances and cemented football’s status as the continent’s most popular sport.

The Springboks had another historic victory, clinching their fourth Rugby World Cup title and second in a row.

Insights into fan and audience behavior

The report provides a resource for brands, sponsors and sports organisations who want to understand and engage with the South African lifestyle and sports fans.

“This is further evidence that, more than ever before, brands that have the latest, data-driven insights into fan and audience behaviors and preferences will have the upper hand,” Soules said.

The report surveyed South Africans aged between 16 and 69 who use the internet.

Sample details include demographic information such as age, gender and ethnicity, which are key factors in understanding the composition of different interest groups in South Africa.

To gain a comprehensive understanding of South Africa’s sports audience, Nielsen analysed detailed demographics, laying the foundation for in-depth research into South African sports fans’ interest in different sports, lifestyle activities and their consumption behaviour of products and services as fans of specific sports.

He added: “Armed with accurate data, these forward-thinking brands can identify and capitalise on opportunities, avoid pitfalls and make the most of these changing times, ensuring the continued appeal and value of sport.”