BLOG | by Charlie Dundas
Bettors more excited by return of Premier League than football fans
While there’s not the feast you would expect at this time of the year, there has at least been some sport for punters to get involved with over the past few weeks.
The return of NASCAR, UFC and Korean baseball may not be the usual fare but it has at least been supplemented recently by the Bundesliga, Australia’s NRL and then some flat-racing and snooker.
Nevertheless, we were interested to see what impact the return of Premier League football would have on bettors, given the size and significance of the market.
We looked at our Word of Mouth metric for the Premier League – it asks whether a respondent has spoken about an event or competition in the last two weeks to friends or family. And while the Premier League generally tracks higher for this metric among punters (who we define here as those having placed a bet in the past 12 months) compared to the general public, it has shot up among bettors since the schedule for players to return was agreed. From a base of around 25% in April (meaning that 25% of punters had talked about the Premier League), it shot up to a high of 45% in May and now stands at 37%.
This tells us that the return of the League is a pretty big deal to sports bettors – more so than compared to the general population. But then we thought, that’s not too much a of a revelation. After all, many – if not most – bettors are going to be sports fans, so we’d expect them to be excited about the return of the sport.
So then we wondered how the response of bettors compared to the response of football fans in general? And the data shows that sports bettors are also much more excited about football’s return than football fans are. Currently just 26% of football fans say they’ve spoken about the Premier League to their friends or family (and remember, that compares to 37% of sports bettors).
While it’s not a perfect proxy, this data does show just how important football is to the betting industry (if there was any doubt). Its return has become more of the conversation for sports bettors than it has for football fans.
One brand bucks advertising trend
We also thought we’d look at what effect the self-imposed TV and radio advertising ban was having on the visibility of betting brands over this period. The ban has now been in place since late April.
As you might expect, almost all betting brands have seen a decline in their Ad Awareness metric (which asks the public which of the following brands have you seen an advert for in the past two weeks?).
But one brand stands out against all others. Over the same period, its Ad Awareness score has risen – such that it has gone from one of our lowest scoring brands to our second-highest scoring. That brand? William Hill-owned Mr Green.
Since we’re not experts on the comparative marketing spends and strategies of the industry, we won’t speculate on how that’s happened, but we will suggest that Mr Green won’t be too upset about it.
Finally, what effect has the advertising halt had on brand awareness in the last month or so? Well, the industry will be pleased to note that no brand has seen a significant downturn in awareness as a result of it. But only one brand has seen a notable increase in Awareness. It won’t surprise you to learn that it’s Mr Green.
BLOG | by Charlie Dundas
With over 15 years’ experience in the sports and sponsorship field, Charlie’s role at YouGov Sport is to develop new market opportunities as the company continues to grow internationally. He also assists established and future clients to get the most from YouGov Sport’s market-leading tools and research techniques.