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US Open – Interest and attitude of US and Britons towards ads and sponsors

Find out how likely US Open fans are to interact with promotional stands or events.

With the US Open having commenced, we tap into YouGov Profiles, a consumer intelligence tool, to understand the attitude of American and British US Open fans towards ads and sponsors. But first it may be worthwhile to know how many consumers in the US and Britain have an interest in the US Open.

More than one in five Americans (30%) and Britons (32%) say US Open is either their top interest, or they are somewhat or little bit interested in the tournament. Some sponsors are already reaping the benefits of associating with the event. For instance, American Express, one of the official partners of the event, saw a rise of 3.6 percentage points in its Buzz score from 5.2% on July 24 to 8.8% on August 24 among Americans.

Coming to the attitude towards ads and sponsors, nearly seven out of 10 Americans (67%) who say that the US Open is one of their top interests would consider spending a short amount of time interacting with a promotional stand or event. In comparison, only four in nine Briton US Open fans (44%) would consider the same.

Coming to the attitude towards ads and sponsors, nearly seven out of 10 Americans (67%) who say that the US Open is one of their top interests would consider spending a short amount of time interacting with a promotional stand or event. In comparison, only four in nine Briton US Open fans (44%) would consider the same.

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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for US and Britain market is weighted by age, gender, education, region, and race. Learn more about Profiles.

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