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A
survey conducted by Asia Media Intelligence (AMI) in four
Asian markets - Hong Kong, Singapore, Kuala Lumpur and Bangkok
- has revealed that sports is the top choice of viewers
regardless of where they are watching television. The first-ever
out-of-home (OOH) viewing research was commissioned by ESPN
-Star Sports among males between 18 and 45 years old. It
included analysis of recent peoplemeter data.
"Our OOH study confirms existing peoplemeter research and
reflects the studies in the US: sports is an appointment
viewing priority - both in and out of the home. The research
shows a substantial, captured and passionate audience that
cannot be ignored by advertisers, marketers and media planners
in their media buying decisions," says ESPN Star Sports
senior vice-president advertising & integrated sales Vib
Sharma.
The research suggests that there is an approximate three
million male OOH viewing audience across the four-city study.
"We've always suspected that sports was driving out-of-home
viewing, but have not until now been able to present quantifiable
research. This study makes it clear that OOH viewing is
gaining ground across Asia - be it in pubs in Hong Kong
or coffee shops in Kuala Lumpur, and sports is what they
are watching," adds Sharma.
Results show that 82 per cent of all those surveyed watch
out-of-home. The spontaneous OOH choice was sports (78 per
cent) followed by movies (36 per cent) and news (34 per
cent). When aided, the number rose to 89 per cent saying
they prefer to watch sports when it comes to out-of-home
viewing. That means nine in 10 of those surveyed watch sports
out-of-home.
When
asked what sports they watched, 97 per cent of respondents
said football was their sport of choice. The football respondents
said they watched the most was the English Premier League
(91 per cent), World Cup (59 per cent), UEFA (45 per cent).
When asked who they watch with, top of the list were friends
and colleagues in groups of four or more people.
A significant number - 96 per cent - of those polled viewed
sports by appointment. Venues varied in each market with
71 per cent in Hong Kong saying they watched in pubs and
bars, 65 per cent in Bangkok and 61 per cent in Singapore
said they watched at friend's homes, while respondents in
Kuala Lumpur said they watched at different locations, restaurants
(52 per cent), streetside stalls (45 per cent), friend's
home (43 per cent), coffee shops (40 per cent) and pubs
and bars (36 per cent). These findings reflect Asian market
nuances. In Hong Kong for instance where socializing is
a big part of the lifestyle, pubs and bars were the top
OOH venues.
Peoplemeter data from Taylor Nelson Sofres in Singapore
shows that sports reaches more viewers than any other genre
on cable with an 86 per cent reach, followed by other English
programming and documentaries at 85 per cent and music at
78 per cent.
The English Premier League also came out tops in peoplemeter
research with EPL matches consistently ranking among the
top five. Sports was also seen to reach a comparative weekly
cumulative 78 per cent more viewers than all three cable
news channels combined (CNN, BBC World and CNBC).
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