'Sport' sports the top slot among Asian audiences for OOH viewing

MUMBAI: Sport is the top choice of viewers regardless of where they're watching television across several Asian markets, states the latest findings of the out-of-home (OOH) viewing research from the first Asian OOH survey.

The survey undertaken by Synovate and commissioned by ESPN Star Sports was conducted to gauge OOH viewing in Hong Kong, Singapore, Kuala Lumpur and Bangkok and was expanded to include the cities of Shanghai and Beijing.


The first phase of the results revealed that 88 per cent of all those surveyed watch out-of-home, with a whopping 9 out of 10 watching out of home in cities such as Bangkok, Hong Kong and Shanghai. Sport occupied a market share of 87 per cent of the OOH choice of programming.

"Our OOH findings reflect studies in the US as well as existing research that sport is an appointment viewing priority not only in but out of the home as well. Research shows a sizeable, captured and passionate audience that cannot be ignored by advertisers, marketers and media planners in their media buying decisions," elucidates ESPN Star Sports Managing Director Rik Dovey.

Continued Dovey, "After this round of research, it is clear that OOH viewing is prevalent across Asia and sport is what they are watching. What's significant is that this viewing phenomenon is as big in China as well. Ongoing research in collaboration with our distribution partners in China as well as surveys like this demonstrate that our programming is desirable and watched."

The findings also suggest that over 60 per cent of viewers are missed out by traditional in-home meter systems across the six-city study, with the figure climbing to 80 per cent in Bangkok.

The diversity of sport viewed out-of-home emerged as another interesting finding from the survey. 96 per cent of respondents who watched sport claimed football was their sport of choice led by the English Premier League (84 per cent)., The UEFA Champions League and the FA Cup also showed healthy growth in Singapore and Hong Kong. However, other sport popular with OOH viewing includes basketball, tennis and motoracing, all of which are showing strong upward growth.

A large number of viewers plan their OOH viewing experience, with 73 per cent visiting a commercial establishment such as a pub or a restaurant and 41 per cent joining friends in order to enjoy a game better. Most watched in a group of at least 2 friends - with the numbers increasing with bigger match-ups. In established markets, the average group size tended to be larger.

"People watch sports from a wide variety of locations out of home. Restaurants, pubs and bars featured high on the list of commercial premises, whilst viewing at a friend's home was the most popular non-commercial location. Around three quarters of out of home viewers are glued to the screen once a month or more frequently, a clear indication of how important the audience is to broadcasters and especially sports channels," notes Synovate Media Director Steve Garton.

Latest Reads
Fogg maker takes on fairness creams with Pretty24

Taking a stab at fairness creams’ perennial message of fair skin being the benchmark beauty and success, Fogg deodorant maker Vini Cosmetics (Vini) is touting the idea that every shade of skin is equally beautiful. The company has been plugging the primetime of mainline television channels for the...

MAM Marketing MAM
55% marketers make better decisions with machine learning: iProspect report

MUMBAI: Digital agency iProspect has released its third annual Future Focus whitepaper geared to examine how machines and technology are impacting marketing and advertising in the year ahead. The paper takes a look at how brands can make the most of machines in 2018, from facilitating seamless...

MAM Marketing MAM
Paisabazaar aims Rs 1500 cr mutual fund AUM by 2018

MUMBAI: Paisabazaar has announced that assets under management (AUMs) garnered through its mutual funds products crossed Rs 1000 crore mark last month. The organisation says it is confident of reaching Rs 1500 crore of AUM by March 2018. The fin-tech company launched mutual funds on its platform...

MAM Marketing Brands
Blackberrys gives digital mandate to FoxyMoron

MUMBAI: Menswear fashion brand Blackberrys has assigned its digital mandate to FoxyMoron after a multi-agency pitch. The account will be managed from the agency's north office. As per the mandate, FoxyMoron will be managing the digital creative, media, search engine optimisation as well as website...

MAM Marketing Brands
Kajaria Ceramics launches campaign with Anushka Sharma

MUMBAI: Kajaria Ceramics through its subsidiary Kajaria Bathware has launched a 360-degree marketing campaign with Anushka Sharma who was recently announced as the brand ambassador. By investing in this marketing campaign and an extensive distribution network Kerovit, the bath solutions brand by...

MAM Marketing MAM
Greenply questions your plywood choice

MUMBAI: Greenply has launched its new campaign to make consumers aware that there are consequences of compromising on the quality of plywood used in their furniture.

MAM Marketing MAM
NBA partners Jabong to operate official online store

The National Basketball Association (NBA) and Jabong, India’s fashion and lifestyle e-commerce platform – today announced a multiyear partnership extension that will provide fans access to authentic NBA merchandise in more than 730 cities across India.

MAM Marketing Brands
Coca-Cola launches Maaza Gold

MUMBAI: Coca-Cola India has announced the launch of 'Maaza Gold', a premium mango drink made from the choicest of mangoes.

MAM Marketing Brands
Cipla launches TVC for ActivKids Immuno Boosters

MUMBAI: Mothers’ concern for their children’s health goes to the extent of restricting them from indulging at times. Capturing one of these many concerns, Cipla has released a new TVC for its kids' immunity supplement ActivKids Immuno Boosters.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories