Audience understanding – young people and sports media

A sports media brand was able to update its content strategy to have greater relevance and appeal for 16-24 year olds after gaining a detailed understanding of how young people consume sports media.

The first step was to identify the most important needs for 16-24s when consuming sports media and how they compared to the wider audience. This was achieved by running key drivers analysis on a sample of all sports consumers for the client’s band and their competitors and analysing the findings by age subgroups. A sample of 16-24s were then surveyed to capture sports media touchpoints across the week (platform and brand) and the needs that each met.

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