Online marketers 'may wish to target sports fans'

3rd June 2008

A new survey of digital media use has highlighted sports fans as those most likely to view online marketing.

The European Interactive Advertising Association (EIAA) poll found that on average sports sites users spend over 13 hours surfing the internet each week, 10 per cent more time than the average European.

In addition, compared with normal users twice as many sports fans use TV and internet simultaneously, while 68 per cent go online during the peak media consumption hours of 17:30 to 21:00.

The findings make this demographic a prime target for digital marketing, especially surrounding major sporting events like the Olympics.

Alison Fennah, executive director of the EIAA says: "Marketers must look to tap into this trend and media mindset when creating and developing their advertising campaigns."

Recent research by the Online Marketing and Media Show (OMMS) revealed marketers are dedicating 25 per cent of their budget to online marketing and media this year - a 15 per cent increase over predicted spend in 2007.