WIth
World Cup fever hitting us soon, the attention of the world will
be on the strong and agile men on the court. Many football lovers
will be glued to the goggle box.
Equally,
the hot-blooded passionate football lovers also are also young
and strong. Most of them are 'twenty-somethings' - in the prime
of their life,
chasing after their dreams. Many of them are PMEBs/ White collar
workers.  
Beyond
just World Cup, these avid football lovers also watch football
matches over the weekends. Most of them dedicate more than 2
hours watching them.
 Football
lovers love their sport and also their beer. Tiger emerges
as top favourite, proving that those who enjoy soccer
time also
relish
Tiger time.
Looks
like football lovers cannot get enough action on TV. Many of
them turn to gaming consoles for an interactive experience of
role playing, speeding and strategic plotting. Sony Playstation2
overrides the Xbox to emerge as the gaming console
champion. 
Come
this World Cup season, the advertising dollars will be channelled
to ride on this wave, cashing on this window. Regular
advertising will fall slightly but will pick up once the season
is over. We also expect to see mens' products ( e.g. beer
& grooming products) becoming more active during this period.
Source:
insightsDNA Singapore 2005
Base: Football Lovers defined as those list Soccer as their hobby (561,000)
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Insights
DNA also provides a wealth of information such as the appeal
of the
various brands, the effectiveness of various media including brochures etc.
This
base of information will make media planning much more aligned to marketing
needs. |
