More Australians are watching sport than ever before. In fact, Three in ten Australians are currently subscribed to a sports streaming platform, but not all streaming platforms are created equal.
Presently, we’re seeing phenomenal viewing across AFL, NRL and F1, with streaming subscribers up across all sports, including a massive 23% hike for AFL. The last weekend in March was Kayo Sports’ #1 weekend of all time, with 654 million minutes streamed across one single round. We’ve also seen record breaking games for NRL since the spectacular kick off in Vegas.
Kayo Sports stands out in a cluttered streaming environment and is the ideal place for brands to reach an exclusive, large-scale, captivated sports audience. Our research and audience testing demonstrates that low ad clutter plus engaged audiences result in the greatest attention volume.
A huge breadth of sports means a wide diversity of fans
A world leading platform specialising in live sport and streaming over 50 sports in HD and newly introduced 4K across key codes, the average Kayo subscriber watches 8 sports each month, giving brands multiple avenues to access a targeted audience.
This year, the Foxtel Group is the sole holder of full digital rights for the AFL, which means that footy fans can access all rounds.
In additional to the live game, Kayo Sports also boasts top-tier expert analysis and opinions. A diverse range of entertainment shows, docuseries, sporting news, and exclusive content complements the live sports experience. Magazine shows are particularly popular, being viewed an average of 6.7 times per month.
Whilst Kayo is a seven-day proposition, the bulk of inventory is delivered across the weekend, in line with sports fixtures. This makes it imperative for agencies and brands to consider campaign frequency caps across the weekend to better capitalise on unique reach.
Reach a younger audience with disposable income
Kayo’s audience is a highly desirable target market for brands. Firstly, they are highly engaged - the average Kayo Sports subscriber visits watches 7 hours of content every week. The audience also skews 2% younger than the average FTA viewer, with disposable income that they spend more on their passions. They’re active, social, tech savvy, aspirational, and future-focused. And contrary to traditional beliefs that mostly men watch sports, more than one in three (36%) of our subscribers are female.
Kayo Sports understands its audience- they’re busy young fans who are often on the go. That’s why we’ve created a suite of ways fans to catch up on their favourite teams and codes when they’re in a rush or just in different time zones. Our short form catch-up content is particularly popular with 3.8 Kayo Minis and 7.6 Kayo bites viewed every month and non-live game viewing and highlights content increasing 28% year-on-year.
This rapt attention of content translates to advertising, with audiences demonstrating four times more active attention on Kayo 30-second spots than on FTA networks. Kayo viewers are 17 times more likely to stay put during ads and 40 times more likely to seek out brands after being exposed to ads.
Co-viewing is also significantly higher on Kayo with more viewing taking place on the biggest screen in the house. This not only means that brand messaging is reaching more than one pair of eyes at a time but allows the message sink in in an atmosphere of “togetherness”, helping the audience experience the ad with a positive sentiment already in place. A study by Future Today found that co-viewing among families boosts ad engagement, while the Video Advertising Bureau (VAB) found that co-viewers spent 33% more time tuned into ads than solo viewers, with ads eliciting a higher emotional response.
Cut through in an uncluttered, premium environment
One of our major commitments with Kayo Sports is creating the highest quality, premium sports viewing environment. We prioritise the user experience with lower ad loads, low clutter, and strong in-program integration which all helps drive higher engagement rates and cut through for brands.
FoxTest research has demonstrated that low clutter plus engaged audiences result in the greatest attention volume. In a recent survey of our Kayo Sports subscriber base, 69% of respondents said that Kayo had exclusive content they couldn’t get elsewhere. A massive 80% liked its "good variety of sport throughout the year” and 67% appreciated watching sport ad-break free.
At Kayo Sports, our coverage is designed for the premium viewer, with top quality content and low ad clutter. We believe maintaining our high standards of watchability is critical for both viewers and advertisers. By providing a platform where advertisers can effectively target their audience, tapping into the exhilaration of sports, we ensure that messages resonate with viewers at the right place and the right time.
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