For the first time ever, the World Cup will overlap with the holiday season, creating a unique opportunity for brands to turn football fans into festive shoppers. And, as women are often key holiday season spenders, marketers can maximize the impact of both World Cup and holiday campaigns by focusing on reaching and connecting with female fan bases.
As consumers, women are gaining influence and increasing their buying power—women accounted for an estimated $31.8 trillion in global consumer spending in 2019, and direct 83% of all consumption in the U.S., in buying power and influence despite being only half of the population. Women also started to outpace men in retail spending during the holidays, both online and in stores. Nielsen Scarborough data found that 81% of U.S. female consumers shopped online in Q4 of 2021, up 9.5% from Q4 2019, while male consumer online shopping was up 6.7% over the same period.
And while more men watch football than women overall, women’s interest in the World Cup dwarfs all other major international football competitions, and women currently make up 37% of all global football fans.
To deepen engagement with these sports fans, female-inclusive advertising is key, but many brands are missing the mark when it comes to representation in their sports ads. An analysis of Super Bowl LVI ads leveraging Nielsen Ad Intel e Pudding.ai, for example, found that only 30% of the ads during the game featured women in the creative. This lags behind the overall representation in U.S. TV content of 43%, according to Análise de inclusão do Gracenote, signaling that advertisers have ground to make up when it comes to creating sports ads that are relevant and engaging for female audiences.
Além de representar as mulheres visualmente no conteúdo e no criativo, os profissionais de marketing também precisam considerar onde o investimento em publicidade será mais eficaz por canal. De acordo com o estudo global Trust in Advertising de 2021 da Nielsen, tanto as mulheres quanto os homens veem os patrocínios de marcas em eventos esportivos como o terceiro canal mais confiável. E, embora homens e mulheres estejam, em sua maioria, alinhados quanto à confiabilidade de outros canais de marketing, o marketing de influenciadores se destaca como a maior diferença, com as consumidoras do sexo feminino considerando os influenciadores mais confiáveis em três pontos percentuais.
Considering the trustworthiness from influencer marketing, brands may want to consider combining their team sponsorship and influencer marketing to increase reach and impact for campaigns. And this year’s World Cup has a number of player influencers who bring millions in social media value, along with some notable up-and-coming football social media stars who can help brands achieve the most reach and impact for their marketing spend.
E os fãs de futebol estão ansiosos para se envolver e comprar de marcas que patrocinam seus times ou jogadores favoritos - 59% dos fãs de futebol em todo o mundo escolheriam o produto de um patrocinador em vez do produto de um rival se o preço fosse o mesmo, e 67% dos fãs de futebol acham que as marcas são mais atraentes quando participam de patrocínios esportivos.
Quando se trata de promover ações, o boca a boca é o mais influente para as consumidoras em todo o mundo (89% sempre ou às vezes agem), mas as mulheres também estão mais propensas a agir a partir de sites de marcas (81%), anúncios de televisão (78%), influenciadores (74%) e patrocínios esportivos (70%).
Combine the high level of trust sports sponsorships have with the correlation between sponsorship and consumer action and shopping trends, and brands have plenty to gain from attracting female fans. A recent analysis of 100 sponsorships between 2020 and 2021 in seven markets across 20 industries, Nielsen found that the sponsorships drove an average 10% lift in purchase intent among the exposed fanbase.
Com a expectativa de que quase dois terços da população mundial assistam à Copa do Mundo ao longo de seu mês de duração, mais de um bilhão de torcedoras em potencial assistirão à ação - e aos anúncios - dentro e fora do campo. As marcas que desejam capitalizar a convergência da Copa do Mundo e da temporada de férias precisam de dados que as ajudem a identificar os canais e os talentos certos para transformar as torcedoras casuais em consumidoras fiéis.
Observações:
- Laboratório Mundial de Dados, 2020
- Morgan Stanley, 2019
