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 尼尔森Ad Intel 和 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 Gracenote 融合分析, signaling that advertisers have ground to make up when it comes to creating sports ads that are relevant and engaging for female audiences.
除了在内容和创意中直观地表现女性外，营销人员还需要考虑在哪些渠道投放广告最有效。根据尼尔森 2021 年全球广告信任度研究，女性和男性都将体育赛事中的品牌赞助视为第三大最值得信任的渠道。虽然男性和女性在其他营销渠道的可信度上基本一致，但影响者营销的差异最大，女性消费者认为影响者的可信度要高出三个百分点。
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.
全球有 59% 的球迷在价格相同的情况下会选择赞助商的产品而不是竞争对手的产品，67% 的球迷认为参与体育赞助的品牌更具吸引力。
在推动行动方面，口碑对全球女性消费者的影响力最大（89% 的女性总是或有时会采取行动），但女性也更有可能从品牌网站（81%）、电视广告（78%）、有影响力的人（74%）和体育赞助（70%）中采取行动。
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.
在为期一个月的世界杯期间，预计全球总人口的近三分之二将观看世界杯，潜在的十多亿女球迷将观看赛场内外的比赛和广告。想要利用世界杯和节日季这一契机的品牌需要数据来帮助他们确定正确的渠道和人才，将偶然的女球迷变成忠实的购物者。
备注
- 世界数据实验室，2020 年
- 摩根士丹利，2019 年
