More Stadium Marketing Efforts May Be Directed to Youth
As marketers consider the best way to reach kids with their messages, some may turn to stadium advertising. It turns out that kids between the ages of 8 and 15 are big sports fans. While they can’t always make it to the stadium, members of this age group watch nearly 6 sporting events each month.
Kids also enjoy seeing live sporting events and attend these events at the following rates:
- Regularly attend live college or pro sporting events – 50%
- Attend between 1 and 4 events annually – 40%
The behavior of kids and what they notice and buy is affected by agewhen it comes to live sporting events. A report in YouthMarketsAlert notes that kids under age 10, “tend to get bored easily and want to leave early.” Parents often purchase kids in this age group items such as toys or hats while tweens may be allowed to wander to a vendor stand and use money from parents to purchase a souvenir.
Marketers who want to hit the jackpot should focus their efforts on teens at stadiums. Research shows that while this age group likes the sporting event, they’re also watching the crowd and the ads. By gender, here’s what teens like to see when it comes to stadium advertising:
- Food/snacks 25%
- Cell phone providers 22%
- Fast food chains 20%
- Shoe companies 37%
- Food/snacks 30%
- Cell phone providers 27%
As the online universe becomes increasingly crowded with marketers trying to reach teens, some companies may decide that stadium advertising presents a novel way to connect with a demographic that is just beginning to form brand allegiances.[Source: Youth Marketing Alert, EPM Communications, 9.1.09]