While the attention of most U.S. tennis fans is directed to the action on the courts at the U.S. Open in the next couple of weeks, marketers are hoping to promote their products and services to this lucrative audience. The Tennis Industry Association reports that the tennis economy is valued at $5.4 billion annually.
The TIA data shows that tennis players spend the following amounts on equipment and supplies annually:
- Rackets: $124 million
- Balls: $80 million
- Shoes: $148 million
- Strings: $56 million
- Apparel: $120 million
- Other: $56 million
47% of frequent tennis players, those who play at least 21 times a year, have a college degree and on average, enjoy a household income of $98,000. This sizeable income allows them to pay for private and group lessons in order to sharpen their skills. They also belong to tennis clubs or rent court space at other facilities.
This September, the TIA is reaching out to consumers through PlayTennis.com to help them find local facilities which are participating in promotions to encourage people to try the sport. Many of these facilities are offering free court time to new players.
In addition to promoting court time, several types of businesses can benefit from targeting tennis players with ad campaigns for the types of products these consumers buy. According to AudienceSCAN, these consumers over-index in their intent to purchase stocks, gold and silver, and investment property in the next year. Tennis players are also far more likely than average to start a new health club membership or renew an existing one this year. In terms of media use, over 40% of tennis players say they’ve taken action as a result of a banner ad they’ve seen in the past 30 days, a rate that is 46% higher than average.
AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.