Game, set, match: Insights into The Happy Slam

Market Research
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Happening annually across the month of January in Melbourne, Australia, the Australian Open is the first of the four Grand Slam tennis tournaments to occur. With over 902,000 attendees, last year’s Australian Open event saw the highest number on record among all the Grand Slams. And with the popular event generating millions for the Aussie states’ economy, all eyes are peeled on the courts.  

Using CintSnap – our exclusive platform to survey individuals and understand opinions quickly – we uncovered spectator experience through preferences and behaviors of our 280 respondents across Australia.  

The survey explored exciting insights into four key topics:  

  • Likelihood of viewers tuning in 
  • Factors that made ads memorable 
  • Channel preferences for viewing the game 
  • Impact of advertisements on brand perception

Likelihood of watching the Australian Open 

Right off the bat, we asked respondents how likely they were to tune into the Australian Open this year. The results suggested tennis fever was in full swing. A substantial 42% of respondents expressed being “very likely” to watch, while 29% fell into the “somewhat likely” category. On the other end of the spectrum, 19% considered it “very unlikely,” and 8% opted for “somewhat unlikely.” 

Memorable ads at the Australian Open 

To uncover what truly makes an ad memorable during the Australian Open, we asked respondents about the factors that would stick with them. The clear winner was humor, with a resounding 51% stating it would make an ad stand out. Following closely, 41% favored a catchy song, while 30% pointed to the presence of a celebrity or influencer in the ad. Inclusion of tournament athletes and the actual product shared a spot at 26%, with relation to the brand associated following at 19%.  

Viewing preferences 

Shifting our focus to how respondents plan to catch the action on the courts, the survey revealed a range of preferences. Unsurprisingly, 33% favored streaming services, which emphasizes the growing dominance of digital platforms. Cable TV secured 22%, indicating a steady traditional viewer base. 6% opted for the convenience of social media clips, while 5% of dedicated fans planned to attend the event in person. 

Impact of ads on brand perception

What did our survey respondents feel about the actual impact that the advertisements had on brand impression? A substantial 38% believed that an ad during the Australian Open could somewhat likely change their perception of a brand. On the contrary, 21% deemed it very unlikely, while 20% considered it somewhat unlikely. 10% expressed a strong belief that ads could very likely alter their brand perception, underlining the potential influence of well-crafted advertisements. 

As we enter into one of the world’s most hotly anticipated tennis events, our findings give a preview into the minds of its audience. Advertisers and brands can leverage insights of consumer behavior and preferences to tailor their strategies and captivate the attention of tennis enthusiasts across Australia and globally. Game on, we say! 

Cint’s research technology helps our customers to post questions and get answers from real people, in real time – and to use these insights to build business strategies, publish research, and accurately measure the impact of advertising efforts. Find out more here.