News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Advertisers that take football too seriously risk alienating female fans
A study by London-based research agency The Nursery found that World Cup advertisers may have turned off female football fans by taking the sport too seriously.
The World Cup is not just watched by men - 38% of women in the UK plan to watch the upcoming finals and enjoy the sporting event due to its inclusivity.
However, focusing too much on the serious side of the game and its players turns off women leading them to believe the event and the sport is over-hyped and tedious.
These feelings impact on the effectiveness of advertising. World Cup advertisers that focus too much on the game's celebrities - such as Nike and Adidas - aren't as well received by women.
"There are plenty of women who enjoy the World Cup but they often think that players are overpaid and they are cynical about the game itself," said Alice Morgan, researcher at The Nursery. "These sports brands can risk alienating the significant proportion of the female population that is watching."
The brand that has made the biggest impression on British women during this World Cup is Durex. By not taking the sport too seriously, and focusing on the often outlandish diving shenanigans of players, the "Don't Fake It" ads were a big hit. The humor of Carlsberg's ads and inclusivity of McDonald's' ads also got a big tick from women.
Yet, many of the big global brands advertising during the football tournament missed a trick by buying into the hype of Ronaldo and other star players and, says Morgan, "missed the power of the World Cup to bring people together and have fun".
Image via Shutterstock
- Top retailers failing to meet consumer expectations of personalized comms
- Android ad blocking browser released by Adblock Plus
- How triggered emails can reduce shopping cart abandons
- How to better protect consumers' mobile privacy
- Expert: What Google buy buttons could mean for ecommerce
- Report highlights the 'mobile moments' of commuters
- Consumers keen to use new payment technology but businesses slow to adopt
- Ad Roundup: Integrations and new releases to offer more insights
Featured White Papers
- Email A/B Split Testing Guide
You worked hard creating great products, at least as hard growing a viable business to support them- and perhaps even...
- Not Provided Insights & Intelligence - 2015 Edition
Keywords are fundamental to your integrated SEO and Content Marketing strategies. gShift's Not Provided Guide will help you connect...
- Learn how to fill your funnel with high-quality leads
In this comprehensive, 160 page guide, we cover topics ranging from content marketing and website SEO to telesales and content...