Evaluation examples Sports & Culture
A look into the data
The Sports & Culture module provides data-based access to target groups from the sports and culture sector. With representative and reliable information from the WEMF studies, it supports the targeted optimisation of sponsorship strategies and the identification of new marketing potential. The following examples illustrate various evaluation options.
Analysis of interest in sport by age and gender
The data shows that alpine skiing attracts the most interest among the Swiss population. This is followed by football, which has the second-highest proportion of interested people; however, compared to alpine skiing, the average age is closer to the Swiss average and men are over-represented in this sport. Smaller sports such as figure skating, which appeals particularly to women, and bobsleigh, which has a slightly older, more male-dominated audience, are also included in the study.
Interest in sport by lifestyle
Overall, 38% of the Swiss population are interested in football and 26% in ice hockey, thereby offering a wide reach within the Swiss market. At first glance, the two sports appear similar, with a predominantly male demographic and a slightly above-average average age. However, football is particularly effective at reaching 14- to 19-year-olds, which is not the case with ice hockey.
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