New WEMF data maps the diversity of target groups at cultural events

_{^{Graph: Interest in selected cultural events by age and gender. Sports & Culture 2026 module}}

Today WEMF AG für Werbemedienforschung launches Sports & Culture, the new data product for planning and analysing sports and cultural marketing. It can be used to analyse visitors to particular sporting and cultural events according to socio-demographic characteristics, specific interests and media usage behaviour. This gives advertisers, sponsors, event organisers, media companies and agencies a sound basis for data-driven planning of sponsorship commitments, media partnerships and communication measures. The data covers 40 sporting events and more than 30 cultural events, with factors such as interest as well as intended and actual attendance. It also records interest in 45 sports as well as interest and frequency of visits to 25 cultural programmes.