E-sports are starting to reach more and more new audiences. Because in the era when Thai people use online according to different lifestyle types, 84% of Thai people watch sports and more than 20 million people have gone out to watch the game from the stadium.
As the audience grows The interest of sports viewers towards sponsored brands is also increasing. More than 60% of sports viewers are not only able to recognize sponsor brands. They also have a positive view of the brand.
Viewers will recognize brands that support sports.
What’s more, 65% of viewers agree that sports sponsorship brands get more audience attention. This shows that the rapid resurgence of sporting events has created opportunities for brands in terms of both reach and engagement. This gives brands more opportunities and potential to win over audiences.
However, sports sponsorship brands must communicate with audiences at the right time. And must understand who the audience who watch such sports is. Most of Thai sports fans are high-income males living in Bangkok and its vicinity.
Football, volleyball and badminton are generally preferred, while boxing is more accessible to lower-income and rural audiences.
In addition, female audiences are more interested in volleyball than any other sport. in terms of viewing channels Viewers still use television as their main medium for watching sports programs at 74%, and 69% also use social media to view and search for information.
Fan base viewing platform
On average, Thai e-sports fans watch e-sports competitions through many platforms such as
- YouTube 77%
- Twitch 48%
- Facebook 16%
- mixer 12%
- Garena 11%
Mobile phones are the primary device used by esports fans to play games and watch matches, with 88% of them playing games on PCs and only 45% on consoles. Spend 8 hours a week playing games. It shows that gaming is very important for e-sports fans. And besides, they spend an average of 5 hours per week watching esports matches.
Today, the choice of entertainment and platforms is more diverse. This makes maintaining a high level of interest and engagement with sports fans a huge challenge.
At present, the development of the data is solely based on feelings or assumptions about fans, copyright holders and brands. The information that should be used should be effectively collected and analyzed in terms of fan relationship and sponsorship brand.
Ms. Ranchita Srivorawilai, Director of Nielsen Thailand, said that the sports industry in Thailand is constantly expanding. Therefore, it is important for brands and media owners to understand on which platform their audience is watching. What is the viewing behavior like? and what to watch
This information will enable brands and media owners to reach and maintain effective relationships with their audiences. These are indispensable tools to help study audience behavior holistically.
Brands that support the eSports segment are recognized by Samsung 56%, followed by Nike 52%, Adidas 48%, Pepsi 44% and Toyota 43%, which is why we see this. these brands Apply sports marketing to affiliate products and spend on sports activities regularly.
In addition, the insights obtained from the audience of Thai sports found that will be a group with high purchasing power While TV is the main channel for viewers, commenting on social media or searching for information on the schedule is still the main group.
The Olympic Games are still considered a sport that has a high impact on the decision to buy a brand sponsor. Because they are seen repeatedly, listened repeatedly, and those who watch e-sports will be watching during the competition for fun.
But viewers of both sports have a positive attitude towards sponsor brands. and have the opportunity to make purchase decisions with various sponsors before other brands
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