Advertisers reach key males via MMA
Even as Bud Light appears on the mat during some Ultimate Fighting Championship broadcasts, a slew of blue-chip marketers have…
Even as Bud Light appears on the mat during some Ultimate Fighting Championship broadcasts, a slew of blue-chip marketers have shied away from sponsoring mixed martial arts events that can involve brutal combat.
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But new research shows that some advertisers may be missing out on an opportunity to reach a group with notable household incomes, where many of whom are in the market for luxury vehicles.
Data from Scarborough Sports Marketing shows that 8% of U.S. adults are mixed martial arts (MMA) fans — those who watched the sport on broadcast or cable in the past year.
That group is 15% more likely than the average adult to have a household income of $75,000-plus, and 10% more likely to own a second home.
Furthermore, MMA fans account for 15% of adults planning to buy a luxury vehicle within the next year, and represent 10% of the potential market for new SUV purchases.
Less surprising are figures in the technology arena, where fans are 158% more likely to buy a video game system in the next year, 129% more likely to add a DVR to their TV set-up, 68% more likely to buy an HDTV and 52% more likely to purchase a digital camera.
The Scarborough survey that led to the data took place from February 2008 to March 2009.
Scarborough is a joint venture of Arbitron and Nielsen.
