Leisure & entertainment

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Cricket viewership grows amongst Indian women

News • 26 January 2021

Sports viewing has long been a predominantly male pastime in India but there are signs that is changing and brands are responding accordingly, especially with regards to the nation’s favourite sport of cricket.

Predictions for the next decade of sport streaming

News • 20 January 2021

As streaming enters the mainstream of sports viewing, a new paper anticipates that fans will increasingly subscribe to a handful of services, expecting the ability to switch plans on and off as needed.

Most Americans don’t intend to return to traditional gyms

News • 18 January 2021

January is usually a boom time for gyms, but coronavirus restrictions mean many remain closed across the US, prompting a majority (59%) of American adults to say they won’t renew their subscriptions while a trend for home-based exercise grows.

Learning to love the fourth space

News • 15 January 2021

Pandemic and lockdown has led to a further blurring of the boundaries between work and home and what was the third space; a report from Trajectory posits the development of a fourth space.

Indian gaming industry seeks regulatory framework for future growth

News • 08 January 2021

The online gaming sector in India generated $174m in revenues in 2020, compared with $97.

Discovery Plus puts money on live sport to take on streaming rivals

News • 06 January 2021

Discovery is betting on its €1.

Why ‘hybrid’ events are a brand opportunity, not a fix-it for Covid

Article • Christophe Castagnera, WARC Exclusive, December 2020

For brands hamstrung by a lack of live events during COVID-19, ‘hybrid’ events can offer a way forward.

Amazon Prime aims to expand cricket coverage in India

News • 15 December 2020

US streaming giant Amazon Prime Video has signalled its intent to grow its live cricket streaming service in India, ultimately challenging Disney’s leading position, reports the Financial Times.

Harnessing powerful storytelling: A new framework to measure the method behind the magic

Research Paper • Collin Leirvik, Renata Policicio, ESOMAR Conference papers, Insights Festival, 2020

US cable sports channel ESPN created a new storytelling framework to determine whether measuring its effectiveness could directly influence business growth.

Child products and groceries see greatest e-commerce growth in France

Data • Rob Clapp, WARC Data Points, December 2020

An overview of e-commerce categories in France during the coronavirus (COVID-19) outbreak.

How sports marketing can play a role rebuilding society after COVID-19

Article • Mukta Lad, Event Reports, Mumbrella Sports Marketing Summit, October 2020

Outlines the challenges facing the sports industry after the pandemic.

Advertising “On the Go”: Are consumers in motion more influenced by ads? Why advertisers should consider consumers’ physical activity when planning ad campaigns

Research Paper • Micael Dahlen, John Karsberg, Sofie Sagfossen, Helge Thorbjørnsen, and Fredrik Lange, Journal of Advertising Research, Vol. 60, No. 4, 2020, pp. 417-425

People increasingly are in motion when exposed to advertising, which begs the question, "Are moving consumers more influenced by advertising?" This article builds on grounded cognition–the premise that the body influences the brain–to show that physical activity has positive effects on attitudes and intentions toward an advertisement and a brand.

Does athletes’ performance influence a sponsor’s stock-market value? Assessing the effects of sponsored athletes who represent Japan in international tournaments

Research Paper • Keiya Mori, Tatsuaki Morino, and Fumiko Takeda, Journal of Advertising Research, Vol. 60, No. 4, 2020, pp. 426-438

This study examines how sponsored athletes' performance affects a sponsor's stock price in 170 sport events between 1991 and 2017, using Japanese data.

One in four kids watches e-sports content

Data • Rob Clapp, WARC Data Points, December 2020

An overview of e-sports activity among 13 to 18 year olds across 13 different countries.

Paddy Power Betfair: Insight to influence – how insight changed Paddy Power Betfair’s culture of creative development

Research Paper • MRS Awards Papers, Finalist, MRS Award for Creative Development, 2020

Paddy Power and Betfair, two online betting companies, designed a research approach that combined insight around print and digital's ability to address attention to optimise its messages.

Formula 1: Training an artificial intelligence to protect sponsorship revenue windfall

Research Paper • MRS Awards Papers, Finalist, MRS Award for Innovation in Data Analytics, 2020

Formula 1, a racing brand, developed an interactive, AI-enhanced platform to identify the visibility of sponsors during a race.

BBC World Service: Attitudes towards women’s sports, sportswomen and women in India

Research Paper • MRS Awards Papers, Finalist, MRS Award for International Research, 2020

The BBC World Service, an international broadcaster, researched the perceptions of gender and sport in India and not only improved business outcomes but also contributed to Indian society.

The FA: Understanding England Football Away Fans

Research Paper • MRS Awards Papers, Finalist, MRS Award for Cultural Insights, 2020

The FA, the governing body of association football in England, increased positive sentiment by launching a three-stage ethnographic observation study to prove that England’s away fan culture was largely misrepresented in the media.

Sony Music: The cultural feedback loop – insight that helped 4th Floor Creative create a cultural framework to position Sony Music UK artists for Gen Z

Research Paper • MRS Awards Papers, Highly Commended, MRS Award for Cultural Insights, 2020

Sony Music UK, a music recording company, created a cultural framework to position Sony artists for Gen Z and facilitate its understanding of the audience.

Why creativity is at the core of sports marketing

Article • Mukta Lad, Event Reports, Mumbrella Sports Marketing Summit, October 2020

At the Mumbrella Sports Marketing Virtual Summit, panellists shared insights on where Australia stands in the sports marketing landscape.

Football’s digitalisation accelerates with Bundesliga bidding war

News • 03 December 2020

The governing body of Germany’s top two football divisions, the DFL, is looking to a radical plan of starting an OTT subscription service, with more than 20 different private equity groups interested in providing investment.

The time to build stronger relationships with Aussie sports fans is now

Article • Mukta Lad, Event Reports, Mumbrella Sports Marketing Summit, October 2020

Publicis’ Ashley O’Rourke shares insights on the state of sports sponsorship in Australia and where future opportunities lie at the Mumbrella Sports Marketing Summit.

Norway, Leisure & Entertainment adspend by medium

Data • Cinzia Petio, WARC Data Points, December 2020

An overview of advertising spend by medium in the leisure & entertainment sector in Norway since 2013.

New Zealand, Leisure & Entertainment adspend by medium

Data • Cinzia Petio, WARC Data Points, December 2020

An overview of advertising spend by medium in the leisure & entertainment sector in New Zealand since 2013.

Automotive, retail and travel account for half of 2020 adspend decline

Data • James McDonald, WARC Data Points, December 2020

An overview of forecast global advertising investment by product category in 2020 and 2021.

2020 Media Strategy Report: Insights from the WARC Media Awards

Article • WARC Exclusive, April 2020

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.
The WARC Guide to Marketing in the gaming ecosystem

Article • WARC Best Practice, September 2020

A summary of new thinking and best practice on marketing in the gaming ecosystem, from the WARC Guide.
Carat's ten trends for 2020: The year of all-conquering ecosystems

Article • Dan Calladine, WARC Exclusive, January 2020

Ten consumer, media and technology trends – and their implications for brands – for 2020, the year in which the marketplace is set to converge around the global tech-giant ecosystems.
What we know about marketing via gaming

Article • WARC Best Practice, September 2020

Explores how gaming platforms, which allow brands and products to be promoted via means such as sponsorship or in-game advertising, can enable brands to build reach.
Global Ad Trends: Ad opportunities in gaming

Data • James McDonald, Rob Clapp, WARC Data, July 2020

This report summarises the latest research from WARC's Data platform, with a focus on the application of advertising in mobile gaming, streaming and e-sports. Key findings include:
The Future 100: Trends and change to watch in 2019

Article • J Walter Thompson Intelligence, Research on WARC, December, 2018

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.