Expo_AU_Open_Infographic

With the Australian Open well and truly underway, we’ve taken a look at
what online behaviours are served up about Australian tennis fans.
With players loving the blue courts of Melbourne, what are the fans
loving? Here’s a look at the thousands of people across our network
showing an interest in tennis in the lead up to the biggest prize in
tennis and two wild weeks in Melbourne.
Who are our favourite players?
Novak Djokovic! He’s won the title here four times, including the last three years in a row.
Until he's officially dethroned, he's the King of Oz.
Novak
Djokovic
370 x
Maria
Sharapova
202 x
Rafael
Nadal
349 x
Roger
Federer
155 x
Serena
Williams
267 x
Demographic
When it comes to fans, it looks like it’s mainly about the men!
Male H-o-H
14 x
Husband
14 x
Male
14 x
Income
Very financially comfortable…
HHI $150k-$250k
12 x
Net worth $750k - $1M
12 x
Credit Worth – Excellent
11 x
Business
VERY high interest to those working in media and PR!! Unfortunately the people that fall
in to ‘Travel Arrangements’ are probably working for these media/PR companies, booking
all the travel to and from the tennis!!
NEW!
Radio
Advertising
71 x
Travel
Arrangement
67 x
Public/Media
relations
47 x
Tv
advertising
47 x
Shopping
Men are shopping online; and they are sporty (or want to be)!
Suits
74 x
Ed Hardy
Clothing
38 x
Sports & Duffel
bags
38 x
running
shoes
37 x
blazers
34 x
Arts & Entertainment
Broad mix of personalities from sport to movie stars to musicians! These are the most
likely to take out the popularity title;
Sachin
Tendulkar
cricket
62 x
Tiger
Woods
golf
60 x
Lionel
Messi
soccer
60 x
Sandra
Bullock
57 x
David
Letterman
53 x
Cristiano
Ronaldo
51 x
Auto
Family planners meets mid-life crisis!!
Hyundai
37x
BMW
35 x
Dodge
34 x
porsche
30 x
mazda
29 x
Health
Suggests fans are at the ‘older’ end of the age spectrum. Not interested in babies,
but plastic surgery and health plans!
health insurance
28 x
health plans
25 x
cosmetics &
plastic surgery
25 x
Diet Pills
24 x
Whether these Exponential insights grab headlines or not, no doubt
there will be a significant surprise or two as the tournament gets
underway. Discover more Australian and global audience insights on the
Exponential Blog.
Data source: e-X Advertising Intelligence Platform, which consists of over 2 billion daily user events and a taxonomy of over 50,000 user attributes.
We analysed over 37,000 Australian users with an interest in tennis over the month of December 2013. The lift refers to the increased likelihood that a
behaviour is displayed versus the total internet population.
Exponential divisions