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Published November 21st 2014

Getting Fanatical About Demographic Data

There’s nothing more passionate then a stadium full of sports fans.

Being surrounded by them, you can certainly feel every bit of anguish or joy throughout an intense game.

But, these types of reactive emotions aren’t just confined to the stands. In their droves, supporters head to social media platforms to express their love or hate of the beautiful game.

How can marketers take this data and use it to their advantage? What can supporters impassioned tweets truly tell you?

Game data

We looked at the data surrounding this week’s Scotland and England football friendly to see what can be gleaned from fans’ data.

Removing retweets from the Eng v Scot data, the match was tweeted about 18,355 on the day of the game.

Surprisingly for a football match the positive mentions outweighed the negative as England won the match 3-1. Hence why, in the image below, Wayne Rooney is attempting a weird half handstand.




But that isn’t the only data point providing interesting insights for the match. Instead, if you look at the people behind the tweets you can get an in-depth overview of the different demographics watching the game.

This can then be used to inform advertisers, researchers and marketers of the active audiences who are reacting to the game in real-time.

Confirming or subverting expectations

If we look at the characteristics of those mentioning the England team, we can see that the audience widely relates to our expectations.

88% of the tweeters are male and their top interest is sports. However, their profession is intriguing as 21% of those speaking about the England side are journalists.


Screen Shot 2014-11-21 at 10.19.20 AM_BW

That means a fifth of the conversation was from those reporting on the game rather than sporting fans.

Comparing it to the data drawn from the Scottish mentions, the top profession changes to artists.

Could this indicate that the reporters were more interested in discussing the England side than the Scottish team?

It certainly seems so, as the chat surrounding the England team was treble that of Scottish side.

Topics and demographics

With the segmentation of data into sets of demographics, a select group of topics can emerge to show a story of interest.

When looking at the England game it was clear that there was a topic that dominated the conversation of one profession.

Although it was Wayne Rooney who scored two goals during the match, it was Oxlade-Chamberlain who received the most mentions from journalists.

Screen Shot 2014-11-21 at 10.23.26 AM_BW


This was due to a mistake by Englands official Twitter account that accredited the winger’s goal to Rooney.

Understanding what stories are proving popular with select groups of individuals helps to determine what angle to take in the creation of marketing campaigns or content.

Digital campaigns

By segmenting the data into different sections such as professions, interests and gender, the real-time understanding of audiences can be used for online campaigns.

Sporting events such as these are changeable and social campaigns need to be reactive to their audiences.

It is essential to understand the likes and dislikes of your audiences and demographic data provides a great platform to work from.

Are you interested in finding out how to use demographic data from sports fans for impactful campaigns? This recent case study on the World Cup data is certainly worth a read!

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