Galway Races Summer Festival, the biggest and most famous racing festival in Ireland, starts next week with 250,000 people expected to attend. We look at consumers in Republic of Ireland who are interested in horse racing, how they differ to the average adult and the best media platforms to reach them.
Our TGI Consumer Data shows that 14% (522,000 people) of adults in the Republic of Ireland are interested in horse racing. Demographically, interest in the sport does not skew majorly by gender (43% are female, 57% male), but does by age, with these fans 60% more likely than the average adult to be aged 65 and over.
Cars and an aversion to change distinguish this group from other adults
Our TGI Consumer Data shows that adults in the Republic of Ireland who are interested in horse racing are 53% more likely than the average adult to say they are interested in the car mechanics and 45% more likely to say their car is like a second home, as well as 44% more likely to agree they are possessive about their car.
Change is not welcomed too much by this group. Our TGI Consumer Data reveals that adults in Republic of Ireland who like horse racing are 37% more likely than the average adult to prefer to stick with brands of beer they know and 28% more likely to say they would not change the newspaper that they read.
Newspapers and television are key channels to engage this audience
Traditional print holds a significant place in these people’s daily lives – they are 48% more likely than the average adult to agree that they read a newspaper most days and 45% more likely to read the financial pages of their newspaper. Consequently, they are 55% more likely than the average adult to be amongst the heaviest fifth of newspaper readers. This group are also 39% more likely to be amongst the heaviest fifth of television viewers.