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Insight of the Week: A Day at the Races

Image: Lesley Rigg / Shutterstock.com

With the annual Christmas racing festival at Leopardstown rapidly approaching, horse racing is proving to be just as popular as ever according to the latest Kantar Media TGI survey which shows that 24% of the Irish adult population that has an interest in horse racing.

According to Kantar Media TGI 59% of them are male while the balance, 41%, are female. In addition, the average horse racing fan is 48 years old and has an average income of €43,810, slightly above the average Irish adult’s income.

Marketers would be wise to target this group around sporting events as they are 32% more likely than the average Irish adult to buy products from companies who sponsor sporting events or teams. Alternatively, marketers can reach these horse mad fans through newspapers as 60% of this group read a newspaper most days and they are 25% more likely than the average to rely on newspapers to keep them informed.

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