June 21st, 2023, Lesley Simeon
The All England Lawn Tennis Club has launched its annual campaign to promote the Wimbledon Championships globally. Titled ‘Always like never before’, the campaign aims at building a younger global audience for the tournament in key markets like the US, Germany and India.
In the US, for example, the campaign looks to engage younger audiences via an in-person experience at New York, a Netflix documentary and a social media campaign over the coming month, among other activations.
With the launch of the new Wimbledon campaign ahead of the tennis tournament, we explore YouGov data to see the current demographic makeup of two groups in the US:
- Respondents who watch or actively follow tennis
- Respondents who watched or followed the Wimbledon Championships last year
According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - among respondents who watched or followed the Wimbledon Championships during the past year, 40% are Baby Boomers, 26% are Gen X followed by Millennials at 24%. Americans belonging to the Silent Generation account for 7% of respondents and Gen Z makes up 4%.
Among Americans who watch or actively follow tennis, as per YouGov Profiles data, Millennials make up 37% followed by Baby Boomers (27%) and Gen X (23%). Gen Z accounts for 10% of Americans who watch or follow tennis, with the Silent Generation at 4%.
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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.
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