Original article by Roy Morgan Research
Market Research Update – Page: Online : 13-Jan-17

A Roy Morgan Single Source survey has found that 32.4% of Australians aged 14+ (6.4 million people) watch the Australian Open almost always or occasionally. However, just 45.1% of Australian Open viewers tune in for other tennis broadcasts. The survey, which was carried out in the year to September 2016, also shows that the Australian Open is particularly popular among people aged 50 or older; 36.3% of those aged 50-64 tune in to watch it, as do 46.3% of those aged 65+. In contrast, younger people show a distinct lack of interest in watching the Australian Open on TV, especially 14-17 year-olds (20.2%) and 18-24 year-olds (21.8%). Meanwhile, tennis participation is at its greatest among teenagers aged 14-17 years (16.2%), but starts slipping from 18 years onwards. While 7.0% of Australians overall play tennis, this slips to 4.3% of 50-64 year-olds and heads steadily south from there to 2.9% of those aged 65+.

CORPORATES
ROY MORGAN RESEARCH LIMITED, AUSTRALIAN OPEN TENNIS