Bing Ads has research revealing car companies are first to the post during the Euros this year, gaining the highest proportion of searches amongst all brand sponsors. Kia Motors came up top amongst the official Euros brand sponsors, securing 20% of all searches globally. Out of the England team sponsors, Vauxhall dominates generating over a third (36%) of searches.
Searches for the Euros are increasingly mobile with more than 40% made on a smartphone or tablet throughout Saturday and Sunday. Noticeably, two thirds of searches for England merchandise are also being made on a smartphone.
Despite Nike generating the largest search volume in the UK amongst under 24s (51%), Adidas is making its mark amongst global counterparts (48%).
Teleco giant, Orange, is the second most searched for global sponsor (19%), with the highest share of searches coming from those over the age of 50, accounting for 42%.
Despite the male dominated world of football, women are key players in the run up to the Euros. Marks & Spencer is the second most searched for UK sponsor (26%), with the female audience accounting for over two thirds of the brand’s searches. More generally, Bing’s data unveils a recent surge in Euros related searches by women, with the volume of searches increasing by over 100% compared to males.
Ravleen Beeston, UK head of sales at Bing, said: “The Euros is a crucial time for brand sponsors to reach out to a vast audience and connect with them on a personal level. Through our Bing search insights, this year, we’ve seen specific interest around car manufactures and sports brands, however both attract a diverse and perhaps less generic audience than we may have thought. This demonstrates the opportunity that exists for marketers within the wealth of information search data unlocks to help understand consumer behaviour to ensure they are capturing relevant audiences with the right content.”