If you want to grab the attention of Gen Zers, ads relating to sporting events are one of the best ways to unlock their spending potential, according to a new study.

Some 49% of 18-24 year-olds say they notice advertising during sporting events, making them a lucrative target for advertisers, according to out of home media and infrastructure company Clear Channel UK.

The study of 2,000 respondents conducted via OnePoll also revealed that Gen Z’s the age group that says they’re most likely to purchase a product after repeated exposure to an ad during a sporting event (42%), followed by 25-34 year-olds (27%) and 35-44-year-olds (24%).

A significant proportion (32%) of 18-24 year-olds say their perception of a brand improves after seeing it advertised during a major sporting event, as do 28% of 25-3 year-olds. Similarly, 24% of Gen Zers are inspired to learn more about products advertised during sporting events and nearly half (46%) trust the brand more.

One in four 18-24 year-olds and 27% of 25-34 year-olds bought products advertised during sporting events because of positive association with the event.

Other key findings show Gen Zers are more likely to purchase fast-moving consumer goods (FMCGs) on the same day after seeing it advertised during a sporting event (15%) than if they were exposed to the same product through regular advertising (12%).

Also brand trust (25%), brand recognition (20%), positive association with events (15%), emotional appeal (13%) and brand prestige (13%) were named as key drivers for purchasing a product people saw advertised at a sporting event.

Ben Hope, Marketing Director at Clear Channel UK, said: “Gen Z… are fast becoming a major force in the consumer market [and] while their attention span is known to be the lowest, the data from our study shows that, surprisingly, they are more receptive to advertising than older generations during sporting events.”