From Q2 2026, we're updating how we capture sports event awareness to better reflect respondent behavior and give you a broader view of awareness.

In our sports events interest question we measure both awareness and interest across a range of major events.

When a respondent selects an event they follow or are interested in, we ask them to rate their level of interest:

If a respondent doesn't select an event as followed or of interest, we classify them based on awareness — either “aware, not interested” or “unaware”.

Up to Q1 2026, we measured awareness by asking:

“Which of the following have you heard of?”

With multiple-choice questions like this, respondents often select the options that stand out most rather than reviewing every item. In categories where awareness is high, this can lead to a narrower view of this metric, as respondents may recognize multiple events but only actively select a few.

From Q2 2026 onwards, we’re updating how we measure awareness by asking:

“Which of the following events have you NOT heard of?”

This will better reflect typical respondent behavior, as instead of selecting every event they recognize from the list, respondents will only select the events they’re unfamiliar with.

As a result, we expect:

Changing how we ask a question can naturally lead to different results. As our method has evolved, from Q2 2026, you may notice shifts in reported awareness levels.

Because we're looking at sports events awareness from a different perspective, comparisons with previous waves of data should be made with caution and we recommend avoiding direct trending.

The options tracking interest levels — “a little interested”, “somewhat interested”, “very interested” — have remained unchanged and can continue to be trended across waves.