How relevant is Fieldsports Channel to your marketing? We have joined testing of a powerful social media analytics tool from Tubular Labs. To test the behaviour of future clients, they have given us free use of their app. This means we can check out the performance of many brands in our market among our viewers.
Looking at the behaviour of Fieldsports Channel viewers across our channels on YouTube, Facebook, Instagram, TikTok and Twitter, over the last six months, Tubular finds out what else they do online. It tracks visitors to other websites in our market using a 30-million-strong sample audience across the world. It can look at what they search for, where the shop, and what they buy.
Across all sectors, the top brand websites most visited by the Fieldsports Channel audience are, in order:
Do you score highly here? Our audience loves you. Maybe you should do more advertising with Fieldsports Channel. Do you score lowly or not appear here? Maybe our audience needs to hear about you. Whichever it is, talk to James.
What are the most popular shotgun brand websites for Fieldsports Channel viewers? According to Tubular Labs, Fieldsports Channel can claim 4.19% of the traffic to the Browning.eu website as its viewers. People who watch our shows are 1,358-times more likely to visit the Browning.eu website than ordinary web users.
It’s also interesting that Fieldsports Channel viewer traffic figures put the Beretta.com website a poor fourth behind Browning.eu, Browning.com and WinchesterGuns.com, even though it scores highest on audience overlap (5% compared to Browning.eu’s 1.5%).
On search affinity, result is similar, with the search term ‘browning’ scoring twice as highly among our viewers as the search term ‘beretta’.
Night vision and thermal
Research from the Kitfinder.co.uk website reveals that half the enquiries for shooting/hunting kit in the UK is for night vision and thermal. So, what are the most popular night vision and thermal brand websites for Fieldsports Channel viewers?
Of the four majors, HIKMicro, Infiray, Pulsar and ATN, Pulsar-NV.com is the clear favourite with the Fieldsports Channel audience. Visitation affinity is 1,584 and audience overlap 2.25%. Second place is ATNCorp.com, which shows visitor affinity of 533, a third of Pulsar’s number.
What are the most popular optics brand websites for Fieldsports Channel viewers? In midmarket optics, Steiner-Optics.com holds Fieldsports Channel viewers’ greatest affections. Visitation affinity is 1,169, compared to 807 for BurrisOptics.com in second place and 756 for Leupold.com in third.
At the top-end of the optics market, Swarovski’s website is the one with the most crossover with the Fieldsports Channel audience.
While SwarovskiOptik.com is devoted to optics, Leica and Zeiss both have websites that sell cameras to microscopy to semiconductors, as well as sports optics. Yet, still around 0.3% of the visitors to each of Zeiss and Leica’s websites are Fieldsports Channel audience members.
What are the most popular rifle brand websites for Fieldsports Channel viewers? Tikka.fi is the rifle winner for the Fieldsports Channel audience, with a relevance score of 95.8, ahead of Bergara.online with 62.65 in second place. It even beats Browning, which makes both rifles and shotguns.
Fieldsports Channel viewers are 1,763-times more likely to visit the Tikka website than ordinary web users. According to Tubular Labs, Fieldsports Channel can claim 5.43% of Tikka.fi’s visitors as Fieldsports Channel viewers. Bergara.online, Steyr-Arms.com, SavageArms.com and Remington’s website RemArms.com are all in the range 2%-5%.
We have a best-in-class 5.41% audience overlap with the Ruger.com website, but Ruger’s website is outside our top five for relevance score, visitation affinity and only 1.17% of Ruger website visitors have watched Fieldsports Channel. Another one outside the top five is CZ-USA.com, which scores 1.59% for visitors who watch Fieldsports Channel.
US website, global website or both?
If you have a website to sell to the North American market, and you have a website to sell to the rest of the world, you are doubling your costs for no reason. That’s the conclusion of research from Fieldsports Channel.
Take the example of Swedish gunsights manufacturer Aimpoint. Visitor affinity is similar, with Aimpoint.com 883 vs 674 at Aimpoint.us. Market share of each is similar, too, with Aimpoint.com ahead on 2.72% compared to Aimpoint.us’s 2.08%. The only blue water is in relevance score, with Aimpoint.com ahead on 24.05 compared to Aimpoint.us’s 14.
What are the most popular outdoor clothing brand websites for Fieldsports Channel viewers? The answer is: if you want to sell hunting clothing, market it to hunters. that’s the message from the clothing statistics that come from the Fieldsports Channel audience. Two top hunting brands, KUIU and Sitka, perform well.
Two brands that combine their hunting marketing with a pitch to the general outdoors market, Gore-Tex and Filson, perform middlingly.
A brand that pitches itself at the anti-hunting market and is often held up as the darling of the outdoor clothing market, Patagonia, is a dismal failure with the Fieldsports Channel audience.
Clothing is a difficult market. It consists of a multitude of brands, each with small market share. None of these five have a higher audience affinity score with the Fieldsports Channel audience than 238, putting them lowest in the data output as a category.
What are the most popular airgun brand websites for Fieldsports Channel viewers? Out of all the categories in the Fieldsports sector, this has the most affinity with the Fieldsports Channel audience.
The retail websites Pellpax.co.uk and JustAirguns.co.uk feature in the top three of all brand websites that Fieldsports Channel viewers visit. Pellpax is the only brand to break the 100 mark for audience affinity. In the numbers three and four spots are FXAirguns.com and Gamo.com, with Crosman.com in fifth place.
Looking at the behaviour of Fieldsports Channel viewers across our channels on YouTube, Facebook, Instagram, TikTok and Twitter, over the last six months, analytics company Tubular Labs reveals what else they do online. It tracks visitors to other websites by tracking the behaviour of a sample audience.
What are the most popular ammunition brand websites for Fieldsports Channel viewers? It’s the rifle ammo manufacturers’ websites that figure most largely in this category. Perhaps it is the allure of their ballistic data. Fieldsports Channel viewers are drawn to visit Norma-Ammunition.com most of all, with Hornady.com in second place, FederalPremium.com in third and Winchester.com ammunition in fourth.
What are the most popular automotive brand websites for Fieldsports Channel viewers? Vehicles are an essential part of hunting, shooting and fishing, but the Fieldsports Channel audience is not drawn to the websites of the vehicle manufacturers like they are to the websites of more ‘core’ kit manufacturers in their market. The enduring popularity of Land Rover among hunters sees it redirecting its marketing towards anti-hunting groups. As yet, the INEOS Grenadier does not appear.