mrg 2010 paper km web version
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An Audience That’s All to Play For
Image: Jason Bagley via Flickr
charlie gordon
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brand wars
aside from tv
global audience
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the #1 ranked TV sport in the world…
Kantar Media TGI Global 2010
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Many parts…
UK: 36% planned to follow the World Cup
Sport+ UK
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…versus one giant whole
UK: 57% will follow 2012
Sport+ UK
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an involved audience…
South Africa - 4 of top 5 audiences since 2005 - Final three times audience for 2006 final
Spain - 2nd highest ever audience
Netherlands - highest ever audience
Figs from FIFA audience reports compiled by
getty images, fifa.com
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Image: dundasfc via Flickr
land of opportunity…
record audiences in USA
final most watched ‘soccer’ game ever - 23.8m
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Image: sdotcruz via Flickr
c. 1% audience growth!
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away from TV…
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2010
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streaming…
50% increase in UK net traffic ENG v SVN
Image: warrenski via Flickr
800k BBC live online streams
ESPN3.com live streams to 6.9m uu
biggest live event ever on ESPN3.com
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social media on side…
3,283 tweets per second
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Japan v Denmark, Group E
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not forgetting facebook…
20% update status pre-game
12% during
25% after
Src: IAB/ ESPN
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smartphone use, 1st half, eng v usa
Image: Reuters
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younger age group set the trend
Q. You said that you follow each of the sports listed below. Please select the relevant options in each column to indicate how you interact with each one – Football. Base: Football Fans (Europe)
%
% in Europe following football by…
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brand wars
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…could not pick out a World Cup sponsor
before the tournament40%
1,249 UK football followers April-May 2010
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the official winners…
999 UK football followers June-July 2010
40%
28%
34%
29%
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benefits are hard won in crowded markets…
UK football followers Apr-May, Jun-July, Aug 2010
% much more/ somewhat more likely to use
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Spontaneous during World Cup: Nike 21%, Adidas 21%
19.4m YouTube views
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getting it right…
Consistency
Relevance
Interest
Tactics
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An Audience That’s All To Play Forglobal impact of the 2010 FIFA world cup
Image: Jason Bagley via Flickr
charlie gordon