mrg 2010 paper km web version

An Audience That’s All to Play For

Image: Jason Bagley via Flickr

charlie gordon

brand wars

aside from tv

global audience

the #1 ranked TV sport in the world…

Kantar Media TGI Global 2010

Many parts…

UK: 36% planned to follow the World Cup

Sport+ UK

…versus one giant whole

UK: 57% will follow 2012

Sport+ UK

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

Image: dundasfc via Flickr

land of opportunity…

record audiences in USA

final most watched ‘soccer’ game ever - 23.8m

Image: sdotcruz via Flickr

c. 1% audience growth!

away from TV…

2010

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

social media on side…

3,283 tweets per second

Japan v Denmark, Group E

not forgetting facebook…

20% update status pre-game

12% during

25% after

Src: IAB/ ESPN

smartphone use, 1st half, eng v usa

Image: Reuters

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…

brand wars

…could not pick out a World Cup sponsor

before the tournament40%

1,249 UK football followers April-May 2010

the official winners…

999 UK football followers June-July 2010

40%

28%

34%

29%

benefits are hard won in crowded markets…

UK football followers Apr-May, Jun-July, Aug 2010

% much more/ somewhat more likely to use

Spontaneous during World Cup: Nike 21%, Adidas 21%

19.4m YouTube views

getting it right…

Consistency

Relevance

Interest

Tactics

An Audience That’s All To Play Forglobal impact of the 2010 FIFA world cup

Image: Jason Bagley via Flickr

charlie gordon