Mrg 2010 paper km web version
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Transcript of 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