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Mrg 2010 paper km web version

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Mrg 2010 paper km web version

  1. 1. An Audience That’s All to Play For Image: Jason Bagley via Flickr charlie gordon
  2. 2. brand wars aside from tv global audience
  3. 3. the #1 ranked TV sport in the world… Kantar Media TGI Global 2010
  4. 4. Many parts… UK: 36% planned to follow the World Cup Sport+ UK
  5. 5. …versus one giant whole UK: 57% will follow 2012 Sport+ UK
  6. 6. 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
  7. 7. Image: dundasfc via Flickr land of opportunity… record audiences in USA final most watched ‘soccer’ game ever - 23.8m
  8. 8. Image: sdotcruz via Flickr c. 1% audience growth!
  9. 9. away from TV…
  10. 10. 2010
  11. 11. 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
  12. 12. social media on side… 3,283 tweets per second
  13. 13. Japan v Denmark, Group E
  14. 14. not forgetting facebook… 20% update status pre-game 12% during 25% after Src: IAB/ ESPN
  15. 15. smartphone use, 1st half, eng v usa Image: Reuters
  16. 16. younger age group set the trend 3 6 15 28 6 12 25 39 0 10 20 30 40 50 Mobile Phone Mobile Phone 18-24 Watch Online Watch Online 18-24 2007 2010 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…
  17. 17. brand wars
  18. 18. …could not pick out a World Cup sponsor before the tournament 40% 1,249 UK football followers April-May 2010
  19. 19. the official winners… 999 UK football followers June-July 2010 40% 28% 34% 29%
  20. 20. benefits are hard won in crowded markets… UK football followers Apr-May, Jun-July, Aug 2010 % much more/ somewhat more likely to use
  21. 21. Spontaneous during World Cup: Nike 21%, Adidas 21% 19.4m YouTube views
  22. 22. getting it right… Consistency Relevance Interest Tactics
  23. 23. An Audience That’s All To Play For global impact of the 2010 FIFA world cup Image: Jason Bagley via Flickr charlie gordon

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