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An Audience That’s All to Play For<br />charlie gordon<br />Image:  Jason Bagley via Flickr<br />
global audience<br />aside from tv<br />brand wars<br />
the #1 ranked TV sport in the world…<br />Kantar Media TGI Global 2010<br />
Many parts…<br />UK: 36% planned to follow the World Cup<br />Sport+ UK<br />
…versus one giant whole<br />UK: 57% will follow 2012<br />Sport+ UK<br />
an involved audience…<br />South Africa<br />- 4 of top 5 audiences since 2005<br />- Final three times audience for 2006 ...
land of opportunity…<br />record audiences in USA<br />final most watched ‘soccer’ game ever - 23.8m<br />Image: dundasfc ...
c. 1% audience growth!<br />Image: sdotcruz via Flickr<br />
away from TV…<br />
2010<br />
streaming…<br />50% increase in UK net traffic ENG v SVN<br />800k BBC live online streams<br />ESPN3.com live streams to ...
social media on side…<br />3,283 tweets per second<br />
Japan v Denmark, Group E<br />
not forgetting facebook…<br />20% update status pre-game<br />12% during<br />25% after<br />Src: IAB/ ESPN<br />
Image: Reuters<br />smartphone use, 1st half, eng v usa<br />
younger age group set the trend<br />% in Europe following football by…<br />%<br />Q. You said that you follow each of th...
brand wars<br />
…could not pick out a World Cup sponsor before the tournament<br />40%<br />1,249 UK football followers April-May 2010<br />
the official winners…<br />34%<br />40%<br />28%<br />29%<br />999 UK football followers June-July 2010<br />
benefits are hard won in crowded markets…<br />% much more/ somewhat more likely to use<br />UK football followers Apr-May...
19.4m YouTube views<br />Spontaneous during World Cup: Nike 21%, Adidas 21%<br />
getting it right…<br />Consistency<br />Relevance<br />Interest<br />Tactics<br />
An Audience That’s All To Play Forglobal impact of the 2010 FIFA world cup<br />charlie gordon<br />Image:  Jason Bagley v...
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"An Audience That's All To Play For" - given at MRG Conference in 2010

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A presentation about the World Cup

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"An Audience That's All To Play For" - given at MRG Conference in 2010

  1. 1. An Audience That’s All to Play For<br />charlie gordon<br />Image: Jason Bagley via Flickr<br />
  2. 2. global audience<br />aside from tv<br />brand wars<br />
  3. 3. the #1 ranked TV sport in the world…<br />Kantar Media TGI Global 2010<br />
  4. 4. Many parts…<br />UK: 36% planned to follow the World Cup<br />Sport+ UK<br />
  5. 5. …versus one giant whole<br />UK: 57% will follow 2012<br />Sport+ UK<br />
  6. 6. an involved audience…<br />South Africa<br />- 4 of top 5 audiences since 2005<br />- Final three times audience for 2006 final <br />Spain<br />- 2nd highest ever audience<br />Netherlands<br />- highest ever audience<br />getty images, fifa.com<br />Figs from FIFA audience reports compiled by <br />
  7. 7. land of opportunity…<br />record audiences in USA<br />final most watched ‘soccer’ game ever - 23.8m<br />Image: dundasfc via Flickr<br />
  8. 8. c. 1% audience growth!<br />Image: sdotcruz via Flickr<br />
  9. 9. away from TV…<br />
  10. 10. 2010<br />
  11. 11. streaming…<br />50% increase in UK net traffic ENG v SVN<br />800k BBC live online streams<br />ESPN3.com live streams to 6.9muu<br />biggest live event ever on ESPN3.com<br />Image: warrenski via Flickr<br />
  12. 12. social media on side…<br />3,283 tweets per second<br />
  13. 13. Japan v Denmark, Group E<br />
  14. 14. not forgetting facebook…<br />20% update status pre-game<br />12% during<br />25% after<br />Src: IAB/ ESPN<br />
  15. 15. Image: Reuters<br />smartphone use, 1st half, eng v usa<br />
  16. 16. younger age group set the trend<br />% in Europe following football by…<br />%<br />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)<br />
  17. 17. brand wars<br />
  18. 18. …could not pick out a World Cup sponsor before the tournament<br />40%<br />1,249 UK football followers April-May 2010<br />
  19. 19. the official winners…<br />34%<br />40%<br />28%<br />29%<br />999 UK football followers June-July 2010<br />
  20. 20. benefits are hard won in crowded markets…<br />% much more/ somewhat more likely to use<br />UK football followers Apr-May, Jun-July, Aug 2010<br />
  21. 21. 19.4m YouTube views<br />Spontaneous during World Cup: Nike 21%, Adidas 21%<br />
  22. 22. getting it right…<br />Consistency<br />Relevance<br />Interest<br />Tactics<br />
  23. 23. An Audience That’s All To Play Forglobal impact of the 2010 FIFA world cup<br />charlie gordon<br />Image: Jason Bagley via Flickr<br />

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