Media consumption habits of football fans using the Manchester City v Paris Saint-Germain Champions League game as a touch-point. April 11th, 2016.

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TIPS FOR REACHING YOUR FOOTBALL
FANS AT THE UEFA EUROS:
Understand user behaviour in order to relevantly target.
Use contextual key word targeting to create a good advertising
experience.
With second screening the norm, ensure your campaigns run cross
screen to complement TV advertising.
Time your campaigns to run before, during and after major football
matches as online presence is high.
Consider advertising via online premium publisher, sports sites and
dedicated football sites to ensure you are reaching the right audience.
AMPLIFY YOUR EURO’S CAMPAIGN WITH TEADS.
Viewed other media while watching
the game
Those aged 16 – 24 were
more likely to multi task
49%
67%
SECOND SCREENING
IS THE NORM
And they’re looking at…
Social media Sports sites Messaging
devices
Newspapers
HOW DO FANS STAY IN TOUCH
WITH GLOBAL FOOTBALL NEWS?
8%
30%
24%
40%
42% 50%
1003 UK respondents – 1004 French respondents
Self identified as football fans
Surveyed between 12th – 14th April, 2016
The UK respondent:
60%
Males 16+ Social status A + B
31% 39%
Millenials
28%
Londoners
SAMPLE
60%of UK football fans surveyed
watched the Man City v PSG game
46% on TV
10% on tablet
Those who didn’t watch the match…
followed via online live updates on their mobile
followed via online live updates on their desktop
followed via online live updates on their tablet
17%
13%
10%
football sites social networks don’t go
anywhere
news sites sports sites football clubs
websites
71% 31% 30% 21%
70%
Those living in Belfast
were most likely to read
beforehand
Those aged 35 – 44
were the most likely to
do this
59%
ADVERTISIN
G
WHERE ARE THEY
BEFORE THE MATCH?
0
45
They’re most interested in content about:
The Premier League 60%
44%Club news
30%
European
Champions league
National team
news 28%
Women surveyed were more
interested in content about the
national team (30% v 27%), as
well as information about players
(30% v 25%) compared to their
male counterparts.
THE FAN EXPERIENCE
DOESN’T END WHEN THE
WHISTLE BLOWS.
WE ASKED THOSE WHO DIDN’T WATCH
THE MATCH HOW THEY FOUND OUT
THE SCORE
Television 25%
Sports sites 20%
14% Social media
8% Football sites
7% Newspaper
sites
90
A look at millennial’s consumption
before the match
teads.tv
REINVENTING VIDEO ADVERTISING
FOOTBALL IN THE DIGITAL AGE
Teads, along with research agency, Censuswide commissioned a report
into the media consumption habits of football fans using the Manchester
City v Paris Saint-Germain Champions League game as a touch-point,
on April 11th, 2016.
Read about the Man
City v Paris SG match
beforehand
51%
After the match, fans spent time gaining further
insight into the Man City v PSG game on:
Sports sites
Fan forums, blogs
or websites
10mins mins
Social networks
12
Sports sections
of news sites
9mins
10mins
Football sites
10mins
Football club
websites
7mins
19 minutes
14 minutes
19 minutes
Teads Research, Football Survey, Fielding by CensusWide, Analysis by Teads, November 2015. Sample: n=1,003
Source
38on average spent reading about football in general the
day before the match.
15 minutes
11minutes12
minutes
minutes
8% on mobile