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  • An Audience That's All To Play For: Charlie Gordon

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    Euan Mackay
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    The document discusses how the 2010 FIFA World Cup had a large global audience both on TV and online. It notes audience figures from various countries showing high viewership of matches. It also discusses how brands and sponsors saw increased awareness and consideration from engaging football fans during the tournament through advertising, social media, and streaming matches online. The World Cup engaged existing and new football fans around the world on television and digital platforms.

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    MRG 2010 Paper - KM Web Version

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    The document discusses how the 2010 FIFA World Cup had a large global audience both on TV and online. It notes audience figures from various countries showing high viewership of matches. It also discusses how brands and sponsors saw increased awareness and consideration from engaging football fans during the tournament through advertising, social media, and streaming matches online. The World Cup engaged existing and new football fans around the world on television and digital platforms.

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    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
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    Download as ppt, pdf, or txt
    14 views23 pages

    An Audience That's All To Play For: Charlie Gordon

    Uploaded by

    Euan Mackay
    The document discusses how the 2010 FIFA World Cup had a large global audience both on TV and online. It notes audience figures from various countries showing high viewership of matches. It also discusses how brands and sponsors saw increased awareness and consideration from engaging football fans during the tournament through advertising, social media, and streaming matches online. The World Cup engaged existing and new football fans around the world on television and digital platforms.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as ppt, pdf, or txt
    of 23

    An Audience That’s All to Play For

    charlie gordon

    Image: Jason Bagley via Flickr


    global audience

    aside from tv

    brand wars
    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
    getty images, fifa.com - highest ever audience

    Figs from FIFA audience reports compiled by


    land of opportunity…

    record audiences in USA

    final most watched ‘soccer’


    game ever - 23.8m

    Image: dundasfc via Flickr


    1% audience
    c.
    growth!
    Image: sdotcruz via Flickr
    away from TV…
    2010
    streaming…

    50% increase in UK net traffic ENG v SVN


    800k BBC live online streams

    ESPN3.com live streams to 6.9m uu


    biggest live event ever on ESPN3.com

    Image: warrenski via Flickr


    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


    Image: Reuters

    smartphone use, 1st half, eng v usa


    younger age group set the trend

    % in Europe following football by…

    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)
    brand wars
    …could not pick out a
    40% World Cup sponsor
    before the tournament

    1,249 UK football followers April-May 2010


    the official winners…

    34%
    40%

    28% 29%
    999 UK football followers June-July 2010
    benefits are hard won in crowded markets…

    % much more/ somewhat more likely to


    use

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


    19.4m YouTube views

    Spontaneous during World


    Cup: Nike 21%, Adidas 21%
    getting it right…

    Consistency

    Relevance

    Interest

    Tactics
    An Audience That’s All To Play For
    global impact of the 2010 FIFA world cup

    charlie gordon

    Image: Jason Bagley via Flickr

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