A look at brand attitudes of consumers in relation to EUro 2016.
There are endless ways through which fans watch and engage with sporting events nowadays. We've been busy behind the scenes working with our friends at livewire on the sports marketing involved in Euro 2016 along with the attitudes and opinions held towards the tournament. In this latest post we’re going to look at how people and in particular how the different fan cohorts below are going to watch and engage with Euro 2016.
Unsurprising the majority of people will watch Euro 2016 on a TV at home. However the good news for publicans is that 36% say that we will watch a game at some point in a pub.
In terms of second screening 53% of those who will watch the tournament will use a second screen at some point while watching matches, 32% will use a laptop or computer while 46% will also use a smartphone.
Interestingly Die Hard Fans are most likely to use a second device to watch matches during the tournament with 44% opting to use a laptop / computer. Reality Fans are also likely to use a plethora of devices while watching the games which indicates when they're sitting down to watch a game that they want the full rounded experience and to consume as much content as possible.
On the contrary Casual Fans are the least likely to use a second screen, it's possible that Casual Fans are more likely to be in a social setting and don't see the need for a second screen as where Die Hard Fans and Reality Fans are hungry for content while watching.
Facebook will be the most popular social media platform during the tournament with 52% of those who will look at content saying that they will use the site. However 30% of those who will second screen say that they won’t use any social media platforms, we can only speculate that they will look to news and sport sites to consume content.
Nevertheless Euro 2016 promises to be an always on tournament. Brands will be prominent and fighting for attention across all platforms and screens. However as was a key component of the last tournament, the sharability of organic content and videos by fans at the tournament may once again dominate the conversation and screens.
For the first time ever the European Championships will contain 24 teams. Along with the expanded format this tournament will deal with the highest threat of terrorism that a tournament has to deal with for a long time. We've been busy behind the scenes working with our friends at livewire on the sports marketing involved in Euro 2016 along with looking at the attitudes and opinions held towards the tournament. In this latest post we’re going to look at how the public are feeling about the tournament before it's even started.
With the expansion of the European championships from 16 to 24 teams many fans questioned the reasoning behind the decision. Many argued that the quality of the tournament would suffer while others championed the fact that an expended tournament meant more opportunities for the smaller nations to be involved. This has rung through with the likes Albania, Iceland, Northern Ireland, Slovakia and wales all being involved in the fan fair for the first time, and of course it’s important to note Ireland would not be involved but for the expanded format. Despite the debate 60% of people who will watch Euro 2016 agree that soccer tournaments have become overly corporate.
As highlighted above another area receiving publicity in the run up to the tournament is the safety of fans. Following the Paris attacks security is to be stepped up at the tournament and 65% of those who will watch the tournament have concerns over fan safety. Interesting ¾ of those who will be attending a match at the tournament have concerns over fan safety.
Either way there will be a lot of interest both on and off the pitch in relation to Euro 2016 over the next month or so.