fifa world cup 2018 - talon outdoor...uk live match average audience 5.2m1 48% of uk adults followed...

FOR A LANDSCAPE OF POSSIBILITIES

FIFA WORLD CUP

2018


FIFA WORLD CUP 2018

• The 2018 FIFA World Cup will be the 21st FIFA World Cup scheduled

to take place in Russia from 14 June to 15 July 2018

• This will be the first World Cup held in Europe since 2006 and all but

one of the stadium venues are in European Russia to keep travel

time manageable.

• The final tournament will involve 32 national teams including

defending champions Germany – whilst Iceland and Panama will

be making their first appearances in a World Cup

• A total of 64 matches will be played in 12 venues located in 11

cities.

• The final will take place on the 15th July in Moscow.


GLOBAL SUCCESS OF 2014 WORLD CUP

•Total in-home audience reach (1+ minute): 3.2

billion (no change on 2010)

•Final match total in- and out-of-home audience

reach (1+ minute) hit 1.013 billion

•In-home audience for final (+20 minutes) up by

12% on 2010 to 695 million

•An estimated 280 million people watched

matches online or on a mobile device

•Total broadcast hours: 98,087 (+36% on 2010


KEY SPORTING AUDIENCES IN THE UK

44.5m audience reach in the UK 2014 FIFA World Cup (across all matches) down by 5% versus 20101

UK live match average audience 5.2m1

48% of UK adults followed the 2014 FIFA World Cup2

52% of those who followed the 2014 World Cup claim to watch sports programmes in pubs/bar clubs (Index 152)

64% male

36% female 46 avg age

55% ABC1

43% in full-time employment

29% have kids in HH

9%

12%

5%

8%

7%

4%19%

14%

9%

4%

9%

Region

Scotland

North West

North

Yorkshire

East Midlands

East Anglia

South East

Greater London

South West

Wales

West Midlands

Source: 1Kantar Fifa 2014 Television audience report 2TGI 2015 Q4 (July 2014 - June 2015) - Wavelength + Sport+ Pop (Base: Sports Events followed: FIFA World Cup Brazil)


HOW WILL THEY BE VIEWING

66%

34%

17%

3% 3% 3%

TV at home Pub/bar/Club On TV at a friends house Elsewhere Hotel Gym/Leisure centre

Where watching sports programmes

•Whilst TV is the favoured place to watch a sporting event OOH is the second most popular- with

17.5m adults claiming to watch sporting programmes OOH1

•Looking at audiences who follow specific events such as the World Cup 2014 or Wimbledon, these audiences are more likely to watch sporting programmes OOH1

Source: 1Kantar Fifa 2014 Television audience report 2TGI 2015 Q4 (July 2014 - June 2015) - Wavelength + Sport+ Pop (Base: Sports Events followed: FIFA World Cup Brazil)


GENERAL SPORTING HABITS

•34% of all adults watch sporting programmes OOH (second

most popular location to watching sporting events at home)

• Nearly 6m UK adults watching sporting programmes OOH

(pub/bar/club) once a month or more frequently

•14m UK adults agree they make sure they keep up to date

with all the latest sporting news

• Those who follow a significant sporting event such as the

World Cup are more likely to pay attention to the

advertising of companies who sponsor sports

competitions/events

•39% of all adults regularly/occasionally place bets on

specific sports

Source: 1TGI 2015 Q4 (July 2014 - June 2015) - Wavelength + Sport+ Pop (Base: Sports Events followed: FIFA World Cup

Brazil)


TARGETING A LUCRATIVE BUT ELUSIVE AUDIENCE

“Young men remain one of the lightest viewing audiences of TV”

Thinkbox

Men 16-34 is the primary target audience

One of the key characteristics of that audience is that they are

light TV viewers (>2.8 hours per day)

53% of Men 16-34 are light TV viewers with that figure going up to

57% during weekdays

Young men living in London are even harder to target using TV, as

57% overall are light TV viewers rising up to 62% during weekdays

In contrast, Men 16-34 are heavily exposed to OOH advertising with

66% being medium and heavy travellers and 66% recalling seeing an OOH ad

Source: TGI


CLEAR AND STRONG RELATIONSHIP BETWEEN WEIGHT OF TV VIEWING AND OOH AUDIENCES

TGI

Route

TGI data showing huge

correlation between

Young People and Light

Viewers…

…Route data similarly

demonstrates the power

and efficiency of

Roadside OOH reach


INCREASES IN AUDIENCES ON THE MOVE AROUND JUNE AND JULY

9093

98101 102 104 106 107

104 10398

93

60

70

80

90

100

110

120

130

140

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

TV

Sunlight

Traffic

Source: BARB - Department for Transport Statistics

As the amount of sunlight increases, total traffic in the UK goes up resulting in lower TV ratings

People are out and about more and thus exposed to OOH for longer and more often


SUMMER CREATES SEASONAL DEMANDS AMONG CONSUMERS ACROSS DIFFERENT CATEGORIES

Online sales

of sunglasses

increase on

a clear day

when there is

low cloud

cover

For every

+1C

increase,

beer

consumption

increases by

+1.2%

On the

warmest and

sunniest days,

demand for

frozen

yogurt/ice-

cream

increases by

31% above

average

84% wear sun

cream, with a

third

purchasing in

July & August

Over 1 in 2

wear a

summer

version of

their

favourite

fragrance

Source: GMI/Mintel, Exterion Media Work Shop Play panel


OOH INSPIRATION


REACTIVE CAMPAIGNS FROM WORLD CUP – PADDY POWER


SPECSAVERS: SUAREZ BITING INCIDENT - TWITTER

Specsavers created the image using its well-known slogan “Should have gone to Specsavers". The image was retweeted more than 13,000 times within one hour and went on to surpass 20,000.


CMC MARKETS – SPONSORSHIP EXCHANGE SQ SUMMER OF SPORT


REACTIVE CAMPAIGNS FROM WORLD CUP – EASYJET


FED EX – EUROPA LEAGUE


FOOTLOCKER


CHANNEL 4 PARALYMPICS


MANCHESTER CITY FOOTBALL CLUB


WALKERS – LEICESTER CITY FC

http://talonoutdoor.com/brands-react-to-leicesters-big-win

http://talonoutdoor.com/brands-react-to-leicesters-big-win


EURO 2016 LIVE SCORES ON DOOH

http://www.jcdecaux.co.uk/euro-2016-live-scores-dooh

http://www.jcdecaux.co.uk/euro-2016-live-scores-dooh


VIRGIN MEDIA

fifa world cup 2018 - talon outdoor...uk live match average audience 5.2m1 48% of uk adults followed...

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