The World Cup has become one of the most digitally televised events in the world. It spans our screens with a multitude of Football content at their disposal. Fans turn to their devices to see live updates, learn about their favourite players, relive the best moments and even check out the marketing products!
The World Cup Captures the Planets Attention
This summer, people with all different interests, cultures and values will tune in to support their favourite teams, regardless of where they call home. There is a global interest for the World Cup as it has continued to grow massively since the 1930’s. [insert link to blog]
The search volume of the World Cup has exceeded any of the Olympic Games (summer and winter) as well as other prime sporting events.
The most watched qualifying teams in 2017 were:
Catching the Action
Between all the frantic schedules and different time zones, it’s hard to keep up with watching all the games. Today, fans seek out highlights, snippets or watch the match later in their own time.
- Watching the World Cup live is important to fans, but more than half still plan to watch the matches at a later time
- Watch time of football recap videos has doubled in the past two years
- Over 70% of football fans say they watch the matches later due to timing issues. E.g. different time zones
- ⅓ of fans say they want to fast-forward or watch highlights of the game rather than the whole thing
It’s Not Just About the Match
Since the 2014 World Cup, watch time has been increasing for videos that help fans refine their skills, learn more about players and keep up with their favorite teams:
- Trick Shot Videos – Increase by 6x(6)
- Drills and Skills Videos – Increased by 6x(7)
- Highlight Videos – increased by 9x(8)
Last year the global watch time for YouTube videos featuring superstar players, such as Lionel Messi, Neymar da Silva Santos Jr and Ronaldo have all increased over 80%.
Videos about Lionel Messi were 10X greater than videos reigning NBA MVP Russell Westbrook!
“So what does this mean for today’s marketers?”
People now consume huge amounts of information and news as they are now in control to find the information they want by searching it on their devices as they are not only been fed information via newspapers and TV. They can now go online and find information from various different sources online to watch videos, read stats etc.
Today, people consume video and TV on multiple different screens at the same time, it is a push for marketers to advertise on multiple different platforms and ensure they are optimised for all the different devices consumers use on a day-to-day basis.