When the Euros kick-off this Friday 77% of viewers will be watching the tournament on their TVs, with just 9% tuning-in via their mobiles.
That’s according to a new survey by outcomes-based platform, LoopMe, which set out to understand consumer intent to watch the Championship this year.
Not everyone is enthusiastic about the football tournament, with 26% saying they won’t be watching at all.
LoopMe Euros survey
LoopMe surveyed 2,975 UK consumers on 20-24 May, 2021 to see who would be watching, as well as what type of device they would be watching it on, whether they will watch each match for the full duration, and who they plan to watch with.
The results help marketers understand who they should target during the event, and on what device type.
You can see the results here and key takeaways below.
- 20% of consumers plan to watch the Euros this summer
- 26% will not be watching, planing to visit friends and family in June / July instead
- 70% of consumers plan to watch the matches with their friends or family
- 77% of consumers plan to watch the games on the TV / Smart TV
- 9% of consumers plan to watch the tournament on their mobile
- 36% of consumers plan to watch each Euros match for the full duration
Key Audience Takeaways:
- Males are 2X more likely to watch the event than females (females are most likely to eat out at restaurants and visit friends/family instead)
- Gen Z (18-24) are most likely to watch the Euros with their friends
- Baby Boomers (55-64) are most likely to watch the Euros with their family
- Gen Z (18-24) are most likely to watch the matches on their laptop / desktop
- Millennials (25-34) are most likely to watch the Euros on their mobile
- Gen Z (18-24) are most likely to watch each match for the full duration
- Baby Boomers (55-64) Males (married) are most likely to watch some full matches live, some match highlights