Football in the digital age

Transcription

1 REINVENTING VIDEO ADVERTISING Football in the digital age April, 2016 Teads and Censuswide

2 Contents Methodology Football fans profile and media usage Before the game During the game After the game Learnings Further insights

3 Methodology Research objective: Teads worked with CensusWide to analyse self identified football fans media consumption, before, during and after the Man City v PSG (April 11 th ) Champions League football match. There was a particular interest in devices used, time spent and what they were most interested in reading. Measurement methodology: Online survey, self-reported. Self identified as football fans Segments: Splits included gender, social status, age and location. Sample: 1003 UK adults, 1004 French adults Dates in field: April 12 th 14 th 2016 Market: UK, FR

4 REINVENTING VIDEO ADVERTISING Football fans profile and media usage

5 UK respondents 60% are males % 28% are social status A + B 39% are millennials are Londoners Source: Football in the digital age, Teads / Censuswide. Sample: n=1,003

6 French respondents 64% are males % are social status A + B 40% are millennials % are Parisiens Source: Football in the digital age, Teads / Censuswide Sample: n=1,003

7 UK football fans love content 37.8 minutes in total the day before the match 12.2 mins on mobile 10.6 mins on tablet 15 " mins on desktop Q: How long did you spend online the day before the Man City v Paris SG match reading about football generally per device? Base: 1003

8 As do the French 44.7 minutes in total the day before before the match 12.7 mins on mobile 12 mins on tablet 20" mins on desktop Q: How long did you spend online the day before the Man City v Paris SG match reading about football generally per device? Base: 1003

9 Across the channel it differs UK 50% Where do you go to be informed on global football updates? sports sections of newspapers France 60% sports sites 42% football sites 40% sports sites 48% football sites 46% social networks 39% social networks 37% sports section of news sites Q: Where do you go to be informed on global football updates? Base: 2007

10 Fans are interested in football on a global scale 63% are looking forward to the Euros 70% of the age group are looking forward to the Euros Q: Are you looking forward to the Euros this summer? Base: 2007

11 Fans are interested in football on a global scale 40% interested in news about the European Champion s League 28% interested in national team news 10% interested in news about other European national leagues Q: What are you most interested in about football? Base: 2007

12 Comparison insights Similar interests in their national teams 51% " of French were interested in the Champions League compared to 30% of UK respondents 60% " of the UK respondents had high local league interested compared to 45% of French respondents Q: What are you most interested in about football? Base: 2007

13 For the latest football information fans head online 50% head to sports sites 45% head to football sites 43% sports section of news sites 43% use social media Q: Where do you go to be informed on global football updates? Base: 2007

14 Newspapers have the winning touch for football fans 29% saw engagement through analysis and commentary by journalists 22% saw engagement through match highlights 19% saw engagement through match reports What are you mainly looking for when you read further online about football? (Choose predominant one) Base: 2007

15 REINVENTING VIDEO ADVERTISING Before the game

16 Q: In the run up too the Man City v PSG match did you read about it online before? Base: % read about the Man City v PSG match before it took place

17 Pre-match information 16 mins on sports sections of newspapers 17 mins on sports sites 18 mins on football sites Q: Where and how long did you spend finding out about the Man City v PSG match before the match? Base: 2007

18 Highest among millennials 18 mins on sports sections of newspapers 17 mins on sports sites 20 mins on football sites 17 mins on social networks Q: Where and how long did you spend finding out about the Man City v PSG match before the match? Base: 18 34, 2007

19 REINVENTING VIDEO ADVERTISING During the game

20 60% of UK football fans surveyed watched the Man City v PSG game 82% of French football fans surveyed watched the Man City v PSG game Q: Did you watch the 12 th April Man City v Paris SG Champions League match? Base: 2007

21 TV dominates but only just UK 46% on tv 40% on tablet 10% on phone 8% on desktop 3% other France 64% on tv 19% on desktop 10% on tablet 9% on phone 2% other Q: Did you watch the 12th April Man City v Paris SG Champions League match? Base: 2007

22 Second screening is normal 67% used social media 36% used sports sites 21% used newspapers Q: What other media did you use while you were watching the Man City v PSG match? Base: 2007

23 Always connected 43% of those who didn t watch the game followed it through online live updates 59% of those following up online, were aged Q: If no, did you follow the game through online live-updates? Base: 2007 Base: 583

24 REINVENTING VIDEO ADVERTISING After the game

25 Fan experience doesn t end when the final whistle blows 45.2% of millennials followed up with further insights online 42% of French surveyed followed up with further insights online Following the Man City v Paris SG Champions League match, have you followed up with any further insight online? Base: Ages 16 34: 797. French base: 1004

26 How did you find out the score of the match? 30% used TV 21% used sport sites 15% used social media 11% used newspaper sites 8% used football sites Q: How did you find out the score of the Man City v PSG Champions League match? Base: 583

27 Brands recalled Heineken was the most recalled brand in UK Mastercard was the most recalled brand in FR Q: Name three of the official sponsors of the Champion s League. Base: 2007

28 REINVENTING VIDEO ADVERTISING Learnings

29 Our tips for advertising to football fans 1. Understand their online behaviour in order to target most relevantly 2. Use contextual key word targeting to create an advertising experience which is relevant to them 3. With second screening the norm, ensure your campaigns are running cross screen to complement your TV advertising 4. Time your campaigns to run before, during and after matches as interest is high 5. Advertise on online premium publishers, sports sites and dedicated football sites to ensure you can reach your target audience

30 REINVENTING VIDEO ADVERTISING Further insights

31 UK millennials % spent more than 1 hour on mobile reading about football 18 mins average time spent on desktop the day before 28.7% didn t watch the game but followed updates via online live updates on their phone 1.1% don t own a mobile. Compared to 10% of 55+ Source: Teads Research, Football in the digital age Fielding by CensusWide, Analysis by Teads, November Sample: n=1,003

32 French millennials % spent more than 1 hour on mobile reading about football 18 mins average time spent on desktop the day before 28.7% didn t watch the game but followed updates via online live updates on their phone more likely to read news on the European Champions League than local club news Source: Teads Research, Football in the digital age Fielding by CensusWide, Analysis by Teads, November Sample: n=1,003