38 Million Follow England’s Victory Over Argentina
38 million people used a variety of media to follow England’s defeat of Argentina in the first round of the World Cup finals last Friday, according to a research commissioned by Carat.
An omnibus survey of 2,000 people carried out for the advertising agency shows that the majority of football fans watched the game at home, with 62% of respondents claiming to have tuned into live coverage of the match on the BBC, or the prime-time replay on ITV1 later that evening.
5.5 million people claimed to have watched the game in the pub and the under 35’s were found to be the most likely group to be supporting England in this way, accounting for 62% of the total in-pub audience.
19% of those surveyed said they followed the game from work, with the majority watching it on TV. According to Carat, workers that listened to the game on the radio tended to be “more downmarket” and older in profile, with the majority working in non-office based jobs.
The remainder either watched or listened to the game at someone else’s house, or followed it whilst travelling. In total 13% of respondents were found to have listened to the game on the radio.
In the last World Cup BARB reported equal proportions of men and women watching the England versus Argentina game at home. This was again the case and the research shows that 61% of the nation’s women followed this year’s game, compared to 75% of UK men.
Commenting on the survey, a spokesman for Carat said: “We knew that the England versus Argentina game would attract massive TV audiences, but we wanted to examine the media habits of those not watching TV at home. The findings of the survey show that there is a massive audience for this type of event that is not yet being properly exploited by advertisers.”
Carat: 020 7430 6399 www.carat.com
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