Over 50% Of Britons Uninterested In World Cup
Over half of the British population has no interest in watching the World Cup on television, according to research carried out by Carat.
Less than a week into the tournament Carat has released the results of a study showing that despite the hype surrounding the World Cup and the millions of pounds spent on advertising, the majority of Britons are unlikely to tune in to watch any of the fixtures.
The study has found that UK TV viewers fall into six categories when it comes to watching football. These range from the sports-friendly Armchair Spectators to the anti-football Independent Spirits.
Of the 11,000 people that took part in the survey, just 33% were found to be Armchair Spectators, the category most likely to watch World Cup coverage on the TV.
26% of respondent fell into the Independent Spirits category, which will actually watch less TV in order the avoid the tournament altogether; 12% were found to be Pillars Of The Community, for whom the World Cup means nothing and 12% were placed in the Family First category, who are too focussed on their children to be interested in football.
Football Fanatics were found to make up 8% of the population and will be the most dedicated followers of the events in Japan and Korea. However, according to Carat, most of them are so dedicated that they’re probably already in the Far East and those that are not will watch the games with other football fans in the pub.
The remaining 12% fall into the Fitness Fanatics category and while this group is not entirely disinterested in football, the majority will be to busy in the gym to watch the World Cup on TV.
Recent research from the RAB indicates that 36% of football fans plan to use the radio to keep up to date with this summer’s World Cup, regardless of whether or not England are playing (see World Cup Radio May Attract 30% Of Fans). When the World Cup was held in France in 1998, only 15% used the radio to follow the action.
Carat: 020 7430 6399 www.carat.com
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