49% of football fans aged 18-24 will watch games out of home

49% of 18 to 24 year olds said they will be watching football matches outside of home.

84% of respondents aged over 45 said that they would be watching the games at home. 7% said they planned to watch games at a pub or club.

Television was the medium of choice for watching football. Only 2% of respondents used streaming services online to watch games.

Frank Saez, SMG Insight’s managing director, said: “The age group of 18- to 34-year-olds is an extremely important group of viewers to advertisers and sponsors. They are the first to have the latest gadgets and less likely to have developed brand loyalties.

“Yet out-of-home viewing in many cases is still considered to be value-added beyond traditional TV ratings.”