A special analysis by Media Vision Research into film rental patterns during Euro ’96 suggests that, apart from when England and Scotland play, there may be an increase in rental transactions during the World Cup.
While film rentals predictably fell by over a third on the Tuesday evening when England played Holland, there was a massive increase of 46% on the day of the final, when Germany played the Czech Republic. In fact, total transactions for the week of the final registered a 28% increase against the previous week.
Females showed a slight preference over males for video viewing, with a 52% share of the market for the month of June. Regionally, Euro ’96 appeared to make a greater impression in the North, the Midlands and Wales with average rental transactions falling by between 22% and 39% year on year.
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MVR: 0171 287 1140
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