Young Adults Venture Out To Watch England Versus Brazil
One in four UK adults aged between 16 and 34 watched England get knocked out of the World Cup finals at work, at the pub or at another out of home location, according to research carried out by Initiative Media and The Mobile Channel.
The research, which surveyed 350 16 to 34-year-olds to find out what they were doing during the vital match between England and Brazil, shows that almost 3 million young adults went out early Friday morning to watch the game, almost as many as BARB’s figure of 4 million 16 to 34 year-old home viewers.
Unofficial overnight viewing figures from BARB show that in total just over 17 million people stayed at home to watch England bow out of the tournament (see Over 12 Million Watch England’s World Cup Defeat On BBC1). However, BARB’s figures do not account for out of home viewing, meaning that the total number of people that watched the game is likely to be much higher.
According to media buying agency Initiative Media, men were more likely to go out to watch the game, with 50% of all 16 to 34 year-old males witnessing England’s defeat at work, in the pub or on giant outdoor TV screens. Women were more inclined to watch the game at home, with 70% of 16-34 year-old females choosing not to venture outside for the occasion.
The BBC proved the most popular among those watching at home and according to BARB, BBC1’s coverage attracted an average of 12.4 million viewers, representing the largest Friday morning audience seen by any channel in the last ten years. In comparison an average of just 3.6 million viewers watched the game on ITV1, which saw audiences peak at 4 million.
Research carried out recently by Carat shows that 38 million people used a variety of media to follow England’s defeat of Argentina in the first round of the World Cup finals (see 38 Million Follow England’s Victory Over Argentina), significantly higher than BARB’s figure of just over 16 million home viewers (see England’s Defeat Of Argentina Draws 12 Million).
Initiative Media: 020 7663 7000 www.initiativemedia.com The Mobile Channel: 0845 330 2222 www.themobilechannel.com
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