NEW MEDIA SCORES WITH WORLD CUP AUDIENCE

Over three million people in the UK watched 2006 World Cup matches by live Internet / video streaming. Internet text commentary also proved popular with audiences eager to follow all the action from this years tourname

[ClickPress, Fri Jul 28 2006] Over three million people in the UK watched 2006 World Cup matches by live Internet / video streaming. Internet text commentary also proved popular with audiences eager to follow all the action from this years tournament. Nearly 8% of the UK population followed some of the games from Germany via internet text commentary, while mobile phone text commentary was also popular in the UK with 5% following some of the matches through their mobile phones.

These new ways of following the action and updating on results and scores create exciting opportunities for sponsorship activation to younger audiences – the major users of new media. For television broadcasters there is a growing challenge to retain audiences, particularly for deferred coverage when results are already known.

Interestingly, both the World Cup and The Open Championship have reported outstanding audiences – suggesting that the impact of new media is being more than compensated by increasing interest in these major sports events.

These figures were obtained from Sports Marketing Surveys World Cup research using “Sponsatrak” a weekly and nationally representative tracking survey.

For more information contact:
Stephen Proctor or Dan Hopper
Email:skp@sportsmarketingsurveys.com
Email:danielh@sportsmarketingsurveys.com

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