The “significant” commercial opportunity for the World Cup has been flagged in new consumer research.
A survey, carried out by advertising technology company The Trade Desk, found that 60% of Brits will follow the World Cup, and among those following the World Cup, 57% will buy food or drink for matches, 53% will stock up on alcohol, 30% will order a delivery and 22% plan a bigger supermarket shop than usual.
The research also found that of the 60% of consumers following the tournament, 20% of them aren’t regular sports viewers, meaning the audience extends well beyond the usual sports fan, and that 77% will keep following even if England are knocked out - so the opportunity isn’t confined to a handful of fixtures.
VP Northern Europe at The Trade Desk, Phil Duffield, said: “Live sports is powerful precisely because it’s unpredictable. A single moment can change the mood of an entire nation in seconds. The brands that can benefit are those built to respond in real time, on the screens where fans are actually watching. Our data shows audiences are increasingly consuming live sport across the open internet and connected channels. Campaigns designed for flexibility - seamlessly activated across every screen - are best placed to turn those cultural moments into real commercial impact. Rigid strategies risk missing the moments that matter most.”
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