Soccer is the most watched TV sport in a majority of countries across the world. Huge audiences tune in to watch major international soccer events like the World Cup. Initiative expects a global live cumulative audience of more than 5 billion viewers during World Cup 2006.
In addition to attracting huge global TV audiences, Initiative’s most recent ViewerTrack shows that in many countries the audience profile of 2006 World Cup is relatively upmarket. Upmarket adults can be up to two-thirds more likely to watch World Cup 2006 than all adults. Of the 41 countries for which upmarket adult data is currently available, the top ten markets with the most upmarket profiles are:
1. Lithuania 6. Turkey
2. Mexico 7. Peru
3. India 8. Finland
4. Bulgaria 9. Germany
5. Spain 10. Serbia and Montenegro
Relative to the overall population, upmarket adults are most likely to watch the World Cup in Lithuania. In Lithuania, World Cup 2006 coverage is concentrated in media consumed disproportionately by upmarket adults, including the national TV station LRT, online and in the press. With the World Cup featuring most heavily in these media, more upmarket audiences are exposed to all the action. Interest in the World Cup is also particularly high amongst upmarket audiences due to Lithuanian soccer history. Many upmarket adults of today were swept up by soccer passion as teenagers in the 1980s when Zalgirs, one of Lithuania’s most famous teams, was very successful.
Whilst World Cup 2006 has a relatively upmarket profile globally, audiences in France, Malaysia and Uruguay are less upmarket.
I would like to know whether watching the World Cup on High Definition TV is an Upmarket Indicator ? And I thought you all used ABC profiling ?
Posted by: Bob Copeman | 26 June 2006 at 11:35 PM
Nice news!, dude
Posted by: Expixoffichdep | 06 October 2008 at 11:21 PM