By A Correspondent
With the Euro16 underway, Onspon.com brings to the fore learnings to bring across some facts that can make engagement effective for brands.
An intensive study conducted by RadiumOne has derived key findings in a sample group of 1,000 people interested in the tournament. Their findings show that TV rules the roost, but it also suggests there are opportunities for brands to branch out in how they connect with fans watching football. While 82 per cent will watch games live on TV, 58 per cent will talk about the Euros with friends or family face-to-face, 56 per cent will follow news about the tournament and 50 per cent will follow a team.
In addition, 22 per cent will listen on the radio, 21 per cent will consume content on social media, 20 per cent will share UEFA Euro ‘16-related content with friends or family using email, text or instant messaging and 19% will share content via social channels.
Team from Onspon.com further analysed the research details. The research also shows that engagement with the Euros is high, as 45 per cent of those surveyed would describe themselves as fanatics, 36 per cent as enthusiasts and 19 per cent as followers. There are also more female followers (67 per cent) compared to men (33 per cent), but while men are perhaps more obsessive in their love of football, there are a significant number of very interested women that brands should be looking to engage.
Further detailing on the mode of viewing; the data clearly indicated that most fans will watch matches live on TV, talk about games with friends or family, and watch highlight shows on TV. Fanatics are significantly more likely to participate in any UEFA-related activity, while female fans are more inclined towards supporting a team in the Euros.
Hitesh Gossain, CEO of Onspon.com derives an interesting conclusion, “While those described as followers will be more likely to focus on the game, fanatics and enthusiasts will be multi-tasking and actively engaging with the match by reading, chatting and sharing content. Reading online comments or chatting via instant messaging are the top two activities done while watching the game, illustrating that brands should consider different tactics to reach their target audience.â€
The above study also unveils that about 87 per cent of the people will be sharing content in ‘dark social’ mode which indicates to online chats and emails and not social platforms. This means that their content will be bypassing the analytics programs for web measurement. Among the type of shared content, scores turned out to be the favorite with 53 per cent, and goals being the next in line with 47 per cent. News and pictures take up 42 per cent each, followed by controversial decisions by referees, which stand at 41 per cent. Team news sharing will be done by 35 per cent of the respondents.