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1、Living consumer intelligence| U L T I C O U N T R YDiscover whos tuning in to the UEFA Euro 2024 Championships,viewing trends,and the brand sponsors coming out on top for association in England,France,Germany,Italy,Scotland,Spain and the US.https:/ the fan zone:Euro 2024 reportUEFA Euro 2024 Champio

2、nships 1UEFA Euro 2024 Championships 21Foreword2Report takeaways3Profiling Euro 2024 viewers4Euro 2024 viewing trends5Brand association rankings6MethodologyContentsGet in touchhttps:/ Euro 2024 Championships 3Get in touchExplore our solutionsRun a surveyThe Euro 2024 action is already well under way

3、 in Germany as the teams battle it out to be crowned the champions of Europe,but how are fans engaging with the tournament?Weve explored what the tournaments audience looks like and how they follow it across six key competing European nations,as well as in the US where weve seen interest in internat

4、ional football(soccer!)growing rapidly.”ForewordNicole PikeGlobal Head of YouGov Sporthttps:/ Euro 2024 Championships 41.The host effect:As the host nation for event,Germany has the highest levels of followership for the tournament,as well as the most even gender split of supporters.This indicates t

5、hat Germany has expanded its reach beyond those who would usually take an interest which also explains why followers in Germany are most likely to say they“will keep up to date but wont go out of their way to watch the games.”2.Rising US appeal:Despite not having a team participating in the tourname

6、nt,there is strong engagement from young soccer fans in the US reflecting the growth of soccer in the US.Euro 2024:Report takeaways3.Scottish super fans:As a nation of supporters known as“the Tartan Army,”Scots are the most likely to say they will“try to watch as many games as they can.”4.Hitting th

7、e bar:Out-of-home viewing is most prevalent in British culture,with more than 1 in 3 England and Scotland fans watching the tournament at pubs,bars and other outdoor venues.5.Topping the tables:Followers in mainland Europe and the US are more likely to associate brand sponsors with the tournament th

8、an in the UK,with Coca-Cola and Adidas coming out on top across the board.Get in touchhttps:/ Euro 2024 Championships 5Explore our solutionsOur extensive,ever-growing source of connected,living data equips you with a rich understanding of your customers complex lives.Understand what 27 million+regis

9、tered panel members in over 55 markets are thinking,and harness real-time data for smarter,evidence-based decisions with our suite of products.Unparalleled insights into what the world thinkshttps:/ Euro 2024 Championships 6Profiling Euro 2024 viewers UEFA Euro 2024 Championships 7Whos tuning in to

10、the Euro Championships this year?YouGov custom surveys(5h June 2024 to 12th June 2024).Nat rep:n1000Over half of all respondents in the host country,Germany,stated they plan to follow/watch the UEFA Euro 2024 Championships,followed by the defending Champions,Italy(49%).45%39%52%49%44%44%22%EnglandFr

11、anceGermanyItalyScotlandSpainUSNat repDo you plan to follow and/or watch UEFA Euro 2024 Championships?UEFA Euro 2024 Championships 8Euro followers are more likely to be 55+in Italy,and 18-34 in the USYouGov custom surveys(5h June 2024 to 12th June 2024).Euro followers:n1000Among all Euro followers i

12、n US,54%are aged bet 18-34,33%are aged bet 35-44 and 13%are aged 55+.Run a survey31%33%27%20%22%54%25%35%32%35%35%38%33%37%34%35%38%46%40%13%38%EnglandFranceGermanyItalySpainUSScotlandAge breakdown among those who plan to follow/watch UEFA Euro 2024 Championships18-3435-4455+https:/ Euro 2024 Champi

13、onships 9Germany has the highest percentage of female followers at 41%YouGov custom surveys(5th June 2024 to 12th June 2024).Euro followers:n1000Spain has the lowest percentage of female followers of all the surveyed countries at 32%.63%66%59%63%60%68%63%37%34%41%37%40%32%37%EngalndFranceGermanyItal

14、yScotlandSpainUSMaleFemaleGender breakdown among those who plan to follow/watch UEFA Euro 2024 ChampionshipsEnglandUEFA Euro 2024 Championships 10Scotland leads the way for“super viewers”YouGov custom surveys(5th June 2024 to 12th June 2024)Euro followers:n250.Results have been re-weighted to exclud

15、e“Dont know.”57%of Euro followers in Scotland stated they will try to watch as many games as they can.28%of Euro followers in Germany stated that they will not go out of their way to watch the games.46%44%37%38%57%42%41%26%24%30%32%24%28%22%6%7%6%7%3%8%16%23%26%28%23%23%22%16%EnglandFranceGermanyIta

16、lyScotlandSpainUSHow will you follow the UEFA Euro 2024 Championships?I will try to watch as many games as I canI will only watch games featuring the country I supportI will only watch the games near the end of the tournament(e.g.semi-finals,final)I will stay up to date with what is happening,but I

17、wont go out of my way to watch the gamesUEFA Euro 2024 Championships 11Exploring team allegiance by countryYouGov custom surveys(5th June 2024 to 12th June 2024)Euro followers:n250 Question-Which one,if any,of the following teams will you be supporting at the UEFA Euro 2024 Championships?Run a surve

18、y92%of Euro followers in Italy will be supporting their home country,the highest across surveyed regions.Euro followers in the US are most likely to support England(23%),Germany(15%)and France(9%).RankEnglandFranceGermanyItalyScotlandSpainUS1EnglandFranceGermanyItalyScotlandSpainEngland87%80%78%92%7

19、9%87%23%2ScotlandPortugalTurkeyAlbaniaEnglandItalyGermany2%3%2%1%13%2%15%3PortugalItalySpainPortugalGermanyPortugalFrance1%2%2%1%1%1%9%https:/ Euro 2024 Championships 12Party people,flag flyers,or a merch mindset?YouGov custom surveys(5th June 2024 to 12th June 2024)Euro followers:n25030%of Euro fol

20、lowers in France said they will host or attend a Euros party,while 27%of Euro followers in the US said they will buy merchandise relating to their favorite team.12%30%20%17%11%19%21%11%14%16%15%12%12%26%9%12%17%11%13%12%18%9%15%13%5%13%9%27%4%9%12%6%4%11%20%EnglandFranceGermanyItalyScotlandSpainUSWh

21、ich,if any,of the following will you do during the UEFA Euro 2024 Championships?Host or attend a Euros party with friends/familyGet a flag of the team I will be supportingAttend local fan zonesBuy merchandise/kit relating to my favourite teamBuy official Euro 2024 merchandiseUEFA Euro 2024 Champions

22、hips 13Euro 2024 viewing trendsUEFA Euro 2024 Championships 14Tuning in live or following online?YouGov custom surveys(5th June 2024 to 12th June 2024)Euro followers:n250Euro followers in England and Scotland are more likely to watch out of home(I.e.in a pub or bar)than other regions.52%of Euro foll

23、owers in the US will watch online.84%76%78%82%82%76%74%40%29%27%25%44%37%36%28%21%18%22%33%26%38%29%18%31%18%33%29%23%26%17%21%18%26%19%52%34%18%21%19%35%22%29%EnglandFranceGermanyItalyScotlandSpainUSWatch live matches on TVWatch highlightsRead social media updatesRead coverage on news sites/newspap

24、ersWatch live matches onlineWatch out of home(e.g.pub,bar,etc.)Which,if any,of the following are ways you plan to follow and/or watch the UEFA Euro 2024 Championships?UEFA Euro 2024 Championships 15Better with company?How Euro followers plan to watch the ChampionshipsYouGov custom surveys(5th June 2

25、024 to 12th June 2024)Euro followers:n250Euro followers in Germany are most likely to watch with their partner or friends(26%).Followers in England and Scotland are more likely to watch by themselves than viewers in other regions(14%and 16%).Run a survey21%14%26%21%20%20%7%18%16%22%21%18%18%12%12%10

26、%13%13%10%14%5%14%10%10%10%16%9%6%5%9%8%10%5%11%4%6%5%7%8%7%7%3%4%5%7%3%3%3%4%EnglandFranceGermanyItalyScotlandSpainUSWho do you plan to watch the UEFA Euro 2024 Championships with?My partnerMy friendsMy childrenBy myselfMy extended familyMy parentsMy colleague(s)https:/ Euro 2024 Championships 16Br

27、and association rankingsUEFA Euro 2024 Championships 17Scoring high:Which brands rank highest for association among Euro followers?YouGov custom surveys(5th June 2024 to 12th June 2024)Euro followers:n250 Question:Which,if any,of the following brands do you associate with the UEFA Euro 2024 Champion

28、ships?(Please select all that apply).Top 10 shown per country.Followers in mainland Europe and the US are more likely to associate brand sponsors with the tournament than in the UK,with Coca-Cola and Adidas coming out on top across the board.RankEnglandFranceGermanyItalyScotlandSpainUS1Coca-ColaCoca

29、-ColaAdidasAdidasAdidasAdidasAdidas29%57%53%49%35%55%53%2AdidasAdidasCoca-ColaCoca-ColaCoca-ColaCoca-ColaCoca-Cola28%54%46%48%32%55%45%3LidlLidlDeutsche TelekomLidlLidlLidlAliExpress10%25%41%25%14%25%21%4BBLidlBHisenseAliExpressVisit Qatar7%19%26%22%8%25%19%5Visit QatarAliExpressDeutsche BahnAliExpr

30、essBBB7%18%26%20%7%23%18%6HisenseDeutsche TelekomBitburgerHisenseVisit QatarVisit QatarVivo6%13%22%15%7%14%16%7AliExpressDeutsche BahnERGOVisit QatarAliExpressHisenseHisense5%11%15%12%6%14%16%8VivoHisenseBDeutsche TelekomDeutsche BahnDeutsche TelekomAlipay+3%11%13%10%4%11%14%9Alipay+Visit QatarEngel

31、bert StraussDeutsche BahnDeutsche TelekomDeutsche BahnBetano2%10%12%8%3%10%10%10Deutsche TelekomVivoVisit QatarAlipay+VivoAlipay+Deutsche Bahn2%6%8%5%2%6%8%UEFA Euro 2024 Championships 18Build acomplete pictureof your brandExplore brand trackingGain a deep understanding of your brand health and perf

32、ormance against top competitors in your industrywith YouGovs brand and campaign tracking solutions.Track key metrics,measure campaign effectiveness,and access real-time insights into what people think,feel,andsay about your brand.https:/ Euro 2024 Championships 19MethodologyUEFA Euro 2024 Championsh

33、ips 2020UEFA Euro 2024 Championships The insights in this report have been sourced via YouGov Custom Research:Bespokemarket research intelligence from YouGov experts.The data is based on a survey conducted in UK,France,Italy,Spain,Germany,US from 5th June 2024 to 12th June 2024.This survey is based

34、on 9305 respondents.England:n=1802Scotland:n=1022France:n=1011Italy:n=1035Spain:n=1059Germany:n=2211United States:n=1165This report delves into behavioural statistics of Euro followers.The Euro followers group has been identified using the question:“Do you plan to follow and/or watch UEFA Euro 2024

35、Championships this year?”and includes those who answered:“Yes,I do plan to watch/follow.”MethodologyExplore our solutionsGet in touchhttps:/ rights reserved.All materials contained herein are protected by copyright laws.Any storage,reproduction or distribution of such materials,in whole or in part,i

36、n any form without the prior written permission of YouGov is prohibited.This information(including any enclosures and attachments)is propriety and confidential and has been prepared for the exclusive use and benefit of the addressee(s)and solely for the purpose for which it is provided.We make no re

37、presentations,warranties or guarantees,whether express or implied,that the information is accurate,complete or up to date.We exclude all implied conditions,warranties,representations or other terms that may apply and we will not be liable to you for any loss or damage,whether in contract,tort(including negligence),breach of statutory duty,or otherwise,even if foreseeable,arising under or in connection with use of or reliance on the information.We do not exclude or limit in any way our liability to you where it would be unlawful to do so.Living Consumer Intelligence| youhttps:/