Euros 2024: Understanding the viewer base

This year, the Spanish national team emerged victorious, defeating England 2-1 in a nail-biting final. The tournament attracts a substantial global audience, presenting significant advertising opportunities for companies. Therefore, firms looking to advertise must understand the tournament’s global viewer base to market their products effectively.

Profile of inside the Euros 2024 viewer

The viewer base for inside the Euros 2024 is primarily composed of individuals aged 25-34, accounting for 54% of the total audience. Additionally, 23% of viewers are between 18 and 24 years old, and 19% are between 35 and 44. Regarding occupations, 35% of viewers work in blue-collar jobs, 31% are business owners, 17% work in office jobs, and 10% are students. Of the surveyed individuals, 59% are married, and 41% are single.

Preferred media for inside the Euros 2024 viewing

The Cimigo Euro awareness survey, conducted during the Euro championship time, shows that television remains the preferred medium for Euro Cup viewers, making TV ads the most effective channel for reaching large audiences. However, online streaming viewership is growing and is now closely behind traditional television.

Where do people view the Euros?

The survey also found that most viewers prefer watching the Euros from the comfort of their homes, often with family or friends. This highlights the importance of campaigns designed to enhance the home viewing experience and engage viewers through communal experiences or events.

Where do viewers read about the Euros?

The Cimigo survey reveals various platforms where viewers seek information about match breakdowns and upcoming fixtures. 59% use the official UEFA website, 62% turn to social media, 66% rely on sports websites like VnExpress or ESPN, and only 22% follow the Euro Cup on sports applications.

What entices the viewer?

Viewers tune into more than just the matches. Highlight clips of goal passes, player actions, and pre- and post-game analyses are highly popular. According to the Cimigo survey, 72% of viewers are interested in live broadcasts, 59% in match highlights, 41% in pre- and post-game analysis, 22% in related programs, and 20% in player and coach interviews.

Understanding the players, teams, and supporters

Germany, the tournament host, is favoured to win by 28% of voters, with Thomas Müller as their most popular player. England, with Harry Kane, follows with 20% of the votes, and Portugal, led by Cristiano Ronaldo, is third with 19%.

Advertising opportunities

The Cimigo Euro awareness survey showed viewers could recognise many brands sponsoring the tournament, particularly in the food and beverage, sports apparel, entertainment, travel, hospitality, and electronics sectors. The food and beverage industry, led by Coca-Cola, received the highest recognition.

Advertising in the domestic market

The 2024 Euros have generated considerable buzz in the Vietnamese market, with domestic media and communication companies such as HTV, Viettel, and VTV gaining recognition for securing broadcasting rights.

Inside the Euros 2024: audience insights and advertising potential in Vietnam

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