Prior to kick-off and after the match ends, each British football fan spends 70 minutes researching the match online
London – 26th May, 2016 – For the Champions League final on Saturday, Brits will spend over 1,734,100 hours reading about the game online before and after the match1. The research from Teads shows each fan spends almost as long reading up on the match as they do watching the action on the pitch – 70 minutes.
This equates to an average of 38 minutes the day before the match and 32 minutes in the two days after the final whistle for each fan.
The study confirms fans are glued to their devices during the game too. Over two thirds (67%) of respondents second-screening on social media, 36% on surf sports sites and 21% read newspaper content.
Ahead of the biggest event in club football, this is good news for brands advertising across premium publishers online. The study shows that 55% of football fans head to the sports sections of national newspapers for their favourite online match reporting and analysis.
Justin Taylor, UK MD at Teads, said: “Big football clashes like Saturday’s match will draw the attention of millions of football fans. But to make the most of the opportunity, brands need to understand fan behaviour. Football fans demand quality – not just from the players on the pitch, but the standard of journalism they read before and after the game.
“Relevant online content created by premium publishers should be a natural target for brands and advertisers. With the fantastic outstream targeting capabilities available both contextually and programmatically this will be key for advertisers looking to succeed this year’s tournament.”
The data comes from a study by Teads, the inventors of native video advertising and a global monetisation platform for publishers, released as advertisers gear up for the Euros in June. It analysed the media consumption patterns of 1,000 British footballs fans around the Champions League quarter final between Manchester City and Paris Saint-Germain on 12th April 2016.
NOTES TO EDITORS:
- 70 minutes multiplied but the total average attendances at football matches in the 2015-2016 Football League – 1,486,371.
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Teads, founded in 2011, is the inventor of native video advertising and a global monetization platform for publishers. Publishers work with Teads to create brand new video inventory and manage their existing inventory, monetizing it through programmatic buying, their own sales force, or third parties.
Teads’ native video advertising solutions encompass a series of formats inserted deep into media content, like the inRead playing inside articles. It is changing the game within the video advertising market by creating unprecedented levels of premium inventory, which did not exist before.
Brands and agencies can access this top-tier, premium inventory, available on the web and on mobile, through programmatic or managed services. Through its managed services capabilities, the Teads team execute on their clients behalf using its platform.
Teads has a team of over 400 employees, 100 of which are in the innovation team, across 26 offices in 18 countries.