Television set to be World Cup winner 09/06/2010 |
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Starcom Mediavest Group claims 5.7m more adults are set to watch World Cup TV coverage than they did in 2006.
According to the research carried out by SMG, more than 5m are planning on watching World Cup games through the internet at home.
The agency also claims that 2.6m adults will risk the wrath of their bosses by watching more coverage while at work.
More than 1m 16-34-year-old men will watch coverage on their mobile phones to beat the ban in the office.
Richard Hartell, Chief Strategy Officer at SMG believes the expected platform expansion opens the door for advertisers to enhance the World Cup experience.
He said: “There are huge opportunities to capitalise on 3 screen multitasking. Brands that can connect experiences across TV, laptop and mobile offering people a richer experience with the games will win”.
The 2010 World Cup will be the first major sporting event in the UK following the sizeable penetration of smartphones and the mobile internet among consumers, with 45% (2.7m) of 16-34 year old males having access to a smartphone.
James Tagg, head of mobile at SMG, said: “Mobile video is now a much better experience rather than the slow clunky video clips you could see four years ago.
“The uplift in mobile internet usage will be huge and will reinforce the shifts in behaviours we have seen about how people access content.”
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