The first week of the Football World Cup in audiences and advertising investment on TV – Meios & Publicidade

The audience of the selection’s matches at the 2022 World Cup and the impact of the FIFA competition on television consumption in Portugal, in an analysis by the Initiative for the M&P

The first week of the World Cup in Qatar is marked by some surprising results on the field. The Portugal vs Ghana game being the most watched, registering a total audience of 4.1 million viewers. Since the start of the World Cup, on the 20th of November, we can see the impact on the share of the FTA channels that broadcast the World Cup games. SIC, TVI and RTP1 have shown an increase in share since the start of the competition, and as a result, other PAY TV channels have seen a decrease. On the 24th of November, TVI recorded the highest share of this year’s total share, with a 22.2% share, due to the broadcast of the Portugal-Ghana game.

Share channels World period 2022

Since the beginning of the tournament (from 20 to 27 November), TVI and SIC have registered the same share of 16.6%, and RTP1 12.5%. All the channels that broadcast World Cup matches in Qatar (RTP1, SIC, TVI and SporTV) recorded an increase compared to the October average. So far, RTP1 is the television station that recorded the highest increase (+2.5pp), and is also the channel that broadcast the most games (9 in total). Despite only broadcasting two games, TVI recorded an increase of 1.2pp, with the Portugal game being the main driver of this growth. SIC broadcast two games (France x Australia at 7 pm and Spain x Costa Rica at 4 pm) which, despite being teams that were candidates to win the World Cup, had little impact on SIC’s audience, which grew compared to the October average by just 0.5pp

most viewed games

Regarding the most watched games, as expected, the Portugal x Ghana game was the most watched game so far, followed by Brazil x Serbia and Argentina x Mexico, which complete the top 3. On Sport TV, the most watched game seen was the game between Spain v Germany, one of the most anticipated games of this group stage.

Advertising during the 2022 World Cup games on open channel

The top 10 brands that invested the most, from November 20th to 24th in free-to-air channels, accounted for a total of 61% of advertising investments in table values. Continente, BPI (official sponsors of the national team) and Audi stood out as the main brands that invested the most in the open channel World Cup games.

With regard to the Portugal-Ghana game, broadcast on TVI, NOS, Hyundai and Remax were the brands that most invested in advertising breaks. The top 10 brands that communicated during the Portugal x Ghana game represented 85% of the total investment. It should be noted that the sponsoring brands of the national team such as BPI, Galp and Placard were in 4th, 6th and 8th places, respectively.

Source: Prepared by Initiative/Mediabrands Insight on CAEM/GfK data reproduced in YUMI – Mediamonitor; Target Ind. 4+ years; Audience indicator used in all analyses: Total Day. Other: Deferred viewing of some channels, residual viewing of unaudited channels and other TV uses such as streaming and consoles


Source: Meios & Publicidade by www.meiosepublicidade.pt.

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