TGM：2024年全球欧洲足球锦标赛报告（英文版）（34页）.pdf

1、About the survey:TGM Research has conducted the largest independentinternational survey across 26 countries to understand theworlds pulse on the upcoming UEFA Euro 2024.This surveyuncovers detailed insights into the participation and perceptionsof football fans worldwide regarding the tournament.Dis

2、cover how football enthusiasts around the globe feel aboutthe UEFA Euro 2024 and explore their predictions for thetournaments outcomes!countries studiedfootball fans asked2620,700+Football/Soccer Fan:Data Pill TOTALFairly interestedInterestedNot interested31%interested in watching or following footb

3、all/soccer86%watch football/soccer on TVTOTAL53%follow on the internet29%read about football/soccer in newspapers/magazinesattend live matches(at any level)21%Top football/soccer related activitiesTop ways people follow or watch football/soccer matches61%TV broadcast,Home TV(e.g.,cable,satellite)You

4、Tube37%36%Social media(e.g.,Twitter,Facebook)34%Streaming TV channel/appTop international football/soccer competitions people followed in the last 5 years76%FIFA World Cup65%UEFA Champions League55%UEFA European Championship(Euro Cup)30%FIFA Womens World CupTop football/soccer leagues people followe

5、d in the last 5 years48%English Premier League(EPL-United Kingdom)39%LaLiga(Spain)31%Serie A(Italy)31%Bundesliga(Germany)How do the interest in football andthe games look like?Q:Q50.How interested are you in watching or following football/soccer?-Total N=20795What is the level of interest in footbal

6、l:of people in all countriesare interested in footballTranscending mere entertainment,football(i.e.soccer)reigns as an universal sport,sparking strong interest and passionate discussions across continents.60%of population interested in football(Region):TOTALEuropeAPACLATAMAfricaUSATotalEuropeAPACLAT

7、AMAfricaUSA31%29%21%19%27%30%21%22%34%34%20%13%36%25%25%14%53%27%11%8%18%22%20%40%Very interestedFairly interestedNot very interestedNot at all interestedOur survey solidifies footballs reign 60%of people in allcountries showed interest in the sport.Notably,Africa leadsthe charge with 80%of responde

8、nts claiming that they areinterested,followed by APAC(68%)and LATAM(61%).TOTALTOTALTOTALTop2BoxBeyond the exciting moments of goals and saves,football offers something even more profound:the power to forge powerful connections.Watching football isnt just about the action on the pitch;it has grown to

9、 be a shared experience that fosters a sense of community among football enthusiasts.Overall,interest peaks in the 25-34 age group and gradually declines with age.Notably,Africa demonstrates the highest levels of interest,reaching around 85%in the 25-34 age group and maintaining a strong presence ac

10、ross all age brackets.Europe also shows high interest,particularly in the 25-34 age group,where it peaks at approximately 70%.In contrast,the USA exhibits the lowest levels of interest,with a peak of around 45%in the 35-44 age group.These insights highlight a clear trend:football/soccer is most popu

11、lar among younger demographics,with the highest enthusiasm observed in Africa,while the USA lags behind other regions in overall interest.3035404550556065707580859018-24 yo25-34 yo35-44 yo45-54 yo55+yoTOTALEuropeAPACLATAMAfricaUSAWhat is the level of interest in football?Interest in football/soccer

12、by age and region|Top2Box|:TOTALAge DifferencesTOTALQ:Q50.How interested are you in watching or following football/soccer?-Total N=20795What does it mean to be interested in football?TOTALEuropeAPACLATAMAfricaUSAI watch football/soccer on TVI follow on the InternetI read about football/soccer innews

13、papers/magazinesI attend live matches(at any level)I listen to matches on radioI play football/soccer(at any level)I am a Season Ticket Holder for afootball/soccer club(at any level)None of the above86%53%29%21%19%18%8%2%Which of the following football-related activities apply to you personally?31%2

14、9%21%19%Very interestedFairly interestedNot very interestedNot at allinterestedHow much are you interested in football/soccer?Q:Q51.Which of the following football/soccer related activities apply to you personally?-Total N=8839Close-up:Q:Q50.How interested are you in watching or following football/s

15、occer?-Total N=20795Where results do not sum to 100 or the difference appears to be+-1 more/less than the actual,this may be due to rounding.TOTALTOTALTOTALWhat does it mean to be interested in football?Which of the following football-related activities apply to you personally?Q:Q51.Which of the fol

16、lowing football/soccerrelated activities apply to you personally?-Total N=8839TOTALEuropeAPACLATAMAfricaUSATotalEuropeAPACLATAMAfricaUSA86%53%29%21%19%18%8%2%85%51%29%22%21%16%8%2%84%57%30%14%11%18%8%3%91%60%28%30%20%30%8%1%94%57%33%23%28%21%7%1%80%35%21%15%16%15%6%6%I watch football/soccer on TVI f

17、ollow on the InternetI read about football/soccer in newspapers/magazinesI attend live matches(at any level)I listen to matches on radioI play football/soccer(at any level)I am a Season Ticket Holder for a football/soccer club(at any level)None of the aboveTOTALTOTALTOTALHow is the female football a

18、udience?%interest of females in football/soccer-region:Q:Q50.How interested are you in watching or following football/soccer?-TOTAL|Female|N=10413TOTALEuropeAPACLATAMAFRICAUSA19%30%27%25%13%29%28%29%25%34%24%16%20%26%34%20%39%35%16%10%14%21%21%44%Very interested(4)Fairly interested(3)Not very intere

19、sted(2)Not at all interested(1)Nearly half of women around the world express interest in football,signifying the sports growing inclusivity beyond male fanbase.Regionally,Africa leads in female football enthusiasm,followed by APAC.This contrasts with EU,where female interest sits at 42%,exceeding on

20、ly the United States.TOTALTOTALTOTALHow people follow or watch football matches?How do you follow or watch football matches?-Region:Q:Q52.How do you follow or watch football/soccer matches?-Total N=8630TOTALTOTALTOTALEuropeAPACLATAMAfricaUSATV broadcast,Home TV(e.g.,cable,satellite)YoutubeSocial med

21、ia(e.g.,Twitter,Facebook)Streaming TV channel/appTV in a public place(e.g.,a bar)Websites/Online portalsMobile device streaming(excluding social media)Streaming devices(e.g.,IPTV,Chromecast,Apple TV)RadioPrint media(e.g.,newspapers,magazines)Digital game tracker(e.g.,real-time updates on scores,play

22、s)On-Demand Video ServicesPodcastsVirtual Reality(VR)or Augmented Reality(AR)experiences61%37%36%34%30%26%23%18%16%16%13%10%7%4%TOTALTOTALFIFA World Cup is the most followed international football/soccer competitions in the last 5 years.Which international football/soccer competitions have you follo

23、wed in the last 5 years?-Region:Q:Q53.Which international football/soccer competitions have you followed in the last 5 years?-Total N=8642TOTALTOTALTOTALEuropeAPACLATAMAfricaUSAFIFA World CupUEFA Champions LeagueUEFA European Championship(Euro Cup)FIFA Womens World CupOlympic Football/SoccerTourname

24、ntCopa AmericaAfrica Cup of NationsNone of the above76%65%55%30%26%19%18%4%TOTALThe survey across 5 regions reveals a consistent trend:the FIFA World Cup,the UEFA Champions League,andthe UEFA European Championship(Euro Cup)have ledthe chart as the top 3 most-followed footballcompetitions in the past

25、 5 years.Which football/soccer leagues are most followed?Top 10 football/soccer leagues people have followed in the last 5 years-Age&Gender Differences:Q:Q54.Which of the following football/soccer leagues have you followed in the last 5 years?-Total N=8630TOTALTOTALClose-up:TOTALEuropeAPACLATAMAfric

26、aUSAEnglish Premier League(EPL-UnitedKingdom)48%45%50%51%48%42%56%36%LaLiga(Spain)39%42%41%40%36%33%48%26%1.Bundesliga(Germany)31%30%32%31%31%31%39%20%Serie A(Italy)31%29%32%34%30%31%39%19%Ligue 1(France)23%27%27%23%20%20%29%16%Brazilian Serie A(Brazil)14%15%16%15%11%9%14%13%Major League Soccer(MLS)

27、12%13%16%13%9%7%12%11%Liga MX(Mexico)8%10%10%9%6%3%7%9%The Primeira Liga/Liga Portugal Betclic7%5%5%7%7%10%7%6%Indian Super League(ISL)4%5%4%4%4%2%4%5%TOTAL18-24yo25-34yo35-44yo45-54yo55+yoMale FemaleTOTALThe table illustrates the popularity of various football leagues across different age groups an

28、d demographics.The English Premier League(EPL)stands out as the most popular league overall,particularly among younger adults and males.LaLiga also enjoys widespread interest,maintaining a consistent following across all age groups with notable enthusiasm from male fans.However,in the USA,Major Leag

29、ue Soccer(MLS)enjoys higher popularity compared to LaLiga,indicating a unique regional preference.How engaging will the games be?Q:Q56.How would you rate your interest in the UEFA Euro 2024 in Germany?-Total N=20795What is the level of interest in the UEFA Euro 2024 in Germany?TOTALEuropeAPACLATAMAf

30、ricaUSATotalEuropeAPACLATAMAFRICAUSA27%30%22%21%26%30%22%22%29%35%21%15%24%29%28%19%40%32%19%9%9%14%24%53%Very interestedInterestedNot very interestedNot interested at all100%will watch at least one game Interest in the Euro 2024 in Germany-by region:Q:Q57.Which of the following best applies to you

31、about the UEFA Euro 2024?-Total N=11881Insights:TOTALTOTALTOTALTOTALThe survey demonstrates a wave of the UEFA Euro 2024 enthusiasm all aroundthe globe,with more than half the global population expressing interest in theGerman-hosted tournament.This widespread excitement stands in stark contrastto t

32、he United States,the only surveyed region with a below-average interest rate.of females in TOTAL areinterested in the UEFAEuro 2024 gamesThe UEFA Euro 2024&Female Audiences:TOTALEuropeAPACLATAMAFRICAUSA69%45%70%42%72%56%67%39%82%62%28%19%MaleFemaleInterest in UEFA Euro 2024 games by gender and regio

33、n (Top2Box):45%Q:Q56.How would you rate your interest in the UEFA Euro 2024 in Germany?-TOTAL|Male|N=10382;|Female|N=10413The UEFA Euro 2024 promises more than just electrifying matches its a catalyst for inclusivity.This global spectacle transcends the pitch,fostering a diverse and welcoming commun

34、ity for fans.For this years tournament,a surge in female viewership is continuously breaking traditional barriers.The survey shows 45%of women worldwide express interest in the game,with Africa(62%)and APAC(56%)leading the charge.This surge suggests the Euro 2024 could be a landmark event,rewriting

35、the narrative around gender equality in football fandom.TOTALTOTALTOTALTOTALEuropeAPACLATAMAfricaUSATotalEuropeAPACLATAMAFRICAUSA50%14%17%16%3%51%25%11%11%1%44%28%22%6%47%23%26%3%63%19%14%3%29%23%37%8%3%I will watch every game I canI will only watch the games of my national teamI will only watch the

36、 games of the team I supportI will only watch a few gamesI will only watch the finalI will NOT watch any gamesHow football fans plan to watch the the UEFA Euro 2024?97%Q:Q57.Which of the following best applies to you about the UEFA Euro 2024?-Total N=11881Insight box data excludes people who will wa

37、tch the final match only.Insights:TOTALTOTALTOTALTOTALof people will watch multiple matches during UEFA Euro 2024 gamesQ:Q58.How will you watch the games?-Total N=11785How will you watch the games?How will the UEFA Euro 2024 games be watched?62%Insights:TOTALTOTALTOTALTOTALEuropeAPACLATAMAfricaUSATV

38、 broadcast,Home TV(e.g.,cable,satelite)Streaming TV channel/appTV in a public place(e.g.,a bar)YoutubeSocial media(e.g.,Twitter,Facebook)Mobile device streaming(excluding socialWebsitesStreaming devices(e.g.,IPTV,Chromecast,On-Demand Video ServicesIll watch it live in GermanyVirtual Reality(VR)or Au

39、gmented Reality(A62%32%30%26%23%21%17%17%9%4%4%TOTALof people will watch the games on TV broadcast,Home TVQ:Q60.Who do you typically watch Euro football/soccer matches with?-Total N=9061Who do you typically watch UEFA Euro 2024football/soccer matches with?Who do football fans typically watch UEFA Eu

40、ro 2024 matches with?TOTALTOTALInsights:TOTALTOTALof people will watch the games on TV broadcast,Home TVof people will watch the games on streaming TV channel/appof people will watch the games on TV in a public space62%32%30%Q:Q58.How will you watch the games?-Total N=11785TOTALEuropeAPACLATAMAfrica

41、USAWith family members59%51%59%62%62%58%53%70%By myself37%33%32%36%39%47%44%25%With friends49%57%54%53%43%39%54%43%With people I dont knowpersonally(eg at a bar)14%13%15%16%12%10%17%10%Other,please specify1%1%*1%*1%Total18-24yo25-34yo35-44yo45-54yo55+yoMale FemaleHow the sports fans are anticipating

42、results of the Euro Games.otherMy own countryGermanyWho will win the UEFA Euro 2024 this year?Results geographically:TOTAL votes:Q:Q61.Which team do you think will win the UEFA Euro 2024?-APAC N=2563France20.58%Germany17.71%England12.21%Portugal11.84%Spain10.34%Winning team%voteRegional votes:Europe

43、Q:Q61.Which team do you think will win the UEFA Euro 2024?-Total N=118811Germany22.26%2France19.49%3England14.92%4Spain10.31%5Portugal9.97%Winning team:%votes:Which national teams get the most support for the UEFA Euro 2024?TOTALTOTALTOTALEuropeAPACLATAMAfricaUSAGermanyEnglandSpainFrancePortugalItal

44、yNetherlandsBelgiumTurkeyAustria28%27%22%21%21%20%10%9%7%6%Top 10 national teams get the most support for the UEFA Euro 2024TOTALQ:Q59.Which national teams will you support for the UEFA Euro 2024?-Total N=11880Insights:TOTALis the team voted to be the winner of the UEFA Euro 2024GermanyQ:Q61.Which t

45、eam do you think will win the UEFA Euro 2024?-Total N=11881What are the results of the global sports fan voting?Lionel Messi111111Cristiano Ronaldo222222Kylian Mbappe333344Vincius Jnior45124311Erling Haaland544568Jude Bellingham67667-RobertLewandowski7631-23-Kevin De Bruyne8813923-Harry Kane995897Ne

46、ymar da SilvaSantos Jnior1014816524Player:GlobalrankEuropeRankAPACRankAfricaRankLATAMRankUSARankWho is the best football player?TOTALFootball,while a team sport at its core,thrives on the unpredictable spark of individual brilliance that ignites the global fan base.This upcoming UEFA Euro promises t

47、o be no different.As anticipation builds,the question of the greatest of all time(GOAT)hangs heavy in the air a debate with no definitive answer,fueling countless passionate conversations among fans across the globe.Our recent survey on UEFA Euro 2024 players revealed a tight race.Lionel Messi secur

48、ed the top spot,with Cristiano Ronaldo following closely behind.This result reflects the enduring popularity of these footballing giants.Notably,Kylian Mbappes impressive third place hints at a potential shift in the future,with young talents emerging on the scene.Voting results TOTAL:Q:Q66.Who do y

49、ou think iscurrently thebest footballplayer in the world?-Total N=9924Global rank is based on average rank of the specific players in all the countries surveyed.How well are the brands connected withthe UEFA Euro 2024?Which brands are most associated with UEFA Euro 2024?Top of Mind-Brand:(Top10)*Adi

50、dasNike*Coca-ColaHeinekenVisaMercedesBMW*LidlMastercard*Hisense25.47%11.94%9.02%7.07%1.72%1.65%1.49%1.27%1.25%1.17%TOTALTOTALTOTALOur survey reveals that consumers worldwide moststrongly associate Adidas,Coca-Cola,and Nike with theUEFA Euro 2024.Adidas and Coca-Cola,as long-termpartners of UEFA,have

51、 a well-established connection tothe event.Surprisingly,Nike has also achieved significantrecognition among consumers,despite not having a formalsponsorship agreement.Q:Q63.Thinking of the UEFA Euro 2024 in Germany,which ONE brand comes to your mind first-Total N=10501is considered as the brand most

52、 strongly associated with the UEFA Euro 2024.AdidasInsights:TOTAL(*)Official Sponsors of the UEFA Euro 2024Top Brands Named by Consumers as UEFA Euro 2024 SponsorsTop Consumer-Perceived Sponsors:(Top10):*Adidas*Coca-ColaNikeHeinekenMastercardShortcut*HisensePlayStationLays*B37.36%29.75%17.08%17.03%1

53、1.01%8.17%8.13%7.28%6.89%6.23%TOTALTOTALTOTALSource:Q:Q64.Name as many of the official UEFA partners and official UEFA Euro 2024 sponsors that you are aware of-Total N=11194The UEFA Euro 2024 sponsorship strategy appears effective.Official partners Adidas and Coca-Cola are widely recognized by consu

54、mers as the tournaments sponsors.Certain brands,which sponsor other UEFA leagues,also appear on this list,indicating their broader association with UEFA events.Moreover,the inclusion of several sports brands here,despite lacking official sponsorship status,emphasizes the inherent connection between

55、sports events and renowned sports brands.(*)Official Sponsors of the UEFA Euro 2024Learn more About TGM Global EURO 2024 Survey Project Schedule:10th-28th May 2024Sample:a representative sample of N=20,700+of surveyed countries,age:18-55+Methodology:Internet interviews(CAWI),research project was ent

56、irely conducted byTGM ResearchNot participant(surveyed)EURO participant(surveyed)TGM Global EURO 2024 Report The survey was carried out between the 10th and 28th of May 2024,using themethod of online interviews in 26 countries on a nationally representative sample.The sample is a representative popu

57、lation of the given countries in terms of genderand age(details below).EuropePOPULATION9M11M64M83M58M17M40M10M19M7M47M8M86M67M37M563MSAMPLE SIZE7347328138601235570805123078371299234974977974511826DEMOGRAPHIC18-55+18-55+18-55+18-55+18-55+18-55+18-55+18-55+18-55+18-55+18-55+18-55+18-55+18-55+18-55+Aus

58、triaBelgiumFranceGermanyItalyNetherlandsPolandPortugalRomaniaSerbiaSpainSwitzerlandTurkeyUKUkraineRegion TotalAPACPOPULATION26M1.4B279M118M71M1.9BSAMPLE SIZE6959917967917122562DEMOGRAPHIC18-55+AustraliaIndiaIndonesiaPhilippinesThailandRegion TotalAfricaPOPULATION228M60M288MSAMPLE SIZE7649921756DEMOG

59、RAPHIC18-55+NigeriaSouth AfricaRegion TotalLATAMPOPULATION45M211M128M492MSAMPLE SIZE7617927962349DEMOGRAPHIC18-55+ArgentinaBrazilMexicoRegion TotalUSAPOPULATION341MSAMPLE SIZE879DEMOGRAPHIC18-55+USAAbout TGM Global EURO 2024 Survey Project TGM Global EURO 2024 Report TOTALPOPULATION45M26M9M11M211M64

60、M83M1.4B279M58M128M17M228M118M40M10M19M7M60M47M8M71M86M67M37M341MSAMPLE SIZE76169573473279281386099179612357965707647918051230783712992730349712749779745879DEMOGRAPHIC18-55+18-55+18-55+18-55+18-55+18-55+18-55+18-55+18-55+18-55+18-55+18-55+18-55+18-55+18-55+18-55+18-55+18-55+18-55+18-55+18-55+18-55+1

61、8-55+18-55+18-55+ArgentinaAustraliaAustriaBelgiumBrazilFranceGermanyIndiaIndonesiaItalyMexicoNetherlandsNigeriaPhilippinesPolandPortugalRomaniaSerbiaSouth AfricaSpainSwitzerlandThailandTurkeyUKUkraineUSA TGM Research(TGM)is a technology-driven market research company specialising in global online da

62、ta collection and innovative survey technology.TGM provides agile insights for better decisions,using the most comprehensive Res-Tech to spearhead the use of digital for better market research.TGM is a remote-first company with a team of 60+members,having a presence on five continents.Thank You!FOLLOW US ON Want moreInsights?NEWSTGM REPORTSCASE STUDIESEmail us at:OUR OFFER