Football Audience Analysis

FOX RC&A commissioned Sports Marketing Surveys Ltd to conduct research into average audience figures and typical demographic of the audiences for different football competitions shown on various television channels.

An average television audience figure was taken from a cross section of broadcasts during the season from various football competitions, shown on various television channels, to give a total representation of a typical match. The audience demographics were also analyzed.

In general, viewers of live satellite football are younger, more affluent, and more predominantly male than viewers of live terrestrial football.

The FA Cup (BBC), Champions League (ITV1) and UEFA Cup demographics are very similar.

The UEFA Cup audience on Channel 5, however, is made up of a higher proportion of viewers in the lowest socio-economic group (38%).

However, for UEFA Cup coverage on BBC, the audience is made up of individuals in higher socio-economic groups than the FA Cup audience.

This suggests the type of audience indicative of the audience for the individual channels, rather than the competition.

The International matches shown on BBC offer a more even spread of viewers from the three socio-economic groups, as well as a slightly younger audience than for other football coverage.

The Champions League on ITV2 draws a younger, slightly more affluent audience, with a higher proportion of males. There are more committed football fans watching the alternative matches to those shown on ITV1.

The audience for Live Premiership football, also on satellite television, is also predominantly made up of middle-class males.

Midweek matches draw a slightly more affluent audience than the weekend games.

As part of our perimeter advertising packages we provide snapshots of coverage, audiences, demographics and analysis of media comparative evaluation for our clients.