"Across Europe, the Web has surpassed TV as the primary platform for 18-to-35 viewers to watch their favorite sport, according to new research conducted by Havas Sport & Entertainment for the Global Sports Forum Barcelona.
A full 36.1% of this prized demographic sign in online to watch their favorite sport or team play on a weekly basis, compared with just 32.1% who do so on television. This marks a significant shift from a year ago, when similar research conducted by Havas found the Europeans of prime age still preferred their sports on a TV.
Advertisers, content providers, broadcasters, rightsholders and athletes will all be affected, according to Lucien Boyer, President and CEO of Havas Sport & Entertainment and General Commissioner of the GSFB.
“The implications of this are huge and suggest the broadcast sales model for sport needs to be carefully considered in the future,” Boyer warned. “Whilst TV will clearly continue to remain of enormous importance, the younger generation choose to consume sport in a number of ways. The key now is to be a content provider that can satisfy the demands of sports fans across all platforms.”"
Source: MediaPost, 1st March 2012
dentsu 2022 Media Trends
3 years ago
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