The World Cup Scores Big With Out-of-Home TV Viewers
The excitement and action of the 2018 FIFA World Cup included millions of Out-of-Home viewership. The tournament, which occurs every four years, leads to a unique and thriving OOH tuning experience. The largest OOH audience tuned into the Brazil vs. Belgium match-up on FOX Sports with 4.9 million viewers. Meanwhile, the largest total OOH viewing audience across both English and Spanish language networks was the Semifinal stage with 5.7 million combined viewers. Throughout the tournament there were morning and afternoon matches which contributed to atypically high OOH viewing in restaurants, bars and offices. Soccer fans headed to restaurants and bars to watch the final with 42% of OOH viewing coming from those locations. For the thrilling England vs. Colombia match 36% of viewing occurred at restaurants and bars while 27% viewed in their work office. Over 60% of the OOH audience for the Final were under the age of 50 with forty one percent of viewers in the 35-49 age range. Overall OOH viewing for the Final between France and Croatia contributed to a 41% lift in audience for FOX*.
| FOX | Impressions (000) |
| France vs. Belgium – 7/10 | 4,942,000 |
| Portugal vs. Spain – 6/15 | 4,730,000 |
| France vs. Croatia – 7/15 | 4,604,000 |
FOX Sports, Telemundo and NBC Sports networks all brought in significant OOH viewing as well.
Some highlights:
Highest OOH viewing for FOX Sports:
| Brazil vs. Belgium – 7/6 | 4,990,000 |
Highest OOH viewing for Telemundo / NBC Sports:
| England vs. Croatia – 7/11 | 1,178,000 |
When analyzing the tournament by stages, Tunity Analytics sees the Semifinals as having the highest average minute out-of-home audience per game across all networks breaking 5 million views. Tunity saw the Final game alone, France vs. Croatia, bringing in just close to 5 million in combined network OOH viewing.
Group Stage (6/14-6/28): Impressions (000)
| FOX | 1,695,000 |
| Telemundo | 293,000 |
| FOX Sports | 982,000 |
| Total | 1,618,000 |
Round of 16 (6/30-7/3):
| FOX | 2,471,000 |
| Telemundo | 446,000 |
| FOX Sports | 1,095,000 |
| Total | 2,745,000 |
Quarterfinals (7/6 & 7/7):
| FOX | 2,145,000 |
| Telemundo | 407,000 |
| FOX Sports | 3,485,000 |
| Total | 3,218,000 |
Semifinals (7/10 & 7/11):
| FOX | 4,626,000 |
| Telemundo / NBC Sports | 1,041,000 |
| Total | 5,265,000 |
Final (7/15):
| FOX | 4,604,000 |
| Telemundo | 390,000 |
| Total | 4,980,000 |
OOH Network Lift (Final: France vs. Croatia):
FOX: 41%
*Tunity Analytics data derived from Tunity mobile app; OOH viewing impressions based off of Tunity’s proprietary estimation model; OOH Lift estimate: Tunity Analytics OOH (000) / Nielsen In-Home estimates reported in MediaPost. Telemundo & NBC Sports combined number when matches were simulcast.
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