2022 年国际足联世界杯 (FIFA World Cup 2022™) 即将到来。国际足联预计将有 50 亿观众观看至少一部分为期一个月的赛事，世界杯为整个媒体生态系统--从转播商、流媒体和平台到品牌和版权持有者--提供了一个在球迷中大获成功的机会，并将对球队的忠诚度转化为对品牌的忠诚度。
全球 40% 的人口对足球感兴趣，因此足球运动成为世界上最受欢迎的运动也就不足为奇了。事实上，在我们调查的 13 个地区中，有 10 个地区将足球列为最受欢迎的三大体育运动。
在所有体育赛事中，世界杯的知名度最高，有 95% 的体育迷关注世界杯。对于足球迷来说，世界杯是终极体育体验。在为期一个月的比赛中，32 支国家足球队将参加 64 场比赛，决赛将有数亿人观看。
And the reach of the World Cup extends far beyond the pitch, with match updates, scores and the latest player news taking over fans’ screens, airwaves and social feeds. With so much happening, the competition for attention is almost as fierce as the face-offs happening on the field. To keep audiences engaged, brands need to create a seamless, cross-platform experience that provides relevant information, to enhance the viewing experience. Given the diversity of the World Cup audience, brands and marketers who want to make the most of the opportunity to attract new buyers need to make sure they’re reaching the right audience on the right platform, at the right time.
在平台方面，球迷更喜欢观看现场比赛，81% 的球迷通过免费电视观看比赛。社交媒体观赛越来越受欢迎，72% 的球迷通过应用程序观看比赛，68% 的球迷通过 OTT 流媒体设备观看比赛，62% 的球迷付费观看比赛。这意味着品牌、出版商和平台有能力创造性地通过多种设备吸引受众。但是，在任何平台上吸引受众的关键都在于数据。
A leading smart TV manufacturer, for example, partners with Nielsen Gracenote to elevate its audience experience by blending live action event coverage with scores, stats and play-by-play details. The manufacturer also uses Gracenote data to power its alarm feature, which keeps fans updated on the action in real-time, even when they’re viewing other content, delivering a robust, all-inclusive experience. And during the 2022 Beijing Winter Olympics, broadcasters used Gracenote data to power their results, schedules and standings content over the course of the games, providing fans with up-to-the minute information about their favorite events and athletes.
For many brands, sponsorships are a way to build awareness and engagement with football audiences. For example, in May of 2022, TikTok announced it would be the official partner of the UEFA Women’s EURO 2022. Through the partnership, TikTok users are able to access exclusive behind-the-scenes tournament footage. This content amplifies TikTok’s own video content with dynamic effects, and reinforces the platform as a go-to space for all things football fandom.
And these sponsorships just don’t drive brand affinity—they drive sales. Our survey found that 59% of football fans would favor a sponsor’s product over a rival’s brand if price and quality were the same.
大约 80% 的球迷会在比赛期间浏览社交媒体或使用应用程序，因此品牌通过影响者营销与目标受众建立联系的可能性更大。说到影响者，足球界有一些最有影响力的影响者。
Footballer Cristiano Ronaldo is the most-followed person on Instagram, with over 461 million followers. And when HUGO BOSS launched its international #BeYourOwnBoss campaign, German footballer Grischa Promel was one of only three influencers out of 200 in the campaign who achieved more than a 25% engagement rate, outperforming top social media influencer Kylie Jenner and popular Marvel actor Chris Hemsworth.
And all this fan engagement is helping convert viewers to buyers. Nielsen’s Brand Impact service has measured the effectiveness of influencer ads in nearly 200 campaigns. According to the Q1 2022 norms from this research, influencer ads drove a nine-point increase in purchase intent relative to consumers who did not see the influencer ads.
世界杯拥有庞大的全球受众群，是吸引新受众关注并赢得其忠诚度的独特机会。能够利用数据的力量提供响应式观看体验，让球迷沉浸在比赛的戏剧性中，永远不会让他们猜测在哪里可以找到他们想要的信息或娱乐的品牌，将获得巨大成功。
Check out our FIFA World Cup 2022™ data hub for the latest football insights!
