What They Say
Quoting a survey commissioned by TCL in five countries of Europe (UK, France, Germany, Poland and Spain), on TV and the World Cup, Advanced Television reported that
- 61% will follow the 2022 competition. This is mostly because they are football fans, as 83% will continue to watch it even if their national team is eliminated
- For almost one in three respondents, watching football on television is a time to share with loved ones and 86% of Europeans say that they will view games at home on their TVs
- If watching the matches on a TV is not possible, 60% will consider watching it on a mobile device
- 8% intend to buy a new TV for this specific occasion
The most mobilised fans seem to reside in Poland (73%), Spain (71%) and the UK (68%).
Allthough most of the respondents interested in investing in new products are seeking bigger screens and better image quality (48% of the Europeans surveyed), those in France were more concerned about the design of the technology (41% vs 32% for the European average), while the Spanish prioritised connectivity and ‘smart’ functions (42% vs 32% for the European average).
There are plenty of other numbers in the article at the link.
What We Think
After Germany’s shock loss to Japan, pundits think they may be eliminated and that could impact sales as Paul Gray pointed out a couple of weeks ago at the recent event in Spain. (Omdia Updates on TV at the 4KHDR Summit)
TCL has been using images of a number of high profile football players (Rodrygo, Raphaël Varane, Pedri and Phil Foden) in its marketing, so the survey should be interesting for them. I am always professionally sceptical of surveys of consumer purchase intentions. They seem to be reasonably accurate if consumers hate a product, but not so much when they are comfortable with the thought of buying them. (BR)
