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Euro 2016 will be 'second-screen fest'

News, 11 May 2016

LONDON: Advertisers hoping for the forthcoming UEFA Euro 2016 football tournament to boost their revenues will be cheered by new research that shows how much British fans plan to use connected devices.

With just one month to go until it kicks off, the tournament will feature three British teams – England, Wales and Northern Ireland – and the fans of each have indicated how they intend to digitally interact with the matches.

Ad tech company RadiumOne commissioned research agency Mindmover to poll 1,000 UK adults aged 16+ and found two-thirds (66%) of those planning to watch Euro 2016 live on TV will use an internet-connected device at the same time.

Reading online comments or using online chat about the match they're watching will be the most popular activity (28% each), followed by phone calls (25%), posting comments on social media (24%) and searching online for more information (20%).

Meanwhile, almost one in five (18%) intend to search for videos with another 17% planning to visit TV channel websites.

Also of significance for marketers, the findings revealed the extent to which fans intend to share tournament-related content online.

A full 60% of British fans expect to share Euro 2016 content online and four-in-ten of them plan to do so at least three to four times a day. 

However, almost nine-in-ten (87%) intend to share content in "dark social", or via email and online chat rather than a social media platform, which will bypass web measurement analytics programs.

In terms of the most popular content that will be shared online, match scores will be favourite (53%), followed by goals (47%), pictures and news stories (42% each), questionable refereeing decisions (41%) and team news (35%).

Smartphones will be the most popular device for sharing (38%), followed by laptops (24%) and tablets (18%).

"Euro 2016 will be a second-screen fest which gives brands a sustained series of 'moment marketing' opportunities if they can connect second-screen usage to key moments, be it goals, scores or dodgy refereeing decisions," said Rupert Staines, RadiumOne's European MD.

"Ads, for example, can be synced with these moments and delivered to multiple connected devices with a similar profile to the TV audience. It's about using technology to take a TV moment and extend the audience reach of the ad in real-time for better engagement and ROI."

Data sourced from RadiumOne; additional content by Warc staff