Just under a quarter (23 per cent) of viewers aged 18 to 34 plan to watch the football matches at a pub or club, whilst 11 per cent of respondents are most likely to go round to a friend’s house to watch a game. Only 51 per cent of 18-24 year olds intend to watch Premier League matches at home.
In contrast, a significant proportion of British adults aged 45 and over will watch the majority of games at home. Only seven per cent of over 45s will go to the pub to watch Premier League matches, whilst 84 per cent will watch the games in the comfort of their own home.
Frank Saez, founder and Managing Director of SMG Insight, said: “The age group of 18 to 34 year olds is an extremely important group of viewers to advertisers and sponsors. They are the first to have the latest gadgets and less likely to have developed brand loyalties.
"Yet out-of-home viewing in many cases is still considered to be value-added beyond traditional TV ratings. Our international consumer panel provides us with the ability to monitor out-of-home sports viewing with precision on a regular basis. This study is the first of several viewing studies planned for this season.”
The research is the first of a series of studies aimed at understanding the out-of-home viewing audience amongst sports fans.
