The Champions League final represents a huge platform brands to reach football fans, however new research suggests that the window of opportunity is far greater than brands may realise.
As this year’s final between Real Madrid and Atletico Madrid approaches UK football fans are expected to spend more than 1.7 million hours reading about the game online before and after the match.
The figures come from native video advertising creator, Teads, who recently analysed the media consumption patterns of 1,000 British footballs fans during Manchester City’s quarter final fixture against Paris Saint-Germain.
The study found that there will be a 70 minute window for brands to reach fans outside of Saturday’s fixture. According to Teads the average football enthusiast will spend 38 minutes the day before the match and 32 minutes in the two days afterwards online reading around the fixture.
This represents good news for brands advertising across premier online publishers with the study showing 55 per cent of football fans head to the sports sections of national newspapers digital platforms for match reporting and analysis.
Justin Taylor, UK managing director at Teads, said: “Big football clashes like Saturday’s match will draw the attention of millions of football fans. But to make the most of the opportunity, brands need to understand fan behaviour. Football fans demand quality – not just from the players on the pitch, but the standard of journalism they read before and after the game.
“Relevant online content created by premium publishers should be a natural target for brands and advertisers. With the fantastic outstream targeting capabilities available both contextually and programmatically this will be key for advertisers looking to succeed this year’s tournament.”
As for the game itself the research revealed that social media is the optimum platform for reaching fans with 67 per cent saying that they would be using a second screen to access social media during the game.