Five million UK adults will watch World Cup online

More than 5 million UK adults plan to watch the World Cup online, according to research by Starcom Mediavest Group.

Football

The media agency also estimates 2.6 million more adults will watch coverage online at work compared with four years ago, while office firewalls will mean many turn to mobile to watch games.

Starcom reported 1m 16-34-year-old men plan to watch World Cup coverage on their mobiles.

It expects the increase in people watching the World Cup online and via mobile will offer brands more advertising opportunities than ever before.

Richard Hartell, Starcom’s chief strategy officer, said, “There are huge opportunities to capitalise on three-screen multi-tasking. Brands that can connect experiences across TV, laptop and mobile offering people a richer experience with the games will win.”

James Tagg, Starcom’s head of mobile, said, “Mobile video is now a much better experience than the slow clunky clips you could watch four years ago. The uplift in mobile internet use will be huge and will reinforce the shifts in behaviours we’ve seen about how people access content.”

This story first appeared on New Media Age.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here