Football continues to be a predominant passion among Italians. According to a recent study by Annalect, the intelligence and data analytics division of Omnicom Media Group, 69% of Italian adults, equal to 34 million people, follow football in Italy. The study, promoted by OMG in collaboration with Lega Serie A, examined the public's attention to advertising stimuli in the world of football.
Television remains the main medium for football content consumption, with a percentage of 82%, followed by social media with 61%. The visual attention span during an entire match is 62%, a figure that increases to 71% for highlights.
An interesting fact concerns the 4 million Italians who watch matches at the bar, 50% of whom belong to Gen Z or Millennials, therefore people under 34. From an advertising point of view, the spontaneous recall of advertising messages is 26% higher than in a general context and increases up to 48% if other forms of advertising and sponsorship are present, such as in-game advertising (billboard, carpet, VAR room).
“I am particularly proud of this new step of the Beyond Visual Attention project, which has allowed us to study such a complex and beloved field as football, with an excellent partner like Lega Serie A”, said Marco Girelli, CEO of Omnicom Media Group. Luigi De Siervo, CEO of Lega Serie A, commented: “Football remains the most effective content for capturing consumers' attention, and the results of this research demonstrate how it continues to be a universal language, understood by all generations.”
Article published on 16 July 2024 - 17:21
