Americans Don’t Watch Soccer? The World Cup Tells You Otherwise.

Americans Don’t Watch Soccer? The World Cup Tells You Otherwise.

Everyone is talking about the World Cup now, um, maybe not in the U.S. Soccer is not the most popular sport in the country, but it’s catching up with other major sports. The World Cup television viewership may not be as good as 2014 without Team USA’s participation but advertisers should keep their eyes on some other numbers.

World Cup Viewers Actually Increase If Team USA Games Are Excluded

Team USA brought over 10 million U.S. TV viewers to each match in 2014. Without the national team’s presence, this year’s American viewers have dropped significantly. However, according to FoxSports’ report, this year’s event is averaging better viewership numbers than in 2010 and 2014, if U.S. matches are excluded. Telemundo, a Spanish-language network, is broadcasting World Cup matches live for the first time and it has recorded over three million total viewers so far. Major League Soccer has also reported that viewers have been increasing since 2012.

Average MLS Viewers By Season

Season Average Viewers
2012 164,000
2013 185,000
2014 200,000
2015 229,000
2016 248,000
2017 258,000

Source: MLS

We all know that live sports events are the best time to advertise. Advertisers have the opportunity to engage with more potential customers due to the increasing soccer viewership in the U.S. but how do they find a way to best present their brand?

Invoke Live Digs Below the Surface

It’s important for advertisers to figure out what content people can tolerate watching for a long time on ad boards because the ad will repeat for at least 45 minutes on the screen. It can hurt the brand if they make a mistake like this Chinese brand whose ad was criticized on social media. Invoke LIVE can help advertisers test and refine brand messages, ads, campaigns, and other concepts by analyzing in real time, the reactions of hundreds of soccer viewers. After a LIVE research event, advertisers have answers to questions like:

  • What makes the ad appealing? Why? With whom?
  • Does the ad distract fans from the soccer match? Why?
  • Does it enhance the brand’s image? And if so, how?
  • How can the message be improved?

Not all U.S. soccer viewers are English speakers. That doesn’t prevent advertisers from understanding what non-English speakers think. Invoke sessions can be conducted in any language. Contact us for more details.

Oh wait, there’s one thing Invoke cannot figure out though. That is which country will take home the FIFA World Cup Trophy this year. Who do you think will win?

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