What are World Cup viewers most likely to post about online? Well, data from our Real Time Panels in Brazil, the UK and the US – collected on day 1 of the tournament – shows that the final result is the biggest talking point of all. Nearly three quarters (74%) say this is one of the things they’ll discuss via social media.

But goals are huge conversation drivers too (73%), especially in Brazil (79%) – something which shows the premium attached to real-time reactions.

Elsewhere, it’s viewers in the UK who are most likely to take to social networks in order to critique refereeing decisions or to discuss the merits of a red or yellow card.


Written by

Jason is Chief Research Officer at GWI. He's the main man who leads our global team of analysts, delivering world-renowned research. He's an in-demand data junkie who you might see popping up on your telly screens every so often to show you what's actually happening in the lives of consumers.

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