Today we draw on more data from our World Cup Fans report (you can download a free copy here) to analyze the attitudes of those who say they’ll watch as many matches live as possible.

If we look at the ten statements where Real-Time Fans over-index the most compared to other groups, it’s clear why this audience is such a valuable one for advertisers. They feel more positive about their finances, are more likely to describe themselves as brand-conscious and have a lead for wanting to keep up with the latest fashions.

They’re also a pretty individual bunch: they consider themselves to be risk-takers, they like to stand out from the crowd and they believe that other people view them as adventurous.

Overall, though, they have the biggest relative lead of all for buying products or services in order to be part of a community – something of particularly strong relevance for World Cup campaigns.


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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