45% of Irish consumers expect to spend more during World Cup 2022

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New data highlights the substantial impact of the World Cup on consumer spending



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9 August 2022

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Near half (45%) of Irish consumers expect to spend more money during the World Cup 2022, as revealed in new consumer research of 250 Irish respondents aged 18+ conducted by Talon Ireland and Bounce Insights.

Ireland is a nation of football enthusiasts, with football being the second most-watched sport. Despite not competing in the tournament, Talon Ireland expects to see increased engagement and movement from this audience profile.

The consumer behaviour study identified two viewing opportunities – in home viewership and out-of-home viewership. Half 50% of respondents will be watching the matches at home, 27% are planning to watch the matches in the pub and 11% of those surveyed are unsure of their plans yet, only knowing that they will be watching with friends – providing an opportunity to connect.

In-Home Viewership: Targeting Opportunities

Irish fans plan on spending more on food and drink to elevate their In-home experiences. This year, given the tournament timing, there are likely to be more spontaneous gatherings than normal, all accompanied by food and drink. According to the data, snacks (66%) and beer (54%) are the items at the top of everyone’s list, creating a huge revenue opportunity for brands in this sector. Not to mention pizza (46%), crisps (45%), wine (22%), Chinese (18%), spirits (16%) and Indian (5%).

Although reports state that Irish consumers plan on cutting spending due to inflation concerns, this new data reveals that the impact of the World Cup on consumer spending is substantial, especially given that this year’s tournament aligns with Christmas.

A total of 45% of respondents have admitted that they will be spending more money during the World Cup, with 47% unsure of the amount they will be spending and only a small minority (9%) saying they will be spending less.

Out-of-Home Viewership: Targeting Opportunities

Data from Talon Ireland and Bounce Insights shows that Irish consumers are planning to walk (34%), drive (22%), taxi (17%), bus or DART (Dublin Area Rapid Transit) (17%) to watch the game, this highlights huge opportunities for Out-of-home (OOH) advertising. With most matches kicking off around the afternoon time, there is further opportunity for brands to capitalise on dynamic digital Out-of-Home (OOH) as brands can build up excitement and hype in the morning and target consumers who are out and about before the games begin.

With anticipation building, now is a critical time for brands to start planning their Out-of-Home (OOH) campaigns and gain that competitive advantage against their competitors. Talon Ireland has highlighted a few tips for advertisers to remember when planning World Cup campaigns:

  1. Preliminary planning. The timing of the FIFA World Cup tournament is a first for many. It begins  21 November right through to 18 December which brings us right up to Christmas week. Traditionally it is the busiest time of year for advertising, however, this year even more so, putting strain on inventory availability.
  2. Be creative. Creativity is one of the most powerful weapons under a marketer’s control. There are countless studies to prove that creative Out-of-Home campaigns increase effectiveness. In this digital era, if your creative is compelling enough, people will do the amplification for you.
  3. Multi-environment approach. Growing investment, acceleration in digital and increased innovation means Out-of-Home formats can help your brand capture the full attention of the consumer through a multi-environment approach. Our research gave us insight into where spectators will be watching these games. Your campaign can be built into each environment they visit, from the moment they leave their house right through to their destination.

Aoife Hudson, deputy managing director at Talon Ireland, said: “With the world’s most anticipated sporting event of 2022 kicking off in November this year, and the final game set to take place just a week before Christmas, the advertising sector is gearing itself up for a very busy Q4. Without a doubt brands and advertisers need to put their best creative foot forward and tackle this quarter head-on. And Out-of-Home advertising (OOH) is the ultimate creative canvas for brands to capitalise on consumer interest for this once in four-year opportunity.”



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