The triumph of Italy against England in the final of the Eurocup once again swept audiences. Almost half of the country that was watching television last night between approximately 9pm and 11:45 pm enjoyed Donnarumma's display on the penalty shoot-out and Mancini's national team title. Of course, a huge success in television terms, but it hides several nuances: Has it been seen more than other tournaments? How has consumption affected through platforms such as Mitele or Movistar + live television? And, above all, with his mind set on the European Super League and that speech that football is of less and less interest: Is it true that there is a clear trend that shows that the average fan feels less and less attracted to the beautiful game? Through the data published by Kanter Media and a study by the VerTele portal, we will try to respond to this problem. First of all there is a clear reality: the competition continues to interest. And a lot.
Italy-England added a 46.1% share. This means that of 1000 people who were watching television, 461 consumed the game. This hearing only includes the regulatory 90 minutes, since, in television terms, the extension and penalties are considered as independent programs. The extension received 7.8 million viewers and added a 49.4% share. Finally, the penalty shoot-out was seen by 8.7M viewers for a total of 55.5% share. Of course, there was no color. 'My daughter', series broadcast by Antena 3, was the second option of the night, with an 11.8% share and not even two million followers.
In cold, the data seems huge. Among all DTT channels, half of the viewers chose soccer. But, Compared to other years, has this England-Italy had better data? The truth is that no. It should be noted that there is a clear tendency to consume television through other devices, something that is not measured by Kantar Media, at least on a daily basis. Therefore, comparing the data for this Sunday with, for example, the 2014 World Cup, does not lead to precise conclusions because you do not live entirely the same as you did seven years ago. Another fact to consider is that it is normal for overtime and penalties to welcome more viewers, due to the excitement of the decisive minutes. These were the audiences of other finals, all of them broadcast open:
–2014 World Cup: Germany-Argentina. During the game it added 10.7 million viewers and a 64.9% share. In the extension, 12.7 million and a share of 67.6%.
–Euro 2016: France-Portugal. During the meeting, 8,123,000 viewers and 54.5%. During the extension, 57.1% and 9.8 million.
–World Cup 2018: France-Croatia. There was no extension, thus observing the drop in the total number of viewers, but not in the share: 57.2% and 8,247,000.
–Euro 2020: England-Italy. The game added 46.1% and 6.7 million viewers. During the extension it grew to 49.4% and 7.8. Penalties were launched at 55.5% and 8,748,000.
So is football less watched?
As we have previously, the consumption patterns in other devices have been growing over the years. For example, in 2008, not everyone had the facility to watch a game from the computer screen or from a mobile phone. Now, it is within the reach of the majority of the population. The truth is that it has been like this for a few years, although in 2016 or 2018 it could be done in practically the same way as it is done today. But, in order that the conclusions do not have to do with the aforementioned consumption patterns, we must look at the share. The share is the percentage of people who are watching a program on television in relation to the viewers who are currently watching television. For example, if there are ten people watching television throughout the country and seven of them are watching the news, their share is 70%.
So in 2014, the initial 90 minutes of Germany-Argentina had a 64.9% share. If we forget the World Cup and only look at the Eurocup, France-Portugal welcomed 54.5% in 2016. Now, in 2020, England-Italy have 46.1%. In other words, it has fallen by almost 10% in four years. If we compare with the closest data, the 2018 World Cup, it caught 57.2% of viewers in front of the screens, 13% more than the current figure.
Is the final an isolated data?
The data of the matches studied in these lines make it clear that football, with nuances, is seen less. It could happen that the match was less attractive than other finals, for example. Therefore, always according to the data of Kantar Media and the study made by VerTele as a result of them, it should be noted other matches and put them in comparison with the audience scales obtained in Euro 2020.
The opening game is a good reference. This Eurocup has grown over the days due to the sporting spectacle and all the emotions that the qualifying rounds have generated. Perhaps that is why he has ended up giving a recital in terms of audiences, although its beginning was not the dream. From the 2002 World Cup to the 2018 World Cup, no World Cup or Eurocup had a worse start than that of 2021. The game was not high-profile, but it did have great appeal: Turkey-Italy. On the base, at least it does seem of more interest than the Russia-Saudi Arabia of the 2018 World Cup. Despite this, the audience was enormously larger two years ago. These were the hearings of other inaugural ones, all of them broadcast openly:
–Euro 2012: Poland-Greece. 21.3% and 2,169,000 viewers.
–World Cup 2014: Brazil-Croatia. 43.5% and 8,436,000 viewers.
–Euro 2016: France-Romania. 33.8% and 4,490,000 viewers.
–World Cup 2018: Russia-Saudi Arabia. 27.1% and 2,842,000 viewers.
–Euro 2021: Turkey-Italy: 14% and 1,772,000 viewers.
And Spain?
Luis Enrique's Selection started the tournament without having a clear objective and with the expectation of what was about to happen. He ended up falling in the semifinals, with honor, great football and in the penalty shoot-out. Spain has fallen in love with the whole country, who applauded without hesitation the effort and the future that is to come. Of course, in hearings, it swept. In the first phase, 51.1% of spectators watched the matches. A total of 7,082,000 million viewers (Remember, these data only include the traditional vision on the television screen and not the consumption in MiTele, in other online television services or in other devices that are not traditional TV).
One more time, it was the group stage in Spain least seen in share since audience data is available. For example, in the 2018 World Cup, 69% of Spaniards saw the poor results of Spain on television. In Euro 2016, 59.1%. In the 2016 World Cup, 61.1%. Worst data was achieved in Euro 2008, with only 53.8%. But always ahead of the competition this year.
Less football consumption, but …
The data does not lie. Less football is seen. But always speaking from linear consumption. The best way to compare is with the year 2018, when life was practically the same as it is today. In three years, it is more common to see people in public transport with their devices watching a series or a television program. But this data is not so easily measurable or, if it is, the data is not shared on a daily basis as Kantar Media does with the traditional viewing from the television screen.
The share and audience data are measured through certain users, which respond to all profiles (youth, families, age ranges …). They have devices in their homes that send data to the receiving company, which extrapolates these numbers to the total population. The number of people is high enough for these conclusions to be real.
But they also fail and do not take into account these trend changes in the population. A good example was the 0% share with zero viewers that marked the Chimes on a certain regional channel. It is not true that no one saw them. Rather, the reality is that none of the television receivers in said Autonomous Community saw it that New Year's Eve. So, in this case, there is an important 'but'. If more and more television is watched through devices, the published audience data does not have to imply that football is followed less. Of course, it seems that there is something in trend.
Why? Draw your conclusions. The opening of the 2018 World Cup had 2,842,000 million viewers. That of Euro 2021, 1,772,000. Has consumption changed so much that in three years there will be more than a million fewer viewers? And the share, from 27.1 to 14%. The same question in the air. Another example. In Euro 2021, in the first phase, 7,082,000 viewers have seen Spain on television. In the 2018 World Cup, in the same round, 11,147,000.
The data on the table, to raise again a question that has no clear answer. Is football being watched less and less? Is it less and less interesting, even open? Are there fewer and fewer people willing to pay to watch their team on television? That debate, open in the context of the European Super League, continues to be talked about on a day-to-day basis.