Key Premier League audience attracted by out of home viewing

Research from YouGov/SMG Insight has revealed that over a third of British adults aged between 18 and 34 are planning to watch this season’s English Premier League on television outside of their own home.

23 per cent of viewers within that age group plan to watch football matches at a pub or club, while 11 per cent of respondents are most likely to go round a friend’s house to watch a game. 51 per cent said they planned on watching games at home.

Founder and managing director of IMG Insight, Frank Saez, said: “The age group of 18 to 34 year olds is an extremely important group of viewers to advertisers and sponsors. They are the first to have the latest gadgets and less likely to have developed brand loyalties.

“Yet out-of-home viewing in many cases is still considered to be value-added beyond traditional TV ratings. Our international consumer panel provides us with the ability to monitor out-of-home sports viewing with precision on a regular basis. This study is the first of several viewing studies planned for this season.”