ONE8Y DB Newsletter #22 - UEFA EURO 2024 & Effects
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The home country effect: Anticipation and awareness for UEFA Euro 2024 in Germany
As we edge closer to the UEFA Euro 2024, hosted in Germany, the excitement and awareness surrounding the event have shown significant trends. Recent data gathered by ONE8Y from over 23,000 soccer enthusiasts in Germany reveal fascinating insights into the public's anticipation and recognition of the host country. This comprehensive study, conducted between March 2023 and May 2024, provides a detailed look at how these sentiments have evolved over time.
Germany, as the host country for the UEFA Euro 2024, naturally garners a unique level of interest and anticipation. This phenomenon, often referred to as the "home country effect," can significantly influence public sentiment and engagement. The study's findings highlight two key metrics: the anticipation for the UEFA Euro 2024 and the awareness of Germany as the host country.
From March 2023 to May 2024, the anticipation for the UEFA Euro 2024 remained consistently high, fluctuating slightly but generally maintaining a range between 91% to 95%. This sustained high level of excitement underscores the strong connection and expectation German soccer fans have for the event. Notably, there was a slight dip during the mid-year months, but anticipation quickly rebounded, reaching its peak at 95% as the tournament drew closer.
Awareness of Germany as the host country showed a strong dynamic increase, starting at around 50% in March 2023 and climbing steadily to 86% by May 2024. This upward trend highlights the effectiveness of marketing and promotional efforts as the tournament approaches. The most significant jumps in awareness occurred in the months leading up to critical milestones, such as 365 days and 100 days before the event.
The survey collected responses from 23,928 people interested in soccer, making it one of the most extensive studies of its kind. Each monthly data point represents responses from 945 to 1,972 participants, ensuring robust and reliable insights. The study employed a 4-point scale to measure anticipation, focusing on the top two points: "Very much looking forward" and "Rather looking forward." Awareness was gauged through an aided question format, directly asking respondents to identify the host country for the 2024 tournament.
As we count down to the UEFA Euro 2024, the home country effect is clearly at play in Germany. The anticipation and awareness metrics not only reflect the public's excitement but also serve as indicators of successful promotional efforts. With only a few days left until the grand event, maintaining this momentum will be key to ensuring a memorable and widely celebrated tournament.
Anticipation for selected qualifying countries in UEFA Euro 2024
As we approach the UEFA Euro 2024, the anticipation levels for various qualifying countries have shown notable trends. Data collected by ONE8Y from over 8,000 soccer enthusiasts in Germany provides insightful details into which teams are garnering the most excitement. This detailed study, conducted between December 2023 and May 2024, offers a clear picture of how fan interests have evolved over time.
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From December 2023 to May 2024, the data reveals that France consistently tops the list of anticipated teams, with anticipation levels starting at 17% in December and maintaining a strong presence with 15% in May 2024. England and Italy follow, though their anticipation levels show slight fluctuations, with England hovering around 13% and Italy experiencing a drop to 7% in April before bouncing back to 8% in May. Spain also maintains a steady interest, starting at 11% in December and ending at 10% in May.
Other teams like #Portugal and #Turkey see lower but stable anticipation levels, typically around 4-7%. Notably, the #Netherlands shows a slight increase in anticipation, starting at 6% in December and reaching 7% by May. On the other hand, teams like #Denmark, #Austria, #Scotland, and #Switzerland see minimal changes, maintaining low anticipation levels throughout the period.
The survey collected responses from 8,151 soccer enthusiasts, ensuring a robust and representative sample. The survey's methodology focused on identifying which qualified country respondents were most looking forward to, utilizing a 4-point scale to measure levels of interest.
As we count down to the #UEFA Euro 2024, maintaining and increasing fan engagement will be key to ensuring a successful and widely celebrated tournament. Our data provides valuable insights into where to focus efforts to maximize fan interest and create a memorable experience for soccer enthusiasts worldwide. So! Let's gear up for an unforgettable UEFA Euro 2024, where Germany will not only host but also captivate the hearts of soccer fans worldwide.
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All the best - stay inspired,
Hendrik