So maybe linear TV was not dead after all…

La Roja's Victory in the Euro Cup Captivates an Audience of 13,587,000 Viewers in Spain alone

?Spain's triumphant victory in the Euro Cup final captured the hearts and screens of a staggering 13,587,000 viewers on La 1 of TVE, with an unprecedented 78.7% screen share, according to KANTAR data.

This impressive percentage represents the proportion of households or individuals who tuned in to watch the match, based on data from Kantar.

With 13,587,000 viewers, the Euro Cup 2024 final stands as the most-watched match involving the Spanish team since 2012, when the final against Italy drew 15.5 million viewers.

Furthermore, this Sunday's broadcast ranks 16th among the most-watched broadcasts ever within those with over ten million viewers since 1992.

EURO CUP LIVE | 2-1. Spain Achieves Its Fourth Euro Cup

One of the Most-Watched Broadcasts

In the list of most-watched programs since 1992, other football matches dominate, primarily from other Euro Cups (2012, 2008, 2021) and World Cups (Russia 2018, South Africa 2010).

Additionally, the Spain vs. England match was watched for at least one minute by 18.9 million people, with an 84% share, identified as 'unique viewers' in television jargon.

The 'golden minute', or peak audience moment during the match, occurred at 22:53 when the match concluded, with 15,763,000 people watching.

?The average audience during the match was 13.5 million, but the post-match celebration program saw a higher audience of 14,011,000 people and a share of 79.1%.

These audience figures for the Euro Cup highlight the passion of Spaniards for their national team and for shared, live viewing experiences on the large /TV screen.

SOME KEY FIGURES:

Historic Share and Average Audiences:

·????? Spain vs. England (14/07/2024): 78.7% share and 13,587,000 viewers

·????? Spain vs. France (09/07/2024): 71.7% share and 11,568,000 viewers

·????? Spain vs. Germany (07/07/2024): Quarterfinal extra time: 71.8% share and 9,219,000 viewers

·????? Spain vs. Georgia (30/06/2024): 60.3% share and 9,059,000 viewers

·????? Spain vs. Italy (20/06/2024): 56.4% share and 8,552,000 viewers

·????? Spain vs. Germany (05/07/2024): 67.9% share and 8,282,000 viewers

·????? Albania vs. Spain (24/06/2024): 48.1% share and 6,704,000 viewers

·????? Spain vs. Croatia (15/06/2024): 49.9% share and 5,078,000 viewers

The enthusiasm for La Roja is palpable, reflecting not just in viewership numbers but in the shared national pride and collective celebration.

?Euro 2024 learnings from clever, self confident brands looking for Long-Term Growth vs single focus on "cheap CPMs", short term metrics and ROI

Unmatched Reach and Engagement:

Euro 2024's final, where Spain triumphed, captivated an average of 13,587,000 viewers on La 1 of TVE, with a remarkable 78.7% screen share. Such massive live viewership presents an unparalleled opportunity for brands to simultaneously reach a vast and diverse audience.

Emotional Engagement:

The emotional intensity of Euro 2024 captured viewers' full attention, with peak moments watched by 18.9 million people. This heightened engagement makes advertisements memorable, creating strong, positive associations with featured brands.

?Building Baseline Awareness by using live broadcasts to significantly boost brand awareness with lower decay rates than other alternatives

Booking.com's strategic alignment with Euro 2024 enhanced its visibility and long-term recall among a global audience beyond traditional short-term ROAS metrics, reinforcing the extensive exposure to strengthen its narrative of adventure and exploration.

But it was not just a digital native travel company that made smart moves: Coca-Cola leveraged Euro 2024 to reinforce brand presence and association with joy and celebration, especially in Spain, and BYD, a new market entrant, used the event to rapidly build brand awareness and credibility in the European EV market.

Brands should refocus on multichannel narratives that allow for cohesive marketing strategies that span multiple channels ensuring consistent engagement:? live TV provides the initial impact, and digital channels allow for interaction, participation, and engagement, maintaining and building on the event and surrounding campaign's momentum.

Euro 2024 demonstrated the continued relevance and strategic value of live broadcast events. The unique reach, emotional engagement, and credibility of live TV, when integrated with digital strategies, create a powerful marketing approach that drives long-term growth and value, and illustrates the unmatched potential of using live TV, combined with other media strategies, ?as an essential component of modern marketing, particularly in Spain and other European markets.