Nielsen: We bought half as much beer at the world championship as we did during the two weeks of the European Championship

Following the 2022 FIFA World Cup in Hungary is typical of a narrower segment, according to NielsenIQ’s recent, representative consumer research. Slightly more than a quarter of those surveyed (26%) follow the matches in Qatar, mostly men and households with higher incomes.

According to almost half of the fans (46%), it is more difficult to combine watching matches with other seasonal events (e.g. Christmas markets, holiday preparations) in winter. This may also be the reason that 3 out of 10 World Cup viewers follow fewer matches now than in the previous football World Cup.

“The vast majority cheers in community: two-thirds of match-goers are in a larger group – for example with relatives, friends – and 29% of fans are with their partner. However, every third World Cup viewer watches the matches alone, if they don’t have company.”

– said Erik Vágyi, managing director of NielsenIQ.