TV a clear winner as the preferred medium for watching the English Premier League

The English Premier League has long retained its reputation as one of the biggest, most watched, and riveting sporting events worldwide. According to SPORT+MARKT, the Premier League garners a TV audience of over 4.7 billion people annually. Last year passionate viewers in India spent 4.9 billion minutes on TV viewing EPL, 88 per cent more than in 2021 thus showcasing how the country’s love affair for the league is only growing bigger. Hence, the upcoming season gives brands a great opportunity to reach out to affluent and highly passionate viewers over a period of 9 months.

To understand profiles, motivators and viewing habits of EPL viewers, market research firm YouGov conducted an in-depth survey. e4m brings you some key takeaways from the EPL Viewership Report.

• The survey reveals that TV is a clear winner as the preferred medium for watching the league over other video streaming platforms. The excitement of enjoying live sporting action on the big screen and enhanced viewing experience of better audio-visual quality are the top reasons for watching EPL on TV.

• A deep data dive into the viewer profiles confirms that EPL viewers represent a more premium segment with higher spending power. Being early adopters, these individuals show a greater propensity towards trying new technology than non-EPL viewers and are open to spending more on luxury brands. They are also household decision makers on all major spends and hold the inherent ability to influence peer purchases which is good news for brands across the board who are targeting these influencers. Another key takeaway from the report suggests that EPL viewers on TV tend to have a more positive orientation towards advertising than non-EPL viewers.
With just over two weeks to go for the tournament to hit the big screen, the excitement among football fans is palpable. Given the bigness of the English Premier League in India and its enthusiastic consumption by premium audiences, EPL on TV is undoubtedly the ideal destination for brands to gain top-of-the-chart exposure, visibility and attention for their messaging.

The survey was conducted among males between 18-40 years in top metro cities.