"The cancellation of Football Focus is a signal which the sponsorship industry should be paying attention to. Audience is bigger than ever but it's migrated."
"Research by insights specialists Dentsu Sports Analytics conducted with 3,000 fans in six markets found that 78 per cent are extremely or very interested in this summer's World Cup."
"Engagement with football content is not declining. The problem for the industry is keeping pace as the audience moves."
The cancellation of BBC's Football Focus after 52 years signals a shift in audience engagement. Brands planning for the World Cup must recognize that while football interest is high, audiences have migrated to platforms like YouTube. Research shows 78% of fans are very interested in the World Cup, indicating strong engagement. However, the challenge lies in adapting to where audiences consume content, as traditional broadcasts struggle to keep up with changing viewer habits.
Read at City AM
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