Why English most effective league is right media car for brands focused on premium audiences?


The English Premier League has long maintained its reputation as one of the biggest, most watched and exciting sporting events in the world. According to SPORT+MARKT, the Premier League receives a television audience of more than 4.7 billion people a year. Last year, avid viewers in India spent 4.9 billion minutes watching EPL television, an 88 percent increase over 2021, showing how the country’s love for the league is only growing. The upcoming season therefore gives brands a great opportunity to reach an affluent and highly passionate audience for 9 months.

To understand the profiles, motivations and habits of EPL viewers, market research company YouGov conducted an in-depth survey.

The survey shows that TV is the clear winner as the preferred medium for watching the league over other video streaming platforms. The thrill of live sports action on the big screen and an enhanced viewing experience in better audio-visual quality are the main reasons to watch EPL on TV.

A deep dive into viewer profiles confirms that EPL viewers represent a more premium segment with higher purchasing power. As early adopters, these individuals show a greater propensity to try new technologies than non-EPL viewers and are willing to spend more on luxury brands. They are also the decision makers for all major household spending and have the inherent ability to influence the purchases of their peers, which is good news for brands in all areas targeting these influencers. Another key finding from the report suggests that EPL viewers on TV tend to have more positive attitudes towards advertising than non-EPL viewers.

With just over two weeks left for the tournament to hit the big screen, the excitement among football fans is palpable. Given the size of the English Premier League in India and its enthusiastic consumption by premium audiences, the EPL on TV is undoubtedly the ideal destination for brands to gain premium exposure, visibility and attention for their messaging.

The survey was conducted among men aged 18-40 in top metro cities.

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