CGA by NielsenIQ's latest OPUS research highlights over half of consumers who watch live sports are planning to watch the 2022 World Cup 2022 in the on premise. It's no surprise then that football is the most popular sport for Ireland consumers to watch in the on premise, followed by Rugby Union and Gaelic Football.
When it comes to live sports in general, local pubs (64%) and local bars (51%) are more popular venues than their high-street alternatives, and Ireland consumers generally watch live sports in pubs more often than bars. Key for operators looking to capitalise on World Cup fever is understanding what drives choice of venue - with consumers in Ireland stating that the size and quality of TV screens are key attractions, although this is more prevalent in the Republic of Ireland (29%) compared to Northern Ireland (26%). Other key drivers of venue choice include outlet attributes such as location (39%), atmosphere (30%) and seating availability (26%).
Although a high-quality set up to catch the games is important, quality of drinks also ranks highly - with this sitting as the third most important driver of venue choice for consumers looking to watch the FIFA World Cup in the on premise. When it comes to the category of choice, LAD (long alcoholic drink) serves prove the most popular for consumers watching live sports in the on premise, however soft drinks tend to outperform spirits.
Statement By CGA By NielsonIQ Client Director - Ireland
Sian Brennan, CGA by NielsenIQ client director - Ireland, said, "The FIFA World Cup will likely give the on premise a boost, but consumers in Ireland are still discerning when it comes to their choice of venue for watching live sports. Although they may favour their local pubs and bars, venues who consider consumer preference when it comes to attributes such as atmosphere and the quality of their AV setup are best placed to capitalise on increased visitation. There are also significant opportunities for drinks suppliers to maximise sales of popular categories such as LADs, but given the level of competition within this category, brands need to be emphasising the quality of their offering."