When you take a closer look at the FIFA World Cup viewers, 71% are male. They are also 63% more likely than the average Australian to agree with the statement ‘I love to do as many sports as possible’, and 95% more likely to participate in team sports compared to the general population.

This is an important and valuable group with 28% being in the AB Quintile (top 20%) and 42% being Big Spenders.

Socio-Economic Status of FIFA World Cup TV Viewers


Source: Roy Morgan Research, April 2009 – March 2010, FIFA World Cup TV viewers n= 2,619.


FIFA World Cup Viewers are 38% more likely than the general population to have visited a pub or hotel only for a drink and 16% more likely to have visited a licensed restaurant than the average Australian.

In terms of media, they are 31% more likely than the average Australian to watch Pay TV and 32% more likely to watch SBS. They are 29% more likely to agree with the statement ‘I always read the business section of the newspaper’ than the general population.


Norman Morris, Industry Communication Director, Roy Morgan Research, says:

“Australians who almost always or occasionally watch the FIFA World Cup are Big Spenders, so have higher levels of discretionary expenditure available. With the FIFA World Cup beginning tonigh there are huge opportunities for retailers to use the World Cup to drive sales in the important AB quintile.

“The World Cup also provides a great opportunity for restaurants and bars to screen the World Cup and attract this key group who are likely to spend more money on food and drinks at venues.”


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