The UEFA Euro 2016 had an overall significant and positive response on mainstream and social media. Sponsors invested in huge marketing campaigns tied to the event, encouraging their millions of fans to take to social media.
OMD UAE partnered with Hall & Partners in order to show a few insights on search, social and viewership activity in Middle East and North Africa (MENA) during the competition.
The top searches during this period included keywords like ‘Live Football’, ‘European Football 2016’ and ‘Euro final’. The most searched players undoubtedly were ‘Cristiano Ronaldo’, ‘Gareth Bale’ and ‘Luka Modric’. The most searched teams were France, Portugal, Italy and Turkey.
The data also shows that fans interacted with Sponsored Ads majorly during the 12am – 3am slot and 4pm – 6pm slot. Portugal received 727, 988 and France received 707, 401 Twitter mentions in the region during the one month long tournament.
UAE topped the television viewership with 26 percent, followed by Saudi Arabia with11 percent.
