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World Cup kicks off a winter sport rush (w.e November 27)

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Whether ‘It’s Coming Home’ or not, there can be no denying the FIFA World Cup 2022 has arrived. Making its first ever winter appearance, the Qatari tournament hadn’t been far away from the headlines – for drama both on and off of the pitch. With three more full weeks of action to look forward to (or avoid), we take a dive into the results from the first full week of premium punditry across the Ozone portfolio.

World Cup kicks off a winter sport rush

  • As a nation of footy lovers, it’s probably no surprise it dominates our Sport content. This is heightened even more during the World Cup – in week one, Football accounted for 76% of all Sport page views vs. 64% in the week prior to the tournament’s launch.

  • To put 32.8m into context, the average weekly page views across Euro 2022 was 33.9m – a figure that grew week on week with the Lionesses progress. Week one World Cup page views are already +12% higher than the 2021/22 Premier League season average.

  • Engagement has steadily grown towards the end of the tournament’s first week. The weekend average of 7.1m page views was more than 1m higher than the day of, and the day following the Lionesses win in the Euros and bodes well for greater consumption.

Take Action

  • The 28% growth in page views across week one suggests the tournament is still hotting up. There are many key moments on the footballing horizon with three weeks of action remaining. It is not too late to take advantage of increased focus on Sport content in the golden quarter.

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Reading the Nation will connect you to our broadcast-scale audience - who we see across the Ozone platform in their millions day-in-day-out - to unearth insights into their habits and behaviours when topics start to trend or big stories break.

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