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15% 'unaware' of the European Championships

A survey of the Irish public’s Euro 2012 knowledge has turned up a couple of surprises, not least of which being the refusal of a significant minority to acknowledge the tournament’s existence. Who are these people?

Who?
Who?
Image: ©INPHO/Donall Farmer

THE IRISH NATIONAL team makes its (hopefully triumphant) return to the UEFA European Championship next month, but according to a recent survey, a significant portion of the Irish public remains as yet unmoved by Giovanni Trappatoni’s tactical genius.

Indeed, the online survey, carried out by media agency Carat into UEFA European Championship brand awareness, suggests 15% of the Irish public remains unaware of the tournament and the national side’s role in it.

Of the 85% – how’d you like that for statistical extrapolation! – claiming to be “aware” of the tournament, the vast majority plans to only watch matches featuring Ireland.

In addition:

  • 33% will “definitely” watch all the matches.
  • 40% are planning to watch matches at “at a pub with friends”
  • 4% are planning to travel to Poland and the Ukraine

The study also examined the extent to which major international brands had capitalised on their sponsorship of the event.

While 19% of respondents named Carlsberg as the sponsor it identified most readily with the event, fewer than 6% accorded the same significance to fast food chain McDonald’s.

A 2011 report by TV3 concluded that Ireland’s participation in the tournament could be worth as much as €100m to the domestic economy, an estimate encouraged somewhat by the results of Carat’s survey, according to which:

  • 49% plan to enjoy the tournament by spending “extra money” on beer, spirits and wine for consumption at home
  • 38% plan to spend “extra money” to consume the same products in pubs
  • 30% also described themselves as “likely” to spend “extra money” take-away food

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