We arm you with all the numbers you need to tackle the week ahead
Half of UK adults (49%), which rise to 63% of consumers aged 18 to 34, say they respect brands more for speaking out about issues around the World Cup in Qatar.
A survey of 2,000 consumers by the IPA finds men of all ages (52%) are slightly more likely to agree brands should take a stand than women (47%).
According to the data, staging the tournament at the height of the cost of living crisis has consumers split. While 34% say the World Cup will provide a much-needed distraction from the challenges of 2022, a further 34% do not agree. Men are more likely (40%) to see the tournament as a break from the stresses of the year than women (29%).
Some 38% of people aged 18 to 34 say it is exciting to have the World Cup run alongside the Christmas build-up, compared to 20% of all adults and just 8% of over 55s.
Almost half (47%) of 18- to 34-year-olds say they will prioritise watching the Qatar World Cup over other seasonal TV shows such as the BBC’s Strictly Come Dancing and ITV’s I’m a Celebrity…Get Me Out of Here.Over a third of the same group (39%) say they are more excited about the World Cup following the Lionesses’ Euros triumph this summer. Interestingly, this figure is significantly higher among men (42%) than women (18%).
