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World Cup Viewers Plan to Keep Up by Multiscreening

Soccer fans say more devices available means more World Cup games to watch

The 2014 FIFA World Cup soccer tournament may not kick off in Brazil until next month, but viewers are already planning on how they’re going to watch the matches. And based on polling conducted by Instant.ly for YuMe, digital devices are reshaping game viewing.

According to the study results, which described this World Cup as “the ultimate multiscreen event,” nearly half of adult US internet users said that being able to watch the soccer games on multiple devices was important to them. And using more than one device was a huge draw for fans, as nearly six in 10 said this enabled them to watch more matches. Soccer followers who may be unable to view live games should also benefit, with the majority of respondents planning to watch online video of completed matches.

Companies aren’t waiting until June to use digital channels to take advantage of the excitement surrounding the World Cup. A recent article by Mobile Marketer reported that The Coca-Cola Co., The Home Depot and power tool manufacturer Makita had together launched a World Cup-focused campaign combining in-store purchases with social, digital and mobile. The effort encourages consumers to take and share photos of a Home Depot receipt that includes a Coca-Cola or Makita purchase in order to win a trip to Brazil along with World Cup tickets.

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