The research, part of Mediaedge:CIA's Sensor report, questioned 1,000 people and showed that 40% of those surveyed will go out of their way to tune into coverage of the Jubilee, while only 25% of people surveyed would tune into the World Cup.
Both events will attract similar numbers of men, with 34% of men questioned saying they will change their routines to follow the World Cup, while 35% will follow Jubilee coverage.
This compares with 17% of women who said they will tune into the World Cup and 45% who said they will make a point of following Jubilee events.
However, in the lucrative 15- to 24-year-old market, a popular audience with advertisers, the World Cup is a higher priority than the Jubilee.
The research showed that 38% of this age group would tune in especially for World Cup coverage, compared with 22% who said they would watch Jubilee programmes.
David Fletcher, head of MediaLab UK, the research division of Mediaedge:CIA, said: "The findings do appear surprising at first glance. Prior to either event kicking off in earnest, there seems to be less interest in the World Cup and more in the Jubilee than might be expected.
"The World Cup is hampered by the timing of matches and, despite a quarter of young people relishing the prospect of early mornings at their local, the majority will not be changing their routine in order to engage with events as they happen."
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