A third of football fans plan to watch Premier League away from home

More than a third of 18- to 34-year-olds who plan to watch Premier League games on TV this season will eschew their own living-rooms in favour of pubs, clubs and the houses of their friends.

TV viewing habits: third of football fans plan to watch Premier League away from home
TV viewing habits: third of football fans plan to watch Premier League away from home

According to research from YouGov and SMG Insight, 23% of respondents said they planned to watch matches on a screen at a pub or a club, while 11% said they will go round to friends' houses to watch games.

Unsurprisingly, the youngest respondents proved the least likely to stay in to watch football. Only 51% of 18- to 24-year-olds said they would watch games at home.

Conversely, a higher proportion of older football fans said they were more likely to watch games on their living-room TVs. 84% of over-45s said they planned to watch games at home, and only 7% said they will go to the pub to watch Premier League games.

Television continued to be the medium of choice and only 2% of respondents said they would use online streaming services to watch games.

Of the male respondents interviewed, 56% said they did not intend to watch any Premier League games on TV this season. The figure climbed to 70% for women respondents.

Frank Saez, SMG Insight's managing director, said: "The age group of 18- to 34-year-olds is an extremely important group of viewers to advertisers and sponsors. They are the first to have the latest gadgets and less likely to have developed brand loyalties. 

"Yet out-of-home viewing in many cases is still considered to be value-added beyond traditional TV ratings."

SMG Insight and YouGov interviewed 2,122 adults for the report. The companies said they have planned several more studies into the nation's football viewing habits this season.

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