According to Initiative's Real Youth panel, on average, a third of the youth population followed TV coverage of England's opening two matches out-of-home.
As many as 39% of all 16- to 24-year-olds watched England's opening match against Paraguay in pubs, at work, on big screens or at other out-of-home locations.
With very good weather and a 2pm Saturday kick-off, many found the prospect of watching outside in the sunshine too tempting. Women in the survey were more likely to be influenced by the weather than men. When it comes to women, 50% of women said they watched out-of home because of the sunny weather, compared with only 39% of men.
The weather in the UK was much cooler during England's second match against Trinidad & Tobago than for their first match and the 5pm kick-off time on a Thursday afternoon was also less conducive to watching out-of-home than on a Saturday afternoon. As a result, only 25% of 16-24 year-olds watched England v Trinidad & Tobago, which featured goals by Liverpool stars Steven Gerrard and Peter Crouch, compared with 39% for the previous match.
Pubs were the location of choice for the majority of out-of-home viewers for both matches, although not for the easy access to alcohol.
Instead they preferred the camaraderie in pubs to watching the matches in their homes. Of the respondents who did watch England v Paraguay out-of-home, 49% did so because of the atmosphere and 20% so that they could be with friends.
These out-of-home audiences significantly boost the in-home World Cup audiences recorded by Barb. Assuming that the viewing habits of 16- to 24-year-olds are representative of the population, 5.6m additional viewers on average watched England v Paraguay out-of-home.
This increases the average programme audience for this match to 14.4m. A further 3.8m viewers on average watched England v Trinidad & Tobago out-of home, increasing its average programme audience to 15.1m viewers.
Out-of-home audience data for the England v Sweden match is not available as yet.
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