43% OF CONSUMERS IN THAILAND TO FOLLOW FOOTBALL WORLD CUP 2010: NIELSEN

Thais expect Brazil to win Within the region, Koreans are most keen to watch the World Cup while Indonesians are the game’s biggest fans With the World Cup finals due to kick off in Johannesburg on 11 June, a global survey conducted by The Nielsen Company reveals that 43 percent of consumers in Thailand will follow the games, and 40 percent consider themselves football (soccer) fans. In the Asia Pacific region, Indonesians declare themselves the most avid followers of football with more than half (54%) saying they are fans of the game, followed by Vietnamese (52%) and Indians (47%). In Thailand, 40 percent of Thais indicate they are football fans. However, the appeal of the World Cup finals appears to reach far beyond football’s usual fan base – the Nielsen figures reveal that in all Asia Pacific countries, intent to follow the World Cup is much higher than the traditional football fan base. Countries with the highest level of intent to follow the finals are South Korea (76%), Vietnam (68%) and China (65%). Forty-three (43%) of Thai consumers plan to watch the finals. Around the world, Brazilians are the most fervent of football followers, with 69 percent describing themselves as a fan of the game, followed by consumers in Portugal (60%), Egypt (56%), Indonesia (54%), Saudi Arabia (54%), Spain (53%), Venezuela (53%), Vietnam (52%), Italy (48%) and India (47%). While the World Cup finals clearly have enormous global appeal, focus is strongest in Latin America where an extraordinary 78 percent of people say they will follow the finals of football’s greatest prize. Globally, the countries with the highest level of intent to follow the finals are Brazil (84%), Argentina (83%), South Korea (76%), Portugal (75%), Italy (75%) and Mexico (74%) “The Football World Cup appeals to an incredibly varied and global audience,” notes Aaron Cross, Managing Director of The Nielsen Company’s Consumer business in Thailand. In Thailand we will see the World Cup unify both fans and consumers who are not ordinarily followers of the sport as they cheer for their favorite team. This presents a significant promotional opportunity for businesses, retailers and hospitality outlets to meet the needs of their consumers by matching how they prefer to watch with what they buy or consume during the matches.” Bars, cafes and shopping centres in Bangkok have already embraced World Cup fever ahead of the tournament kicking off”. Brazil - Thais’ favorite team to win The World Cup’s most successful team of all time, five-time winner Brazil, is the strong favorite to triumph once again – over one-third of global consumers (34%) believe Brazil will take out the 2010 World Cup. In Asia, 40 percent are expecting Brazil to win. Thai football fans also have the same thought. When asked which country will win the FIFA World Cup 26 percent of Thai fans believe Brazil will win, 22 percent believe England will win, Germany (13%), Spain (11%), France (8%), Argentina and Italy (both 6%). Somewhat surprisingly, Euro 2008 champion Spain is only fancied by eight percent of football pundits globally. Nine percent of people think three-time world champions Germany will win again, while a further nine percent back Argentina, USA or England. The current World Champion, Italy, is backed by just six percent to repeat their winning performance of 2006. France, the winner in 1998, is backed by just five percent of people. About The Nielsen Company The Nielsen Company is a global information and media company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and business publications. The privately held company is active in approximately 100 countries, with headquarters in New York, USA. For more information, please visit, http://www.nielsen.com. The Nielsen Company (Thailand) Ltd. 26/F United Center, 323 Silom Rd, Bangkok 10500 www.nielsen.com Nitjawan Khooha (Nikki) Email:[email protected] Tel:02-674-6000 ext.5131

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