Traditional television is making a comeback.
For a few weeks, millions of people are doing something that has become surprisingly rare: watching the same thing at the same time. The World Cup is turning television back into a shared experience—and perhaps even restoring our attention spans.
The World Cup brings back the campfire moment
75 percent of soccer fans want to watch the World Cup matches on TV. This is shown by a study we conducted in collaboration with Civey.
This makes the World Cup perhaps the last true “campfire” event in Europe. Millions of people sit in front of the same screen at the same time, watching the same images. In a world of constant distraction, this is almost a cultural sensation.
But there’s more. Soccer is also bringing back our attention span. More than half (56 percent) rarely or very rarely reach for their cell phones during the games. Perhaps the new FIFA water break helps. Officially for the players, but in practice a secret scrolling break for everyone else.
While social media, streaming, and messaging apps usually have us jumping from one piece of content to the next, soccer manages to do something that few other media can: it keeps us focused.
I have to admit: During yesterday’s game between Mexico and South Africa, I wasn’t part of that group. I was part of the 40 percent who check their phones more frequently while the game is on. Not for soccer stats or game analysis, though, but for online shopping and social media. Most second-screeners are more disciplined than I am. Those who do some research on the side usually look up stats or clips, or discuss the game in chats.
And there was another surprise in the study: public viewing is out. Only six percent want to watch the games on big screens or in bars.
The campfire is burning again—just at home.
Perhaps that is the real takeaway from this World Cup. It’s not just the TV making a comeback. It’s our ability to watch together again. But only for this very special event.
