[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"site-settings-en":3,"legal-nav-en":38,"category-signals":66,"company":977},{"id":4,"documentId":5,"navSolution":6,"navProcess":7,"navCasUsage":8,"navBlog":9,"navCta":10,"footerBaseline":11,"footerLieu":12,"footerGererCookies":13,"blogTitre":14,"blogSeoDescription":15,"blogFiltreTous":16,"blogVide":17,"articleCtaTitre":18,"articleCtaDescription":19,"articleCtaBouton":10,"cookiesTitre":20,"cookiesTexte":21,"cookiesToutAccepter":22,"cookiesToutRefuser":23,"cookiesPersonnaliser":24,"cookiesEnSavoirPlus":25,"createdAt":26,"updatedAt":27,"publishedAt":28,"locale":29,"demoTitre":10,"demoIntro":30,"demoSeoDescription":31,"demoBouton":32,"demoSucces":33,"demoErreur":34,"demoMentionRgpd":35,"referencesEyebrow":36,"referencesTitre":37},2,"sqqeaziw9cclvom4d2ifob1u","Solution","How it works","Use cases","Blog","Request a demo","Search intelligence for sports and events. Incubated at Station F, Paris.","Paris · Station F","Manage cookies","Analysis and signals from the sports business.","Analysis and search signals for decision-makers in the sports business.","All","The first articles are coming shortly.","See what your audiences search for.","A demo on your sport: 30 minutes.","Your cookie choice","This site runs without any advertising tracker. Only strictly necessary cookies are used. We would like to add anonymous audience measurement to understand which pages are useful, and it will only be enabled if you accept. You can change your mind at any time.","Accept all","Reject all","Customise","Learn more","2026-07-27T12:03:44.604Z","2026-07-30T07:47:52.424Z","2026-07-30T07:47:52.416Z","en","Thirty minutes, on your sport and your territories: we show you what the searches say about your market. Reply within one business day.","Request a Noyzee demo: 30 minutes on your sport and your territories, to see what your audiences actually search for.","Send my request","Message sent. We will get back to you within one business day.","Sending failed. Try again in a moment, or email us directly.","The information you provide is used solely to handle your request. It is kept for 3 years from the last contact and is never shared with third parties.","References","They trust us",[39,46,52,59],{"id":40,"documentId":41,"title":42,"slug":43,"ordre":44,"cle":45},51,"cbtuacviyviaj0t78tjyrya0","Legal notice","legal-notice",1,"mentions-legales",{"id":47,"documentId":48,"title":49,"slug":50,"ordre":4,"cle":51},52,"qrf2lfl1oohdopzn1tk2g70r","Privacy policy","privacy-policy","confidentialite",{"id":53,"documentId":54,"title":55,"slug":56,"ordre":57,"cle":58},53,"z2anxl5dv6pnm374ecojhb7o","Terms of use","terms-of-use",3,"cgu",{"id":60,"documentId":61,"title":62,"slug":63,"ordre":64,"cle":65},54,"i2lp531omju59q0fajpj3fkq","Cookie policy","cookie-policy",4,"cookies",{"category":67,"articles":350},{"id":64,"documentId":68,"name":69,"slug":70,"titrePage":71,"seoDescription":72,"createdAt":73,"updatedAt":74,"publishedAt":75,"locale":29,"contenu":76,"localizations":204,"faq":333},"g06w8iybvxsr2s0tm0x270b4","Signals","signals","Demand signals: what fans are searching for","Analysis of the intent signals captured around sport: what fan searches reveal before the transaction, by discipline and territory.","2026-07-27T12:03:44.935Z","2026-07-28T10:06:24.122Z","2026-07-28T10:06:24.078Z",[77,83,88,92,101,105,109,138,142,146,150,154,158,162,188,192],{"type":78,"children":79},"paragraph",[80],{"text":81,"type":82},"A demand signal is a trace a fan leaves before buying: a search, a comparison, a question typed into an engine. Unlike an intention stated in a survey, it is addressed to no one: which is what makes it reliable. This page gathers what Noyzee observes of these signals in sport, and what can be decided from them.","text",{"type":84,"level":4,"children":85},"heading",[86],{"text":87,"type":82},"What a demand signal measures, and what it does not",{"type":78,"children":89},[90],{"text":91,"type":82},"Conventional sports business data measures exposure: how many people saw, for how long, on which screen. That is a supply-side measure, describing what was broadcast. A demand signal measures the opposite: what a person went looking for on their own, at a moment when nobody was soliciting them.",{"type":78,"children":93},[94,96,99],{"text":95,"type":82},"The difference is concrete. An audience of three million viewers says nothing about how many of them were looking for that particular match, and how many simply landed on it. Searches made in the preceding days separate the two: ",{"bold":97,"text":98,"type":82},true,"\"where to watch France Spain\"",{"text":100,"type":82}," is an intention, not an exposure.",{"type":78,"children":102},[103],{"text":104,"type":82},"A signal does not measure satisfaction, brand affinity or ad recall either. It does not replace awareness studies: it comes before the transaction, where they come after it.",{"type":84,"level":4,"children":106},[107],{"text":108,"type":82},"The four families of signals usable in sport",{"type":110,"format":111,"children":112},"list","unordered",[113,120,126,132],{"type":114,"children":115},"list-item",[116,118],{"bold":97,"text":117,"type":82},"Access signals",{"text":119,"type":82},": where to watch, on which channel, at what time. They reveal immediate consumption intent and cluster in the 72 hours before an event.",{"type":114,"children":121},[122,124],{"bold":97,"text":123,"type":82},"Acquisition signals",{"text":125,"type":82},": subscription comparisons, price, offer and cancellation searches. They announce a shift in the subscriber base, in either direction.",{"type":114,"children":127},[128,130],{"bold":97,"text":129,"type":82},"Presence signals",{"text":131,"type":82},": ticketing, travel, accommodation, fan zones. They locate physical demand, which media audiences cannot do.",{"type":114,"children":133},[134,136],{"bold":97,"text":135,"type":82},"Affiliation signals",{"text":137,"type":82},": searches about an athlete, a club, a kit supplier. They measure attachment where it forms, often far from the historical territory.",{"type":84,"level":4,"children":139},[140],{"text":141,"type":82},"Why demand becomes visible before it converts",{"type":78,"children":143},[144],{"text":145,"type":82},"Days, sometimes weeks, pass between the moment a fan takes an interest and the moment they pay. During that interval, they search. It is the only window in which a decision can still change something: once the transaction has happened, it is nothing more than a record.",{"type":78,"children":147},[148],{"text":149,"type":82},"That gap is what gives the signal its operational value. A broadcaster who sees searches spike on a fixture three days out can still adjust promotion. The same broadcaster, told the audience figure the next morning, can do nothing with it.",{"type":84,"level":57,"children":151},[152],{"text":153,"type":82},"The case of invisible territories",{"type":78,"children":155},[156],{"text":157,"type":82},"Signals regularly reveal demand where no commercial data expected it: a country with no rights sold, a city with no club, an age bracket absent from subscriber files. These territories appear in no existing dashboard, because dashboards only count what has already been monetised.",{"type":84,"level":4,"children":159},[160],{"text":161,"type":82},"What each segment decides with them",{"type":110,"format":111,"children":163},[164,170,176,182],{"type":114,"children":165},[166,168],{"bold":97,"text":167,"type":82},"Brands and sponsors",{"text":169,"type":82},": choose between two assets on the real demand of their target audience, rather than on the asset’s gross reach.",{"type":114,"children":171},[172,174],{"bold":97,"text":173,"type":82},"Federations and leagues",{"text":175,"type":82},": identify development territories where interest already exists, before investing in structure.",{"type":114,"children":177},[178,180],{"bold":97,"text":179,"type":82},"Event organisers",{"text":181,"type":82},": time the on-sale and the promotional pressure against the search curve rather than last year’s calendar.",{"type":114,"children":183},[184,186],{"bold":97,"text":185,"type":82},"Broadcasters",{"text":187,"type":82},": separate, within a subscription spike, what reflects durable interest from what reflects a tournament.",{"type":84,"level":4,"children":189},[190],{"text":191,"type":82},"How to read the articles in this category",{"type":78,"children":193},[194,196,202],{"text":195,"type":82},"Each analysis starts from a public figure, shows what conventional data leaves out, then what search signals add. Figures are sourced at the end of each article. For the vocabulary used, see the ",{"url":197,"type":198,"children":199},"\u002Fen\u002Fglossary","link",[200],{"text":201,"type":82},"glossary",{"text":203,"type":82},".",[205],{"id":44,"documentId":68,"name":206,"slug":207,"titrePage":208,"seoDescription":209,"createdAt":210,"updatedAt":211,"publishedAt":212,"locale":213,"contenu":214},"Signaux","signaux","Signaux de demande : ce que cherchent les fans","Analyses des signaux d'intention captés autour du sport : ce que les recherches des fans révèlent avant la transaction, par discipline et par territoire.","2026-07-25T17:19:55.376Z","2026-07-28T10:06:24.039Z","2026-07-28T10:06:23.999Z","fr",[215,219,223,227,235,239,243,269,273,277,281,285,289,293,319,323],{"type":78,"children":216},[217],{"text":218,"type":82},"Un signal de demande est une trace laissée par un fan avant qu'il n'achète : une recherche, une comparaison, une question posée à un moteur. Contrairement à une intention déclarée dans un sondage, elle n'est adressée à personne : c'est ce qui la rend fiable. Cette page rassemble ce que Noyzee observe de ces signaux dans le sport, et ce qu'on peut en décider.",{"type":84,"level":4,"children":220},[221],{"text":222,"type":82},"Ce qu’un signal de demande mesure, et ce qu’il ne mesure pas",{"type":78,"children":224},[225],{"text":226,"type":82},"Les données classiques du sport business mesurent l'exposition : combien de personnes ont vu, pendant combien de temps, sur quel écran. C'est une mesure d'offre, qui décrit ce qui a été diffusé. Un signal de demande mesure l'inverse : ce qu'une personne est allée chercher d'elle-même, à un moment où personne ne la sollicitait.",{"type":78,"children":228},[229,231,233],{"text":230,"type":82},"La différence est concrète. Une audience de 3 millions de téléspectateurs ne dit pas combien, parmi eux, cherchaient ce match précis, ni combien sont tombés dessus. Les recherches faites dans les jours qui précèdent le distinguent : ",{"bold":97,"text":232,"type":82},"« où voir France Espagne »",{"text":234,"type":82}," est une intention, pas une exposition.",{"type":78,"children":236},[237],{"text":238,"type":82},"Un signal ne mesure pas non plus la satisfaction, l'affinité de marque, ni le souvenir publicitaire. Il ne remplace pas les études de notoriété : il précède la transaction là où elles la suivent.",{"type":84,"level":4,"children":240},[241],{"text":242,"type":82},"Les quatre familles de signaux exploitables dans le sport",{"type":110,"format":111,"children":244},[245,251,257,263],{"type":114,"children":246},[247,249],{"bold":97,"text":248,"type":82},"Signaux d’accès",{"text":250,"type":82}," : où regarder, sur quelle chaîne, à quelle heure. Ils révèlent une intention de consommation immédiate et se concentrent sur les 72 heures avant l'événement.",{"type":114,"children":252},[253,255],{"bold":97,"text":254,"type":82},"Signaux d’acquisition",{"text":256,"type":82}," : comparaisons d'abonnements, recherches de prix, d'offres, de résiliation. Ils annoncent un mouvement de portefeuille, dans un sens ou dans l'autre.",{"type":114,"children":258},[259,261],{"bold":97,"text":260,"type":82},"Signaux de présence",{"text":262,"type":82}," : billetterie, déplacement, hébergement, fan zones. Ils localisent une demande physique, ce que les audiences médias ne savent pas faire.",{"type":114,"children":264},[265,267],{"bold":97,"text":266,"type":82},"Signaux d’affiliation",{"text":268,"type":82}," : recherches sur un athlète, un club, un équipementier. Ils mesurent l'attachement là où il naît, souvent loin du territoire historique.",{"type":84,"level":4,"children":270},[271],{"text":272,"type":82},"Pourquoi la demande se voit avant qu’elle ne se convertisse",{"type":78,"children":274},[275],{"text":276,"type":82},"Entre le moment où un fan s'intéresse et celui où il paie, il se passe des jours, parfois des semaines. Pendant cet intervalle, il cherche. C'est la seule fenêtre où une décision peut encore changer quelque chose : une fois la transaction faite, elle n'est plus qu'un constat.",{"type":78,"children":278},[279],{"text":280,"type":82},"C'est ce décalage qui fait la valeur opérationnelle du signal. Un diffuseur qui constate un pic de recherches sur une affiche trois jours avant peut encore ajuster sa promotion. Le même diffuseur, informé de l'audience le lendemain, ne peut plus rien en faire.",{"type":84,"level":57,"children":282},[283],{"text":284,"type":82},"Le cas des territoires invisibles",{"type":78,"children":286},[287],{"text":288,"type":82},"Les signaux révèlent régulièrement une demande là où aucune donnée commerciale ne l'attendait : un pays sans droits vendus, une ville sans club, une tranche d'âge absente des bases d'abonnés. Ces territoires n'apparaissent pas dans les tableaux de bord existants, parce que ceux-ci ne comptent que ce qui a déjà été monétisé.",{"type":84,"level":4,"children":290},[291],{"text":292,"type":82},"Ce qu’on en décide, segment par segment",{"type":110,"format":111,"children":294},[295,301,307,313],{"type":114,"children":296},[297,299],{"bold":97,"text":298,"type":82},"Marques et sponsors",{"text":300,"type":82}," : arbitrer entre deux actifs sur la demande réelle de leur audience cible, plutôt que sur l'audience brute de l'actif.",{"type":114,"children":302},[303,305],{"bold":97,"text":304,"type":82},"Fédérations et ligues",{"text":306,"type":82}," : identifier les territoires de développement où l'intérêt existe déjà, avant d'y investir en structure.",{"type":114,"children":308},[309,311],{"bold":97,"text":310,"type":82},"Organisateurs",{"text":312,"type":82}," : caler la mise en vente et la pression promotionnelle sur la courbe de recherche, pas sur le calendrier de l'an dernier.",{"type":114,"children":314},[315,317],{"bold":97,"text":316,"type":82},"Diffuseurs",{"text":318,"type":82}," : distinguer, dans un pic d'abonnements, ce qui relève de l'intérêt durable et ce qui relève du tournoi.",{"type":84,"level":4,"children":320},[321],{"text":322,"type":82},"Comment lire les articles de cette catégorie",{"type":78,"children":324},[325,327,332],{"text":326,"type":82},"Chaque analyse part d’un fait public chiffré, montre ce que les données classiques n’en disent pas, puis ce que les signaux de recherche ajoutent. Les chiffres cités sont sourcés en fin d’article. Pour le vocabulaire employé, voir le ",{"url":328,"type":198,"children":329},"\u002Fglossary",[330],{"text":331,"type":82},"lexique",{"text":203,"type":82},[334,338,342,346],{"id":335,"question":336,"reponse":337},35,"What is a demand signal in sport?","A demand signal is a voluntary action by a fan that precedes a purchase: searching where to watch a match, comparing subscriptions, looking into ticketing. It differs from exposure data, which measures what was broadcast, and from stated preference, which measures what someone tells a researcher.",{"id":339,"question":340,"reponse":341},36,"Why is a search signal more reliable than a survey?","A search is addressed to no one: it is not shaped by the wording of a question or by the wish to answer well. It is also dated and located, whereas a survey gives an average over a period and a sample.",{"id":343,"question":344,"reponse":345},37,"How far ahead is demand visible?","It depends on the decision. Access signals for an event cluster in the 72 hours before it; acquisition signals for a subscription or a ticket spread over several weeks.",{"id":347,"question":348,"reponse":349},38,"Do these signals identify individuals?","No. They are used in aggregate, by territory, discipline and period. None of the decisions described here rests on identifying a person.",[351,552,776],{"datePublication":352,"id":353,"documentId":354,"title":355,"slug":356,"description":357,"content":358,"createdAt":415,"updatedAt":416,"publishedAt":417,"locale":29,"coverImage":418,"category":466},"2026-07-30T07:45:46.910Z",188,"ruogn4mgpzzmxvwhksvz20su","PSG sponsors: contracts signed through 2032","psg-sponsors-long-contracts-brand-association","Nike through 2032, Qatar Airways through 2028. When a partnership is locked for a decade, the only question left is where the association actually forms.",[359,363,368,372,376,380,384,388,392,396,407,411],{"type":78,"children":360},[361],{"text":362,"type":82},"Two contracts carry most of Paris Saint-Germain’s sponsorship revenue. Nike, the club’s kit supplier since 1989, has extended through 2032 for more than €75M a year. Qatar Airways, shirt sponsor since 2022, is committed through 2028, for a figure estimated between €55M and €70M annually. Over that horizon, the sponsor’s question is no longer whether to sign.",{"type":364,"children":365},"quote",[366],{"text":367,"type":82},"75M · euros a year from Nike to PSG, under a deal running to 2032",{"type":78,"children":369},[370],{"text":371,"type":82},"When a partnership is locked for six or ten years, the trade-off moves. It is no longer about price or perimeter, both fixed, but about what remains open: the share of the club’s audience in whom the association actually forms, and the places where it has not formed yet.",{"type":84,"level":4,"children":373},[374],{"text":375,"type":82},"A global club does not have one audience, it has several",{"type":78,"children":377},[378],{"text":379,"type":82},"PSG is followed well beyond France. That international audience is not uniform: it mixes markets where the club has long been established, markets where it is growing fast, and markets where it is known without being followed. A sponsor on the shirt is exposed identically across all of them. It is not remembered identically.",{"type":78,"children":381},[382],{"text":383,"type":82},"The club’s own data does not settle this. Ticketing describes a local catchment, the store describes buyers, social platforms describe a declared audience. None of them says in which countries the club’s name and the sponsor’s are beginning to be searched together.",{"type":84,"level":4,"children":385},[386],{"text":387,"type":82},"Association is measured, not inferred",{"type":78,"children":389},[390],{"text":391,"type":82},"What people search for says it. The volume of queries pairing the club with its kit supplier or its airline, how that volume moves from one season to the next, how it splits by territory: those signals exist ahead of any brand-awareness survey, and they read market by market.",{"type":78,"children":393},[394],{"text":395,"type":82},"They separate two situations that exposure alone conflates. Markets where the association is already made, and where additional media pressure adds little. And markets where interest in the club is rising without the sponsor being attached to it yet — which is where investment still does something.",{"type":78,"children":397},[398,400,405],{"text":399,"type":82},"It is the same distinction set out in our piece on ",{"url":401,"type":198,"children":402},"\u002Fen\u002Fblog\u002Fsports-sponsorship-visibility-versus-demand",[403],{"text":404,"type":82},"visibility versus demand",{"text":406,"type":82},", applied here to one club and to contracts whose end dates are known.",{"type":84,"level":4,"children":408},[409],{"text":410,"type":82},"Whose decision this is",{"type":78,"children":412},[413],{"text":414,"type":82},"For a brand committed through 2028 or 2032, activation is the one lever that is replayed every year. Knowing where to point it is not a retrospective exercise: it is what separates a budget split in proportion to audience from a budget concentrated where the association still has to be built.","2026-07-29T07:39:34.475Z","2026-08-06T14:20:06.838Z","2026-08-06T14:18:05.448Z",{"id":419,"documentId":420,"name":421,"alternativeText":422,"caption":423,"focalPoint":423,"width":424,"height":425,"formats":426,"hash":460,"ext":428,"mime":431,"size":461,"url":462,"previewUrl":423,"provider":463,"provider_metadata":423,"createdAt":464,"updatedAt":464,"publishedAt":465},27,"dodx1yydmg6friobrs7sdv95","psg-sponsors.webp","Vue aérienne des tribunes garnies et de la pelouse d’un grand stade de football",null,1600,1000,{"large":427,"small":436,"medium":444,"thumbnail":452},{"ext":428,"url":429,"hash":430,"mime":431,"name":432,"path":423,"size":433,"width":425,"height":434,"sizeInBytes":435},".webp","https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Flarge_psg_sponsors_d037a84edb.webp","large_psg_sponsors_d037a84edb","image\u002Fwebp","large_psg-sponsors.webp",134.6,625,134604,{"ext":428,"url":437,"hash":438,"mime":431,"name":439,"path":423,"size":440,"width":441,"height":442,"sizeInBytes":443},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fsmall_psg_sponsors_d037a84edb.webp","small_psg_sponsors_d037a84edb","small_psg-sponsors.webp",38.22,500,312,38224,{"ext":428,"url":445,"hash":446,"mime":431,"name":447,"path":423,"size":448,"width":449,"height":450,"sizeInBytes":451},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fmedium_psg_sponsors_d037a84edb.webp","medium_psg_sponsors_d037a84edb","medium_psg-sponsors.webp",80.43,750,469,80428,{"ext":428,"url":453,"hash":454,"mime":431,"name":455,"path":423,"size":456,"width":457,"height":458,"sizeInBytes":459},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fthumbnail_psg_sponsors_d037a84edb.webp","thumbnail_psg_sponsors_d037a84edb","thumbnail_psg-sponsors.webp",10.23,245,153,10226,"psg_sponsors_d037a84edb",350.2,"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fpsg_sponsors_d037a84edb.webp","strapi-provider-upload-azure-storage","2026-07-29T07:39:31.496Z","2026-07-29T07:39:31.497Z",{"id":64,"documentId":68,"name":69,"slug":70,"titrePage":71,"seoDescription":72,"createdAt":73,"updatedAt":74,"publishedAt":75,"locale":29,"contenu":467},[468,471,474,477,482,485,488,506,509,512,515,518,521,524,542,545],{"type":78,"children":469},[470],{"text":81,"type":82},{"type":84,"level":4,"children":472},[473],{"text":87,"type":82},{"type":78,"children":475},[476],{"text":91,"type":82},{"type":78,"children":478},[479,480,481],{"text":95,"type":82},{"bold":97,"text":98,"type":82},{"text":100,"type":82},{"type":78,"children":483},[484],{"text":104,"type":82},{"type":84,"level":4,"children":486},[487],{"text":108,"type":82},{"type":110,"format":111,"children":489},[490,494,498,502],{"type":114,"children":491},[492,493],{"bold":97,"text":117,"type":82},{"text":119,"type":82},{"type":114,"children":495},[496,497],{"bold":97,"text":123,"type":82},{"text":125,"type":82},{"type":114,"children":499},[500,501],{"bold":97,"text":129,"type":82},{"text":131,"type":82},{"type":114,"children":503},[504,505],{"bold":97,"text":135,"type":82},{"text":137,"type":82},{"type":84,"level":4,"children":507},[508],{"text":141,"type":82},{"type":78,"children":510},[511],{"text":145,"type":82},{"type":78,"children":513},[514],{"text":149,"type":82},{"type":84,"level":57,"children":516},[517],{"text":153,"type":82},{"type":78,"children":519},[520],{"text":157,"type":82},{"type":84,"level":4,"children":522},[523],{"text":161,"type":82},{"type":110,"format":111,"children":525},[526,530,534,538],{"type":114,"children":527},[528,529],{"bold":97,"text":167,"type":82},{"text":169,"type":82},{"type":114,"children":531},[532,533],{"bold":97,"text":173,"type":82},{"text":175,"type":82},{"type":114,"children":535},[536,537],{"bold":97,"text":179,"type":82},{"text":181,"type":82},{"type":114,"children":539},[540,541],{"bold":97,"text":185,"type":82},{"text":187,"type":82},{"type":84,"level":4,"children":543},[544],{"text":191,"type":82},{"type":78,"children":546},[547,548,551],{"text":195,"type":82},{"url":197,"type":198,"children":549},[550],{"text":201,"type":82},{"text":203,"type":82},{"datePublication":553,"id":554,"documentId":555,"title":556,"slug":557,"description":558,"content":559,"createdAt":650,"updatedAt":651,"publishedAt":652,"locale":29,"coverImage":653,"category":690},"2026-07-25T17:19:55.834Z",219,"nkhm78km1kal9b7bo3uyrf46","World Cup 2026: what fans search for","world-cup-2026-fan-signals-before-kickoff","Before a high-stakes match, fans do not declare their intentions: they search. Where to watch, with whom, in which venue: all actionable signals.",[560,564,568,572,576,602,606,610,630,634,638,642,646],{"type":78,"children":561},[562],{"text":563,"type":82},"On the eve of a France–Spain World Cup fixture, hundreds of thousands of people ask the same questions: where to watch the match, which channel is showing it, which bar has a big screen, what time to arrive. Each of these queries is an intent that is timestamped, located and immediately actionable.",{"type":364,"children":565},[566],{"text":567,"type":82},"×6: the volume of broadcast-related searches in the 48 hours before a high-stakes kick-off.",{"type":78,"children":569},[570],{"text":571,"type":82},"That temporal concentration is what makes the signal valuable, and what makes it perishable: information that arrives too late has no operational value.",{"type":84,"level":4,"children":573},[574],{"text":575,"type":82},"Four families of queries, four distinct uses",{"type":110,"format":111,"children":577},[578,584,590,596],{"type":114,"children":579},[580,582],{"bold":97,"text":581,"type":82},"“Which channel”, “where to watch”. ",{"text":583,"type":82},"A broadcast signal. It measures public uncertainty about the channel: a direct concern for the broadcaster, whose audience depends on clearing it.",{"type":114,"children":585},[586,588],{"bold":97,"text":587,"type":82},"“Bar with big screen”, “fan zone”, “public screening”. ",{"text":589,"type":82},"A collective-viewing signal, strongly localised. This is the most actionable signal for a physical activation.",{"type":114,"children":591},[592,594],{"bold":97,"text":593,"type":82},"“Match time”, “probable line-up”. ",{"text":595,"type":82},"An engagement signal: these queries come from an audience already committed to watching.",{"type":114,"children":597},[598,600],{"bold":97,"text":599,"type":82},"“Free stream”. ",{"text":601,"type":82},"A friction signal: it indicates real demand poorly served by the legal offer, often a matter of price or accessibility.",{"type":84,"level":4,"children":603},[604],{"text":605,"type":82},"What each stakeholder can do with it",{"type":78,"children":607},[608],{"text":609,"type":82},"The same data serves different decisions depending on your position in the value chain.",{"type":110,"format":111,"children":611},[612,618,624],{"type":114,"children":613},[614,616],{"bold":97,"text":615,"type":82},"A broadcaster ",{"text":617,"type":82},"concentrates promotion where channel uncertainty is highest, and aligns its pre-match output with the hours people actually search.",{"type":114,"children":619},[620,622],{"bold":97,"text":621,"type":82},"A sponsor ",{"text":623,"type":82},"identifies the cities and venues where a physical activation will meet a real audience, rather than defaulting to the largest metropolitan areas.",{"type":114,"children":625},[626,628],{"bold":97,"text":627,"type":82},"An organiser or a local authority ",{"text":629,"type":82},"sizes public screening, security and transport against measured demand rather than an estimate.",{"type":84,"level":4,"children":631},[632],{"text":633,"type":82},"A short window, a repeating cycle",{"type":78,"children":635},[636],{"text":637,"type":82},"Most of this demand forms in the forty-eight hours before kick-off and disappears within the hour after the final whistle. Exploiting the signal therefore requires continuous reading, not retrospective analysis.",{"type":78,"children":639},[640],{"text":641,"type":82},"The pattern does repeat at every high-stakes fixture, which makes it predictable. Volumes observed on previous matches allow you to anticipate the scale and distribution of demand on the next, and so to prepare rather than react.",{"type":84,"level":57,"children":643},[644],{"text":645,"type":82},"The underlying principle",{"type":78,"children":647},[648],{"text":649,"type":82},"Before an event, the public does not declare its intentions: it searches for them. 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More than one French viewer in three still thinks TF1 has it.",[784,788,792,796,800,804,808,812,816,830,834,838,842,846,850],{"type":78,"children":785},[786],{"text":787,"type":82},"Acquiring sports rights means buying a future audience. That audience still has to know where to watch. M6 invested around €120 million for the World Cup; a substantial share of the public nonetheless continues to associate the event with TF1, the historic broadcaster of football’s biggest fixtures.",{"type":364,"children":789},[790],{"text":791,"type":82},"36%: the share of French viewers who believe TF1 broadcasts the World Cup, whose rights M6 acquired for €120M.",{"type":78,"children":793},[794],{"text":795,"type":82},"This gap is not anecdotal. It is the principal risk of an investment of that size: an audience that cannot find the right channel is a lost audience, and most of the value of a sports right concentrates into a handful of evenings.",{"type":84,"level":4,"children":797},[798],{"text":799,"type":82},"Habit is an asset of the outgoing broadcaster",{"type":78,"children":801},[802],{"text":803,"type":82},"Decades of major competitions on the same channel install a reflex that no announcement can displace. Viewers do not look for a broadcaster: they look for a match. Absent clear information, they go where they have always found it.",{"type":78,"children":805},[806],{"text":807,"type":82},"That reflex is directly observable in searches. “World Cup which channel”, “France match tonight channel”, “where to watch the game”: these queries come from people ready to watch, hours before kick-off. Their volume measures the extent of the uncertainty; their trend measures how effective the new broadcaster’s communication is.",{"type":84,"level":4,"children":809},[810],{"text":811,"type":82},"Tracking the shift, week by week and territory by territory",{"type":78,"children":813},[814],{"text":815,"type":82},"The value of this signal lies in its granularity. It does not merely say “there is confusion”: a one-off study can do that too. It shows where the confusion is concentrated and how quickly it clears.",{"type":110,"format":111,"children":817},[818,822,826],{"type":114,"children":819},[820],{"text":821,"type":82},"By territory: some regions shift faster, depending on channel penetration and local habits.",{"type":114,"children":823},[824],{"text":825,"type":82},"By age bracket, indirectly, through the phrasing used and the devices involved.",{"type":114,"children":827},[828],{"text":829,"type":82},"Over time: every announcement campaign produces a visible effect within days, or produces none.",{"type":78,"children":831},[832],{"text":833,"type":82},"This changes the nature of the steering. Without it, the broadcaster discovers the problem in the first match’s ratings: when nothing can be done but absorb it. With it, several weeks remain to concentrate resources where the message has not landed.",{"type":84,"level":4,"children":835},[836],{"text":837,"type":82},"A stake that goes beyond a single competition",{"type":78,"children":839},[840],{"text":841,"type":82},"Acquiring premium rights rarely serves an isolated objective. It aims to install a channel or a platform as a lasting sports destination. That objective assumes the public durably associates the broadcaster with the competition: not merely that they found the right channel on the night of the final.",{"type":78,"children":843},[844],{"text":845,"type":82},"The persistence of that association after the event is therefore the decisive indicator, and it is measured the same way: searches linking the channel to other competitions, in the following months, show whether the habit transferred or whether the public reverted.",{"type":84,"level":57,"children":847},[848],{"text":849,"type":82},"What this implies for the next rights tenders",{"type":78,"children":851},[852],{"text":853,"type":82},"A rights holder presenting an asset to competing broadcasters has every interest in documenting this dimension: existing demand, its distribution, and the cost of transferring habit. A bidding broadcaster has every interest in assessing it before setting a price. 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