[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"company":3,"site-settings-en":30,"legal-nav-en":65,"article-recalibrating-stated-intent-forecast-world-cup-2026":92,"related-recalibrating-stated-intent-forecast-world-cup-2026":455},{"id":4,"documentId":5,"denomination":6,"formeJuridique":7,"capitalSocial":8,"adresse":9,"codePostal":10,"ville":11,"pays":12,"siren":13,"rcs":8,"tvaIntracommunautaire":14,"directeurPublication":6,"emailContact":15,"emailRgpd":8,"telephone":8,"linkedinUrl":16,"hebergeurNom":17,"hebergeurAdresse":18,"hebergeurRegion":19,"fournisseurEmail":20,"dpoNom":8,"createdAt":21,"updatedAt":22,"publishedAt":23,"nomCommercial":24,"siret":25,"codeApe":26,"directeurRole":27,"directeurBio":28,"directeurLinkedin":29},1,"blgmlpdqpv4rdotwlvvj5rk2","Brice Le Ficher","",null,"29 rue du Capitaine Ferber","92130","Issy-les-Moulineaux","France","988 729 745","FR57988729745","brice@noyzee.io","https:\u002F\u002Fwww.linkedin.com\u002Fcompany\u002Fnoyzee","Microsoft Ireland Operations Limited (Microsoft Azure)","One Microsoft Place, South County Business Park, Leopardstown, Dublin 18, D18 P521, Irlande","France Central (Paris)","Google Ireland Limited (Google Workspace)","2026-07-25T17:19:58.435Z","2026-08-13T10:23:23.758Z","2026-08-13T10:23:23.751Z","Noyzee","988 729 745 00014","7022Z, Conseil pour les affaires et autres conseils de gestion","Fondateur de Noyzee","Brice Le Ficher est le fondateur de Noyzee, société incubée à Station F, à Paris, qui mesure l'intelligence de la demande des fans pour le sport business. Il publie régulièrement des analyses du secteur (audiences, droits médias, sponsoring) dont le blog de Noyzee reprend et développe les sujets. Il est directeur de la publication du site noyzee.io et l'auteur des analyses qui y paraissent.","https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fbrice-le-ficher-3b388415a\u002F",{"id":31,"documentId":32,"navSolution":33,"navProcess":34,"navCasUsage":35,"navBlog":36,"navCta":37,"footerBaseline":38,"footerLieu":39,"footerGererCookies":40,"blogTitre":41,"blogSeoDescription":42,"blogFiltreTous":43,"blogVide":44,"articleCtaTitre":45,"articleCtaDescription":46,"articleCtaBouton":37,"cookiesTitre":47,"cookiesTexte":48,"cookiesToutAccepter":49,"cookiesToutRefuser":50,"cookiesPersonnaliser":51,"cookiesEnSavoirPlus":52,"createdAt":53,"updatedAt":54,"publishedAt":55,"locale":56,"demoTitre":37,"demoIntro":57,"demoSeoDescription":58,"demoBouton":59,"demoSucces":60,"demoErreur":61,"demoMentionRgpd":62,"referencesEyebrow":63,"referencesTitre":64},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",[66,72,78,85],{"id":67,"documentId":68,"title":69,"slug":70,"ordre":4,"cle":71},51,"cbtuacviyviaj0t78tjyrya0","Legal notice","legal-notice","mentions-legales",{"id":73,"documentId":74,"title":75,"slug":76,"ordre":31,"cle":77},52,"qrf2lfl1oohdopzn1tk2g70r","Privacy policy","privacy-policy","confidentialite",{"id":79,"documentId":80,"title":81,"slug":82,"ordre":83,"cle":84},53,"z2anxl5dv6pnm374ecojhb7o","Terms of use","terms-of-use",3,"cgu",{"id":86,"documentId":87,"title":88,"slug":89,"ordre":90,"cle":91},54,"i2lp531omju59q0fajpj3fkq","Cookie policy","cookie-policy",4,"cookies",{"id":93,"documentId":94,"title":95,"slug":96,"description":97,"content":98,"createdAt":179,"updatedAt":179,"publishedAt":180,"locale":56,"datePublication":181,"coverImage":182,"category":229,"localizations":342,"faq":424,"sources":441},248,"h5ouovcvftxbqi2xurf7hz6f","Recalibrating a stated-intent forecast: the 2026 World Cup as a complete case","recalibrating-stated-intent-forecast-world-cup-2026","Before the tournament, 8% of French people were considering a subscription. Afterwards, the real audience is known. Confronting the two is the only way to calibrate a stated figure.",[99,105,109,114,118,122,126,130,135,139,163,167,171,175],{"type":100,"children":101},"paragraph",[102],{"text":103,"type":104},"An intent survey produces a figure before the event. Audience measurement produces another one after. In between, most plans are signed off, executed, and never confronted with what actually happened. The 2026 World Cup offers a complete case, with both measurements available.","text",{"type":100,"children":106},[107],{"text":108,"type":104},"The point is not to note that stated intent gets it wrong. It is to measure the bias, in which direction and by how much, so as to know how to read the next survey.",{"type":110,"level":31,"children":111},"heading",[112],{"text":113,"type":104},"What was announced",{"type":100,"children":115},[116],{"text":117,"type":104},"Before the tournament, a WPP Media study of 1,024 people established that 8% of French people were considering a beIN Sports subscription to follow it, and that 36% had the wrong broadcaster in mind. Internationally, a YouGov study put 42% of the global adult population as planning to follow the event.",{"type":110,"level":31,"children":119},[120],{"text":121,"type":104},"What was observed",{"type":100,"children":123},[124],{"text":125,"type":104},"M6 drew 20.2 million viewers for the France-Spain semi-final and 12.2 million for the Spain-Argentina final, at a 59.2% audience share. Across the whole competition, 60 million French people were reached, or 93% of the population.",{"type":100,"children":127},[128],{"text":129,"type":104},"The two series do not measure the same thing, and that is exactly the point. The first concerns a committing, paid act; the second a free exposure. Bringing them together without saying so produces a false conclusion, in either direction.",{"type":131,"children":132},"quote",[133],{"text":134,"type":104},"8% subscription intent before, 93% of the population reached after: two accurate figures, no possible comparison.",{"type":110,"level":31,"children":136},[137],{"text":138,"type":104},"Three reading rules",{"type":140,"format":141,"children":142},"list","unordered",[143,151,157],{"type":144,"children":145},"list-item",[146,149],{"bold":147,"text":148,"type":104},true,"Compare like act for like act. ",{"text":150,"type":104},"A subscription intent is set against subscriptions actually taken out, never against a free audience.",{"type":144,"children":152},[153,155],{"bold":147,"text":154,"type":104},"Treat stated intent as a ceiling. ",{"text":156,"type":104},"An intention expressed at no immediate cost overstates conversion. The figure bounds what is possible, it does not forecast it.",{"type":144,"children":158},[159,161],{"bold":147,"text":160,"type":104},"Keep the question that was asked. ",{"text":162,"type":104},"A percentage separated from its wording and its base becomes incomparable by the very next campaign.",{"type":110,"level":31,"children":164},[165],{"text":166,"type":104},"Why the gap is worth archiving",{"type":100,"children":168},[169],{"text":170,"type":104},"A gap measured once is an anecdote. Measured across several competitions with the same method, it becomes a correction coefficient applicable to the next survey. It is the only durable asset a post-event review produces.",{"type":100,"children":172},[173],{"text":174,"type":104},"That requires fixing, before the competition, what is being forecast and how it will be checked. Decided afterwards, the protocol always adjusts itself to the result.",{"type":100,"children":176},[177],{"text":178,"type":104},"Continuously observed behaviour does not have that flaw: it depends on no question being asked, and compares from one period to the next without reprocessing.","2026-08-17T07:05:41.295Z","2026-08-17T07:05:41.337Z","2026-08-14T07:48:23.000Z",{"id":183,"documentId":184,"name":185,"alternativeText":186,"caption":8,"focalPoint":8,"width":187,"height":188,"formats":189,"hash":224,"ext":191,"mime":194,"size":225,"url":226,"previewUrl":8,"provider":227,"provider_metadata":8,"createdAt":228,"updatedAt":228,"publishedAt":228},13,"bl0jkx3w177sqpicy154k53e","intention-declaratif.webp","Mains sur un ordinateur portable ouvert sur un moteur de recherche",1280,800,{"large":190,"small":200,"medium":208,"thumbnail":216},{"ext":191,"url":192,"hash":193,"mime":194,"name":195,"path":8,"size":196,"width":197,"height":198,"sizeInBytes":199},".webp","https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Flarge_intention_declaratif_e861ce7dcc.webp","large_intention_declaratif_e861ce7dcc","image\u002Fwebp","large_intention-declaratif.webp",25.36,1000,625,25362,{"ext":191,"url":201,"hash":202,"mime":194,"name":203,"path":8,"size":204,"width":205,"height":206,"sizeInBytes":207},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fsmall_intention_declaratif_e861ce7dcc.webp","small_intention_declaratif_e861ce7dcc","small_intention-declaratif.webp",11.6,500,312,11602,{"ext":191,"url":209,"hash":210,"mime":194,"name":211,"path":8,"size":212,"width":213,"height":214,"sizeInBytes":215},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fmedium_intention_declaratif_e861ce7dcc.webp","medium_intention_declaratif_e861ce7dcc","medium_intention-declaratif.webp",18.95,750,469,18954,{"ext":191,"url":217,"hash":218,"mime":194,"name":219,"path":8,"size":220,"width":221,"height":222,"sizeInBytes":223},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fthumbnail_intention_declaratif_e861ce7dcc.webp","thumbnail_intention_declaratif_e861ce7dcc","thumbnail_intention-declaratif.webp",5.22,245,153,5220,"intention_declaratif_e861ce7dcc",32.97,"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fintention_declaratif_e861ce7dcc.webp","strapi-provider-upload-azure-storage","2026-07-25T20:16:47.756Z",{"id":230,"documentId":231,"name":232,"slug":233,"titrePage":234,"seoDescription":235,"createdAt":236,"updatedAt":237,"publishedAt":238,"locale":56,"contenu":239},6,"pnx9grjh2yzsqnlm2svu6t7e","Methodology","methodology","Methodology: measuring demand rather than declaring it","How Noyzee measures fan intent: the difference between stated preference and search behaviour, the indicators, and how to turn them into activation decisions.","2026-07-27T12:03:45.015Z","2026-07-28T10:06:24.421Z","2026-07-28T10:06:24.382Z",[240,244,248,252,256,260,280,284,288,292,296,300,326,330],{"type":100,"children":241},[242],{"text":243,"type":104},"Measuring demand means observing behaviour; declaring it means asking people what they would do. Both produce numbers, but they answer different questions. This page sets out the method Noyzee applies, its indicators and its limits.",{"type":110,"level":31,"children":245},[246],{"text":247,"type":104},"Stated and revealed: a known gap, rarely corrected",{"type":100,"children":249},[250],{"text":251,"type":104},"The gap between what people say and what they do has been documented in social science for decades. In sport it takes a particular form: stated attachment to a club far exceeds observed purchasing behaviour, and stated willingness to pay for a subscription always exceeds actual conversion.",{"type":100,"children":253},[254],{"text":255,"type":104},"This is not a flaw in surveys: it is their nature. A question suggests an answer, a scale shapes its distribution, and a respondent presents a coherent version of themselves. A search has no audience: nobody searches to make a good impression.",{"type":110,"level":31,"children":257},[258],{"text":259,"type":104},"The three indicators that structure the measure",{"type":140,"format":141,"children":261},[262,268,274],{"type":144,"children":263},[264,266],{"bold":147,"text":265,"type":104},"Intent volume",{"text":267,"type":104},": the number of qualified searches across a given perimeter (discipline, club, athlete, territory) over a dated window.",{"type":144,"children":269},[270,272],{"bold":147,"text":271,"type":104},"Territorial density",{"text":273,"type":104},": that volume relative to population, which reveals strong interest in a small market where gross volume shows nothing.",{"type":144,"children":275},[276,278],{"bold":147,"text":277,"type":104},"Intent depth",{"text":279,"type":104},": the share of searches close to the decision (access, price, purchase) within the total, which separates curiosity from buying intent.",{"type":100,"children":281},[282],{"text":283,"type":104},"None of the three means anything alone. High volume without depth describes awareness; high depth without volume describes a niche. It is their intersection that supports a decision.",{"type":110,"level":83,"children":285},[286],{"text":287,"type":104},"What the method cannot do",{"type":100,"children":289},[290],{"text":291,"type":104},"It does not forecast revenue. It establishes no causality: a rise in searches alongside a campaign does not prove the campaign caused it. And it says nothing about audiences who do not search: decisions made offline, by habit or by recommendation, escape it.",{"type":110,"level":31,"children":293},[294],{"text":295,"type":104},"Turning a measure into a decision",{"type":100,"children":297},[298],{"text":299,"type":104},"Data is only useful against a dated decision. The method starts from the decision, not the data: which trade-off has to be made, by when, and what difference in measurement would tip it.",{"type":140,"format":141,"children":301},[302,308,314,320],{"type":144,"children":303},[304,306],{"bold":147,"text":305,"type":104},"Choosing a sponsorship asset",{"text":307,"type":104},": compare candidate assets on territorial density against the brand’s target, not on their overall reach.",{"type":144,"children":309},[310,312],{"bold":147,"text":311,"type":104},"Opening a market",{"text":313,"type":104},": look for high intent depth in an underserved territory, the mark of demand that is already mature.",{"type":144,"children":315},[316,318],{"bold":147,"text":317,"type":104},"Calibrating an on-sale",{"text":319,"type":104},": follow the rise in intent volume to place the opening at the right moment rather than on a fixed date.",{"type":144,"children":321},[322,324],{"bold":147,"text":323,"type":104},"Defending a budget",{"text":325,"type":104},": document how intent moved before and after an action, stating plainly that it is a correlation.",{"type":110,"level":31,"children":327},[328],{"text":329,"type":104},"Reproducibility",{"type":100,"children":331},[332,334,340],{"text":333,"type":104},"A measure is only worth something if it can be repeated identically. Every analysis published here states its perimeter, its time window and its source. The definitions used are in the ",{"url":335,"type":336,"children":337},"\u002Fen\u002Fglossary","link",[338],{"text":339,"type":104},"glossary",{"text":341,"type":104},".",[343],{"id":344,"documentId":94,"title":345,"slug":346,"description":347,"content":348,"createdAt":421,"updatedAt":421,"publishedAt":422,"locale":423,"datePublication":181},246,"Recaler une prévision déclarative : le Mondial 2026 comme cas complet","recaler-prevision-declarative-mondial-2026","Avant la compétition, 8 % des Français envisageaient un abonnement. Après, l'audience réelle est connue. Confronter les deux est la seule façon de calibrer un chiffre déclaratif.",[349,353,357,361,365,369,373,377,381,385,405,409,413,417],{"type":100,"children":350},[351],{"text":352,"type":104},"Une enquête d'intention produit un chiffre avant l'événement. L'audience en produit un autre après. Entre les deux, la plupart des plans sont bouclés, exécutés, et jamais confrontés à ce qui s'est réellement passé. La Coupe du monde 2026 offre un cas complet, avec les deux mesures disponibles.",{"type":100,"children":354},[355],{"text":356,"type":104},"L'intérêt n'est pas de constater que le déclaratif se trompe. Il est d'en mesurer le biais, dans quel sens et de combien, pour savoir comment lire la prochaine enquête.",{"type":110,"level":31,"children":358},[359],{"text":360,"type":104},"Ce qui était annoncé",{"type":100,"children":362},[363],{"text":364,"type":104},"Avant la compétition, une étude WPP Media portant sur 1 024 personnes établissait que 8 % des Français envisageaient un abonnement à beIN Sports pour suivre le tournoi, et que 36 % se trompaient de diffuseur. À l'échelle internationale, une étude YouGov donnait 42 % de la population adulte mondiale prévoyant de suivre l'événement.",{"type":110,"level":31,"children":366},[367],{"text":368,"type":104},"Ce qui a été observé",{"type":100,"children":370},[371],{"text":372,"type":104},"M6 a réuni 20,2 millions de téléspectateurs sur la demi-finale France-Espagne et 12,2 millions sur la finale Espagne-Argentine, pour 59,2 % de part d'audience. Sur l'ensemble de la compétition, 60 millions de Français ont été touchés, soit 93 % de la population.",{"type":100,"children":374},[375],{"text":376,"type":104},"Les deux séries ne mesurent pas la même chose, et c'est précisément le point. La première porte sur un acte engageant et payant, la seconde sur une exposition gratuite. Les rapprocher sans le dire produit une conclusion fausse, dans un sens comme dans l'autre.",{"type":131,"children":378},[379],{"text":380,"type":104},"8 % d'intention d'abonnement avant, 93 % de population touchée après : deux chiffres justes, aucune comparaison possible.",{"type":110,"level":31,"children":382},[383],{"text":384,"type":104},"Trois règles de lecture",{"type":140,"format":141,"children":386},[387,393,399],{"type":144,"children":388},[389,391],{"bold":147,"text":390,"type":104},"Comparer à acte égal. ",{"text":392,"type":104},"Une intention d'abonnement se confronte au nombre d'abonnements souscrits, jamais à une audience gratuite.",{"type":144,"children":394},[395,397],{"bold":147,"text":396,"type":104},"Traiter le déclaratif comme un plafond. ",{"text":398,"type":104},"Une intention exprimée sans coût immédiat majore la conversion. Le chiffre borne le possible, il ne le prévoit pas.",{"type":144,"children":400},[401,403],{"bold":147,"text":402,"type":104},"Conserver la question posée. ",{"text":404,"type":104},"Un pourcentage séparé de son libellé et de sa base devient incomparable dès la campagne suivante.",{"type":110,"level":31,"children":406},[407],{"text":408,"type":104},"L'intérêt d'archiver l'écart",{"type":100,"children":410},[411],{"text":412,"type":104},"Un écart mesuré une fois est une anecdote. Mesuré sur plusieurs compétitions avec la même méthode, il devient un coefficient de correction applicable à l'enquête suivante. C'est le seul actif durable que produit un bilan post-événement.",{"type":100,"children":414},[415],{"text":416,"type":104},"Cela suppose de figer, avant la compétition, ce que l'on prétend prévoir et comment on le vérifiera. Décidé après, le protocole s'ajuste toujours au résultat.",{"type":100,"children":418},[419],{"text":420,"type":104},"Les comportements observés en continu n'ont pas ce défaut : ils ne dépendent d'aucune question posée et se comparent d'une période à l'autre sans retraitement.","2026-08-17T07:05:40.966Z","2026-08-17T07:05:41.013Z","fr",[425,429,433,437],{"id":426,"question":427,"reponse":428},201,"What did stated intent say before the 2026 World Cup?","A WPP Media study of 1,024 people established that 8% of French people were considering a beIN Sports subscription and that 36% had the wrong broadcaster in mind. Internationally, a YouGov study put 42% of the adult population as planning to follow the competition.",{"id":430,"question":431,"reponse":432},202,"What do the observed figures show?","20.2 million viewers for France-Spain, 12.2 million for the final at a 59.2% audience share, and 60 million French people reached across the tournament, or 93% of the population.",{"id":434,"question":435,"reponse":436},203,"Can those two figures be compared directly?","No. Intent concerns a paid, committing act; audience concerns free exposure. The comparison has to be made like act for like act, meaning subscription intent against subscriptions actually taken out.",{"id":438,"question":439,"reponse":440},204,"How can a stated figure be used despite its bias?","By treating it as a ceiling, keeping the exact question and its base, and archiving the gap measured after each event. Repeated with the same method, that gap becomes a correction coefficient.",[442,447,451],{"id":443,"libelle":444,"url":445,"date":446},272,"Étude WPP Media (1 024 personnes, 18-70 ans) : 8 % des Français envisagent un abonnement beIN Sports, 36 % se trompent de diffuseur, Sport Business Club","https:\u002F\u002Fwww.sportbusiness.club\u002Fmondial-2026-le-reflexe-tf1-brouille-encore-la-diffusion\u002F","2026",{"id":448,"libelle":449,"url":450,"date":446},273,"Étude YouGov, FIFA World Cup 2026 Global Brand Handbook : 42 % de la population adulte mondiale prévoit de suivre la compétition, Presse Agence","https:\u002F\u002Fpresseagence.fr\u002Fparis-coupe-du-monde-2026-letude-qui-predit-une-ruee-vers-lor-pour-les-sponsors\u002F",{"id":452,"libelle":453,"url":454,"date":446},274,"Bilan d'audience M6 sur la Coupe du monde 2026 : 20,2 millions de téléspectateurs sur France-Espagne, 12,2 millions sur la finale (59,2 % de part d'audience), 60 millions de Français touchés soit 93 % de la population, The Media Leader","https:\u002F\u002Ffr.themedialeader.com\u002Fderriere-les-records-daudience-la-coupe-du-monde-2026-a-t-elle-ete-une-bonne-affaire-pour-m6\u002F",[456,649,862],{"id":457,"documentId":458,"title":459,"slug":460,"description":461,"content":462,"createdAt":565,"updatedAt":566,"publishedAt":567,"locale":56,"datePublication":568,"coverImage":569,"category":575},224,"uqm9ivo2ujs2e47l5aecfa5d","What fans search for versus what they say","search-intent-versus-stated-preference","Surveys measure what audiences will state. Searches reveal what they are about to do: who to target, when to activate, which message.",[463,467,471,475,495,499,503,507,521,525,529,549,553,557,561],{"type":100,"children":464},[465],{"text":466,"type":104},"Sports marketing still leans heavily on stated preference: brand studies, panels, awareness trackers, satisfaction surveys. These tools have one virtue (they let you ask exactly the question you want) and one structural flaw: they measure an answer, not a behaviour.",{"type":131,"children":468},[469],{"text":470,"type":104},"Audiences do not lie in a search bar.",{"type":110,"level":31,"children":472},[473],{"text":474,"type":104},"Three biases stated preference cannot remove",{"type":140,"format":141,"children":476},[477,483,489],{"type":144,"children":478},[479,481],{"bold":147,"text":480,"type":104},"Social desirability. ",{"text":482,"type":104},"Claiming to follow a prestigious sport, or to remember a well-regarded sponsor, costs less than admitting the opposite. The gap between statement and practice is especially wide in image-heavy sports.",{"type":144,"children":484},[485,487],{"bold":147,"text":486,"type":104},"Memory reconstruction. ",{"text":488,"type":104},"Asking someone what they watched three months ago produces a reconstruction, not a record. Memorable events crowd out the rest.",{"type":144,"children":490},[491,493],{"bold":147,"text":492,"type":104},"Framing effects. ",{"text":494,"type":104},"A list of brands offered in a questionnaire creates recognition where there was no spontaneous memory. The question manufactures part of its own answer.",{"type":100,"children":496},[497],{"text":498,"type":104},"None of these biases is a correctable methodological defect: they follow from the nature of the exercise itself. They can be reduced, never removed.",{"type":110,"level":31,"children":500},[501],{"text":502,"type":104},"What a search adds that a statement cannot",{"type":100,"children":504},[505],{"text":506,"type":104},"A query is not an opinion: it is an action, performed unobserved, in a specific context, with a concrete intent. It has three properties stated preference lacks.",{"type":140,"format":141,"children":508},[509,513,517],{"type":144,"children":510},[511],{"text":512,"type":104},"It is timestamped: you know exactly when the interest appeared, to the hour.",{"type":144,"children":514},[515],{"text":516,"type":104},"It is located: the geographic distribution is native, with no sample weighting.",{"type":144,"children":518},[519],{"text":520,"type":104},"It is phrased by the person themselves: the vocabulary is the audience’s, not the questionnaire’s.",{"type":110,"level":31,"children":522},[523],{"text":524,"type":104},"Three decisions this guides",{"type":100,"children":526},[527],{"text":528,"type":104},"The contribution is not theoretical. It bears on the three operational questions of any activation.",{"type":140,"format":141,"children":530},[531,537,543],{"type":144,"children":532},[533,535],{"bold":147,"text":534,"type":104},"Who to target. ",{"text":536,"type":104},"Searches segment audiences by observed behaviour (what they actually look for) rather than by declared category. Two demographically comparable territories can show radically different intent.",{"type":144,"children":538},[539,541],{"bold":147,"text":540,"type":104},"When to activate. ",{"text":542,"type":104},"Intent volumes date the windows of receptivity precisely. Around an event, most exploitable demand concentrates into a few days, sometimes a few hours.",{"type":144,"children":544},[545,547],{"bold":147,"text":546,"type":104},"Which message. ",{"text":548,"type":104},"The exact phrasing of queries reveals what the audience expects. An organiser who discovers their target searches “how to get there” rather than “programme” does not run the same communication plan.",{"type":110,"level":31,"children":550},[551],{"text":552,"type":104},"A typical trade-off",{"type":100,"children":554},[555],{"text":556,"type":104},"An event organiser typically allocates acquisition budget by market size and sales history. Measuring intent surfaces territories where interest is dense but absent from the original plan, often secondary markets: at constant budget, the trade-off shifts. Stated preference points to the expected markets; intent points to the receptive ones.",{"type":110,"level":83,"children":558},[559],{"text":560,"type":104},"Complementary, not a replacement",{"type":100,"children":562},[563],{"text":564,"type":104},"Stated preference retains its uses: understanding motivations, testing a concept, measuring brand perception. It answers “why”. Intent measurement answers “who, where, when, and in which words”. Confusing the two, or using only one, means steering with half the instruments.","2026-07-27T12:03:46.169Z","2026-08-13T10:39:55.352Z","2026-08-09T21:04:31.375Z","2026-07-25T17:19:55.776Z",{"id":183,"documentId":184,"name":185,"alternativeText":186,"caption":8,"focalPoint":8,"width":187,"height":188,"formats":570,"hash":224,"ext":191,"mime":194,"size":225,"url":226,"previewUrl":8,"provider":227,"provider_metadata":8,"createdAt":228,"updatedAt":228,"publishedAt":228},{"large":571,"small":572,"medium":573,"thumbnail":574},{"ext":191,"url":192,"hash":193,"mime":194,"name":195,"path":8,"size":196,"width":197,"height":198,"sizeInBytes":199},{"ext":191,"url":201,"hash":202,"mime":194,"name":203,"path":8,"size":204,"width":205,"height":206,"sizeInBytes":207},{"ext":191,"url":209,"hash":210,"mime":194,"name":211,"path":8,"size":212,"width":213,"height":214,"sizeInBytes":215},{"ext":191,"url":217,"hash":218,"mime":194,"name":219,"path":8,"size":220,"width":221,"height":222,"sizeInBytes":223},{"id":230,"documentId":231,"name":232,"slug":233,"titrePage":234,"seoDescription":235,"createdAt":236,"updatedAt":237,"publishedAt":238,"locale":56,"contenu":576},[577,580,583,586,589,592,606,609,612,615,618,621,639,642],{"type":100,"children":578},[579],{"text":243,"type":104},{"type":110,"level":31,"children":581},[582],{"text":247,"type":104},{"type":100,"children":584},[585],{"text":251,"type":104},{"type":100,"children":587},[588],{"text":255,"type":104},{"type":110,"level":31,"children":590},[591],{"text":259,"type":104},{"type":140,"format":141,"children":593},[594,598,602],{"type":144,"children":595},[596,597],{"bold":147,"text":265,"type":104},{"text":267,"type":104},{"type":144,"children":599},[600,601],{"bold":147,"text":271,"type":104},{"text":273,"type":104},{"type":144,"children":603},[604,605],{"bold":147,"text":277,"type":104},{"text":279,"type":104},{"type":100,"children":607},[608],{"text":283,"type":104},{"type":110,"level":83,"children":610},[611],{"text":287,"type":104},{"type":100,"children":613},[614],{"text":291,"type":104},{"type":110,"level":31,"children":616},[617],{"text":295,"type":104},{"type":100,"children":619},[620],{"text":299,"type":104},{"type":140,"format":141,"children":622},[623,627,631,635],{"type":144,"children":624},[625,626],{"bold":147,"text":305,"type":104},{"text":307,"type":104},{"type":144,"children":628},[629,630],{"bold":147,"text":311,"type":104},{"text":313,"type":104},{"type":144,"children":632},[633,634],{"bold":147,"text":317,"type":104},{"text":319,"type":104},{"type":144,"children":636},[637,638],{"bold":147,"text":323,"type":104},{"text":325,"type":104},{"type":110,"level":31,"children":640},[641],{"text":329,"type":104},{"type":100,"children":643},[644,645,648],{"text":333,"type":104},{"url":335,"type":336,"children":646},[647],{"text":339,"type":104},{"text":341,"type":104},{"id":650,"documentId":651,"title":652,"slug":653,"description":654,"content":655,"createdAt":728,"updatedAt":728,"publishedAt":729,"locale":56,"datePublication":730,"coverImage":731,"category":765},252,"lkpjaofgdlwwtfkjaagukqy4","45% notice the sponsor, 34% think better of it","world-cup-2026-sponsorship-noticed-versus-perceived","A YouGov study measures the gap between being seen and being associated during the 2026 World Cup. That gap, not exposure, is what activation can actually close.",[656,660,664,668,672,676,680,684,688,692,696,716,720,724],{"type":100,"children":657},[658],{"text":659,"type":104},"A YouGov study run in March and April 2026 among people likely to follow the World Cup gives two figures that have to be read together: 45% of French people interested in the competition say they notice partner brands, and 34% consider that the sponsorship improves their perception of the brand.",{"type":100,"children":661},[662],{"text":663,"type":104},"Eleven points separate being seen from being better regarded. That interval is where an activation's return is decided, and it is the only place where it can act.",{"type":110,"level":31,"children":665},[666],{"text":667,"type":104},"Exposure is bought, association is not",{"type":100,"children":669},[670],{"text":671,"type":104},"A sponsorship contract guarantees a presence: a logo, a placement, a mention. It guarantees no transfer. Being seen next to an event and being associated with what the public takes from it are two distinct outcomes, produced by different mechanisms.",{"type":100,"children":673},[674],{"text":675,"type":104},"The first is measured in exposure volume and can be contracted. The second is measured in perception and is built by what the brand does during the competition, not by where its name appears.",{"type":131,"children":677},[678],{"text":679,"type":104},"45% notice partner brands, 34% say they think better of them.",{"type":110,"level":31,"children":681},[682],{"text":683,"type":104},"What the eleven points cover",{"type":100,"children":685},[686],{"text":687,"type":104},"The gap is not an unavoidable loss. It gathers very different situations: a brand noticed without being understood, a brand understood but with no perceived link to the competition, a brand whose presence is read as opportunistic. All three can be corrected, but not in the same way.",{"type":100,"children":689},[690],{"text":691,"type":104},"None of the three is corrected by increasing exposure. Adding volume to a weak association reproduces the weak association at greater scale.",{"type":110,"level":83,"children":693},[694],{"text":695,"type":104},"Three levers that act on the gap, not on reach",{"type":140,"format":141,"children":697},[698,704,710],{"type":144,"children":699},[700,702],{"bold":147,"text":701,"type":104},"Answer a need tied to the event ",{"text":703,"type":104},"rather than applying a signature: access, organising the viewing, travel.",{"type":144,"children":705},[706,708],{"bold":147,"text":707,"type":104},"Choose a moment when the question is being asked ",{"text":709,"type":104},"rather than the period when the audience is widest.",{"type":144,"children":711},[712,714],{"bold":147,"text":713,"type":104},"Choose a territory where the brand already has standing",{"text":715,"type":104},": a competition amplifies an existing association far better than it creates one.",{"type":110,"level":31,"children":717},[718],{"text":719,"type":104},"Measuring the right thing",{"type":100,"children":721},[722],{"text":723,"type":104},"An activation review that closes on contacts and coverage says nothing about the gap. What has to be measured is what changed in the relationship: brand search volume during and after the competition, queries linking the brand to the sporting territory, and how those volumes move outside the event window.",{"type":100,"children":725},[726],{"text":727,"type":104},"Those measurements have the advantage of not depending on a question put to a panel, and of staying comparable from one competition to the next.","2026-08-17T07:05:42.042Z","2026-08-17T07:05:42.085Z","2026-08-16T09:21:07.000Z",{"id":732,"documentId":733,"name":734,"alternativeText":735,"caption":8,"focalPoint":8,"width":187,"height":188,"formats":736,"hash":761,"ext":191,"mime":194,"size":762,"url":763,"previewUrl":8,"provider":227,"provider_metadata":8,"createdAt":764,"updatedAt":764,"publishedAt":764},9,"zw7veb4ffjs0csr0ajxwblyg","sponsoring-demande.webp","Match de football en nocturne, panneaux publicitaires des sponsors visibles en bord de terrain",{"large":737,"small":743,"medium":749,"thumbnail":755},{"ext":191,"url":738,"hash":739,"mime":194,"name":740,"path":8,"size":741,"width":197,"height":198,"sizeInBytes":742},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Flarge_sponsoring_demande_07060a8fcc.webp","large_sponsoring_demande_07060a8fcc","large_sponsoring-demande.webp",36.79,36786,{"ext":191,"url":744,"hash":745,"mime":194,"name":746,"path":8,"size":747,"width":205,"height":206,"sizeInBytes":748},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fsmall_sponsoring_demande_07060a8fcc.webp","small_sponsoring_demande_07060a8fcc","small_sponsoring-demande.webp",14.8,14802,{"ext":191,"url":750,"hash":751,"mime":194,"name":752,"path":8,"size":753,"width":213,"height":214,"sizeInBytes":754},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fmedium_sponsoring_demande_07060a8fcc.webp","medium_sponsoring_demande_07060a8fcc","medium_sponsoring-demande.webp",26.03,26034,{"ext":191,"url":756,"hash":757,"mime":194,"name":758,"path":8,"size":759,"width":221,"height":222,"sizeInBytes":760},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fthumbnail_sponsoring_demande_07060a8fcc.webp","thumbnail_sponsoring_demande_07060a8fcc","thumbnail_sponsoring-demande.webp",4.95,4950,"sponsoring_demande_07060a8fcc",54.53,"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fsponsoring_demande_07060a8fcc.webp","2026-07-25T20:16:45.081Z",{"id":766,"documentId":767,"name":768,"slug":769,"titrePage":770,"seoDescription":771,"createdAt":772,"updatedAt":773,"publishedAt":774,"locale":56,"contenu":775},8,"ap6sde7mzkrbqqjfeuquonlh","Activation","activation","Sports marketing activation: territories and timing","How to choose the territory and the timing of a sports activation from observed demand, rather than from the perimeter of the right you bought.","2026-07-27T14:35:06.984Z","2026-07-28T10:06:24.572Z","2026-07-28T10:06:24.536Z",[776,780,784,788,792,796,800,826,830,834,838,842,846,850,854],{"type":100,"children":777},[778],{"text":779,"type":104},"A sports marketing activation turns a right (a sponsorship, a partnership, a broadcast) into useful contact with an audience. What decides its success is rarely creative: it is the question of territory and timing. This page covers how observed demand answers both.",{"type":110,"level":31,"children":781},[782],{"text":783,"type":104},"The activation budget is decided before the creative",{"type":100,"children":785},[786],{"text":787,"type":104},"Convention says: buy the right, then work out how to activate it. That order is expensive, because the perimeter of the right then fixes the perimeter of the activation, wherever demand actually sits. Starting from demand reverses the constraint: choose the territory, then the right that covers it.",{"type":100,"children":789},[790],{"text":791,"type":104},"In practice, two sponsorship assets with identical national reach can show very different demand densities against a brand’s real target. That gap, invisible in a partnership deck, separates a profitable activation from a decorative one.",{"type":110,"level":31,"children":793},[794],{"text":795,"type":104},"Target territories, not personas",{"type":100,"children":797},[798],{"text":799,"type":104},"Sports marketing traditionally thinks in profiles: the committed supporter, the participant, the occasional spectator. Those categories describe well but locate badly. An activation happens in a place, with a geolocated media budget: it needs a map, not a portrait.",{"type":140,"format":141,"children":801},[802,808,814,820],{"type":144,"children":803},[804,806],{"bold":147,"text":805,"type":104},"Hot territory",{"text":807,"type":104},": strong demand, offer present. Activation competes with what exists; share of voice is expensive.",{"type":144,"children":809},[810,812],{"bold":147,"text":811,"type":104},"Ripe territory",{"text":813,"type":104},": strong demand, no offer. The best effort-to-effect ratio, and the most often overlooked.",{"type":144,"children":815},[816,818],{"bold":147,"text":817,"type":104},"Cold territory",{"text":819,"type":104},": weak demand despite an offer. Interest has to be created before it can be captured, which is a different budget.",{"type":144,"children":821},[822,824],{"bold":147,"text":823,"type":104},"Emerging territory",{"text":825,"type":104},": weak but fast-rising demand. Justifies a light presence and a short review horizon.",{"type":110,"level":31,"children":827},[828],{"text":829,"type":104},"Timing: the curve matters more than the date",{"type":100,"children":831},[832],{"text":833,"type":104},"Activation plans are set against calendars: a launch, an event, a season. Demand follows a curve that does not always match them: it rises before the announcement when a rumour circulates, dips during the event itself, and rebounds afterwards for follow-up content.",{"type":100,"children":835},[836],{"text":837,"type":104},"Following that curve changes two concrete decisions: when media pressure opens, and how spend splits between before, during and after. An activation concentrated entirely on the day itself misses the two windows where intent is strongest.",{"type":110,"level":83,"children":839},[840],{"text":841,"type":104},"Measuring an activation honestly",{"type":100,"children":843},[844],{"text":845,"type":104},"The effect of an activation on demand shows in the gap between the activated territory and a comparable one that was not. That is a comparison, not a proof: it does not rule out concurrent factors. Framing it that way, rather than as direct attribution, is what makes it defensible in a review.",{"type":110,"level":31,"children":847},[848],{"text":849,"type":104},"Where to start",{"type":100,"children":851},[852],{"text":853,"type":104},"A useful first reading fits in three questions: where is my target’s demand densest today, what share of it is already served, and at what point in the cycle does it rise. The answers often redirect the plan before the first creative exists.",{"type":100,"children":855},[856,858,861],{"text":857,"type":104},"The underlying measurement methods are detailed in the Methodology category, and the vocabulary in the ",{"url":335,"type":336,"children":859},[860],{"text":339,"type":104},{"text":341,"type":104},{"id":863,"documentId":864,"title":865,"slug":866,"description":867,"content":868,"createdAt":941,"updatedAt":941,"publishedAt":942,"locale":56,"datePublication":943,"coverImage":944,"category":980},244,"v5dgt9tcw2ja8ul7wlh19vtq","Ligue 1+: acquisition held, retention did not","ligue-1-plus-acquisition-versus-retention","Ligue 1+ hit its full-season subscriber target in one month, then slipped back. Becoming your own broadcaster means inheriting a problem that selling rights never posed.",[869,873,877,881,885,889,893,897,901,905,909,929,933,937],{"type":100,"children":870},[871],{"text":872,"type":104},"Ligue 1+ passed one million subscribers on 14 September 2025, a month after launch. That was the target set for the entire season. Eight months later the platform is still hovering around a million, with a decline recorded in spring 2026.",{"type":100,"children":874},[875],{"text":876,"type":104},"The two facts read together: recruiting was never the problem. Keeping was.",{"type":110,"level":31,"children":878},[879],{"text":880,"type":104},"A plan calibrated on a stock, not a flow",{"type":100,"children":882},[883],{"text":884,"type":104},"LFP Media's initial plan aimed at 1.5 million subscribers and 320 million euros of revenue for 2026-27. The projection retained in spring 2026 stands at 170.1 million. The gap does not come from a failed launch, but from the implicit assumption that a subscriber acquired stays acquired.",{"type":100,"children":886},[887],{"text":888,"type":104},"A target expressed in subscriber numbers describes a stock. A subscription service lives off a flow: arrivals, departures, and the difference between them. As long as the departure is not modelled, the target stock is a wish.",{"type":131,"children":890},[891],{"text":892,"type":104},"1.026 million subscribers on 14 September 2025, roughly one million in spring 2026, against a 1.5 million target.",{"type":110,"level":31,"children":894},[895],{"text":896,"type":104},"Churn is not an accident, it is the normal regime",{"type":100,"children":898},[899],{"text":900,"type":104},"On the French subscription video market, monthly cancellation rates observed between October 2025 and March 2026 stand at 5.62% for Netflix and 7.25% for Disney+. Those services offer a catalogue available at all times.",{"type":100,"children":902},[903],{"text":904,"type":104},"A league channel is structurally more exposed: its value is concentrated on dates, it collapses during the off-season, and part of its base depends on the run of a single club. Retention there demands more, not less.",{"type":110,"level":83,"children":906},[907],{"text":908,"type":104},"What selling the rights used to hide",{"type":140,"format":141,"children":910},[911,917,923],{"type":144,"children":912},[913,915],{"bold":147,"text":914,"type":104},"Volume risk ",{"text":916,"type":104},"passed to the broadcaster, who absorbed it inside a wider catalogue.",{"type":144,"children":918},[919,921],{"bold":147,"text":920,"type":104},"Seasonality ",{"text":922,"type":104},"did not affect the league's revenue, which was guaranteed by contract.",{"type":144,"children":924},[925,927],{"bold":147,"text":926,"type":104},"The relationship with the subscriber",{"text":928,"type":104},", and therefore the cost of maintaining it, appeared nowhere on the balance sheet.",{"type":110,"level":31,"children":930},[931],{"text":932,"type":104},"What retention requires observing",{"type":100,"children":934},[935],{"text":936,"type":104},"A retention plan is not steered on the end-of-month subscriber count, which arrives too late. It is steered on the signals that precede the exit: a fall in searches tied to the club being followed, cancellation queries, offer comparisons, and how geographically concentrated those movements are.",{"type":100,"children":938},[939],{"text":940,"type":104},"Those signals are observable before the act, which is the only window in which an intervention has an effect. Once the cancellation is recorded, all that remains is a reacquisition cost.","2026-08-17T07:05:40.669Z","2026-08-17T07:05:40.716Z","2026-08-13T09:05:41.000Z",{"id":945,"documentId":946,"name":947,"alternativeText":948,"caption":8,"focalPoint":8,"width":949,"height":197,"formats":950,"hash":975,"ext":191,"mime":194,"size":976,"url":977,"previewUrl":8,"provider":227,"provider_metadata":8,"createdAt":978,"updatedAt":978,"publishedAt":979},25,"iubtc7w8wu9ij4ksrkamqk4o","ligue1-diffuseur.webp","Stade de football vide éclairé par ses projecteurs, pelouse déserte en nocturne",1600,{"large":951,"small":957,"medium":963,"thumbnail":969},{"ext":191,"url":952,"hash":953,"mime":194,"name":954,"path":8,"size":955,"width":197,"height":198,"sizeInBytes":956},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Flarge_ligue1_diffuseur_44e2dbede7.webp","large_ligue1_diffuseur_44e2dbede7","large_ligue1-diffuseur.webp",46.43,46428,{"ext":191,"url":958,"hash":959,"mime":194,"name":960,"path":8,"size":961,"width":205,"height":206,"sizeInBytes":962},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fsmall_ligue1_diffuseur_44e2dbede7.webp","small_ligue1_diffuseur_44e2dbede7","small_ligue1-diffuseur.webp",14.58,14580,{"ext":191,"url":964,"hash":965,"mime":194,"name":966,"path":8,"size":967,"width":213,"height":214,"sizeInBytes":968},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fmedium_ligue1_diffuseur_44e2dbede7.webp","medium_ligue1_diffuseur_44e2dbede7","medium_ligue1-diffuseur.webp",29.26,29264,{"ext":191,"url":970,"hash":971,"mime":194,"name":972,"path":8,"size":973,"width":221,"height":222,"sizeInBytes":974},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fthumbnail_ligue1_diffuseur_44e2dbede7.webp","thumbnail_ligue1_diffuseur_44e2dbede7","thumbnail_ligue1-diffuseur.webp",4.25,4252,"ligue1_diffuseur_44e2dbede7",113.52,"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fligue1_diffuseur_44e2dbede7.webp","2026-07-29T07:39:29.725Z","2026-07-29T07:39:29.726Z",{"id":981,"documentId":982,"name":983,"slug":984,"titrePage":985,"seoDescription":986,"createdAt":987,"updatedAt":988,"publishedAt":989,"locale":56,"contenu":990},5,"osh0oulyyf866namy6am6tj2","Analysis","analysis","Analysis: audiences, media rights and sponsorship","Data-driven breakdowns of the sports business: OTT audiences, TV rights, awareness effects and sponsorship decisions grounded in real demand.","2026-07-27T12:03:44.973Z","2026-07-28T10:06:24.286Z","2026-07-28T10:06:24.251Z",[991,995,999,1003,1007,1011,1015,1019,1023,1027,1031,1057,1061,1065],{"type":100,"children":992},[993],{"text":994,"type":104},"Sports audiences and media rights have been measured for a long time. What those measures lack is not precision: it is what comes before them. This page brings together what audience data tells us, what it leaves out, and how demand observed upstream changes the trade-offs.",{"type":110,"level":31,"children":996},[997],{"text":998,"type":104},"What an audience figure does not say",{"type":100,"children":1000},[1001],{"text":1002,"type":104},"An audience is an outcome. It merges, into a single number, strong intent and passive exposure: the person who looked up the fixture, and the person who left the television on. For a broadcaster the distinction is strategic: the first will come back, the second will not.",{"type":100,"children":1004},[1005],{"text":1006,"type":104},"The same blind spot applies to rights. A deal is negotiated on past audiences and coverage projections. It says nothing about demand that found no offer: territories where interest exists without accessible broadcast appear nowhere, precisely because they produced nothing.",{"type":110,"level":31,"children":1008},[1009],{"text":1010,"type":104},"Churn is not a law of the model",{"type":100,"children":1012},[1013],{"text":1014,"type":104},"Sports platforms regularly lose half the subscribers won during a major competition. That figure is presented as the price of capturing a peak. It is less so than it looks: tournament subscribers and sport subscribers leave different traces before they subscribe.",{"type":100,"children":1016},[1017],{"text":1018,"type":104},"Someone searching \"how to watch the World Cup\" is buying an event. Someone searching a club, a league or a fixture list is buying a season. Both sign the same subscription on the same day; they are not retained by the same means.",{"type":110,"level":83,"children":1020},[1021],{"text":1022,"type":104},"The awareness effect and its invisible half",{"type":100,"children":1024},[1025],{"text":1026,"type":104},"A major arrival lifts audiences: measured, published, commented on. Less visible: the interest it creates well beyond the broadcast perimeter, among audiences the coverage never reaches. That gap between captured attention and available attention is the industry’s most expensive blind spot.",{"type":110,"level":31,"children":1028},[1029],{"text":1030,"type":104},"What upstream demand adds to a negotiation",{"type":140,"format":141,"children":1032},[1033,1039,1045,1051],{"type":144,"children":1034},[1035,1037],{"bold":147,"text":1036,"type":104},"Valuing a package",{"text":1038,"type":104},": documenting existing, underserved demand country by country, rather than projecting audience from history.",{"type":144,"children":1040},[1041,1043],{"bold":147,"text":1042,"type":104},"Weighing exclusivity",{"text":1044,"type":104},": measuring whether interest concentrates on an event or spreads across a season.",{"type":144,"children":1046},[1047,1049],{"bold":147,"text":1048,"type":104},"Setting a window",{"text":1050,"type":104},": timing the go-to-market against the actual rise in interest, which does not always match the sporting calendar.",{"type":144,"children":1052},[1053,1055],{"bold":147,"text":1054,"type":104},"Justifying a renewal",{"text":1056,"type":104},": showing demand growing before it shows up in audience figures.",{"type":110,"level":31,"children":1058},[1059],{"text":1060,"type":104},"Reading sports business figures without fooling yourself",{"type":100,"children":1062},[1063],{"text":1064,"type":104},"Three cautions recur in every analysis in this category. An audience figure is only comparable at identical measurement perimeter. A percentage rise on a small base says almost nothing. And an event-driven peak is never a level: compare it to the same point in the previous cycle, not to the month before.",{"type":100,"children":1066},[1067,1069,1072],{"text":1068,"type":104},"The analyses published here follow those rules and cite their sources at the end. The vocabulary is defined in the ",{"url":335,"type":336,"children":1070},[1071],{"text":339,"type":104},{"text":341,"type":104}]