[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"company":3,"site-settings-en":30,"legal-nav-en":65,"article-tv-rights-world-cup-wrong-channel":92,"related-tv-rights-world-cup-wrong-channel":449},{"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":176,"updatedAt":177,"publishedAt":178,"locale":56,"datePublication":179,"coverImage":180,"category":227,"localizations":358,"faq":438,"sources":439},221,"jq0y2oqsp6ns8vlig73col9p","World Cup 2026 broadcaster: M6 has it","tv-rights-world-cup-wrong-channel","The 2026 World Cup broadcaster in France is M6, which paid €120M for the rights. More than one French viewer in three still thinks TF1 has it.",[99,105,110,114,119,123,127,131,135,152,156,160,164,168,172],{"type":100,"children":101},"paragraph",[102],{"text":103,"type":104},"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.","text",{"type":106,"children":107},"quote",[108],{"text":109,"type":104},"36%: the share of French viewers who believe TF1 broadcasts the World Cup, whose rights M6 acquired for €120M.",{"type":100,"children":111},[112],{"text":113,"type":104},"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":115,"level":31,"children":116},"heading",[117],{"text":118,"type":104},"Habit is an asset of the outgoing broadcaster",{"type":100,"children":120},[121],{"text":122,"type":104},"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":100,"children":124},[125],{"text":126,"type":104},"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":115,"level":31,"children":128},[129],{"text":130,"type":104},"Tracking the shift, week by week and territory by territory",{"type":100,"children":132},[133],{"text":134,"type":104},"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":136,"format":137,"children":138},"list","unordered",[139,144,148],{"type":140,"children":141},"list-item",[142],{"text":143,"type":104},"By territory: some regions shift faster, depending on channel penetration and local habits.",{"type":140,"children":145},[146],{"text":147,"type":104},"By age bracket, indirectly, through the phrasing used and the devices involved.",{"type":140,"children":149},[150],{"text":151,"type":104},"Over time: every announcement campaign produces a visible effect within days, or produces none.",{"type":100,"children":153},[154],{"text":155,"type":104},"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":115,"level":31,"children":157},[158],{"text":159,"type":104},"A stake that goes beyond a single competition",{"type":100,"children":161},[162],{"text":163,"type":104},"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":100,"children":165},[166],{"text":167,"type":104},"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":115,"level":83,"children":169},[170],{"text":171,"type":104},"What this implies for the next rights tenders",{"type":100,"children":173},[174],{"text":175,"type":104},"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. In both cases, measuring intent turns a negotiation of estimates into a documented one.","2026-07-27T12:03:45.531Z","2026-08-13T10:39:53.336Z","2026-08-09T21:04:30.747Z","2026-07-25T17:19:55.580Z",{"id":181,"documentId":182,"name":183,"alternativeText":184,"caption":8,"focalPoint":8,"width":185,"height":186,"formats":187,"hash":222,"ext":189,"mime":192,"size":223,"url":224,"previewUrl":8,"provider":225,"provider_metadata":8,"createdAt":226,"updatedAt":226,"publishedAt":226},10,"gynzm5lk2re6u22ro1r7gpw7","droits-tv.webp","Régie de diffusion télévisée : mur d'écrans de contrôle pendant une retransmission",1280,800,{"large":188,"small":198,"medium":206,"thumbnail":214},{"ext":189,"url":190,"hash":191,"mime":192,"name":193,"path":8,"size":194,"width":195,"height":196,"sizeInBytes":197},".webp","https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Flarge_droits_tv_bfa95eee44.webp","large_droits_tv_bfa95eee44","image\u002Fwebp","large_droits-tv.webp",35.82,1000,625,35820,{"ext":189,"url":199,"hash":200,"mime":192,"name":201,"path":8,"size":202,"width":203,"height":204,"sizeInBytes":205},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fsmall_droits_tv_bfa95eee44.webp","small_droits_tv_bfa95eee44","small_droits-tv.webp",17.1,500,312,17100,{"ext":189,"url":207,"hash":208,"mime":192,"name":209,"path":8,"size":210,"width":211,"height":212,"sizeInBytes":213},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fmedium_droits_tv_bfa95eee44.webp","medium_droits_tv_bfa95eee44","medium_droits-tv.webp",26.36,750,469,26358,{"ext":189,"url":215,"hash":216,"mime":192,"name":217,"path":8,"size":218,"width":219,"height":220,"sizeInBytes":221},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fthumbnail_droits_tv_bfa95eee44.webp","thumbnail_droits_tv_bfa95eee44","thumbnail_droits-tv.webp",8.36,245,153,8356,"droits_tv_bfa95eee44",47.57,"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fdroits_tv_bfa95eee44.webp","strapi-provider-upload-azure-storage","2026-07-25T20:16:45.772Z",{"id":90,"documentId":228,"name":229,"slug":230,"titrePage":231,"seoDescription":232,"createdAt":233,"updatedAt":234,"publishedAt":235,"locale":56,"contenu":236},"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",[237,241,245,249,258,262,266,292,296,300,304,308,312,316,342,346],{"type":100,"children":238},[239],{"text":240,"type":104},"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.",{"type":115,"level":31,"children":242},[243],{"text":244,"type":104},"What a demand signal measures, and what it does not",{"type":100,"children":246},[247],{"text":248,"type":104},"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":100,"children":250},[251,253,256],{"text":252,"type":104},"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":254,"text":255,"type":104},true,"\"where to watch France Spain\"",{"text":257,"type":104}," is an intention, not an exposure.",{"type":100,"children":259},[260],{"text":261,"type":104},"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":115,"level":31,"children":263},[264],{"text":265,"type":104},"The four families of signals usable in sport",{"type":136,"format":137,"children":267},[268,274,280,286],{"type":140,"children":269},[270,272],{"bold":254,"text":271,"type":104},"Access signals",{"text":273,"type":104},": where to watch, on which channel, at what time. They reveal immediate consumption intent and cluster in the 72 hours before an event.",{"type":140,"children":275},[276,278],{"bold":254,"text":277,"type":104},"Acquisition signals",{"text":279,"type":104},": subscription comparisons, price, offer and cancellation searches. They announce a shift in the subscriber base, in either direction.",{"type":140,"children":281},[282,284],{"bold":254,"text":283,"type":104},"Presence signals",{"text":285,"type":104},": ticketing, travel, accommodation, fan zones. They locate physical demand, which media audiences cannot do.",{"type":140,"children":287},[288,290],{"bold":254,"text":289,"type":104},"Affiliation signals",{"text":291,"type":104},": searches about an athlete, a club, a kit supplier. They measure attachment where it forms, often far from the historical territory.",{"type":115,"level":31,"children":293},[294],{"text":295,"type":104},"Why demand becomes visible before it converts",{"type":100,"children":297},[298],{"text":299,"type":104},"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":100,"children":301},[302],{"text":303,"type":104},"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":115,"level":83,"children":305},[306],{"text":307,"type":104},"The case of invisible territories",{"type":100,"children":309},[310],{"text":311,"type":104},"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":115,"level":31,"children":313},[314],{"text":315,"type":104},"What each segment decides with them",{"type":136,"format":137,"children":317},[318,324,330,336],{"type":140,"children":319},[320,322],{"bold":254,"text":321,"type":104},"Brands and sponsors",{"text":323,"type":104},": choose between two assets on the real demand of their target audience, rather than on the asset’s gross reach.",{"type":140,"children":325},[326,328],{"bold":254,"text":327,"type":104},"Federations and leagues",{"text":329,"type":104},": identify development territories where interest already exists, before investing in structure.",{"type":140,"children":331},[332,334],{"bold":254,"text":333,"type":104},"Event organisers",{"text":335,"type":104},": time the on-sale and the promotional pressure against the search curve rather than last year’s calendar.",{"type":140,"children":337},[338,340],{"bold":254,"text":339,"type":104},"Broadcasters",{"text":341,"type":104},": separate, within a subscription spike, what reflects durable interest from what reflects a tournament.",{"type":115,"level":31,"children":343},[344],{"text":345,"type":104},"How to read the articles in this category",{"type":100,"children":347},[348,350,356],{"text":349,"type":104},"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":351,"type":352,"children":353},"\u002Fen\u002Fglossary","link",[354],{"text":355,"type":104},"glossary",{"text":357,"type":104},".",[359],{"id":360,"documentId":94,"title":361,"slug":362,"description":363,"content":364,"createdAt":179,"updatedAt":435,"publishedAt":436,"locale":437,"datePublication":179},228,"Coupe du monde 2026 : M6 diffuse, 36 % l'ignorent","droits-tv-coupe-du-monde-m6-tf1","M6 a payé 120 M€ les droits de la Coupe du monde ; un Français sur trois croit encore que TF1 la diffuse. Les recherches disent où ça bascule.",[365,369,373,377,381,385,389,393,397,411,415,419,423,427,431],{"type":100,"children":366},[367],{"text":368,"type":104},"Acquérir des droits sportifs, c'est acheter une audience future. Encore faut-il que cette audience sache où regarder. M6 a investi environ 120 millions d'euros pour la Coupe du monde ; une part importante du public continue pourtant d'associer l'événement à TF1, diffuseur historique des grands rendez-vous du football.",{"type":106,"children":370},[371],{"text":372,"type":104},"36 % : la part de Français qui pensent que TF1 diffuse la Coupe du monde, dont M6 a acquis les droits pour 120 M€.",{"type":100,"children":374},[375],{"text":376,"type":104},"Ce décalage n'est pas anecdotique. Il constitue le principal risque d'un investissement de cette taille : une audience qui ne trouve pas le bon canal est une audience perdue, et l'essentiel de la valeur d'un droit sportif se concentre sur quelques soirées.",{"type":115,"level":31,"children":378},[379],{"text":380,"type":104},"L'habitude est un actif du diffuseur sortant",{"type":100,"children":382},[383],{"text":384,"type":104},"Des décennies de grandes compétitions sur une même chaîne installent un réflexe qui ne se déplace pas par décret. Le téléspectateur ne cherche pas un diffuseur : il cherche un match. En l'absence d'information claire, il se dirige vers l'endroit où il l'a toujours trouvé.",{"type":100,"children":386},[387],{"text":388,"type":104},"Ce réflexe s'observe directement dans les recherches. « Coupe du monde quelle chaîne », « match France ce soir chaîne », « où voir le match » : ces requêtes sont formulées par des personnes prêtes à regarder, à quelques heures de l'événement. Leur volume mesure l'ampleur de l'incertitude ; leur évolution mesure l'efficacité de la communication du nouveau diffuseur.",{"type":115,"level":31,"children":390},[391],{"text":392,"type":104},"Suivre la bascule, semaine par semaine et territoire par territoire",{"type":100,"children":394},[395],{"text":396,"type":104},"L'intérêt de ce signal tient à sa granularité. Il ne se contente pas de dire « il y a de la confusion » : constat qu'une étude ponctuelle fournit aussi. Il indique où elle se concentre et à quel rythme elle se résorbe.",{"type":136,"format":137,"children":398},[399,403,407],{"type":140,"children":400},[401],{"text":402,"type":104},"Par territoire : certaines régions basculent plus vite, selon la pénétration de la chaîne et les habitudes locales.",{"type":140,"children":404},[405],{"text":406,"type":104},"Par segment d'âge, indirectement, via les formulations employées et les terminaux utilisés.",{"type":140,"children":408},[409],{"text":410,"type":104},"Dans le temps : chaque campagne d'annonce produit un effet visible en quelques jours, ou n'en produit aucun.",{"type":100,"children":412},[413],{"text":414,"type":104},"Cette lecture change la nature du pilotage. Sans elle, le diffuseur découvre le problème dans les audiences du premier match : quand il ne reste plus qu'à le subir. Avec elle, il dispose de plusieurs semaines pour concentrer ses moyens là où l'information n'est pas passée.",{"type":115,"level":31,"children":416},[417],{"text":418,"type":104},"Un enjeu qui dépasse la seule compétition",{"type":100,"children":420},[421],{"text":422,"type":104},"L'acquisition de droits premium poursuit rarement un objectif isolé. Elle vise à installer une chaîne ou une plateforme comme destination sportive durable. Or cet objectif suppose que le public associe durablement le diffuseur à la compétition : pas seulement qu'il ait trouvé le bon canal le soir de la finale.",{"type":100,"children":424},[425],{"text":426,"type":104},"La rémanence de l'association après l'événement est donc l'indicateur décisif, et il se mesure de la même manière : les recherches associant la chaîne à d'autres compétitions, dans les mois qui suivent, indiquent si le transfert d'habitude a eu lieu ou si le public est retourné à ses réflexes.",{"type":115,"level":83,"children":428},[429],{"text":430,"type":104},"Ce que cela implique pour les prochains appels d’offres",{"type":100,"children":432},[433],{"text":434,"type":104},"Un détenteur de droits qui présente un actif à des diffuseurs concurrents a intérêt à documenter cette dimension : la demande existante, sa répartition et le coût de transfert d'habitude. Un diffuseur qui candidate a intérêt à l'évaluer avant de fixer son prix. Dans les deux cas, la mesure de l'intention transforme une négociation d'estimation en négociation documentée.","2026-08-13T10:39:53.074Z","2026-08-13T10:39:53.174Z","fr",[],[440,445],{"id":441,"libelle":442,"url":443,"date":444},222,"M6 remporte les droits de la Coupe du monde 2026 pour 120 M€ et 54 matchs, Soccerway","https:\u002F\u002Ffr.soccerway.com\u002Factualites\u002Ffootball-coupe-du-monde-pas-de-diffusion-de-la-coupe-du-monde-2026-pour-tf1-m6-remporte-les-encheres\u002FKU3CAXhc","2026",{"id":446,"libelle":447,"url":448,"date":444},223,"Étude WPP Media (1 024 personnes, 18-70 ans) : 36 % des Français pensent que TF1 diffusera les matchs, The Media Leader","https:\u002F\u002Ffr.themedialeader.com\u002Fmondial-2026-un-francais-sur-trois-ignore-que-tf1-ne-diffusera-aucun-match\u002F",[450,638,860],{"id":451,"documentId":452,"title":453,"slug":454,"description":455,"content":456,"createdAt":512,"updatedAt":513,"publishedAt":514,"locale":56,"datePublication":515,"coverImage":516,"category":552},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.",[457,461,465,469,473,477,481,485,489,493,504,508],{"type":100,"children":458},[459],{"text":460,"type":104},"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":106,"children":462},[463],{"text":464,"type":104},"75M · euros a year from Nike to PSG, under a deal running to 2032",{"type":100,"children":466},[467],{"text":468,"type":104},"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":115,"level":31,"children":470},[471],{"text":472,"type":104},"A global club does not have one audience, it has several",{"type":100,"children":474},[475],{"text":476,"type":104},"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":100,"children":478},[479],{"text":480,"type":104},"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":115,"level":31,"children":482},[483],{"text":484,"type":104},"Association is measured, not inferred",{"type":100,"children":486},[487],{"text":488,"type":104},"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":100,"children":490},[491],{"text":492,"type":104},"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":100,"children":494},[495,497,502],{"text":496,"type":104},"It is the same distinction set out in our piece on ",{"url":498,"type":352,"children":499},"\u002Fen\u002Fblog\u002Fsports-sponsorship-visibility-versus-demand",[500],{"text":501,"type":104},"visibility versus demand",{"text":503,"type":104},", applied here to one club and to contracts whose end dates are known.",{"type":115,"level":31,"children":505},[506],{"text":507,"type":104},"Whose decision this is",{"type":100,"children":509},[510],{"text":511,"type":104},"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","2026-07-30T07:45:46.910Z",{"id":517,"documentId":518,"name":519,"alternativeText":520,"caption":8,"focalPoint":8,"width":521,"height":195,"formats":522,"hash":547,"ext":189,"mime":192,"size":548,"url":549,"previewUrl":8,"provider":225,"provider_metadata":8,"createdAt":550,"updatedAt":550,"publishedAt":551},27,"dodx1yydmg6friobrs7sdv95","psg-sponsors.webp","Vue aérienne des tribunes garnies et de la pelouse d’un grand stade de football",1600,{"large":523,"small":529,"medium":535,"thumbnail":541},{"ext":189,"url":524,"hash":525,"mime":192,"name":526,"path":8,"size":527,"width":195,"height":196,"sizeInBytes":528},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Flarge_psg_sponsors_d037a84edb.webp","large_psg_sponsors_d037a84edb","large_psg-sponsors.webp",134.6,134604,{"ext":189,"url":530,"hash":531,"mime":192,"name":532,"path":8,"size":533,"width":203,"height":204,"sizeInBytes":534},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fsmall_psg_sponsors_d037a84edb.webp","small_psg_sponsors_d037a84edb","small_psg-sponsors.webp",38.22,38224,{"ext":189,"url":536,"hash":537,"mime":192,"name":538,"path":8,"size":539,"width":211,"height":212,"sizeInBytes":540},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fmedium_psg_sponsors_d037a84edb.webp","medium_psg_sponsors_d037a84edb","medium_psg-sponsors.webp",80.43,80428,{"ext":189,"url":542,"hash":543,"mime":192,"name":544,"path":8,"size":545,"width":219,"height":220,"sizeInBytes":546},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fthumbnail_psg_sponsors_d037a84edb.webp","thumbnail_psg_sponsors_d037a84edb","thumbnail_psg-sponsors.webp",10.23,10226,"psg_sponsors_d037a84edb",350.2,"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fpsg_sponsors_d037a84edb.webp","2026-07-29T07:39:31.496Z","2026-07-29T07:39:31.497Z",{"id":90,"documentId":228,"name":229,"slug":230,"titrePage":231,"seoDescription":232,"createdAt":233,"updatedAt":234,"publishedAt":235,"locale":56,"contenu":553},[554,557,560,563,568,571,574,592,595,598,601,604,607,610,628,631],{"type":100,"children":555},[556],{"text":240,"type":104},{"type":115,"level":31,"children":558},[559],{"text":244,"type":104},{"type":100,"children":561},[562],{"text":248,"type":104},{"type":100,"children":564},[565,566,567],{"text":252,"type":104},{"bold":254,"text":255,"type":104},{"text":257,"type":104},{"type":100,"children":569},[570],{"text":261,"type":104},{"type":115,"level":31,"children":572},[573],{"text":265,"type":104},{"type":136,"format":137,"children":575},[576,580,584,588],{"type":140,"children":577},[578,579],{"bold":254,"text":271,"type":104},{"text":273,"type":104},{"type":140,"children":581},[582,583],{"bold":254,"text":277,"type":104},{"text":279,"type":104},{"type":140,"children":585},[586,587],{"bold":254,"text":283,"type":104},{"text":285,"type":104},{"type":140,"children":589},[590,591],{"bold":254,"text":289,"type":104},{"text":291,"type":104},{"type":115,"level":31,"children":593},[594],{"text":295,"type":104},{"type":100,"children":596},[597],{"text":299,"type":104},{"type":100,"children":599},[600],{"text":303,"type":104},{"type":115,"level":83,"children":602},[603],{"text":307,"type":104},{"type":100,"children":605},[606],{"text":311,"type":104},{"type":115,"level":31,"children":608},[609],{"text":315,"type":104},{"type":136,"format":137,"children":611},[612,616,620,624],{"type":140,"children":613},[614,615],{"bold":254,"text":321,"type":104},{"text":323,"type":104},{"type":140,"children":617},[618,619],{"bold":254,"text":327,"type":104},{"text":329,"type":104},{"type":140,"children":621},[622,623],{"bold":254,"text":333,"type":104},{"text":335,"type":104},{"type":140,"children":625},[626,627],{"bold":254,"text":339,"type":104},{"text":341,"type":104},{"type":115,"level":31,"children":629},[630],{"text":345,"type":104},{"type":100,"children":632},[633,634,637],{"text":349,"type":104},{"url":351,"type":352,"children":635},[636],{"text":355,"type":104},{"text":357,"type":104},{"id":639,"documentId":640,"title":641,"slug":642,"description":643,"content":644,"createdAt":735,"updatedAt":736,"publishedAt":737,"locale":56,"datePublication":738,"coverImage":739,"category":774},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.",[645,649,653,657,661,687,691,695,715,719,723,727,731],{"type":100,"children":646},[647],{"text":648,"type":104},"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":106,"children":650},[651],{"text":652,"type":104},"×6: the volume of broadcast-related searches in the 48 hours before a high-stakes kick-off.",{"type":100,"children":654},[655],{"text":656,"type":104},"That temporal concentration is what makes the signal valuable, and what makes it perishable: information that arrives too late has no operational value.",{"type":115,"level":31,"children":658},[659],{"text":660,"type":104},"Four families of queries, four distinct uses",{"type":136,"format":137,"children":662},[663,669,675,681],{"type":140,"children":664},[665,667],{"bold":254,"text":666,"type":104},"“Which channel”, “where to watch”. ",{"text":668,"type":104},"A broadcast signal. It measures public uncertainty about the channel: a direct concern for the broadcaster, whose audience depends on clearing it.",{"type":140,"children":670},[671,673],{"bold":254,"text":672,"type":104},"“Bar with big screen”, “fan zone”, “public screening”. ",{"text":674,"type":104},"A collective-viewing signal, strongly localised. This is the most actionable signal for a physical activation.",{"type":140,"children":676},[677,679],{"bold":254,"text":678,"type":104},"“Match time”, “probable line-up”. ",{"text":680,"type":104},"An engagement signal: these queries come from an audience already committed to watching.",{"type":140,"children":682},[683,685],{"bold":254,"text":684,"type":104},"“Free stream”. ",{"text":686,"type":104},"A friction signal: it indicates real demand poorly served by the legal offer, often a matter of price or accessibility.",{"type":115,"level":31,"children":688},[689],{"text":690,"type":104},"What each stakeholder can do with it",{"type":100,"children":692},[693],{"text":694,"type":104},"The same data serves different decisions depending on your position in the value chain.",{"type":136,"format":137,"children":696},[697,703,709],{"type":140,"children":698},[699,701],{"bold":254,"text":700,"type":104},"A broadcaster ",{"text":702,"type":104},"concentrates promotion where channel uncertainty is highest, and aligns its pre-match output with the hours people actually search.",{"type":140,"children":704},[705,707],{"bold":254,"text":706,"type":104},"A sponsor ",{"text":708,"type":104},"identifies the cities and venues where a physical activation will meet a real audience, rather than defaulting to the largest metropolitan areas.",{"type":140,"children":710},[711,713],{"bold":254,"text":712,"type":104},"An organiser or a local authority ",{"text":714,"type":104},"sizes public screening, security and transport against measured demand rather than an estimate.",{"type":115,"level":31,"children":716},[717],{"text":718,"type":104},"A short window, a repeating cycle",{"type":100,"children":720},[721],{"text":722,"type":104},"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":100,"children":724},[725],{"text":726,"type":104},"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":115,"level":83,"children":728},[729],{"text":730,"type":104},"The underlying principle",{"type":100,"children":732},[733],{"text":734,"type":104},"Before an event, the public does not declare its intentions: it searches for them. Reading those searches as they happen provides information that neither ticketing, nor CRM, nor past audiences can supply: because all of them arrive after the decision.","2026-07-27T12:03:46.387Z","2026-08-13T10:39:54.345Z","2026-08-09T21:04:30.323Z","2026-07-25T17:19:55.834Z",{"id":740,"documentId":741,"name":742,"alternativeText":743,"caption":8,"focalPoint":8,"width":185,"height":186,"formats":744,"hash":769,"ext":189,"mime":192,"size":770,"url":771,"previewUrl":8,"provider":225,"provider_metadata":8,"createdAt":772,"updatedAt":772,"publishedAt":773},14,"qhqi2vsco8toit0qn8mou5p1","mondial-signaux.webp","Foule rassemblée devant un écran géant en fan zone pour regarder un match de football",{"large":745,"small":751,"medium":757,"thumbnail":763},{"ext":189,"url":746,"hash":747,"mime":192,"name":748,"path":8,"size":749,"width":195,"height":196,"sizeInBytes":750},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Flarge_mondial_signaux_4274ea55e8.webp","large_mondial_signaux_4274ea55e8","large_mondial-signaux.webp",171.25,171252,{"ext":189,"url":752,"hash":753,"mime":192,"name":754,"path":8,"size":755,"width":203,"height":204,"sizeInBytes":756},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fsmall_mondial_signaux_4274ea55e8.webp","small_mondial_signaux_4274ea55e8","small_mondial-signaux.webp",57.74,57736,{"ext":189,"url":758,"hash":759,"mime":192,"name":760,"path":8,"size":761,"width":211,"height":212,"sizeInBytes":762},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fmedium_mondial_signaux_4274ea55e8.webp","medium_mondial_signaux_4274ea55e8","medium_mondial-signaux.webp",111.56,111562,{"ext":189,"url":764,"hash":765,"mime":192,"name":766,"path":8,"size":767,"width":219,"height":220,"sizeInBytes":768},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fthumbnail_mondial_signaux_4274ea55e8.webp","thumbnail_mondial_signaux_4274ea55e8","thumbnail_mondial-signaux.webp",16.78,16776,"mondial_signaux_4274ea55e8",252.9,"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fmondial_signaux_4274ea55e8.webp","2026-07-25T20:16:48.749Z","2026-07-25T20:16:48.750Z",{"id":90,"documentId":228,"name":229,"slug":230,"titrePage":231,"seoDescription":232,"createdAt":233,"updatedAt":234,"publishedAt":235,"locale":56,"contenu":775},[776,779,782,785,790,793,796,814,817,820,823,826,829,832,850,853],{"type":100,"children":777},[778],{"text":240,"type":104},{"type":115,"level":31,"children":780},[781],{"text":244,"type":104},{"type":100,"children":783},[784],{"text":248,"type":104},{"type":100,"children":786},[787,788,789],{"text":252,"type":104},{"bold":254,"text":255,"type":104},{"text":257,"type":104},{"type":100,"children":791},[792],{"text":261,"type":104},{"type":115,"level":31,"children":794},[795],{"text":265,"type":104},{"type":136,"format":137,"children":797},[798,802,806,810],{"type":140,"children":799},[800,801],{"bold":254,"text":271,"type":104},{"text":273,"type":104},{"type":140,"children":803},[804,805],{"bold":254,"text":277,"type":104},{"text":279,"type":104},{"type":140,"children":807},[808,809],{"bold":254,"text":283,"type":104},{"text":285,"type":104},{"type":140,"children":811},[812,813],{"bold":254,"text":289,"type":104},{"text":291,"type":104},{"type":115,"level":31,"children":815},[816],{"text":295,"type":104},{"type":100,"children":818},[819],{"text":299,"type":104},{"type":100,"children":821},[822],{"text":303,"type":104},{"type":115,"level":83,"children":824},[825],{"text":307,"type":104},{"type":100,"children":827},[828],{"text":311,"type":104},{"type":115,"level":31,"children":830},[831],{"text":315,"type":104},{"type":136,"format":137,"children":833},[834,838,842,846],{"type":140,"children":835},[836,837],{"bold":254,"text":321,"type":104},{"text":323,"type":104},{"type":140,"children":839},[840,841],{"bold":254,"text":327,"type":104},{"text":329,"type":104},{"type":140,"children":843},[844,845],{"bold":254,"text":333,"type":104},{"text":335,"type":104},{"type":140,"children":847},[848,849],{"bold":254,"text":339,"type":104},{"text":341,"type":104},{"type":115,"level":31,"children":851},[852],{"text":345,"type":104},{"type":100,"children":854},[855,856,859],{"text":349,"type":104},{"url":351,"type":352,"children":857},[858],{"text":355,"type":104},{"text":357,"type":104},{"id":861,"documentId":862,"title":863,"slug":864,"description":865,"content":866,"createdAt":921,"updatedAt":922,"publishedAt":923,"locale":56,"datePublication":924,"coverImage":925,"category":960},186,"lk8ygcu95cemzu3b4wsqdf8c","Champions League rights: what €480M actually buys","champions-league-broadcaster-fragmented-access","Canal+ holds every Champions League match, split across two subscription tiers. Owning the rights does not guarantee the fan finds the game.",[867,871,875,879,883,887,891,895,899,910,913,917],{"type":100,"children":868},[869],{"text":870,"type":104},"Canal+ holds the full rights to the Champions League, the Europa League and the Conference League through 2026-27, for a reported €480M. Holding every match does not mean every subscriber reaches it: the fixtures are split across two tiers, one carrying the Wednesday game, the other carrying all of them. Only the final stays free-to-air, co-broadcast by M6.",{"type":106,"children":872},[873],{"text":874,"type":104},"480M · euros committed by Canal+ for the three European competitions",{"type":100,"children":876},[877],{"text":878,"type":104},"A rights holder buying 100% of a competition buys exclusivity. It does not buy an audience: between the right acquired and the fan who finds the match, there is a journey, and that journey is often lost.",{"type":115,"level":31,"children":880},[881],{"text":882,"type":104},"Fragmentation leaves no trace at the broadcaster",{"type":100,"children":884},[885],{"text":886,"type":104},"When one competition is split across two tiers of the same operator, the viewer does not think in packages. They want a specific match, on a specific evening. Discovering their subscription does not include it, the response is rarely to buy up: it is usually to give up, or go elsewhere.",{"type":100,"children":888},[889],{"text":890,"type":104},"That giving-up produces no data. No click, no abandoned cart, no churn: the person was never a customer. They searched, did not find what they expected, and stopped there. The broadcaster will never see that loss in its own numbers.",{"type":115,"level":31,"children":892},[893],{"text":894,"type":104},"What search does show",{"type":100,"children":896},[897],{"text":898,"type":104},"It does leave a trace elsewhere. “Champions League broadcaster”, “where to watch the Champions League”, “what channel tonight”: the volume of those queries, their shape across the week and their peak as a fixture approaches, measure the gap between interest and access.",{"type":100,"children":900},[901,903,908],{"text":902,"type":104},"The same mechanism was visible at the World Cup, where more than one French viewer in three looked at the wrong channel — the subject of our piece on ",{"url":904,"type":352,"children":905},"\u002Fen\u002Fblog\u002Ftv-rights-world-cup-wrong-channel",[906],{"text":907,"type":104},"World Cup broadcast rights",{"text":909,"type":104},". The difference here is that the confusion is not between two competing broadcasters, but between two offers from the same one.",{"type":115,"level":31,"children":911},[912],{"text":507,"type":104},{"type":100,"children":914},[915],{"text":916,"type":104},"For a rights holder, that gap is close to the only part of the contract still actionable after signature. The price is paid, the perimeter is fixed; what remains in play is the share of existing interest that actually reaches a screen.",{"type":100,"children":918},[919],{"text":920,"type":104},"Measuring that share before the season, territory by territory and fixture by fixture, is not retrospective analysis. It is what tells you where to push awareness of the offer, and which of the two tiers to lead with.","2026-07-29T07:39:34.148Z","2026-08-06T14:20:06.594Z","2026-08-06T14:18:05.081Z","2026-07-30T07:45:46.597Z",{"id":926,"documentId":927,"name":928,"alternativeText":929,"caption":8,"focalPoint":8,"width":521,"height":195,"formats":930,"hash":955,"ext":189,"mime":192,"size":956,"url":957,"previewUrl":8,"provider":225,"provider_metadata":8,"createdAt":958,"updatedAt":958,"publishedAt":959},26,"ktm5owt7ftybdxqqc8mmr868","ldc-acces.webp","Portillon d'accès en acier affichant une croix rouge, passage refusé",{"large":931,"small":937,"medium":943,"thumbnail":949},{"ext":189,"url":932,"hash":933,"mime":192,"name":934,"path":8,"size":935,"width":195,"height":196,"sizeInBytes":936},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Flarge_ldc_acces_46bb31a533.webp","large_ldc_acces_46bb31a533","large_ldc-acces.webp",23.7,23704,{"ext":189,"url":938,"hash":939,"mime":192,"name":940,"path":8,"size":941,"width":203,"height":204,"sizeInBytes":942},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fsmall_ldc_acces_46bb31a533.webp","small_ldc_acces_46bb31a533","small_ldc-acces.webp",9.91,9912,{"ext":189,"url":944,"hash":945,"mime":192,"name":946,"path":8,"size":947,"width":211,"height":212,"sizeInBytes":948},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fmedium_ldc_acces_46bb31a533.webp","medium_ldc_acces_46bb31a533","medium_ldc-acces.webp",16.32,16320,{"ext":189,"url":950,"hash":951,"mime":192,"name":952,"path":8,"size":953,"width":219,"height":220,"sizeInBytes":954},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fthumbnail_ldc_acces_46bb31a533.webp","thumbnail_ldc_acces_46bb31a533","thumbnail_ldc-acces.webp",4.36,4358,"ldc_acces_46bb31a533",50.31,"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fldc_acces_46bb31a533.webp","2026-07-29T07:39:30.505Z","2026-07-29T07:39:30.506Z",{"id":961,"documentId":962,"name":963,"slug":964,"titrePage":965,"seoDescription":966,"createdAt":967,"updatedAt":968,"publishedAt":969,"locale":56,"contenu":970},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",[971,975,979,983,987,991,995,999,1003,1007,1011,1037,1041,1045],{"type":100,"children":972},[973],{"text":974,"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":115,"level":31,"children":976},[977],{"text":978,"type":104},"What an audience figure does not say",{"type":100,"children":980},[981],{"text":982,"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":984},[985],{"text":986,"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":115,"level":31,"children":988},[989],{"text":990,"type":104},"Churn is not a law of the model",{"type":100,"children":992},[993],{"text":994,"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":996},[997],{"text":998,"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":115,"level":83,"children":1000},[1001],{"text":1002,"type":104},"The awareness effect and its invisible half",{"type":100,"children":1004},[1005],{"text":1006,"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":115,"level":31,"children":1008},[1009],{"text":1010,"type":104},"What upstream demand adds to a negotiation",{"type":136,"format":137,"children":1012},[1013,1019,1025,1031],{"type":140,"children":1014},[1015,1017],{"bold":254,"text":1016,"type":104},"Valuing a package",{"text":1018,"type":104},": documenting existing, underserved demand country by country, rather than projecting audience from history.",{"type":140,"children":1020},[1021,1023],{"bold":254,"text":1022,"type":104},"Weighing exclusivity",{"text":1024,"type":104},": measuring whether interest concentrates on an event or spreads across a season.",{"type":140,"children":1026},[1027,1029],{"bold":254,"text":1028,"type":104},"Setting a window",{"text":1030,"type":104},": timing the go-to-market against the actual rise in interest, which does not always match the sporting calendar.",{"type":140,"children":1032},[1033,1035],{"bold":254,"text":1034,"type":104},"Justifying a renewal",{"text":1036,"type":104},": showing demand growing before it shows up in audience figures.",{"type":115,"level":31,"children":1038},[1039],{"text":1040,"type":104},"Reading sports business figures without fooling yourself",{"type":100,"children":1042},[1043],{"text":1044,"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":1046},[1047,1049,1052],{"text":1048,"type":104},"The analyses published here follow those rules and cite their sources at the end. The vocabulary is defined in the ",{"url":351,"type":352,"children":1050},[1051],{"text":355,"type":104},{"text":357,"type":104}]