[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"site-settings-en":3,"company":38,"legal-nav-en":65,"article-world-cup-2026-sponsorship-noticed-versus-perceived":92,"related-world-cup-2026-sponsorship-noticed-versus-perceived":439},{"id":4,"documentId":5,"navSolution":6,"navProcess":7,"navCasUsage":8,"navBlog":9,"navCta":10,"footerBaseline":11,"footerLieu":12,"footerGererCookies":13,"blogTitre":14,"blogSeoDescription":15,"blogFiltreTous":16,"blogVide":17,"articleCtaTitre":18,"articleCtaDescription":19,"articleCtaBouton":10,"cookiesTitre":20,"cookiesTexte":21,"cookiesToutAccepter":22,"cookiesToutRefuser":23,"cookiesPersonnaliser":24,"cookiesEnSavoirPlus":25,"createdAt":26,"updatedAt":27,"publishedAt":28,"locale":29,"demoTitre":10,"demoIntro":30,"demoSeoDescription":31,"demoBouton":32,"demoSucces":33,"demoErreur":34,"demoMentionRgpd":35,"referencesEyebrow":36,"referencesTitre":37},2,"sqqeaziw9cclvom4d2ifob1u","Solution","How it works","Use cases","Blog","Request a demo","Search intelligence for sports and events. Incubated at Station F, Paris.","Paris · Station F","Manage cookies","Analysis and signals from the sports business.","Analysis and search signals for decision-makers in the sports business.","All","The first articles are coming shortly.","See what your audiences search for.","A demo on your sport: 30 minutes.","Your cookie choice","This site runs without any advertising tracker. Only strictly necessary cookies are used. We would like to add anonymous audience measurement to understand which pages are useful, and it will only be enabled if you accept. You can change your mind at any time.","Accept all","Reject all","Customise","Learn more","2026-07-27T12:03:44.604Z","2026-07-30T07:47:52.424Z","2026-07-30T07:47:52.416Z","en","Thirty minutes, on your sport and your territories: we show you what the searches say about your market. Reply within one business day.","Request a Noyzee demo: 30 minutes on your sport and your territories, to see what your audiences actually search for.","Send my request","Message sent. We will get back to you within one business day.","Sending failed. Try again in a moment, or email us directly.","The information you provide is used solely to handle your request. It is kept for 3 years from the last contact and is never shared with third parties.","References","They trust us",{"id":39,"documentId":40,"denomination":41,"formeJuridique":42,"capitalSocial":43,"adresse":44,"codePostal":45,"ville":46,"pays":47,"siren":48,"rcs":43,"tvaIntracommunautaire":49,"directeurPublication":41,"emailContact":50,"emailRgpd":43,"telephone":43,"linkedinUrl":51,"hebergeurNom":52,"hebergeurAdresse":53,"hebergeurRegion":54,"fournisseurEmail":55,"dpoNom":43,"createdAt":56,"updatedAt":57,"publishedAt":58,"nomCommercial":59,"siret":60,"codeApe":61,"directeurRole":62,"directeurBio":63,"directeurLinkedin":64},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",[66,72,78,85],{"id":67,"documentId":68,"title":69,"slug":70,"ordre":39,"cle":71},51,"cbtuacviyviaj0t78tjyrya0","Legal notice","legal-notice","mentions-legales",{"id":73,"documentId":74,"title":75,"slug":76,"ordre":4,"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":29,"datePublication":181,"coverImage":182,"category":229,"localizations":330,"faq":412,"sources":429},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.",[99,105,109,114,118,122,127,131,135,139,143,167,171,175],{"type":100,"children":101},"paragraph",[102],{"text":103,"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.","text",{"type":100,"children":106},[107],{"text":108,"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":4,"children":111},"heading",[112],{"text":113,"type":104},"Exposure is bought, association is not",{"type":100,"children":115},[116],{"text":117,"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":119},[120],{"text":121,"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":123,"children":124},"quote",[125],{"text":126,"type":104},"45% notice partner brands, 34% say they think better of them.",{"type":110,"level":4,"children":128},[129],{"text":130,"type":104},"What the eleven points cover",{"type":100,"children":132},[133],{"text":134,"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":136},[137],{"text":138,"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":140},[141],{"text":142,"type":104},"Three levers that act on the gap, not on reach",{"type":144,"format":145,"children":146},"list","unordered",[147,155,161],{"type":148,"children":149},"list-item",[150,153],{"bold":151,"text":152,"type":104},true,"Answer a need tied to the event ",{"text":154,"type":104},"rather than applying a signature: access, organising the viewing, travel.",{"type":148,"children":156},[157,159],{"bold":151,"text":158,"type":104},"Choose a moment when the question is being asked ",{"text":160,"type":104},"rather than the period when the audience is widest.",{"type":148,"children":162},[163,165],{"bold":151,"text":164,"type":104},"Choose a territory where the brand already has standing",{"text":166,"type":104},": a competition amplifies an existing association far better than it creates one.",{"type":110,"level":4,"children":168},[169],{"text":170,"type":104},"Measuring the right thing",{"type":100,"children":172},[173],{"text":174,"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":176},[177],{"text":178,"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":183,"documentId":184,"name":185,"alternativeText":186,"caption":43,"focalPoint":43,"width":187,"height":188,"formats":189,"hash":224,"ext":191,"mime":194,"size":225,"url":226,"previewUrl":43,"provider":227,"provider_metadata":43,"createdAt":228,"updatedAt":228,"publishedAt":228},9,"zw7veb4ffjs0csr0ajxwblyg","sponsoring-demande.webp","Match de football en nocturne, panneaux publicitaires des sponsors visibles en bord de terrain",1280,800,{"large":190,"small":200,"medium":208,"thumbnail":216},{"ext":191,"url":192,"hash":193,"mime":194,"name":195,"path":43,"size":196,"width":197,"height":198,"sizeInBytes":199},".webp","https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Flarge_sponsoring_demande_07060a8fcc.webp","large_sponsoring_demande_07060a8fcc","image\u002Fwebp","large_sponsoring-demande.webp",36.79,1000,625,36786,{"ext":191,"url":201,"hash":202,"mime":194,"name":203,"path":43,"size":204,"width":205,"height":206,"sizeInBytes":207},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fsmall_sponsoring_demande_07060a8fcc.webp","small_sponsoring_demande_07060a8fcc","small_sponsoring-demande.webp",14.8,500,312,14802,{"ext":191,"url":209,"hash":210,"mime":194,"name":211,"path":43,"size":212,"width":213,"height":214,"sizeInBytes":215},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fmedium_sponsoring_demande_07060a8fcc.webp","medium_sponsoring_demande_07060a8fcc","medium_sponsoring-demande.webp",26.03,750,469,26034,{"ext":191,"url":217,"hash":218,"mime":194,"name":219,"path":43,"size":220,"width":221,"height":222,"sizeInBytes":223},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fthumbnail_sponsoring_demande_07060a8fcc.webp","thumbnail_sponsoring_demande_07060a8fcc","thumbnail_sponsoring-demande.webp",4.95,245,153,4950,"sponsoring_demande_07060a8fcc",54.53,"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fsponsoring_demande_07060a8fcc.webp","strapi-provider-upload-azure-storage","2026-07-25T20:16:45.081Z",{"id":230,"documentId":231,"name":232,"slug":233,"titrePage":234,"seoDescription":235,"createdAt":236,"updatedAt":237,"publishedAt":238,"locale":29,"contenu":239},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",[240,244,248,252,256,260,264,290,294,298,302,306,310,314,318],{"type":100,"children":241},[242],{"text":243,"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":4,"children":245},[246],{"text":247,"type":104},"The activation budget is decided before the creative",{"type":100,"children":249},[250],{"text":251,"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":253},[254],{"text":255,"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":4,"children":257},[258],{"text":259,"type":104},"Target territories, not personas",{"type":100,"children":261},[262],{"text":263,"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":144,"format":145,"children":265},[266,272,278,284],{"type":148,"children":267},[268,270],{"bold":151,"text":269,"type":104},"Hot territory",{"text":271,"type":104},": strong demand, offer present. Activation competes with what exists; share of voice is expensive.",{"type":148,"children":273},[274,276],{"bold":151,"text":275,"type":104},"Ripe territory",{"text":277,"type":104},": strong demand, no offer. The best effort-to-effect ratio, and the most often overlooked.",{"type":148,"children":279},[280,282],{"bold":151,"text":281,"type":104},"Cold territory",{"text":283,"type":104},": weak demand despite an offer. Interest has to be created before it can be captured, which is a different budget.",{"type":148,"children":285},[286,288],{"bold":151,"text":287,"type":104},"Emerging territory",{"text":289,"type":104},": weak but fast-rising demand. Justifies a light presence and a short review horizon.",{"type":110,"level":4,"children":291},[292],{"text":293,"type":104},"Timing: the curve matters more than the date",{"type":100,"children":295},[296],{"text":297,"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":299},[300],{"text":301,"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":303},[304],{"text":305,"type":104},"Measuring an activation honestly",{"type":100,"children":307},[308],{"text":309,"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":4,"children":311},[312],{"text":313,"type":104},"Where to start",{"type":100,"children":315},[316],{"text":317,"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":319},[320,322,328],{"text":321,"type":104},"The underlying measurement methods are detailed in the Methodology category, and the vocabulary in the ",{"url":323,"type":324,"children":325},"\u002Fen\u002Fglossary","link",[326],{"text":327,"type":104},"glossary",{"text":329,"type":104},".",[331],{"id":332,"documentId":94,"title":333,"slug":334,"description":335,"content":336,"createdAt":409,"updatedAt":409,"publishedAt":410,"locale":411,"datePublication":181},250,"45 % remarquent le sponsor, 34 % en pensent du bien","sponsoring-mondial-2026-remarque-vs-perception","Une étude YouGov mesure l'écart entre être vu et être associé pendant le Mondial 2026. C'est cet écart, et non l'exposition, que l'activation peut réduire.",[337,341,345,349,353,357,361,365,369,373,377,397,401,405],{"type":100,"children":338},[339],{"text":340,"type":104},"Une étude YouGov menée en mars et avril 2026 auprès de personnes susceptibles de suivre la Coupe du monde donne deux chiffres qu'il faut lire ensemble : 45 % des Français intéressés par la compétition déclarent remarquer les marques partenaires, et 34 % estiment que ce sponsoring améliore leur perception de la marque.",{"type":100,"children":342},[343],{"text":344,"type":104},"Onze points séparent le fait d'être vu du fait d'être mieux perçu. C'est dans cet intervalle que se joue le rendement d'une activation, et c'est le seul endroit où elle peut agir.",{"type":110,"level":4,"children":346},[347],{"text":348,"type":104},"L'exposition est achetée, l'association ne l'est pas",{"type":100,"children":350},[351],{"text":352,"type":104},"Le contrat de sponsoring garantit une présence : un logo, un emplacement, une mention. Il ne garantit aucun transfert. Être vu à côté d'un événement et être associé à ce que le public en retire sont deux résultats distincts, produits par des mécanismes différents.",{"type":100,"children":354},[355],{"text":356,"type":104},"Le premier se mesure en volume d'exposition et se contractualise. Le second se mesure en perception et se construit par ce que la marque fait pendant la compétition, pas par l'endroit où son nom apparaît.",{"type":123,"children":358},[359],{"text":360,"type":104},"45 % remarquent les marques partenaires, 34 % déclarent en avoir une meilleure opinion.",{"type":110,"level":4,"children":362},[363],{"text":364,"type":104},"Ce que les onze points recouvrent",{"type":100,"children":366},[367],{"text":368,"type":104},"L'écart n'est pas une déperdition inévitable. Il rassemble des situations très différentes : une marque remarquée sans être comprise, une marque comprise mais sans rapport perçu avec la compétition, une marque dont la présence est jugée opportuniste. Les trois se corrigent, mais pas de la même façon.",{"type":100,"children":370},[371],{"text":372,"type":104},"Aucune des trois ne se corrige en augmentant l'exposition. Ajouter du volume à une association faible reproduit l'association faible à plus grande échelle.",{"type":110,"level":83,"children":374},[375],{"text":376,"type":104},"Trois leviers qui agissent sur l'écart, pas sur la portée",{"type":144,"format":145,"children":378},[379,385,391],{"type":148,"children":380},[381,383],{"bold":151,"text":382,"type":104},"Répondre à un besoin lié à l'événement ",{"text":384,"type":104},"plutôt que d'apposer une signature : l'accès, l'organisation du visionnage, le déplacement.",{"type":148,"children":386},[387,389],{"bold":151,"text":388,"type":104},"Choisir un moment où la question se pose ",{"text":390,"type":104},"plutôt que la période où l'audience est la plus large.",{"type":148,"children":392},[393,395],{"bold":151,"text":394,"type":104},"Choisir un territoire où la marque a déjà une légitimité ",{"text":396,"type":104},": une compétition amplifie une association existante bien mieux qu'elle n'en crée une.",{"type":110,"level":4,"children":398},[399],{"text":400,"type":104},"Mesurer la bonne chose",{"type":100,"children":402},[403],{"text":404,"type":104},"Un bilan d'activation qui se clôture sur des contacts et une couverture ne dit rien de l'écart. Il faut mesurer ce qui a changé dans la relation : volume de recherches de marque pendant et après la compétition, requêtes associant la marque au territoire sportif, évolution de ces volumes hors période.",{"type":100,"children":406},[407],{"text":408,"type":104},"Ces mesures ont l'avantage de ne pas dépendre d'une question posée à un panel, et de rester comparables d'une compétition à la suivante.","2026-08-17T07:05:41.617Z","2026-08-17T07:05:41.669Z","fr",[413,417,421,425],{"id":414,"question":415,"reponse":416},217,"How many French people notice the 2026 World Cup sponsors?","45% of French people interested in the competition, according to a YouGov study run in March and April 2026. Over the same period, 34% consider that the sponsorship improves their perception of the brands.",{"id":418,"question":419,"reponse":420},218,"Why does that eleven-point gap matter?","Because it separates exposure, which is bought with the contract, from association, which is not. It is the only interval on which an activation can act.",{"id":422,"question":423,"reponse":424},219,"Does increasing exposure close the gap?","No. Additional volume applied to a weak association reproduces that association at greater scale. The gap is addressed through the relevance of what the brand does, not the scale of its presence.",{"id":426,"question":427,"reponse":428},220,"How can an activation be measured other than in contacts?","Through what changed in the relationship: brand search volume during and after the competition, queries linking the brand to the sporting territory, and comparison with periods outside the event.",[430,435],{"id":431,"libelle":432,"url":433,"date":434},281,"Étude YouGov (mars-avril 2026) : 45 % des Français intéressés par la compétition remarquent les marques partenaires, 34 % estiment que le sponsoring améliore leur perception, Sport Business Club","https:\u002F\u002Fwww.sportbusiness.club\u002Fmondial-2026-les-francais-remarquent-peu-les-sponsors\u002F","2026",{"id":436,"libelle":437,"url":438,"date":434},282,"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",[440,608,791],{"id":441,"documentId":442,"title":443,"slug":444,"description":445,"content":446,"createdAt":503,"updatedAt":504,"publishedAt":505,"locale":29,"datePublication":506,"coverImage":507,"category":542},223,"pr3b49zerm74d2isuvlic2lw","67% will follow the World Cup, but where are they?","activation-two-thirds-will-follow-but-where","Sixty-seven percent of French people say they will follow the 2026 World Cup. A national figure frames no activation: its distribution does.",[447,451,455,459,463,467,471,475,479,483,487,491,495,499],{"type":100,"children":448},[449],{"text":450,"type":104},"The WPP Media study run ahead of the 2026 World Cup establishes that 67% of French people say they will follow the competition. The figure is solid, it is useful, and it supports no activation decision whatsoever. No media budget is bought at the scale of \"France\".",{"type":100,"children":452},[453],{"text":454,"type":104},"The gap between a national statistic and an executable plan is the gap between aggregated intent and located intent. Closing it is most of the work.",{"type":110,"level":4,"children":456},[457],{"text":458,"type":104},"A national average always hides two populations",{"type":100,"children":460},[461],{"text":462,"type":104},"A rate of 67% can cover a homogeneous country, where every territory is there, or a contrasted one, where some areas exceed 85% and others sit at 40%. The two hypotheses call for opposite plans: the first justifies broad coverage, the second concentration.",{"type":100,"children":464},[465],{"text":466,"type":104},"No opinion survey at that sample size can settle it. Searches, by contrast, are natively located: they say where interest forms, at what intensity, and when.",{"type":123,"children":468},[469],{"text":470,"type":104},"67% · share of French people saying they will follow the 2026 World Cup",{"type":110,"level":4,"children":472},[473],{"text":474,"type":104},"Density rather than volume",{"type":100,"children":476},[477],{"text":478,"type":104},"The reflex is to rank territories by volume: large cities come top, resources concentrate there. That ranking is mechanical: it reproduces the population map, not the interest map.",{"type":100,"children":480},[481],{"text":482,"type":104},"Dividing volume by population changes the order. Mid-sized cities appear with intent densities above those of the metropolitan areas, and they carry two advantages: less advertising competition, and share of voice bought at a cost unrelated to that of the big markets.",{"type":110,"level":4,"children":484},[485],{"text":486,"type":104},"Timing is not the same everywhere",{"type":100,"children":488},[489],{"text":490,"type":104},"The intent curve does not rise simultaneously across a country. It follows broadcast schedules, time differences, local viewing habits. A national plan with a single date arrives too early in some areas and too late in others.",{"type":100,"children":492},[493],{"text":494,"type":104},"Shifting the start of media pressure by a few days per territory costs nothing in production and measurably changes the return. It is one of the rare trade-offs where available information converts directly into gain.",{"type":110,"level":83,"children":496},[497],{"text":498,"type":104},"What it takes to execute",{"type":100,"children":500},[501],{"text":502,"type":104},"Three things are enough: a measure of intent by territory, a measure of the offer already present in those same territories, and a reading of the curve over time. Everything else (creative, formats, buying) is decided afterwards, and decided better.","2026-07-28T08:25:50.763Z","2026-08-13T10:39:54.969Z","2026-08-09T21:04:31.173Z","2026-07-28T08:25:46.923Z",{"id":508,"documentId":509,"name":510,"alternativeText":511,"caption":43,"focalPoint":43,"width":512,"height":197,"formats":513,"hash":538,"ext":191,"mime":194,"size":539,"url":540,"previewUrl":43,"provider":227,"provider_metadata":43,"createdAt":541,"updatedAt":541,"publishedAt":541},17,"xlkwaf0xptxmwpm8ef6eovm3","activation-territoires.webp","Petits drapeaux plantés sur une carte du monde, Europe au premier plan",1600,{"large":514,"small":520,"medium":526,"thumbnail":532},{"ext":191,"url":515,"hash":516,"mime":194,"name":517,"path":43,"size":518,"width":197,"height":198,"sizeInBytes":519},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Flarge_activation_territoires_c2f80a6c42.webp","large_activation_territoires_c2f80a6c42","large_activation-territoires.webp",54.99,54990,{"ext":191,"url":521,"hash":522,"mime":194,"name":523,"path":43,"size":524,"width":205,"height":206,"sizeInBytes":525},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fsmall_activation_territoires_c2f80a6c42.webp","small_activation_territoires_c2f80a6c42","small_activation-territoires.webp",23.45,23454,{"ext":191,"url":527,"hash":528,"mime":194,"name":529,"path":43,"size":530,"width":213,"height":214,"sizeInBytes":531},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fmedium_activation_territoires_c2f80a6c42.webp","medium_activation_territoires_c2f80a6c42","medium_activation-territoires.webp",38.31,38306,{"ext":191,"url":533,"hash":534,"mime":194,"name":535,"path":43,"size":536,"width":221,"height":222,"sizeInBytes":537},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fthumbnail_activation_territoires_c2f80a6c42.webp","thumbnail_activation_territoires_c2f80a6c42","thumbnail_activation-territoires.webp",9.25,9252,"activation_territoires_c2f80a6c42",98.09,"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Factivation_territoires_c2f80a6c42.webp","2026-07-28T08:25:47.886Z",{"id":230,"documentId":231,"name":232,"slug":233,"titrePage":234,"seoDescription":235,"createdAt":236,"updatedAt":237,"publishedAt":238,"locale":29,"contenu":543},[544,547,550,553,556,559,562,580,583,586,589,592,595,598,601],{"type":100,"children":545},[546],{"text":243,"type":104},{"type":110,"level":4,"children":548},[549],{"text":247,"type":104},{"type":100,"children":551},[552],{"text":251,"type":104},{"type":100,"children":554},[555],{"text":255,"type":104},{"type":110,"level":4,"children":557},[558],{"text":259,"type":104},{"type":100,"children":560},[561],{"text":263,"type":104},{"type":144,"format":145,"children":563},[564,568,572,576],{"type":148,"children":565},[566,567],{"bold":151,"text":269,"type":104},{"text":271,"type":104},{"type":148,"children":569},[570,571],{"bold":151,"text":275,"type":104},{"text":277,"type":104},{"type":148,"children":573},[574,575],{"bold":151,"text":281,"type":104},{"text":283,"type":104},{"type":148,"children":577},[578,579],{"bold":151,"text":287,"type":104},{"text":289,"type":104},{"type":110,"level":4,"children":581},[582],{"text":293,"type":104},{"type":100,"children":584},[585],{"text":297,"type":104},{"type":100,"children":587},[588],{"text":301,"type":104},{"type":110,"level":83,"children":590},[591],{"text":305,"type":104},{"type":100,"children":593},[594],{"text":309,"type":104},{"type":110,"level":4,"children":596},[597],{"text":313,"type":104},{"type":100,"children":599},[600],{"text":317,"type":104},{"type":100,"children":602},[603,604,607],{"text":321,"type":104},{"url":323,"type":324,"children":605},[606],{"text":327,"type":104},{"text":329,"type":104},{"id":426,"documentId":609,"title":610,"slug":611,"description":612,"content":613,"createdAt":686,"updatedAt":687,"publishedAt":688,"locale":29,"datePublication":689,"coverImage":690,"category":725},"x5byr0wzfu0c7vldabo8h91u","8% plan to subscribe: what it forces on activation","activation-eight-percent-plan-to-subscribe","Only 8% of French viewers plan to subscribe to follow the World Cup. An activation sized on total audience therefore speaks to people who will not convert.",[614,618,622,626,630,634,638,642,646,650,654,674,678,682],{"type":100,"children":615},[616],{"text":617,"type":104},"The WPP Media study published ahead of the 2026 World Cup contains a figure that should reorganise a good many media plans: 8% of French respondents plan to subscribe to beIN Sports to follow the competition. Not 8% of the undecided: 8% of everyone. While audiences are counted in millions, the population actually addressable by a paid offer fits into a single-digit fraction.",{"type":100,"children":619},[620],{"text":621,"type":104},"That is not bad news in itself. It is targeting information, provided the consequence is drawn: a campaign built on the event’s total audience talks to ninety-two people in a hundred who will not take the action being asked of them.",{"type":110,"level":4,"children":623},[624],{"text":625,"type":104},"The denominator you choose decides the budget",{"type":100,"children":627},[628],{"text":629,"type":104},"An activation plan is sized against a base. Take the competition’s projected audience and you get a flattering number and media pressure spread thin. Take the population that considers the act and you get a base twenty times smaller, but pressure concentrated where it can do something.",{"type":100,"children":631},[632],{"text":633,"type":104},"The second calculation is uncomfortable because it shrinks the reach on the slide. It produces a cost per conversion in another league entirely, for the simple reason that it stops paying for the attention of people who have no intention of buying.",{"type":123,"children":635},[636],{"text":637,"type":104},"8% · share of French respondents considering a subscription to follow the competition",{"type":110,"level":4,"children":639},[640],{"text":641,"type":104},"Where those 8% are",{"type":100,"children":643},[644],{"text":645,"type":104},"A national percentage is useless until it is located. The same study shows that 36% of French people still expect the wrong broadcaster: confusion about access and intent to subscribe are not spread evenly across the country.",{"type":100,"children":647},[648],{"text":649,"type":104},"Access searches (which channel, which subscription, at what price) make that mapping possible. They separate areas where intent exists but hits an information problem from areas where it does not exist at all. The first can be addressed with plain explanation, cheaply; the second cannot be addressed at all within the span of an event.",{"type":110,"level":83,"children":651},[652],{"text":653,"type":104},"Three decisions it changes",{"type":144,"format":145,"children":655},[656,662,668],{"type":148,"children":657},[658,660],{"bold":151,"text":659,"type":104},"Geographic split ",{"text":661,"type":104},"stops following population density and starts following intent density.",{"type":148,"children":663},[664,666],{"bold":151,"text":665,"type":104},"The message ",{"text":667,"type":104},"stops being an invitation to watch and becomes an answer to a precise question: where to watch, how to get access, at what price.",{"type":148,"children":669},[670,672],{"bold":151,"text":671,"type":104},"The window ",{"text":673,"type":104},"narrows to the days when intent forms, instead of spreading across the whole competition.",{"type":110,"level":4,"children":675},[676],{"text":677,"type":104},"What the figure does not say",{"type":100,"children":679},[680],{"text":681,"type":104},"Intent stated in a survey remains a statement: actual conversion will very likely fall below the 8% announced, as it almost always does. The figure therefore works as an order of magnitude and a signal of scarcity, not as a sales forecast.",{"type":100,"children":683},[684],{"text":685,"type":104},"Which is exactly why it gains from being crossed with observed behaviour rather than used alone. Stated preference gives the scale; searches give the address.","2026-07-27T15:05:01.589Z","2026-08-13T10:39:54.670Z","2026-08-09T21:04:30.536Z","2026-07-27T15:04:58.352Z",{"id":691,"documentId":692,"name":693,"alternativeText":694,"caption":43,"focalPoint":43,"width":512,"height":197,"formats":695,"hash":720,"ext":191,"mime":194,"size":721,"url":722,"previewUrl":43,"provider":227,"provider_metadata":43,"createdAt":723,"updatedAt":723,"publishedAt":724},15,"de27hee35slrqwinfrv1bofd","activation-abonnement.webp","Main tenant une télécommande devant un téléviseur éteint, dans un salon",{"large":696,"small":702,"medium":708,"thumbnail":714},{"ext":191,"url":697,"hash":698,"mime":194,"name":699,"path":43,"size":700,"width":197,"height":198,"sizeInBytes":701},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Flarge_activation_abonnement_dd58c55e28.webp","large_activation_abonnement_dd58c55e28","large_activation-abonnement.webp",12.82,12820,{"ext":191,"url":703,"hash":704,"mime":194,"name":705,"path":43,"size":706,"width":205,"height":206,"sizeInBytes":707},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fsmall_activation_abonnement_dd58c55e28.webp","small_activation_abonnement_dd58c55e28","small_activation-abonnement.webp",4.82,4820,{"ext":191,"url":709,"hash":710,"mime":194,"name":711,"path":43,"size":712,"width":213,"height":214,"sizeInBytes":713},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fmedium_activation_abonnement_dd58c55e28.webp","medium_activation_abonnement_dd58c55e28","medium_activation-abonnement.webp",8.29,8294,{"ext":191,"url":715,"hash":716,"mime":194,"name":717,"path":43,"size":718,"width":221,"height":222,"sizeInBytes":719},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fthumbnail_activation_abonnement_dd58c55e28.webp","thumbnail_activation_abonnement_dd58c55e28","thumbnail_activation-abonnement.webp",2.13,2132,"activation_abonnement_dd58c55e28",39.4,"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Factivation_abonnement_dd58c55e28.webp","2026-07-27T15:04:59.338Z","2026-07-27T15:04:59.339Z",{"id":230,"documentId":231,"name":232,"slug":233,"titrePage":234,"seoDescription":235,"createdAt":236,"updatedAt":237,"publishedAt":238,"locale":29,"contenu":726},[727,730,733,736,739,742,745,763,766,769,772,775,778,781,784],{"type":100,"children":728},[729],{"text":243,"type":104},{"type":110,"level":4,"children":731},[732],{"text":247,"type":104},{"type":100,"children":734},[735],{"text":251,"type":104},{"type":100,"children":737},[738],{"text":255,"type":104},{"type":110,"level":4,"children":740},[741],{"text":259,"type":104},{"type":100,"children":743},[744],{"text":263,"type":104},{"type":144,"format":145,"children":746},[747,751,755,759],{"type":148,"children":748},[749,750],{"bold":151,"text":269,"type":104},{"text":271,"type":104},{"type":148,"children":752},[753,754],{"bold":151,"text":275,"type":104},{"text":277,"type":104},{"type":148,"children":756},[757,758],{"bold":151,"text":281,"type":104},{"text":283,"type":104},{"type":148,"children":760},[761,762],{"bold":151,"text":287,"type":104},{"text":289,"type":104},{"type":110,"level":4,"children":764},[765],{"text":293,"type":104},{"type":100,"children":767},[768],{"text":297,"type":104},{"type":100,"children":770},[771],{"text":301,"type":104},{"type":110,"level":83,"children":773},[774],{"text":305,"type":104},{"type":100,"children":776},[777],{"text":309,"type":104},{"type":110,"level":4,"children":779},[780],{"text":313,"type":104},{"type":100,"children":782},[783],{"text":317,"type":104},{"type":100,"children":785},[786,787,790],{"text":321,"type":104},{"url":323,"type":324,"children":788},[789],{"text":327,"type":104},{"text":329,"type":104},{"id":792,"documentId":793,"title":794,"slug":795,"description":796,"content":797,"createdAt":870,"updatedAt":870,"publishedAt":871,"locale":29,"datePublication":872,"coverImage":873,"category":907},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.",[798,802,806,810,814,818,822,826,830,834,854,858,862,866],{"type":100,"children":799},[800],{"text":801,"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.",{"type":100,"children":803},[804],{"text":805,"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":4,"children":807},[808],{"text":809,"type":104},"What was announced",{"type":100,"children":811},[812],{"text":813,"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":4,"children":815},[816],{"text":817,"type":104},"What was observed",{"type":100,"children":819},[820],{"text":821,"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":823},[824],{"text":825,"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":123,"children":827},[828],{"text":829,"type":104},"8% subscription intent before, 93% of the population reached after: two accurate figures, no possible comparison.",{"type":110,"level":4,"children":831},[832],{"text":833,"type":104},"Three reading rules",{"type":144,"format":145,"children":835},[836,842,848],{"type":148,"children":837},[838,840],{"bold":151,"text":839,"type":104},"Compare like act for like act. ",{"text":841,"type":104},"A subscription intent is set against subscriptions actually taken out, never against a free audience.",{"type":148,"children":843},[844,846],{"bold":151,"text":845,"type":104},"Treat stated intent as a ceiling. ",{"text":847,"type":104},"An intention expressed at no immediate cost overstates conversion. The figure bounds what is possible, it does not forecast it.",{"type":148,"children":849},[850,852],{"bold":151,"text":851,"type":104},"Keep the question that was asked. ",{"text":853,"type":104},"A percentage separated from its wording and its base becomes incomparable by the very next campaign.",{"type":110,"level":4,"children":855},[856],{"text":857,"type":104},"Why the gap is worth archiving",{"type":100,"children":859},[860],{"text":861,"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":863},[864],{"text":865,"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":867},[868],{"text":869,"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":874,"documentId":875,"name":876,"alternativeText":877,"caption":43,"focalPoint":43,"width":187,"height":188,"formats":878,"hash":903,"ext":191,"mime":194,"size":904,"url":905,"previewUrl":43,"provider":227,"provider_metadata":43,"createdAt":906,"updatedAt":906,"publishedAt":906},13,"bl0jkx3w177sqpicy154k53e","intention-declaratif.webp","Mains sur un ordinateur portable ouvert sur un moteur de recherche",{"large":879,"small":885,"medium":891,"thumbnail":897},{"ext":191,"url":880,"hash":881,"mime":194,"name":882,"path":43,"size":883,"width":197,"height":198,"sizeInBytes":884},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Flarge_intention_declaratif_e861ce7dcc.webp","large_intention_declaratif_e861ce7dcc","large_intention-declaratif.webp",25.36,25362,{"ext":191,"url":886,"hash":887,"mime":194,"name":888,"path":43,"size":889,"width":205,"height":206,"sizeInBytes":890},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fsmall_intention_declaratif_e861ce7dcc.webp","small_intention_declaratif_e861ce7dcc","small_intention-declaratif.webp",11.6,11602,{"ext":191,"url":892,"hash":893,"mime":194,"name":894,"path":43,"size":895,"width":213,"height":214,"sizeInBytes":896},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fmedium_intention_declaratif_e861ce7dcc.webp","medium_intention_declaratif_e861ce7dcc","medium_intention-declaratif.webp",18.95,18954,{"ext":191,"url":898,"hash":899,"mime":194,"name":900,"path":43,"size":901,"width":221,"height":222,"sizeInBytes":902},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fthumbnail_intention_declaratif_e861ce7dcc.webp","thumbnail_intention_declaratif_e861ce7dcc","thumbnail_intention-declaratif.webp",5.22,5220,"intention_declaratif_e861ce7dcc",32.97,"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fintention_declaratif_e861ce7dcc.webp","2026-07-25T20:16:47.756Z",{"id":908,"documentId":909,"name":910,"slug":911,"titrePage":912,"seoDescription":913,"createdAt":914,"updatedAt":915,"publishedAt":916,"locale":29,"contenu":917},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",[918,922,926,930,934,938,958,962,966,970,974,978,1004,1008],{"type":100,"children":919},[920],{"text":921,"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":4,"children":923},[924],{"text":925,"type":104},"Stated and revealed: a known gap, rarely corrected",{"type":100,"children":927},[928],{"text":929,"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":931},[932],{"text":933,"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":4,"children":935},[936],{"text":937,"type":104},"The three indicators that structure the measure",{"type":144,"format":145,"children":939},[940,946,952],{"type":148,"children":941},[942,944],{"bold":151,"text":943,"type":104},"Intent volume",{"text":945,"type":104},": the number of qualified searches across a given perimeter (discipline, club, athlete, territory) over a dated window.",{"type":148,"children":947},[948,950],{"bold":151,"text":949,"type":104},"Territorial density",{"text":951,"type":104},": that volume relative to population, which reveals strong interest in a small market where gross volume shows nothing.",{"type":148,"children":953},[954,956],{"bold":151,"text":955,"type":104},"Intent depth",{"text":957,"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":959},[960],{"text":961,"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":963},[964],{"text":965,"type":104},"What the method cannot do",{"type":100,"children":967},[968],{"text":969,"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":4,"children":971},[972],{"text":973,"type":104},"Turning a measure into a decision",{"type":100,"children":975},[976],{"text":977,"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":144,"format":145,"children":979},[980,986,992,998],{"type":148,"children":981},[982,984],{"bold":151,"text":983,"type":104},"Choosing a sponsorship asset",{"text":985,"type":104},": compare candidate assets on territorial density against the brand’s target, not on their overall reach.",{"type":148,"children":987},[988,990],{"bold":151,"text":989,"type":104},"Opening a market",{"text":991,"type":104},": look for high intent depth in an underserved territory, the mark of demand that is already mature.",{"type":148,"children":993},[994,996],{"bold":151,"text":995,"type":104},"Calibrating an on-sale",{"text":997,"type":104},": follow the rise in intent volume to place the opening at the right moment rather than on a fixed date.",{"type":148,"children":999},[1000,1002],{"bold":151,"text":1001,"type":104},"Defending a budget",{"text":1003,"type":104},": document how intent moved before and after an action, stating plainly that it is a correlation.",{"type":110,"level":4,"children":1005},[1006],{"text":1007,"type":104},"Reproducibility",{"type":100,"children":1009},[1010,1012,1015],{"text":1011,"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":323,"type":324,"children":1013},[1014],{"text":327,"type":104},{"text":329,"type":104}]