Soccer and Porn. A love affair?
Major international events have an impact on the everyday lives of many people.
For sure. No revelation there!
What does it look like when the big event is a World Cup or European Championship and we analyse the consumption of pornography during this time? That's exactly what Pornhub Insights is for. For example, Pornhub's statisticians took a close look at the 2018 World Cup final between France and Croatia, and more generally, how traffic behaved in countries during the national teams' matches. Here is the data:
Globally, there is hardly any impact before the match, but during the match consumption drops by 12%, only to catch up and compensate somewhat afterwards. The difference is of course more spectacular in the participating countries. Especially Croatia, which is in a World Cup final for the first time, mobilises almost the entire country in front of the TV sets and public viewing zones. Consumption collapses by almost 70%, almost two hours before kick-off.
The French try to reduce tensions even beforehand 😉 and then also plummet to almost minus 60% with the second half of the game. At the end of the second half of the game, however, the approaching synchronicity of the development comes to an end. Because the increasingly fixed defeat of the Croats drives more and more users back to Pornhub, until one can even speak of overcompensation due to frustration reduction, because the traffic from Croatia after the match is a whole 7 percent above the daily average.
The French are completely different. They continue to party all night and leave their smartphones in their holsters for "research activities".
For us as campaign managers, this means that major football events require extremely individual time settings, depending on the industry advertised, which also have to be monitored live so as not to waste traffic on the wrong target group or miss great opportunities.
And it also means that sometimes you have to change a campaign during an exciting game! I think we need someone in the team who is more into curling than football :-).
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