As the quarterfinals take place today 6^th July after a 2-day break, many of the known winning teams such as Germany – the defending champions, Spain, Portugal, Argentina and Mexico were sent packing during the knock out stage. To many football pundits, predicting the outcome at this point is akin to playing Russian roulette.

Drop in viewership after Group Stage

The elimination of all African teams at Group Stage saw a significant drop in viewership within the continent. This subsequently affected the audience share by channels that have been broadcasting the matches in the respective countries. The most-watched matches during the group stage had an average total audience share of 45% out of all TV viewers in the 6 countries where GeoPoll’s Audience Measurement service runs.

There was an 8% drop between the most watched match in the group stage and during the knock off stage. The matches that had the highest viewers during the knockout stage averaged at 37% of all TV viewers in the 6 countries compared to 45% during the group stage.

The overall share of TV viewers also saw a 2% dropped from 31% during the group stage to 29% during the knockout stage.

Most watched Knockout matches

Brazil vs Mexico and France vs Argentina were the most watched games taking 57% and 46% of all TV viewers in Ghana and Rwanda respectively.

In Kenya and Nigeria, the most viewership share was when Colombia played against England. 43% of Kenyan TV viewers tuned in. In Nigeria, 20% of all TV viewers in 12 of the 36 states were tuned in. In Uganda, the most watched game was France vs Argentina which drew a TV viewer share of 24%. In Tanzania, three matches tied in attracting the highest viewership at 31%. Those matches were: Croatia vs Denmark, Belgium vs Japan and Colombia vs England.

TV Channels Share at Knock-Out Stage 

The slight drop in viewership subsequently affected the overall ranking that the channels showing the World Cup had.  In Uganda, Supersport and WBS achieved the highest audience share during the round of 16 at 9% against other channels that are airing the World Cup. For Supersport, this was during the match between Uruguay vs Portugal. For UBC, this was during Belgium vs Japan.

Supersport led in viewership in most of the World Cup knockout matches in Nigeria and Ghana. In Nigeria, they commanded a majority of the World Cup viewers during France vs Argentina and Sweden vs Switzerland at 12% during each of the matches. In Ghana, Supersport had the highest audience share of 26% during the match between Uruguay vs Portugal.

In Kenya, NTV achieved the highest audience share during with the match between Belgium and Japan commanding the highest share of 23% against other channels broadcasting the World Cup. In Tanzania, TBC1 achieved the highest audience share in most of the matches played during this period with the highest share being at 21% during the match between Croatia vs Denmark.

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Soaring over Iceland

The Super Eagles have been soaring high after beating Iceland 2:0 on Friday 22nd June. This was their 2nd match in this year’s World Cup. Ahmed Musa emerged as the hero after he delivered the two classic goals for Nigeria. This win restored the much-needed hope for millions of fans in Africa and beyond who have come to admire the team on and off the pitch.

The viewership in the West African region was highest in Nigeria. Over 40% of all TV viewing audiences surveyed in 12 of Nigeria’s 36 states were glued to this fast-paced match. Supersport channel commanded the highest audience by a channel to capture 26% of all TV audiences as the match aired. In Ghana, over 31% of all TV audiences tuned in with Kwese Free Sport having the highest audience share of channel at 17%.

In the East African region, Rwanda had the highest share of TV watching viewers watching the match commanding a 53% of all TV audiences. The reason for this high number is due to the national broadcaster Rwanda TV having bought the local rights to air the World Cup. The station had a channel share of 45%. In Kenya, Uganda, and Tanzania, those who tuned in were at 32%, 34% and 32% of all TV viewing audiences respectively.

A Disappointing Start: Nigeria Vs Croatia

Nigeria’s start at this year’s World Cup was a disappointing one. Their first match with Croatia on Saturday 16th June ended in a 2:0 score dashing the hopes of many African football fans who have pegged all their hopes on these African football giants.

In the West African region, over 21% of TV viewers surveyed in 12 of Nigeria’s 36 states tuned in to watch this match with Supersport having the highest viewership by channel share at 7%. In Ghana, over 34% of all TV viewers tuned in with GTV having the highest channel share of 16%.

In East Africa, those who tuned in the game in Kenya took 38% of all TV viewers during that period with NTV having the highest channel share at 21%. In Rwanda, the World Cup viewing audience was at 49% during the airing of the match with Rwanda TV commanding the highest share at 38%. In Uganda, Supersport had the highest audience share at 24%  out of a total share of 35% of TV viewers who watched the game nationally.

Faceoff with Argentina determines their fate

As they go into today’s match, Nigeria currently has 3 points following their win against Iceland. They cannot afford to lose or even draw in their game today against Argentina. Today will be the 5th time that the two teams are facing each other in the World Cup since 1994. In all previous World cup matches, Nigeria lost to Argentina.

So what are their chances?

The Super Eagles were placed in a very tough group together with Croatia, Iceland, and Argentina who are a favorite to many football fans. However, Argentina’s performance so far has been underwhelming after they drew 1:1 with Iceland and lost 3 goals to Croatia.

From a World Cup kit to Fashion Statement

“Very.” When they ask just how Nigerian you are. The Nigeria National Team Collection launching June 1st. Super Eagles all the way because Naija no dey carry last. #soarsupereagles #nike #nikefootball #worldcup #cawcawwww #whispers #whoarethey #AbaBredandFed

A post shared by Yagazie Emezi (@yagazieemezi) on May 30, 2018 at 12:37pm PDT

Away from the pitch, the Nigerian team has received recognition and admiration beyond the pitch due to their World Cup kit.

Their kit this year become the most anticipated jersey after it was unveiled by Nike three months transforming the apparel from a football kit to a fashion statement. According to GQ magazine “Since that February reveal, the jersey’s picked up an alleged three million pre-orders”.  When the collection went up for sale on June 1^st, it sold out within 3 minutes, confirms Fader.

As reported by CNN Africa, the huge demand for the jerseys in Nigeria has fueled the market for counterfeits as more Nigerians seek to identify with their heroes as they represent them on the world football stage.

Apart from Cameroon, Nigeria is the only other African team to have the most qualifiers to the World Cup. This year’s event saw a unique list of qualifiers from the continent that has previously been represented by Ghana and Cameroon

Nigeria Africa’s hope at the 2018 World Cup

In our recent World Cup survey on awareness, interest and viewership habits of Africans during this year’s world cup, Nigeria team had the highest number of supporters across the 6 countries where the survey ran.

Super Eagles are a darling of many African fans. 9% of African predicted that this team would beat all odds to bring the trophy home. Nigeria is the only African country second to Cameroon to participate in the most World Cup games. This year marks the 6^th time for Nigeria to qualify.

GeoPoll has been and continues to collect media audience measurement data throughout the World Cup in Kenya, Ghana, Tanzania, Nigeria, Uganda, and Rwanda.  Contact us now to get these deeper insights into the World Cup viewership in Africa or to sign up for our exclusive World Cup offer!

(Image credits: Premium Times Nigeria)

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