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Of those who plan to watch the global soccer tournament,
66%
State that they plan to view this year's matches at home by themselves or with members of their household.
Quick Insight
As the international tournament kicks off across North American cities in mid-June, CPG brands, retailers, and foodservice operators have a clear opportunity to engage millions of fans across 48 countries.
And it’s not just about viewership, it's about shared experiences. New Circana insights show 24% of consumers plan to watch matches with friends and family outside their household.
For brands, that means more occasions, more connection points, and more moments to win with consumers.
Company
Suggested solutions
TERM
Penetration
Percentage of households that buy in a period.
Definition
Penetration equals number of buying households divided by total households times 100.
How to Calculate
Divide buyer count by household universe and multiply by 100.
Why it Matters
New buyers drive long-term growth.
Key Advantages
Comparable across brands and categories.
Example
Brand reached 12 percent penetration this year.
Use it to
Calculate the percent of households that bought in the period to measure reach. Compare across markets and banners to direct growth efforts where household reach is lowest.
