Someone says that since 2002 football has become a national sport. Some say that the popularity of European soccer, especially among young people in their teens and thirties, is the key. What is the true identity of Korea’s soccer popularity? Let’s dig into these questions using the Listening Mind Hubble.
Korean soccer trends by search volume
Based on annual total search volume related to Brazil Email List soccer (cut off less than 10,000 units)The English Premier League (23 million) has the overwhelmingly high search volume. This figure is more than twice that of the national soccer team (11.2 million). The target audience for the UK Premium League is males between the ages of 13 and 29. Among them, 25-29 years old > 20-24 years old > 13-19 years old. Brands targeting young men will still have to pay attention to the English Premier League and related broadcasts.
As of the 2023-24 season, the English Premier League runs from August 2023 to May 2024. The search volume closely matches this league schedule. The decrease in search volume during the winter was due to the league taking a break due to the impact of the 2022 FIFA World Cup in Qatar. Spanish La Liga, Italian Serie A, and German Bundesliga showed a similar pattern.
Excluding the Tottenham Hotspur issue,
the annual search volume for the K-League is 2.6 million. It is similar to the relatively low popularity of the German Bundesliga (2.4 million). The popularity of domestic soccer is judged to be concentrated on the national team rather than the K-League (domestic professional soccer).
Changing the mood, let’s take a look at the search patterns for Korean football this time.
Overall, search volume tends to fluctuate depending on CW Leads important matches. National team matches and World Cup matches are mainly searched for. I’ve heard about the game, but I don’t know the matched team or country, so it seems that there is a strong propensity for light fans to search for the game broadcast with the keyword ‘today’s football’.
Source: Naver search
Looking at average data for the last year and last month, 2022 FIFA World Cup Qatar and FIFA U-20 World Cup Argentina are the most prominent searches. FIFA World Cup Qatar was a hot topic when the Korean national football team advanced to the round of 16. Also, the final clash between Messi of Argentina and Mbappe of France was interesting.
Messi – Argentina was ahead of Mbappe – France in CW Leads terms of overall search volume, but within the South Korean football category, French football topped the list. Considering that the user base who searches for football is a light fan, it seems that the increase in search volume is due to the fact that they are not familiar with French football. At the FIFA U-20 World Cup Argentina, our players made the semi-finals more than expected. It seems that the search volume has recently skyrocketed due to this influence.