How have football fans’ search habits changed since last World Cup?

With constantly changing viewer habits Google’s Bart Jenniches looks at how fans are using search during games, and how marketers can capitalise.

Soccer, according to Brazilian striker Pelé, is the beautiful game. It’s also the beautiful business, with the world’s biggest brands investing billions of dollars into the game every year.

The World Cup, which kicks off on June 13 here, is the single biggest marketing opportunity in the world, with almost one in two people in the world tuning in to watch. In the online world, the World Cup has more Google Searches than the Olympics, Superbowl and the Tour de France combined.With so many of the world’s eyes on the upcoming tournament, brands are once again beginning to jostle for their share of the action, with big budget TVCs and merchandising.

But there is one big change in how people will experience the World Cup this time round: Multiscreen.