The UEFA Euro 2012 quarter-finals have passed, with only eight teams heading for the semi-finals starting in the morning of June 22, 2012. During the first two weeks of the tournament, many Thais viewed the games amid an exciting atmosphere that will rise even higher during the next rounds because the quarter-final teams include those popular with Thais, i.e., those from England, France, Italy, Germany and Spain. It is expected that spending during this sporting events should be achieved the target set by business sector due to various promotions launched.
KResearch has conducted a survey on the ;UEFA Euro 2012 Viewing Behavior of Bangkok Residents” and found that 2.9 million Bangkok residents were interested in watching the live broadcasts, higher than what was seen during the UEFA Euro 2008. Most Bangkok residents will be watching the matches at convenient times because they are teenagers and workers that have to go to school or to work. In addition, it was found that the sampling group preferred watching live broadcasts at home or a friend's place where they can feel free to boisterously cheer their favorite teams. Meanwhile, the number of those preferring to watch games at restaurants or other entertainment venues fell from the Euro 2008 levels, due to the higher costs. Most people view the tournament on TVs, followed by Internet and mobile phone that are gaining in popularity.
During the month of competition, the spending of Bangkok residents watching the tournaments will likely total THB7 billion, going to many businesses, e.g., for food and beverages at THB2.8 billion (accounting for 40.0 percent); television sets at THB1.8 billion (25.7 percent); mobile phone services at THB900 million (12.9 percent); satellite reception equipment at THB500 million (7.1 percent); sportswear and equipment at THB700 million (10 percent); and cheering items and souvenirs at THB300 million (4.3 percent).
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