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What are World Cup viewers most likely to post about online? Well, data from our Real Time Panels in Brazil, the UK and the US – collected on day 1 of the tournament – shows that the final result is the biggest talking point of all. Nearly three quarters (74%) say this is one of the things they’ll discuss via social media.

But goals are huge conversation drivers too (73%), especially in Brazil (79%) – something which shows the premium attached to real-time reactions.

Elsewhere, it’s viewers in the UK who are most likely to take to social networks in order to critique refereeing decisions or to discuss the merits of a red or yellow card.


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