The Eurovision Song Contest 2023

Will Europe’s Annual Singing Competition Deliver a Noteworthy Performance for Marketers and Retailers?

Report by Matteo Ceurvels  | May 11, 2023
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Table of Contents
Report Snapshot
The Eurovision Song Contest is a global phenomenon.
Eurovision commands a massive audience, with strong reach in younger age groups.
The song competition is finding huge success on YouTube and TikTok.
Eurovision has a significant impact on retail sales—and on the economy at large.
How can marketers and retailers join in the action?
Listen Next
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About This Report
The grand final of this year’s Eurovision Song Contest will take place in Liverpool, UK, on May 13. Attracting a Super Bowl-sized audience, tourists, and viewing parties, the competition’s global reach will provide marketers and retailers with a notable opportunity to drive brand awareness and sales.
Topics
Music
Brand Marketing
Holiday & Seasonal Shopping
Western Europe
Table of Contents
Report Snapshot
The Eurovision Song Contest is a global phenomenon.
Eurovision commands a massive audience, with strong reach in younger age groups.
The song competition is finding huge success on YouTube and TikTok.
Eurovision has a significant impact on retail sales—and on the economy at large.
How can marketers and retailers join in the action?
Listen Next
Sources
Media Gallery

Report Snapshot

Eurovision is one of the world’s few shared mass-media viewing opportunities, enabling marketers and retailers to deliver passion-based experiences to a highly diverse—and engaged—viewing audience. The competition’s massive reach will drive brand awareness and sales among a Super Bowl-sized audience.

Key Question: Why should marketers and retailers join in on the action during the Eurovision Song Contest?

KEY STAT: More than 160 million people globally will watch the Eurovision competition on linear TV this year. That’ll make it one of the most-watched televised events in the world.

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Table of Contents

  1. Report Snapshot
  2. The Eurovision Song Contest is a global phenomenon.
  3. Eurovision commands a massive audience, with strong reach in younger age groups.
  1. The song competition is finding huge success on YouTube and TikTok.
  2. Eurovision has a significant impact on retail sales—and on the economy at large.
  3. How can marketers and retailers join in the action?
  1. Listen Next
  2. Sources
  3. Media Gallery

Charts in This Report

TV Viewers and Average Viewing Share* Worldwide During the Eurovision Grand Final vs. Primetime, May 2017-May 2022 (millions and % share)YouTube Viewers and Reach Worldwide During the Eurovision Song Contest Week*, May 2018-May 2022 (millions and number of countries/territories reached)
Comparative Estimates: Tourism Revenues Generated for Eurovision Host Cities, 2012-2023 (millions)Comparative Estimates: TV Viewership of Select Major Events Worldwide, 2016-2023 (millions)
Participation in the Eurovision Song Contest Among Eligible Countries Worldwide Since 1956

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authors

Matteo Ceurvels

Contributors

Bill Fisher
Principal Analyst, UK
Paola Flores-Marquez
Researcher, Latin America & Spain