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Asia's View of FIFA World Cup
Women may have come a long way in the male-dominated world of football, but watching it remains strictly the province of men. According to new AMI research, this summer's televised FIFA World Cup matches are likely to be enjoyed by an a predominantly male audience, at least across Asian countries.
AMI's recent survey of 2,006 respondents across five Asian markets (Hong Kong, Singapore, Indonesia, Thailand and Taiwan) shows intended viewing by gender for the forthcoming 2002 FIFA World Cup matches.
Overall viewing is likely to be highest in Indonesia with some 90% of the adult population tuning in. This is followed by expected audiences of nearly four fifths (79%) of the total in Hong Kong and Singapore. Looked at by gender, the responses reveal a very different picture though. Slightly fewer women than men would be watching in Indonesia, but this country is exceptional in the region.
Respondents in the five markets also appear to be placing bets on Brazil and Argentina to win this year's cup. Looked at by market, nearly half of Taiwanese respondents are behind Brazil while three out of 10 Thais say France will retain their crown.
The results are taken from AMI's AsiaBUS, an Asian omnibus survey conducted once a month across 14 key markets in Asia Pacific. It draws on a total sample of 17,000 consumers across the region.
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