In a GSTV viewer survey conducted via MFour Mobile Research, 41% are excited for the World Cup, and of those attending a match, 53% will drive at least one hour, including many planning to travel five hours or more. Furthermore, 30% of GSTV viewers not attending a World Cup game plan to take a road trip to another sporting event.
Beyond sporting events, 72% of consumers plan to travel by car this summer, while 45% are choosing destinations closer to home, keeping them on familiar roads and familiar stops. More than half (57%) of consumers plan to travel more this summer than last year, and 38% explicitly say that gas prices haven’t changed their summer travel plans.
“Even amid economic uncertainty, consumers are still finding ways to prioritize travel and spending on the experiences that matter most to them,” said Lauren Lazarus, SVP, insights and analytics, GSTV. “Whether it’s road tripping to the World Cup, simply watching a sporting event from their living rooms or spending quality time with family and friends on vacation, these summer moments create a heightened, experience-driven mindset that makes consumers more open to discovery.”
Also notable, summer’s biggest sporting event is influencing consumers’ purchase decisions, regardless of plans to physically attend the games, with 38% planning to watch at home. With the World Cup bringing an international flair to the U.S., 25% of GSTV viewers who plan to watch the World Cup say they will try new snack or beverage flavors, and 26% will buy items aligned to the teams playing.
Additional insights on consumer summer travel and spending include:
- 72% of consumers plan to travel by car this summer
- 45% are choosing destinations closer to home, keeping them on familiar roads and familiar stops
- Among those driving for summer trips, 37% plan to travel 500+ miles
- 42% of consumers say they enjoy road trips as part of the experience, while 32% report they prefer driving for the flexibility.
