Qatar Airways soars on Euro 2024 ad exposure

Qatar Airways has once again taken to the skies as the official airline partner for the UEFA European Football Championships. This partnership has boosted the airline's brand visibility significantly. The tournament, which kicked off in June and concluded in mid-July, provided a prime opportunity for the airline to reach a vast audience of football fans across Europe.

YouGov BrandIndex data reveals that Qatar Airways has successfully capitalised on this platform to increase its Ad Awareness among the UK population. Ahead of the Euros 2024 kickoff, approximately 6% of UK adults reported seeing a Qatar Airways advertisement between January and May 2024. This figure experienced a steady climb, reaching 9% by the tournament’s midpoint.

However, the most significant gains were observed among football fans. While roughly 9% of UK football fans had seen a Qatar Airways ad before the Euros, this number doubled (18%) in late June, just halfway through the tournament. These figures point to a campaign that has effectively leveraged this high-profile sporting event to increase brand visibility.

Methodology: YouGov BrandIndex collects data on thousands of brands every day. Qatar Airways Ad Awareness score is based on the question: Which of the following airlines have you seen an advertisement for in the past two weeks? and delivered as a percentage. Scores are based on an average daily sample size of100 UK adults between January-May 2024. Figures are based on a 4-week moving average.