Live football once again proved its pulling power in Poland, with the national team’s World Cup play-off matches dominating viewing across all platforms in March.
According to Nielsen’s All Screens Video Landscape Report, the two most-watched programmes of the month were Poland’s semi-final against Albania and the play-off final against Sweden, both broadcast on TVP1 and TVP Sport.
The final against Sweden on 31 March delivered the biggest audience of the month, with an average minute rating of 5.38 million viewers, including 3.75 million on TVP1 and 1.63 million on TVP Sport. The match accounted for 45.2% of all viewing at the time.
The semi-final against Albania on 26 March was the second most-watched programme, attracting an AMR of 4.33 million and a 40.2% audience share.
Nielsen said the figures underline the continued strength of live sport as a unifying force in an increasingly fragmented media landscape.
Lucyna Koba, Market Leader at Nielsen Poland, said the data highlights football’s unique ability to deliver mass simultaneous audiences.
She said nearly 45% of viewers tuning in for the Sweden match demonstrated that live sport remains one of the few genres capable of creating “cultural synchronicity” across the country.
The report also marks the first time that results from TVP’s online platform have been integrated into the broadcaster’s total viewing figures, offering a more complete picture of consumption across TVs, PCs, smartphones and tablets.
The inclusion of digital viewing showed that around 1% of TVP Group content was consumed on non-TV devices during the period, reflecting the growing role of multi-screen viewing in Poland.
