Now the wedding is nearly upon us, it’s time for royal fans to get their bunting out and get ready for a day sprawled in front of the telly watching the nuptials unfold. While here in the UK we love them or hate them (or love to hate them) – see Tom’s Trajectory blog in December 2017, what impact will the royal wedding have around the world? Welcome to our slightly tongue-in-cheek, Royal Wedding comparators.
Bigger than the iPhone?
The Royal family has net positive ratings around the world which equate to 1.75 billion 16-64 year olds globally with favourable views of the Royal family. To put this in context, it is a larger number than the cumulative sales of iPhones ever sold (1.16 billion).
Ipsos Mori have just released a poll which shows the net rating of the Royal family around the world is positive among 16-64 year olds, (35% positive vs 11% negative on average – with the remainder neutral or don’t know) but there are very high positive ratings in large markets such as the US (43% positive) and India (48% positive). If we extrapolate from the Ipsos Mori figures, and using World Bank estimates of the 16-64 year old population, we can calculate that there are 1.75 billion people in the world who hold positive views about the Royal family.
Bigger than the World Cup Final?
The likely audience for the Royal Wedding among 16-64 year olds is 1.35 billion. Again, to put this in context, it is likely to be a larger audience than the last World Cup final (1 billion people watched the FIFA World Cup final worldwide in 2014).
The wedding is a draw for many – again, Ipsos Mori data show that 27% of 16-64 year olds around the world are at least fairly interested in news about the Royal Wedding. Assuming only these people watch the Royal Wedding, we can extrapolate that the audience on Saturday will be at least 1.35 billion.
But not as big as Prince William’s do?
Adding in the Kate factor means, William plus Kate are more popular than Harry plus Meghan.
Prince Harry is the most popular young Royal both in the GB and around the world, way more popular than Prince William (42% like Harry best in GB vs 30% who like William best and Harry beats William globally too, 23% vs 17% worldwide). But adding in the Kate factor and using the combined totals of each royal couple, changes things around – the total popularity of the Duke and Duchess of Cambridge is 35% worldwide and 57% in UK vs 31% and 56% for Harry and Meghan. So just based on these figures (and the fact the wedding is in Windsor as opposed to London), the boost to visitor numbers is unlikely to be as great.
A recent ALVA tweet said that the 2011 wedding of the Duke & Duchess of Cambridge saw an additional 600k ppl visit London for the weekend, 60% from UK, 40% from overseas, spending £107m (£8.4m in West End theatres). We do not expect these figures to be beaten this time.
But bigger impact on ‘Brand Britain’?
While numbers of actual visitors may not be as high as in 2011, the impact on the value to ‘Brand Britain’ will probably be much greater due to the huge increase in online audiences.
The value of the 2011 Royal Wedding to Brand Britain due to global media calculated by ALVA coverage was approximately £1bn and the global video-traffic company Akamai reported that Prince William’s wedding in 2011 was the biggest event to stream online that year, scoring 2.9 million concurrent streams. Since 2011, we have seen the advent of the smart phone and the explosion in video streaming with the number of smart phones nearing 4 billion this year and smart phone data traffic expected to grow 10-fold between 2014 and 2019. We therefore expect a huge increase in the online audience which will impact on positively on the value to Brand Britain.
Enjoy Saturday everyone – let’s hope the weather is good!