England pip Wales in match round two, as Albania and Austria find their online voice
England’s dramatic 2-1 victory over Wales in Lens last Thursday helped the two countries generate the highest proportion of online buzz during the second match round at UEFA Euro 2016.
It was England that emerged on top from the second round of group games, with a 6% share of the conversation, according to Repucom’s Digital Share of Voice tool – over 900,000 social mentions in total. Wales were joined by Turkey, France, Albania and Portugal on 5%.
Whereas Turkey dominated the online buzz during the opening set of fixtures, online conversation was shared much more evenly between the competing teams during match round two. Social media mentions in this round, however, were significantly higher than at the start of the tournament; to get a 5% share this match round required close to 700,000 engagements, compared to 360,000 in match round 1.
Hosts France continue to sit well inside the top ten, but for match week two were joined by Albania, their opponents in the second round of games, and Austria and Portugal, who played out a 0-0 draw in the prime Saturday evening slot across Europe. Indeed, seven of the top 10 ranked nations during match round two played in a European evening broadcast slot last week. Austria jumped from being the 24th and least talked about team during match week one to 8th overall in round two, the joint highest climber along with the Albanians.
At the other end of the scale Romania, who participated in the first game of the tournament and then played out a 1-1 draw with Switzerland in match round two, dropped 20 places to 24th in terms of online conversation. Russia, who drew with England in match round one and then lost to Slovakia, dropped 12 places, although its actual share of voice dropped only from 4% to 3.7% between match rounds.