Chart 1


Growth in TV vs previous year, May/June period (2022: Oct/Nov)- Monthly data 17%


23% 20% 17% 20% 12% 2014 Brazil WC Europe 2016 France Euros Global 2014 Russia WC FIFA 2026 Source: NIQ/GfK Market Intelligence, PTV, Panelmarket, Value Growth local currency, all countries tracked


Chart 2 200 180 160


140 120


100 2021-2021 2022 Euros 2022 -17% Qatar WC Germany Euros North America WC 2025


FIFA 2026 FIFA 2018


122


80 0 4W Prior 3W Prior 2W Prior 1W Prior


101 100


Group Stage Source: NIQ/GfK Market Intelligence, PTV, Panelmarket, GB, Value Share Index v Average Week Chart 3


40% 60% 80% 100%


0% 20%


Source: NIQ/GfK Market Intelligence, PTV, Panelmarket, Value Share GBP, GB CES &MM


start of the tournament, their share recovered and remained above 4%, ending close to 5%. The biggest shift occurred within the


Consumer Electronics Stores and Mass Merchandisers (CES & MM) channel. As although it remained the largest channel by a considerable margin, its value share fell from 73.7% in Week 22 to 65.3% in Week 26, a decline of more than eight percentage points. The channel subsequently regained some share in the later stages of the tournament, reaching 72.8% in Week 29, just below its pre-tournament level. Distance Trade, typically online-only retailers, catalogue shopping and direct-to-consumer manufacturer sales, was the primary benefi ciary. Its share increased from 22.3% in Week 25 to a


 2026


WW22 2026 WW23 2026 WW24 2026 WW25 2026 WW26 2026 WW27 2026 WW28 2026 WW29 2026 Distance Trade


Independents


22.4% 4%


3.7% 21.1%


21.8% 3.8%


22.3% 4.6%


30.3% 4.5%


26.2% 4.3%


23.2% 4.4%


22.5% 4.8%


90 R16/QF HF/F


England Vs Argentina


Semi Final 15 July


Soundbars show resilience despite a fl at market The relationship between TVs and home audio products provides another important perspective. Soundbars are often purchased alongside TVs as consumers seek a more immersive home-viewing experience. At the same time, an increasing number of TV manufacturers are collaborating with specialist audio brands to provide a premium speaker built into the set. For this analysis, NIQ/GfK splits the


Loudspeakers category into three segments: Traditional Speakers, Subwoofers and Soundbars, with the latter including all variations of Soundbars including standalone products as well as systems with rear/side speakers and packaged Subwoofers provided with the main product. During the 12 months to June 2026, the


75.7% 75.3% 74.4% 73.1% 62.3% 69.5% 72.4% 74.8%


overall GB Loudspeaker market remained broadly fl at compared with the preceding 12- month period, generating around £180 million in value sales.


Soundbars accounted for the lions’ share of


the category, with sales close to £120 million, although the segment declined by approximately £4 million year on year, notably underperforming the wider Loudspeakers category. However, there are reasons for optimism.


peak of 30.3% in Week 26. While some of this uplift may refl ect the convenience of online purchasing during the tournament, the timing also coincided with Prime Day promotions, which is likely to have accelerated online TV sales. However, Distance Trade remained above its pre-World Cup levels for the remainder of the tournament. These movements demonstrate how major


sporting events can alter not only the level of category demand, but also where consumers choose to purchase. Retailers seeking to maximise future tournament opportunities will need to coordinate promotions, online visibility, fulfi lment and product availability across the full consumer journey.


PEOPLE MAKE THE DIFFERENCE


Models supplied with both a Subwoofer and rear/side speakers grew by £2.2 million compared with the previous year, gaining a 2.5% value share within the Soundbar market. Meanwhile, ranges supporting Dolby Atmos (i.e. without a DTS:X feature) generated almost £39m in value sales, approximately £4 million more than the previous 12-month period.


The next opportunity for TVs and Home Audio Looking ahead, Black Friday represents the next major opportunity for the category. If retailers can successfully combine large-screen TVs with compelling premium audio solutions that encourage consumers to trade up, the fi nal months of the year could provide a welcome boost to both categories.


www.ierdaily.co.uk | 39 2024 2026


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