Pubs and bars top choice for Eurovision events

By Rebecca Weller

- Last updated on GMT

Top choice: One in 12 intend to visit the on-trade to celebrate Eurovision 2024 (Credit:Getty/Lesia Pryriz)
Top choice: One in 12 intend to visit the on-trade to celebrate Eurovision 2024 (Credit:Getty/Lesia Pryriz)

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One in 12 consumers plan to celebrate the upcoming Eurovision song contest in the on-trade with pubs and bars the most popular destination.

A survey of 2,000 Brits conducted by music licensing firm PPL PRS revealed two-thirds (67%) of respondents will be tuning in to watch the event, which is being held in Sweden, on Saturday 11 May, with nearly one in 12 (7%) opting to go out for the occasion.

Pubs and bars were the most popular choice in the on-trade, with 4% planning to visit one of these venues on the day, followed by cinemas and theatres (2%).

Furthermore, a quarter (25%) of those visiting hospitality businesses expect to spend around £50 across the evening, with just 4% expecting to spend less than £20 on Eurovision night.

One in five (21%) plan to spend £20, while nearly half (47%) of respondents have budgeted upwards of £50.

Almost one in 12 (7%), however, have set aside more than £100 to spend at a Eurovision party.

Good atmosphere 

The top drivers for Eurovision fans when choosing a location for a Eurovision party were good atmosphere (57%), followed by access to drinks (51%), the friends with them (48%) and access to food (46%). 

Meanwhile, the least important consideration for prospective partygoers was the number of screens showing Eurovision (9%), with one screen as a focal point within a venue seemingly more than enough for fans of the contest.

Additionally, one in 10 (10%) said warm up acts or other entertainment were important to them when selecting a party destination, while 13% wanted background music and 17% would like to see decorations for the occasions, though atmosphere and refreshments remained most important.  

London was revealed to have the most enthusiastic Eurovision fans, with 89% set to spend the evening in the on-trade, while the capital also saw the biggest spend intend at £51 per person.

The North East also proved popular with partygoers (88%), but with a much lower spend intent of just £35.  

Only Welsh Eurovision fans plan to spend more than Londoners, with an average of £51, though just 3% of people in Wales intended on spending the evening at a public event.

Following Wales, with just one in 20 (5%) planning to attend a public Eurovision party, Northern Ireland and the South East. 

Last year's events, which hosted in Liverpool, saw operators in the city "taken aback" b​y the impact Eurovision had on their business. 

Feel-good nature 

Gen Z and Millennials were the most keen to head out for Eurovision parties this year, with an average intended spend of £42 and £44 respectively.

Similarly, those in the Gen X bracket were likely to spend an average of £43, but 96% planned to watch Eurovision at home or at a friend’s house. 

Despite just 2% of Boomers intending to watch the contest at a public viewing party, purchase intent was much higher, with average spend sitting higher than any other at an average of £53 per head. 

The survey also revealed nearly three-quarters (72%) of those intending to watch the contest would be supporting the UK’s entry, Olly Alexander of Years & Years. 

PPL PRS music therapist Marianne Rizkallah said: “Listening to music with other people, especially in response to a live social event such as Eurovision, brings groups together and improves mental wellbeing.

“Part of it is the music's properties itself - many contemporary Eurovision tracks are upbeat, in a major key and involve a four-to-the-floor drum beat that sounds anthemic and encourages you to wave your hands in the air and sing along.

“For businesses, using upbeat music that symbolises having a good time with your friends means the groups of people out in venues are more likely to spend their money there, with drinks in bars contributing to the feel-good nature of the night.” 


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