UEFA Champions League Final: Social Media Listening4 min read

10 junio, 2019 4 min read
Carla Alvarenga


UEFA Champions League Final: Social Media Listening4 min read

Reading Time: 4 minutesgrafico1-50

UEFA Champions League Final: Social Media Listening – El Salvador

Total reach, mentions and impressions between May 30 to June 1st, 2019

Last week, we had the pleasure to experience another final of the UEFA Champions League. If you didn’t know about it, here are a few highlights of this globally famous event:

  • It was played at the Wanda Metropolitano in Madrid, Spain on 1 June 2019. The match was between English sides Tottenham Hotspur (in their first European Cup final) and Liverpool (in their ninth final overall and their second in a row).
  • Liverpool won the final 2–0, with a penalty by Mohamed Salah and a strike by Divock Origi. As winners for the sixth time overall and the first time since 2005. Fun fact: Mohamed Salah has become the first player to score in every round of the Champions League in a Liverpool shirt. Scoring in the group stages, round of 16, quarter-finals, semi-finals and now the final.

Before going in with the study, we we’ll explain a few of the terms that involves a social media listening.

What is a Social Media Listening?

First of all we need to explain what is a social media listening. The term is also known as social media monitoring and is the process of identifying and assessing what is being said about a company, individual, product or brand on the Internet. Basically, you make a structured data-based study about any subject.

It’s important to define what the goals are for a social media listening initiative. Depending on the goal, the right tool might be a series of free Google Alerts or a software that includes ad hoc analysis and full integration with legacy customer relationship management (CRM) applications. Social media is a great place to find insights and with the right tools you can gather the comments from outlets such as Facebook and Twitter.

The reason behind this social media study on the final of the UEFA Champions League is to show the impact that big events hold globally. Studies like this one, allows brands not just to listen to what consumers are saying about products, but to predict new trends and determine which ones matter the most.

Choosing keywords to make a social media listening

A great part of collecting data is made by choosing the right set of words. Keywords are the words that describe best what you want to find on social media platforms and the web. A keyword can be one word (e.g. “UEFA), two words (e.g. “Champions League”), four words (e.g. “UEFA Champions League Final”), etc. Each one of these examples presents one keyword. After you typed in your keyword(s), the tool that you previously choose to make the study, will search for mentions of these keywords and collect them in a single place.

Keywords that we selected for the UEFA Champions League Final study

Our team chose three groups for the keywords analysis placement

  1. UEFA: Keywords related to general terms often used when the UEFA Champions League subject is brought
  2. Team mentions: Keywords related to the players’ names and also related to the team’s lineup
  3. #UCLFinal: Every hashtag related to the UCL Final

The results: Total mentions and impressions between May 30 to June 1st, 2019


From May 30 (two days before the match), up until June 1st (the day of the match) the total number of impressions made about the UEFA Champios League Final was over 40.1 million only in El Salvador. Our team monitored keywords and phrases across all major social networks, including Facebook, Twitter, Instagram and Youtube.

Impressions are the number of times the content is displayed, no matter if it was clicked or not. However, an impression means that content was delivered to someone’s feed. This means that salvadorans received over 40 million of times, content related to the UCL Final. Don’t forget that one person could have multiple impressions for a single piece of content.

  • Only on Saturday, 1st June 2019 (the day of the match), over 20 million of impressions were made between 11:00 am until 4:30 pm. The main channels were social networks such as Twitter, Facebook and Instagram. The three of them are the ones that made the most interactions.
  • Facebook is the social media channel that got more impressions in El Salvador. On June 1st and through the 90 minutes of the game, over 91.2% of impressions were made only on Facebook. The Facebook fanpages that got more interactions were: Fernando Palomo, ESPN Deportes, Fox Sports, El Gráfico, Mundo Deportes and MisterChip.

Sources by impressions
Web: 0.1%
Twitter: 8.5%
Facebook: 91.2%

  • Twitter got the most of interactions with a 76.1% of all of the social media channels. The hashtags that were used the most were: #ChampionsxESPN, #UCLFinal, #Liverpool.
  • The most of interactions through Twitter were made when Kensy Wolanski entered the soccer field, interrupting the match. Over 20,000 tweets were made in a 3 minutes average span.

Sources by mentions
Twitter: 76.1%
Facebook: 12.4%
Web: 9.2%

*All the data used for this research study was done through Awario.

KEYWORDS CLOUD: Before, during and after the match