Fans Inventing New World Cup Rituals.

McCann Pulse, the consumer insight network of McCann-Erickson WorldGroup, has been observing the viewing rituals of World Cup fans across the globe during the past two weeks to uncover the impact that the sometimes quirky fan behavior has on media, local businesses and the daily lives of consumers around the world. “For soccer-crazed countries and die-hard fans worldwide, World Cup fanaticism is turning daily routines upside down and spawning distinctive fan rituals that underscore the passion, personality and pervasiveness of the tournament,” noted Allen Bukoff, Ph.D., Global Coordinator for McCann Pulse. “There’s no denying the impact of the World Cup when cigarettes sell out of Turkish grocery stores and Brazilian employees start work at noon on the day their national team hits the field. ”

McCann Pulse Observations of World Cup Viewing Rituals:

Closed for Business: For fans in traditional soccer markets, the World Cup brings normal daily routines to a screeching halt, causing schools and businesses to open late so employees and customers can watch the early morning soccer matches. In Brazil, for example, banks, government offices and most private companies start operating after 12 noon on days when the Brazilian team plays a match

Sales Boom for Pajamas and Cigarettes: Despite the potential drain on worker productivity, McCann Pulse(TM) is finding that the World Cup is not all bad for businesses. In Turkey, for example, some consumers are complaining that because the stress of watching the World Cup is making fans smoke more, it is nearly impossible to find cigarettes in grocery stores on the day of Turkish World Cup matches. And in Brazil, where games air in the early morning hours, local consumers cite buying more breakfast food than usual, and sales of pajamas appear to be up.

Bar Behavior: Beyond consumer goods, the tournament is boosting activity for many bars and restaurants across the globe, although business is somewhat hampered outside of Asia by the time zone complications. In Asia, McCann Pulse observed bar owners going to extraordinary lengths to black out windows and shield doorways to prevent non-paying customers from watching the matches without patronizing the businesses. Bar windows are also blackened in Turkey, but fans there say this is designed to block out light and improve the viewing atmosphere. In New York, fans watching the tournament in local bars have been making the most of the awkward viewing hours by dining on oddly paired concoctions, like pancakes and beer. Similarly, German fans have resorted to beer and backyard barbeques, even for early morning matches.

Cooking Tips and Beauty Pageants? McCann Pulse is finding that the impact of World Cup fever reaches far beyond the traditional soccer fan base. In an effort to widen and hold the World Cup television audience, a variety show in Hong Kong that airs between matches offers unconventional features, such as cooking tips, in addition to the usual pre-game and post-game analysis. And in Thailand, a TV program aired a beauty contest during the World Cup related to the local tournament festivities.

E-Mail Commentary: When not in front of a television set, World Cup fans have been relying on electronic communications to keep track of and discuss the match results. In South Korea, many teens watching a match in person are keeping up to date on the status of other games by using real time text service on their mobile phones. And in the United States, where many die-hard fans lacked the crowds of viewing companions found in other markets, viewers are using post-game e-mail messages and e-group commentaries to virtually share opinion about the most recent tournament developments with other physically remote fans.

“Colorful” Celebrations: For fans in victorious countries, public celebrations are animated and colorful. In Korea, fans literally painted the town the national color of red when their team advanced to the second round of play. And in Turkey, fans are decorating their apartments with red and white light bulbs in honor of the Turkish team colors. And even those with less freedom to celebrate appear to be reveling in World Cup fever. In Thailand, McCann Pulse learned that a mock World Cup is being held among prison inmates.