World Cup to boost healthy global advertising market by US$1.5bn
According to ZenithOptimedia’s new Advertising Expenditure Forecasts, the FIFA World Cup will boost global adspend by an estimated US$1.5bn this year. The event will deliver large television audiences and high interest in news media and sport websites, at a time of year when – in the northern hemisphere at least – people normally spend less time consuming media. We expect TV to benefit the most, but World Cup advertisers will spend more of their budgets on internet advertising, with advertisers more active on social media than during any previous sporting event.
In its latest study of global media owner advertising revenues, covering 73 individual countries, MAGNA GLOBAL forecasts that revenues will grow by +6.4% in 2014 to $516 billion. This is in line with our previous forecast (+6.5% published in December 2013) and represents a significant acceleration from 2013 (+4.2%). Globally, the advertising market is now a half-trillion market.
I don’t have much time, because the World Cup is on and my home country, The Netherlands, has gotten off to a pretty amazing start. But I also follow England, Belgium, Team USA, Brazil, Japan and Germany (the last one I want to see losing, just like any other Dutchman, only to probably see them win the whole tournament). OK, I will admit I watch the whole thing beginning to end.
Casanova Pendrill (CP) announced the addition of several new creatives to its department and the promotion of Rodrigo Lino to VP Creative Director.
The MMA released an Interactive Creative Framework on how to build and execute the most effective mobile campaigns. The insights included are the result of an in-depth analysis of over 450 global mobile campaigns.
New consumer research from Leichtman Research Group, Inc. (LRG) finds that 49% of all US households have at least one television set connected to the Internet via a video game system, Blu-ray player, smart TV set, and/or stand-alone device (like Roku, Apple TV, or Google Chromecast) — up from 38% in 2012, and 24% in 2010. Overall, 24% of adults watch video from the Internet via a connected TV at least weekly, compared to 13% two years ago, and 5% four years ago.
Continuing its campaign to educate the industry about the new digital advertising viewability standards, Making Measurement Make Sense (3MS) launched a new PSA video contest, inviting advertising professionals and enthusiasts to develop videos that dramatize the issue of online ad viewability. To launch the competition, 3MS unveiled the second of its own PSA videos, dubbed ‘White Wall’, which brings to life a metaphor for paying for ads that are never seen.
How much value is generated from sponsoring the World Cup? Or its superstars, such as Lionel Messi or Cristiano Ronaldo? Here are five metrics that are crucial to finding out.
While Brazil has had some hiccups in its preparations, the economic windfall from hosting the World Cup could be upwards to $65B. The influx of visitors alone will generate over $3B for Brazil. The World Cup is a momentous event and with that comes a stage for introducing innovative concepts and pushing marketing to new heights.
This week men, women and people of all ages from every corner of the world will gather around a TV set to join the passion of the World Cup and catch a hint of the spirit of Brazil. No other sport has the power to ignite the love for country and passion as soccer does during World Cup season, particularly for Hispanics. From an iconic Latin American destination to official music and entertainment featuring an all-star roster of Latino talent including Pitbull, Jennifer Lopez, Claudia Leitte and Shakira, this year’s championship is more infused with Latino flavor than ever before. By Lili Gil Valletta, Co-Founder XL Alliance. Media Contributor.
Arizona, New Mexico, Colorado Hispanic population return to shares last seen a century ago.
A new graphic using statistics from the U.S. Census Bureau’s International Data Base shows the populations of the 32 participating countries in this year’s FIFA World Cup and past champions. The combined population of this year’s participating countries is 1.9 billion.
By Lee Vahn / Captura Group
Nissan encourages consumers tuning in to the Brazil games to let their excitement out with the launch of a national ad campaign, “The Most Exciting Car Brand Celebrates the Most Exciting Sport.”
According to The Wall Street Journal, Univision Communications, Inc. (UCI) has held preliminary discussions with CBS Corp. and Time Warner Inc. to sell the company for $20 Billion.
Chief Marketing Office, Carla Eboli gives us a warm welcome into this year’s biggest world party: the 2014 World Cup. As a beloved Brazilian native, not only is she welcoming, but also enlightening in matters of how to talk to Brazilians within the Latino culture of the United States.
The growing presence of the Latino population in the U.S. continues to challenge the ability of organizations in selecting the best linguistic strategy when communicating with Latinos. Commonly used self-reported measures of language behavior have limitations that may lead to unexpected outcomes when used in decisions regarding Latinos. This paper is designed to help organizations – academic, public agencies, and research practitioners — improve their understanding of Latino language behavior as one avenue for enhancing the response of Latinos to their communications. by Edward T. Rincón, Ph.D. – Rincón & Associates
The first matches are only hours away, and over the course of the month-long tournament billions (with a “b”) of fans will look to catch some of the action, whether on TV, on the radio, via other assorted media or even on-site. But while most of the world is getting ready for the event, here in the U.S. neither the tournament nor soccer itself have reached mainstream acceptance. However, demographics give reason to believe this might change over time, as younger generations of Americans are showing far more interest in the sport and event alike than their older counterparts.
World Cup fans will be watching the 2014 games across multiple devices, often simultaneously, according to an analysis from Experian Marketing Services. Specifically, World Cup fans are 31 percent more likely than average to watch online video across multiple devices, with 64 percent of adult fans watching online video during a typical week, compared with 49 percent of all adults.
FleishmanHillard unveiled the 2014 results of its global Authenticity Gap study, which explores the gap between what consumers experience when engaging with companies and what they expect of them. The agency developed the insights to help companies understand the behaviors consumers most associate with authentic companies – and where organizations should make changes to improve their reputation.
