$2.4BN

World Cup to boost global ad spend by

ArabAd - - COVER STORY -

The World Cup is be­lieved to add $2.4bn to global ad spend this year, ac­cord­ing to Zenith. In the UK, it will ac­count for an ex­tra £40m, tak­ing into ac­count both the ex­tra money spent by ad­ver­tis­ers seek­ing to reach World Cup au­di­ences and re­duc­tions by ad­ver­tis­ers look­ing to avoid this com­pet­i­tive pe­riod. Zenith says the op­por­tu­ni­ties lie both in the size of the au­di­ence – typ­i­cally 3.5 bil­lion peo­ple from 200 coun­tries tune in to watch – and the de­mo­graph­ics, with the World Cup at­trac­tion young, up­mar­ket and mo­bile con­sumers typ­i­cally hard to reach on TV. There is also an op­por­tu­nity in so­cial media, as brands seek to join the con­ver­sa­tions around the games, as well as in in­creased traf­fic to news and sports sites, more in­ter­net searches and higher sales of news­pa­pers. China is ex­pected to see the big­gest in­crease in dol­lar terms, with the World Cup gen­er­at­ing $835m in ex­tra ad spend, or 1% of the en­tire mar­ket. Host na­tion Rus­sia will also ben­e­fit, see­ing a $64m boost, equal to 2.1% of ad ex­pen­di­ture in 2018. “The World Cup pro­vides a re­li­able boost to the global ad mar­ket ev­ery four years, and will be re­spon­si­ble for 10% of all the growth in ad dol­lars this year,” says Jonathan Barnard, Zenith’s head of fore­cast­ing and di­rec­tor of global in­tel­li­gence. “This year’s tour­na­ment will show­case the brand-build­ing pow­ers of both tra­di­tional tele­vi­sion and so­cial media.”

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