TV sta­tions the real winners as WC teams do bat­tle

The Mercury - - BUSINESS REPORT -

BOOK­MAK­ERS named Brazil, Ger­many, France and Spain the favourites for soccer’s World Cup, which kicked off in Russia yes­ter­day. The only guar­an­teed winners are the TV sta­tions show­ing the games. TV ad­ver­tis­ing in gen­eral isn’t quite the bo­nanza it once was, as mil­len­ni­als shun tra­di­tional sched­uled shows in favour of sub­scrip­tion stream­ing ser­vices such as Net­flix and Ama­ – or just hang­ing out on so­cial me­dia. Spend­ing on dig­i­tal ads over­took tele­vi­sion spots for the first time last year. This gives tent­pole events like the World Cup an out­size im­por­tance for tra­di­tional broad­cast­ers try­ing to se­cure ad dol­lars from the big-name brands. Even though there’s ev­i­dence of TV sports view­er­ship de­clin­ing for ma­jor club cham­pi­onships such as the NFL and the English Premier League, big sport­ing events are now pretty much the only time that a large au­di­ence will sit down and watch a sched­uled show with ad breaks. The World Cup is the in­ter­na­tional pin­na­cle, es­pe­cially given that its TV au­di­ence is still ris­ing. It’s a unique op­por­tu­nity to tar­get higher-earn­ing men aged 18 to 34, a sought-after de­mo­graphic that tends to watch less TV than other groups. – Bloomberg

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