World Cup to kick off $8m ad spend increase

Josh McDonnell
By Josh McDonnell | 13 June 2018

This year's FIFA World Cup in Russia is expected to generate an additional $8 million for the Australian ad market, according to research from Zenith.

Zenith approached all its offices to provide an estimate of World Cup ad spend, with each office tapping into its local networks to determine the country specific figure.

Due to the time zone in which the matches will take place, about 40% of the potential Australian audience will be asleep during live broadcasts.

While some viewers will settle for time-shifted broadcasts and younger viewers in particular, will seek out 'small nuggets' of games on social media, giving these platforms a greater role in viewing the World Cup than ever before.

Zenith expects heavy paid social media activity around the matches as brands seek to join the conversation.

On a global scale, the tournament, which plays its opening game 15 June at 1am AEST, is set to generate a further $US2.4 billion.

However, the incremental investment into the Australian market for the World Cup is quite small, relative to other countries.

Zenith Australia has also estimated each of SBS's broadcast sponsorships, which include TAB, Hyundai, Hisense, Adidas and Mitre 10, to be worth an approximately $1.5 million.

Optus Sports is working with the same commercial partners as SBS in its coverage of the World Cup.

The telco is broadcasting all 64 games of the World Cup while SBS will broadcast 25 games, including the Socceroos group fixtures with France, Denmark and Peru.

An Optus spokesperson previously told AdNews that both broadcasters would be working collaboratively on the event, entering a joint sales and commercial model.

"As we focus on programming, the sponsors identified in the SBS release are all working with Optus on a range of activations and will be integrated across the full range of Optus Sport platforms and programming," they said.

The biggest boost in dollar terms will be in China, where Zenith expects the World Cup to generate $US 835 million in extra ad spend, or 1.0% of the entire ad market.

“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," Zenith head of forecasting and director of global intelligence Jonathan Barnard says..

“This year’s tournament will showcase the brand-building powers of both traditional television and social media.”

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