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FIFA 2018:

Advertising Insights during


the World Cup

TELEVISION AD SPENDS DURING THE WORLD CUP

How expesive were the commercial breaks during the FIFA World Cup?
This and other interesting questions are answered on this Infographic. The
advertising activity is concentrating on the ad slots before, during and after
each match on the different local television stations in Slovakia, who had
the rights to broadcast. See the comparison with countries like Hungary
and France. The prices shown are the costs before the negotiation (gross ad
spends).

An expensive Game?

128,3 Million € 2,17 Million € 3 Million €


gross ad spends gross ad spends gross ad spends

195 21 37
number of advertisers number of advertisers number of advertisers

3 709 988 2 255


ads ads ads

In France, the final France-Croatia In Slovakia, the final match Matches in Hungary were
represented 10% of the revenues France-Croatia represented 7% broadcasted by state-owned tv
generated by the retransmission of the revenues generated by the channels, where ad blocks are
of the tournament on TV. retransmission of the tournament limited to 6 minutes per hour. The
on TV. Matches were broadcasted average gross ad spend around
by the state-owned tv channels. and between the matches was
close to 47 thousand euros.

The most expensive matches

The most expensive single ads during the FIFA World Cup matches in Russia were
shown at the final game.

FRANCE - CROATIE FRANCE - CROATIA


708 400 € gross 154 608 € gross
Format 60’ Format 30’

TOP 10 Advertisers

The advertising activity around the FIFA World Cup represents a much more
concentrated market in Slovakia than in Hungary or even in France. It means
that in Slovakia top 10 brands represent 90,7% of all World Cup expenditures.

28,3% 90,7% 73,3%


share of voice share of voice share of voice

gross ad spends in Million €, 2018


0,09

0,09

0,08
0,40

0,25

0,22

0,14

0,14
0,17
0,41

0,24
0,35

0,35

0,22

0,19

0,18

0,18

0,18

0,14
0,15
4,0

4,0

4,0

3,8

2,9
5,5

2,8
3,2
3,3

2,7

NIKE S.R.O.

ITALMARKET SLOVAKIA A.S.

SLOVANET A.S.

KAUFLAND SLOVENSKA REPUBLIKA V.O.S.

SZERENCSEJÁTÉK RT.

BORSODI SÖRGYÁR RT.


RENAULT
PEUGEOT

FORTUNA

TIPSPORT

VISA

ANDREA SHOP

LIDL

OTP BANK

EXTREME DIGITAL
APPLE
FDJ
SFR

VOLKSWAGEN
ORANGE
HUBSIDE
HYUNDAI
SAMSUNG

NAY ELEKTRODOM

LIDL SR

TELENOR

WWW.VEGAS.HU
SAMSUNG ELECTRONICS

EURONICS

KONZOLVILÁG

14th June to 15th July on TF1 and BeIn 14th June to 15th July on Jednotka and 14th June to 15th July on M4 Sport and
Dvojka (RTVS) Duna TV

TOP 5 Sectors (in Slovakia)

„Toys, Sport, Leisure Time“ was the absolute winner in communication as a sector
during the FIFA World Cup, regarding the amount of money spent and the number
of spots on TV.

TOP 5 SECTORS TOP 5 SECTORS


BY AD SPEND* BY NUMBER OF SPOTS

Toys, Sport, Leisure Time 1,05 € Toys, Sport, Leisure Time 329

Entertaining Electronics, Entertaining Electronics,


0,30 € 184
Audio, Video Audio, Video

Beverages & alcohols 0,25 € Automotive 160

Retail 0,18 € Beverages & alcohols 96


Banking, insurance,
0,14 € Travelling, tourism 60
financial services

*gross ad spends in Millions €

* Methodology :
- Data refer to the ads broadcasted before, during and after the matches on TF1 and BeIn (in France), on M4 Sport and Duna
TV (in Hungary) and Jednotka and Dvojka RTVS (in Slovakia) between 14 June and 15 July, 2018. All data were identified
according to the corresponding official rate cards.
Ad data source: AdexSpot (14th of June to 15th July 2018)

www.kantarmedia.com

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