Television and Mobile Advertising to Boom During World Cup 2010
The FIFA World Cup is set to kick off in June 2010, and analysts are expecting a large growth in the media industry leading up to this event. According to Enders Analysis, the TV advertising market will expand during April and May of this year and reach a 15% increase during the month of June, when the World Cup in South Africa is scheduled. This is a welcoming forecast for many broadcast executives who have been battling a tough market in the last two years. Additionally, Magna, which pools the media-buying power of Universal McCann and Initiative, forecasts that TV ad revenues will rise by 3.5% over the course of the year.
In addition to television growth, the 2010 World Cup will likely see a massive explosion in the availability of mobile content and applications. The 2006 World Cup in Germany gives just a small taste of what people can expect for this year’s World Cup. According to FIFA (Federation of International Futbol Association), fifaworldcup.com enjoyed more than 73 million page views on its mobile web portal after it went live for the first time. This World Cup is expected to give a large boost to the South African media market, where most people do not have personal computers (estimates are around 5 million) but have mobile devices (estimates around 40 million) with which they will be able to keep track of all of the action as it happens.
Closer to home, Canadian soccer fans are also expected to take advantage of the instant updates that mobile provides. Over four million Canadians access the Internet through their mobile phones, and publishers are revamping their websites to attract those visitors. CBC has launched a mobile version of its 2010 FIFA World Cup website, where users can go to get the latest scores and news reports. Soccer fans can also download the Score Mobile application to instantly get up-to-the-minute sports scores, player stats, live blogs, previews, recaps, odds and team standings.
For more information on how to advertise on television or mobile during the 2010 FIFA World Cup South Africa, please call 212-967-1999.