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World Cup £570m marketing spending spree |
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Marketers are queuing up in their droves to promote their products alongside this summer's football World Cup, according to a prominent market research firm.
Zenith Optimedia has published its predictions for ad spending at the time of the World Cup to be held in Germany in June. It suggests that marketers and advertisers will be spending a total of £570 million on the prestigious tournament. The tournament is estimated by the firm to boost global ad spend by a whole percentage point all on its own this year, as spending looks set to grow by six per cent in 2006. As the most popular global event, the World Cup provides marketers with an increasingly rare opportunity to reach a diverse audience. Zenith Optimedia also said that it was increasing its forecasts for internet marketing, according to intelligencia.com. It now says that the rapidly expanding medium will attract 6.5 per cent of all advertising in 2008, after pulling in 4.5 per cent in 2005. Previously, the firm had estimated that six per cent of ad spending would head for online campaigns. If correct, online marketing will be a real competitor to radio advertising, which is currently predicted to take a 7.9 per cent share in 2008.
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