Date
17 December 2017
The World Cup is expected to draw global TV audience of more than 3 billion. Photo: Bloomberg
The World Cup is expected to draw global TV audience of more than 3 billion. Photo: Bloomberg

Global TV ad sales seen hitting a new peak during World Cup

Television advertising worldwide during the World Cup football tournament that kicks off in Brazil next month could amount to a record US$2.9 billion, according to Deloitte Touche Tohmatsu.

The amount, plus other title sponsorship income, could be colossal, the Hong Kong Economic Journal cited the global accounting and consultancy giant as saying in a report. 

The 2014 FIFA World Cup, which will begin on June 12,  is expected to draw TV audience of more than 3 billion worldwide.

A slew of big names, including Coca-Cola, Johnson & Johnson, and Nestle, are each expected to spend an average of US$2 million per day on TV advertising during the 32 days of matches.

The planned expenditure parallels the level during the American Super Bowl.

Although the traditional media, including television and radio stations, as well as print publications, are facing many challenges, it is estimated that they will mop up 40 percent of the total promotion and marketing expenditure during the World Cup period.

In contrast, internet and digital media can only reap 10 percent of the total ad spend. The rest of the money will go toward outdoor campaigns or promotional activities in shopping malls and supermarkets, according to Deloitte.

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Freelance journalist

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