SBD/Issue 202/Sponsorships, Advertising & Marketing

Nielsen Finds adidas Garners Boffo World Cup Exposure

adidas and Puma combined for 1.3 billion TV impressions during ABC’s coverage of the Italy-France World Cup final, according to a Nielsen Sports study to be released later today. While Puma outfitted Italy’s winning team, adidas, a FIFA sponsor as well as the French outfitter, claimed 94% of the combined impressions. Among all sponsors, adidas saw the most exposure among adults aged 25-54. The following lists the top 20 sponsors during the game, based on impressions among adults aged 25-54. Impressions are weighted on a 30-second basis and include both pregame and overtime coverage (THE DAILY).

TOTAL IMPRESSIONS IN MILLIONS
SPONSOR
TOTAL OCC.
TOTAL DUR.
25-54
M25-54
W25-54
adidas
529
1:33:02
1,231.7
787.9
443.8
Hyundai
325
0:54:22
722.3
461.1
261.3
T-Mobile
260
0:52:11
689.0
440.2
248.8
Budweiser
247
0:46:15
596.5
380.0
216.6
Philips
292
0:29:09
389.2
248.0
141.2
Gillette
266
0:26:18
351.1
223.7
127.4
Avaya
282
0:26:11
349.0
222.5
126.5
Fujifilm
266
0:25:42
343.3
218.8
124.6
Toshiba
280
0:26:07
343.1
218.9
124.3
McDonald's
237
0:22:18
300.7
192.4
108.3
Yahoo
244
0:21:12
286.2
182.8
103.3
MasterCard
227
0:20:49
275.6
176.3
99.3
Emirates Airlines
210
0:18:54
257.2
164.5
92.7
Coca-Cola
193
0:17:45
234.8
150.4
84.4
Continental Tires
121
0:10:24
140.1
89.6
50.4
Puma
74
0:05:35
73.0
46.7
26.3
Cialis
9
0:01:28
22.6
14.6
8.2
Vonage
9
0:01:06
6.0
4.1
1.9
AIG
3
0:00:18
4.8
3.1
1.7
SOS Children's Villages
3
0:00:08
1.8
1.1
0.6

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