SBD/Issue 193/Sponsorships, Advertising & Marketing

Kick It Up A Notch: World Cup Final Ads Costing Around $250,000

Watch Samsung's FIFA World Cup Spot

Media buyers said that 30 seconds worth of commercial time during ABC's coverage of the July 11 World Cup Final is "fetching roughly $250,000," according to Suzanne Vranica of the WALL STREET JOURNAL. That figure "compares with $100,000 for a 30-second spot" during NBC's coverage of the Stanley Cup Final. Meanwhile, an Ace Metrix panel of 500 people indicated that two World Cup spots "outscoring the pack are from Sony and Samsung." The Sony ad, via Omnicom Group Inc.'s 180 Los Angeles, shows Colts QB Peyton Manning and singer Justin Timberlake "getting a behind-the-scene peek at Sony's 3-D technology." The Samsung spot, via Leo Burnett, "features a boy bringing a mural of a soccer scene to life and removing the ball from the image." Preliminary data from IAG indicated that a spot for Hyundai also is "scoring well." The ad, called "Die Hard," shows an old man "lying in his casket," and he is "decked out in full soccer-fan regalia, including face paint." The voice-over "refers to the tendency of soccer fans to go to extremes to show their loyalty while loyal Hyundai owners simply buy another Hyundai." But Vranica writes "not every World Cup-related ad has hit the mark," as Hyundai "pulled one ad that some Catholics found offensive, and apologized for its misstep" (WALL STREET JOURNAL, 6/21).

KICKING BACK: AD AGE's Michael Learmonth reports adidas' "Star Wars" spot for the World Cup "finally broke the top 10 viral ads," marking the "first official World Cup marketer to make the top 10." adidas, an official FIFA partner, had been "strangely absent from the online buzz, dominated by arch-rival and non-sponsor Nike, whose 'Write the Future' campaign dominated in views and buzz." The Nike ad "held firm at No. 2 ... in its fourth consecutive week on the chart," while adidas' spot "broke in at No. 3 with a bit more than 2.5 million views." PepsiCo's World Cup ad ranked fourth in its 14th week on the chart. FIFA, which "earns 30% of its income from sponsorships, can't do much about marketers capitalizing on World Cup excitement on the web" (ADAGE.com, 6/18). Meanwhile, USA TODAY's George Artsitas writes as the World Cup continues, Nike is "focused on winning Round Two and has found another way to get the 'Write the Future' message out." The company "has set up an LED screen 30 stories high on South Africa's Life Center that encourages more interaction with fans." Titled "Write the Headline," the screen will "display messages that are 57-characters or less sent in from fans via Twitter, Facebook and other social networking sites" (USA TODAY, 6/21).

FOR MORE FROM SOUTH AFRICA: For more World Cup coverage, please see other stories in today’s issue on ESPN and Univision earning impressive ratings for U.S., Mexico matches, ESPN’s on-air talent continuing to garner positive reviews, FIFA’s ticketing agency acknowledging it will lose money on the event due to unsold suite tickets and SUM Exec VP Kathy Carter discussing her trip to South Africa.

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