The World Cup will provide a $1.5B "boost to the global advertising market" in '14, as "large television audiences, rolling online news and pages of press coverage drives media consumption," according to Arif Durrani of CAMPAIGN LIVE. TV "is set to benefit the most," but this year’s football tournament in Brazil is "also living up to the hype of being the most 'social' World Cup, with brands spending more of their advertising budgets on social media activity than ever before." ZenithOptimedia expects the World Cup "to have the biggest impact in Latin America, where the matches in Brazil are ideally timed for viewers" and will add as much as $500M to media spend. In Western Europe, "with many markets still in slow recovery," the event is forecast to bring an additional $300M in spend to the region. TV "is still by some distance the dominant advertising medium," attracting 40% of spend in '13, nearly twice that taken by desktop and mobile together (21%). The Internet "is the fastest growing medium," up 17.0% in '13, and "forecast to continue to rise" an average of 16% over the next three years. Display is the fastest-growing sub-category, with 21% of annual growth, "thanks partly to the rapid rise of social media advertising," including Facebook, Twitter and YouTube, which is growing at 30% a year (CAMPAIGN LIVE, 6/16).
