Mediaset Dir of Content Manuel Villanueva said that Mediaset España was "obligated to study" the possibility of purchasing the TV rights for the 2014 World Cup in Brazil, according to the EFE. The broadcaster had record numbers during Euro 2012 including the final, which was "the most-watched match in Spain" with 15.5 million people tuning in and a market share of 83.4%. Villanueva said that FIFA needs to be conscious "of the global economic situation" and "revise its' prices" (EFE, 7/20). ADSLZONE.tv noted that the broadcaster of La Roja for the past couple of years is "prepared to continue investing money" in the Spanish national team to obtain the rights to the main int'l football tournaments. Villanueva confessed that the amount invested by Mediaset Spain in the last European Championships "was close to €70M ($84.6M)," a quantity that he recognized was impossible to make profitable through advertising. However, it offered a "good brand positioning for thematic channels of the group" starting with Telecinco (ADSLZONE.tv, 7/23).
