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Volume 10 No. 22


TV ad spots in the U.K. during the FIFA World Cup could be priced as high as £400,000 ($670,000) "should the England team advance beyond the group stages to the knockout phase," according to Matthew Chapman of MARKETING MAGAZINE. A 30-second TV spot is expected to cost as much as £340,000 ($569,000) "during the half-time ad break of England's group games against Uruguay and Costa Rica," and would rise by approximately 20% during the knockout phases. The rate card price for a 30-second spot during an England group game is between £160,000 and £250,000 ($267,000-$418,000), but brands "are being made to pay a premium for the games that will kick off in prime time," due to the time difference with Brazil. The supermarket price war "is expected to feature the likes of Tesco and Asda entering the World Cup advertising fray" alongside the more traditional car, telecom and beer advertisers. However, the cost of advertising "may dissuade retailers from bidding for spots during England matches." Head of broadcast for Amplifi at Vizeum Amy Tocock said, "If England get beyond the qualifiers then the premium that ITV1 charge will get higher and the cost will be at least £300K. If they get to the final, the premium would sky rocket and it would come down to the advertisers willing to pay the most would get access. So the price paid for that would all depend on market demand" (MARKETING MAGAZINE, 6/3).

Spanish broadcaster Prisa and Spanish telecom Telefónica have "definitively agreed" to the sale of Prisa's 56% stake in pay-TV platform Canal+’s holding company to Telefónica for €750M ($1B), according to DIGITAL TV EUROPE. The agreement follows Prisa's "acceptance in principal of Telefónica's offer to buy the majority stake in the platform on May 7." The deal will give Telefónica, which already holds a 22% share in the holding company, DTS, a "controlling stake of 78%, leaving Italy’s Mediaset with 22% through its Spanish subsidiary." Later this week the Canal+ board will "communicate the terms of the deal to Mediaset España, giving the latter a 15-day period to decide to exercise a right to sell its stake." Mediaset España has "yet to make any statement about the deal." Analysts have argued that the development will "make Mediaset's plans to create a new TV company incorporating its Italian and Spanish pay-TV interests less interesting to investors." The sale "has yet to be authorized" by Spanish markets regulator CNMV. Telefónica CEO César Alierta said that the deal would be "important for the development of Spanish-language pay-TV" and that it was "a significant step forward in the process of transforming the company into a leading digital telco." Canal+, formerly known as Digital+, has 1.66 million subscribers and last year posted revenues of €1.166B with EBITDA of €28M (DIGITAL TV EUROPE, 6/3).

Nike is "not a sponsor of next week's coveted World Cup," but data from Globe Runner reveals that the brand is "catching up" to adidas' official stake via social media, according to Lauren Johnson of ADWEEK. From May 24-30, adidas "racked up 18,000 online mentions while Nike brought in 6,000." However, adidas "only had about 8,000 mentions compared to Nike's 4,000 the week before" -- from May 17 to 23 -- indicating that Nike "still may have a chance to dominate the social space leading up to the games." Globe Runner's data also measures "share of voice for both brands and showed Nike's to have grown" from 14% during the first week of May to 25% by May 30. Globe Runner’s data is "generated by a command center called SociaLitmus, powered by MutualMind." The social hub tracks mentions of "World Cup sponsors, partners, teams, athletes and matches for one month leading up to the games" (ADWEEK, 6/2).

IMG Media has secured distribution rights in Asia and England for the World Series of Fighting. IMG has secured broadcast coverage in Southeast Asia on 24-hour action pay-channel KIX. Fights will be broadcast in 15 territories including Hong Kong, Malaysia, Singapore and Thailand in '14-'15. In Europe, a deal has been agreed with SportTV for the all-fights channel, Kombat Sport, to show WSOF events in French-speaking Europe as well as some African territories. IMG Media signed a deal last year to represent WSOF globally (IMG).

BeIN Sport "has renewed its partnership" with the French Professional Football League (LFP) for the int'l media rights to Ligue 1. The Al Jazeera-owned broadcaster will pay the LFP €80M ($109M) a year "for the chance to market the rights" to Ligue 1 from '18-24, up from its current annual fee of €32.5M ($44M) (SOCCEREX, 6/2). ... The 2014 FIFA World Cup "is expected to encourage consumers to replace their old TVs with ultra-high definition ones, a move that could give a boost" to Taiwan's 4K2K panel shipments. DisplaySearch said that Taiwanese flat screen suppliers Innolux and AU Optronics, which have taken the lead in the global 4K2K TV screen market, "are expected to benefit most from such an uptrend" (CNA, 6/3). ... FIFA Secretary General Jerome Valcke and Brazil Deputy Sports Minister Luis Fernandes opened the Int'l Broadcasting Centre in Rio de Janeiro for the World Cup. Valcke: "This is our link to the world. From here the world will connect to the World Cup" (FIFA). ... London-based startup Squawka is entering the fantasy sports market by releasing a free-to-play product called Battle Mode. Squawka, recently named one of the fastest growing businesses in the U.K. by Smarta and Santander, already attracts 200,000 unique users a day across web and mobile properties (Squawka).