2014 World Cup: A Safe Bet For TV Advertising

It’s almost here; six weeks of unbridled joy, profound disappointment and shattered nerves.

In just over 30 days 64 teams will take to a worldwide stage in front of an audience totalling hundreds of millions. The 2014 Fifa World Cup promises to be the standout global event of the year, and it’s no surprise that industry analysts are predicting a significant boost in TV advertising revenue.

One sector poised to go on the offensive is sports betting, an industry that over the past couple of years has developed into one of the UK’s most lucrative and noticeable TV markets.

2010: Sports Betting enters the World Cup Fray

The 2010 Fifa World Cup was the first to feature a concerted sports betting presence. An analysis of the market during June and July illustrates that only five brands took the plunge and secured ad spots during ITV’s coverage of the tournament: namely Bet Now, Bet 365, Ladbrokes, William Hill and Paddy Power.

All have since gone on to become household names in the TV advertising sphere, due in no small part to the 160 million male impacts (270 million adults) achieved during the tournament. Bet 365, the most active of these brands, generated 15 million male impacts (30 million adult) alone over the course of just two group matches featuring England, which although considerable still only represents a small percentage of the 70 million male views (120 million adults) generated across the 27 live matches it appeared within.

Reach and Frequency Breakdown

  • During the six weeks of competition a male TV viewer saw an average of 8 sports betting ads.
  • 74% saw a TV ad at least once.
  • 64% twice or more.
  • 55% three times or more.
  • 25% of the male population was reached a minimum of 10 times by a sports betting brand.
  • A peak of audience of 20 million tuned in for each of England’s games against the USA and Algeria, whilst elsewhere group games averaged 3 million.

A continually growing TV market

Since 2010, when across the twelve months seven brands ran TV advertising campaigns to deliver a grand total of 2.4 billion impacts, the sports betting market has grown at a rapid year-on-year rate: 

  • 2011 played host to the same number of sports betting brands advertising on TV as seen in 2010. However, together these brands achieved 2.9 billion impacts, representing a 20% increase.
  • 2012 saw the amount of sports betting brands running TV advertising campaigns double to 14, with 4.8 billion impacts generated in what was a 60% year-on-year uplift. This will have been driven by Euro 2012, with half of the matches aired on ITV.
  • Last year the number of sports betting brands active in the TV market grew once more to 18. In total 5.8 billion impacts were attained as part of a 20% YOY growth.

What to expect in 2014?

This year Guerillascope expects the TV market to experience a significant boost in TV advertising activity within the sports betting market. So far in 2014 21 brands have run a TV campaign, with a total of 2 billion impacts delivered. Our TV analysts believe that the forthcoming World Cup will attract many of these advertisers to ITV, which although relatively expensive, carries numerous benefits for a business.

National reach, considerably increased brand recognition and dual screen interactivity mean that advertising on ITV during the World Cup offers genuine value for money.  With the growth in online football betting now making the industry more accessible to fans, it is believed that the market is now worth up to £700 billion a year to the national economy. What this indicates is that there is now a ravenous appetite for putting a bet on a game, and with increased competition comes new and innovative ways of engaging an already keen audience base.

Of course, it would be neglectful of us to suggest that the World Cup provides amazing opportunities for sports betting brands only.  Alcohol, car and other sports-related brands also stand to benefit significantly from an increase in male viewers (a traditionally difficult viewing audience to engage), whilst businesses targeting the generally more accessible female demographic will look to funnel their TV advertising activity into TV channels such as Channel 4, E4, Really, TLC and ITV’s digital portfolio, which is expected to alter its programming schedule to cater for viewers uninterested in the World Cup.

To learn more about the exciting opportunities available to businesses during the 2014 FIFA World Cup give Guerillascope a call today on 0207 352 0555.