Football advertising is already perceived as annoying in the run-up to the World Cup
Most media consumers are already fed up with the ubiquity of the World Cup even before it begins—at least when it comes to advertising.
As the German market research institute Yougov Psychonomics shows, the majority of recipients are already overwhelmed and annoyed by the round leather in TV commercials, advertisements, posters, competitions and other World Cup campaigns. According to consumers, the tournament and the topic of soccer simply appear too often in advertising.
"The aim for advertising companies should be to keep this 'annoyance factor' as low as possible," says Yougov marketing manager Markus Braun when asked by Pressetext. This is possible, for example, in well thought-out campaigns in which consumers are actively involved The topic of soccer alone is not a sure-fire success, emphasizes Braun. Ultimately, the soccer theme must also fit the brand. Above all, a commitment should be authentic.
According to the expert, major damage to the image of companies jumping on the World Cup bandwagon is only to be expected in exceptional cases. However, it is bad enough for companies if the often very high advertising or sponsorship investments have no effect, Braun told Pressetext.
Not many more annoyed women than men
55% of the media audience find soccer advertising annoying in the run-up to the World Cup. However, according to Yougov, the proportion of women who find World Cup-related marketing campaigns annoying is not significantly higher than that of men at 59%. At 51 percent, more than one in two men share the same opinion. Women are still sidelined when it comes to World Cup and soccer commercials. The vast majority of advertisements shown during the World Cup are aimed at men, while women are neglected.
According to the market researchers, there are greater differences between the various age groups than between the sexes. According to the study, older people in particular are annoyed by the soccer hype. Almost two thirds of the 50-plus generation feel overloaded with the topic. People under 30, on the other hand, are the most receptive to World Cup and soccer advertising news. Only two out of five young recipients feel inundated by marketing messages about the current major event.
"The aim for advertising companies should be to keep this 'annoyance factor' as low as possible," says Yougov marketing manager Markus Braun when asked by Pressetext. This is possible, for example, in well thought-out campaigns in which consumers are actively involved The topic of soccer alone is not a sure-fire success, emphasizes Braun. Ultimately, the soccer theme must also fit the brand. Above all, a commitment should be authentic.
According to the expert, major damage to the image of companies jumping on the World Cup bandwagon is only to be expected in exceptional cases. However, it is bad enough for companies if the often very high advertising or sponsorship investments have no effect, Braun told Pressetext.
Not many more annoyed women than men
55% of the media audience find soccer advertising annoying in the run-up to the World Cup. However, according to Yougov, the proportion of women who find World Cup-related marketing campaigns annoying is not significantly higher than that of men at 59%. At 51 percent, more than one in two men share the same opinion. Women are still sidelined when it comes to World Cup and soccer commercials. The vast majority of advertisements shown during the World Cup are aimed at men, while women are neglected.
According to the market researchers, there are greater differences between the various age groups than between the sexes. According to the study, older people in particular are annoyed by the soccer hype. Almost two thirds of the 50-plus generation feel overloaded with the topic. People under 30, on the other hand, are the most receptive to World Cup and soccer advertising news. Only two out of five young recipients feel inundated by marketing messages about the current major event.
