World Cup does not trigger an advertising boom
The 2006 World Cup in Germany will not have a significant impact on the advertising budgets of numerous German corporations.
The Football World Cup 06 in
Germany will not have a significant impact on the advertising volume of
numerous corporations. This is what the organization predicts
Advertisers in the German Brands Association (OWM), which includes over 70 German
companies, including Unilever, Beiersdorf, Daimler
Chrysler, Siemens and Tchibo. In a survey of the
OWM members, 80 % of respondents said that the World Cup had no influence
on their advertising volume. Only 3 % found that their advertising volume
is strongly influenced by the World Cup. 47 % of respondents stated that
their company's communication strategy because of the World Cup
is changed, 45 % assume a slight change. The
The survey also revealed that 63 % expects an increase in the number of
sales development and 56 % expect a better earnings situation. Nevertheless
Almost 70 % of the survey participants estimate the advertising volume of their
company as constant in 2006 as well. An increase is seen
only 14 %. Although the World Cup will encourage many companies to
advertising, but the additional expense is offset in the course of the
the rest of the year, said OWM Chairwoman Margret Buhse to
of the association meeting, according to the Pressetext news agency. The organization presented the media
the fact that the price of the products and services
Overall budgets of most advertisers do not increase despite the World Cup
will increase significantly.
Germany will not have a significant impact on the advertising volume of
numerous corporations. This is what the organization predicts
Advertisers in the German Brands Association (OWM), which includes over 70 German
companies, including Unilever, Beiersdorf, Daimler
Chrysler, Siemens and Tchibo. In a survey of the
OWM members, 80 % of respondents said that the World Cup had no influence
on their advertising volume. Only 3 % found that their advertising volume
is strongly influenced by the World Cup. 47 % of respondents stated that
their company's communication strategy because of the World Cup
is changed, 45 % assume a slight change. The
The survey also revealed that 63 % expects an increase in the number of
sales development and 56 % expect a better earnings situation. Nevertheless
Almost 70 % of the survey participants estimate the advertising volume of their
company as constant in 2006 as well. An increase is seen
only 14 %. Although the World Cup will encourage many companies to
advertising, but the additional expense is offset in the course of the
the rest of the year, said OWM Chairwoman Margret Buhse to
of the association meeting, according to the Pressetext news agency. The organization presented the media
the fact that the price of the products and services
Overall budgets of most advertisers do not increase despite the World Cup
will increase significantly.
