Study: Non-WM broadcasters must expect a loss of reach
TV stations that do not broadcast live games during the upcoming Soccer World Cup can expect to see a drop in reach of about 25 percent among the advertising-relevant target group of 14- to 49-year-olds.
Television channels that will be broadcasting during the coming
Football World Cup do not broadcast live matches, the
advertising-relevant target group of 14 to 49-year-olds with
range losses of around 25 percent. This is the result
comes the joint study of the German advertising marketer Seven One
Media and the communications consultancy Medialogics. For the
The study analyzed the reach of the six largest German
private broadcasters during the 1998 FIFA World Cup in France. The
Losses during the rest of the World Cup coverage and outside the
prime time were far less strong according to the analysis. In
Time slots without WM programs, the ranges remained constant or
between 1 p.m. and 8 p.m. were even slightly higher than the TV usage of the
Comparison months without WM. The radiation effects of a WM on the
According to Daniel Haberfeld from Seven One Media, TV usage is by far the most
not as extreme as assumed, writes the Aargauer Zeitung. The
The advertising industry would miss an opportunity if it were to cut advertising budgets.
in the period leading up to the 2006 World Cup, says Haberfeld.
Football World Cup do not broadcast live matches, the
advertising-relevant target group of 14 to 49-year-olds with
range losses of around 25 percent. This is the result
comes the joint study of the German advertising marketer Seven One
Media and the communications consultancy Medialogics. For the
The study analyzed the reach of the six largest German
private broadcasters during the 1998 FIFA World Cup in France. The
Losses during the rest of the World Cup coverage and outside the
prime time were far less strong according to the analysis. In
Time slots without WM programs, the ranges remained constant or
between 1 p.m. and 8 p.m. were even slightly higher than the TV usage of the
Comparison months without WM. The radiation effects of a WM on the
According to Daniel Haberfeld from Seven One Media, TV usage is by far the most
not as extreme as assumed, writes the Aargauer Zeitung. The
The advertising industry would miss an opportunity if it were to cut advertising budgets.
in the period leading up to the 2006 World Cup, says Haberfeld.
