Media agency Mindshare, part of the GroupM stable, based its estimates on adex figures reported by Nielsen Media Research. Mindshare classified advertisements that included spots within World Cup matches as well as World Cup-related commercials and promos (but excluded TV stations and FIFA promos) as “World Cup advertisements”.
Television was the primary playing field, capturing RM152 million or 94% share of World Cup advertising expenditure, with pay TV garnering the lion’s share with RM108.5 million, said Mindshare. This was based on Nielsen’s coverage of selected channels on Astro which are: Zee TV, Astro Ria, Astro Prima, Astro Wah Lai Toi, Astro Hua Hee Dai and AXN (since January); Star World, National Geographic, Discovery (since April); and Diva/Hallmark Channel (since July).
Spain's national football team players look out from an open-top bus during a celebration parade in downtown Madrid. Television was the big winner with 94% of World Cup adex.
Media Prima’s TV3 was the channel of choice for advertisers among the free-to-air (FTA) channels. TV3 captured 28% of the total RM43 million in football ad spend on FTA TV. However, both official FTA broadcast channels, TV1 and TV2, secured a large portion of TV adex at 25% and 22% respectively.
Newspapers took the remaining 6% of the pie.
Among advertisers, Maxis was the dominant player with an estimated RM97.6 million invested in World Cup-related campaigns. Based on Mindshare’s estimate, about RM87 million of the amount was spent with Astro. Both Astro and Maxis share a common shareholder/owner in Usaha Tegas Sdn Bhd, the private vehicle of tycoon T Ananda Krishnan.
Other telco players TM, Celcom and DiGi recorded RM5.7 million, RM3.6 million and RM2.9 million respectively in FTA TV and newspapers.
Herbal drinks manufacturer Power Root was the football season’s second-largest spender with RM19.7 million or 12% share, followed by F&N CocaCola with RM6 million.
This article appeared on the Media & Advertising page, The Edge Financial Daily, Oct 7, 2010
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