Join Now | 
HomeAboutContact UsPrivacy & SecurityAdvertise
Soccer America DailySpecial EditionAround The NetSoccer Business InsiderCollege Soccer ReporterYouth Soccer ReporterSoccer on TVSoccer America Classifieds
Paul Gardner: SoccerTalkSoccer America ConfidentialYouth Soccer InsiderWorld Cup Watch
RSS FeedsArchivesManage SubscriptionsSubscribe
Order Current IssueSubscribeManage My SubscriptionRenew My SubscriptionGift Subscription
My AccountJoin Now
Tournament CalendarCamps & AcademiesSoccer GlossaryClassifieds
As Women Watch World Cup in Record Numbers, Advertisers Miss Out
Reuters, June 27th, 2006 3:23PM

MOST READ

MOST COMMENTED

Apparently, women are watching the World Cup in record-breaking numbers, which is great for the game. The big losers are advertisers, Reuters UK says, who definitely geared their advertising for predominantly male audiences. "It's a new phenomenon, which has been undervalued and underestimated," said Maurice Levy, chief executive of Publicis Groupe, the world's fourth-largest advertising and marketing holding company. "We've certainly missed an opportunity." How big a missed opportunity? Reuters data shows that 39 percent of television viewers around the globe are women, the same percentage as the entire 2002 tournament, and that figure is expected to rise by the time the champion is crowned on July 9, analysts say. Kevin Alavy, the analyst who compiled the Reuters data, says more women tend to watch the later matches. To be sure, media buyers bought TV spots with the lads in mind: in the UK World Cup ads are littered with consumer goods like beer, cars, and electronics. As ever, the creative features the usual: men playing sports, bikin-clad women, and bawdy humor. Analysts estimate that about $1 billion has been spent on advertising during the tournament. Ads for women often portrayed them as sufferers during the month long tournament. For example, easyJet, a British low-cost airline promoted women-only getaways during the World Cup.

Read the original story...



No comments yet.

Sign in to leave a comment. Don't have an account? Join Now




AUTHORS

ARCHIVES
FOLLOW SOCCERAMERICA

Recent Section 2 Around the Net
Cal South TOPSoccer Program Turns 25    
"We're all soccer players, special needs or not," says Sandy Castillo, chair of the Cal South ...
How Neymar Played in Childhood     
Neyrmar: "I used to pick up the ball, set up the furniture and go around dribbling ...
Chivas USA Youth Players Face Murky Future    
Chivas USA, which folded after the 2014 season, had one of the MLS's most ambitious youth ...
Roma Partnering with U.S. Youth Clubs    
Italian Serie A club Roma, which has American ownership, aims to forge partnerships with seven U.S. ...
LVG: Falcao "Has to Prove Himself"    
Manchester United coach Louis van Gaal has responded to criticism over dropping Radamel Falcao by claiming ...
Report: Adidas to Assist Messi Move?    
According to Spanish sports daily AS, Lionel Messi's sponsor Adidas could be the key to the ...
Mourinho Questions Man City's Transfer Policy     
Chelsea coach Jose Mourinho suggested that rival Manchester City is not adhering to UEFA's Financial Fair ...
Toure Admits Man City Future in Doubt     
Speaking ahead of the opening games of the African Nations' Cup in Equatorial Guinea this weekend, ...
Ronaldo Blasts 'Defensive' Atleti Tactics    
Cristiano Ronaldo blasted Atletico Madrid for its unattractive style after the Rojiblancos ousted Real Madrid from ...
Fabian Johnson's 'Spat' with 'Gladbach Coach Favre    
According to Bild, USA defender Fabian Johnson is in a "spat" with Borussia Monchengladbach coach Lucien ...
>> Section 2 Around the Net Archives