News & Press / April 28, 2006

Europe and Latin America gearing up for onslaught of World Cup-related advertising/promotion; some countries in Asia also

As football-loving countries gear up for the month-long 2006 World Cup tournament starting June 9 in Germany, residents are in store for more than just the games, especially those in Europe and Latin America. Marketers, led by the 15 official advertising partners, are expected to be heavily involved in all sorts of activities related to the world’s most popular sport.

According to an ICOM global survey, football-related advertising and marketing activity is expected to account for more than half of what consumers see and hear just prior and during the event in Bolivia, Brazil, Chile, China, Costa Rica, El Salvador, Germany, Hong Kong, Hungary, Panama, Thailand, Ukraine and Venezuela.

Countries where marketing activity is expected to account for less than 10% include Canada, Norway, Pakistan and the U.S.

The survey of ICOM members was designed to gauge the pulse of advertising activity related to the event around the world. Rollinsville, Colorado (USA)-based ICOM, a leading global network of independent advertising agencies, has members in more than 50 countries, representing US$2.0 billion in revenues annually. Members were asked to rank on a scale of 1 to 6 the importance of the World Cup with respect to advertising and promotion in their markets and what percentage of total marketing activity they expected.

The findings indicate there is interest in connections to the World Cup all across the globe, according to the respondents representing 36 countries. The interest varies most within Asia ranging from “extremely important” (6) in Japan and Malaysia to “slightly important” (3) in Australia and Pakistan.

In EMEA, 13 of 14 countries reported that the event is “important,” “very important” or “extremely important.” Only Belgium reported “slightly important.” In Latin America, 11 of 12 countries reported “extremely important” or “very important,” with only Colombia reporting “slightly important.” (See chart below for details.)

In the U.S. and Canada, agencies reported the event had “very little importance” or was “not important.” Not surprisingly, one exception in the U.S. is the Hispanic market, which was ranked a 6, or “extremely important.”

Of the 15 official partners, those most active in promoting their World Cup participation are Adidas, Coca-Cola, MasterCard and McDonald’s, respondents said. Those with the least visibility are Avaya, Deutsche Telekom and Emirates Airline.

Additional findings from the survey about activities in each market are also available, and executives from ICOM agencies around the world are also available for further comment.

 

About ICOM: Rollinsville, Colo. (USA)-based ICOM is one of the world's leading global networks of independent marketing communications agencies, with US$2+ billion in billings and US$300 million in gross income annually. ICOM offers a full range of integrated marketing and media communications services and is an alternative to the huge and increasingly similar agency groups.

 

Importance of the World Cup in each market with respect to advertising and promotion (ranked on a scale of 1-to-6 with 6 being greatest). Source: Survey of ICOM agencies.

Extremely important (6 out of 6)

Asia/Pacific

EMEA

Latin America

U.S./Canada

Japan

Germany

Argentina

 

Malaysia

Italy

Brazil

 
 

Norway

Chile

 
   

Peru

 
   

Venezuela

 

Very important (5 out of 6)

Asia/Pacific

EMEA

Latin America

U.S./Canada

China

Finland

Bolivia

 

Indonesia

Hungary

Costa Rica

 

Thailand

Spain

Dominican Republic

 
 

Sweden

El Salvador

 
 

Turkey

Mexico

 
 

Ukraine

Panama

 

Important (4 out of 6)

Asia/Pacific

EMEA

Latin America

U.S./Canada

Hong Kong

Denmark

   
 

France

   
 

Poland

   
 

U.K.

   

Slightly important (3 out of 6)

Asia/Pacific

EMEA

Latin America

U.S./Canada

Australia

Belgium

Columbia

 

Pakistan

     

Very little importance (2 out of 6)

Asia/Pacific

EMEA

Latin America

U.S./Canada

     

U.S.

Not important (1 out of 6)

Asia/Pacific

EMEA

Latin America

U.S./Canada

     

Canada

Percentage of advertising and marketing activity expected just prior and during the event that is World Cup-related. Source: Survey of ICOM agencies.

More than 90%

75%-90%

50%-75%

25%-49%

10%-25%

Less than 10%

None

China

Bolivia

Argentina

Australia

Canada

 

El Salvador

Brazil

Denmark

Belgium

Norway

 

Venezuela

Chile

Indonesia

Columbia

Pakistan

   

Cosa Rica

Italy

Dominican Republic

U.S.

   

Germany

Japan

Finland

 
   

Hong Kong

Malaysia

France

 
   

Hungary

Mexico

Poland

 
   

Panama

Peru

Spain

 
   

Thailand

Turkey

Sweden

 
   

Ukraine

 

U.K.