Media agency and leading industry analysts expect the football world cup which is scheduled to begin in Germany from 9th June will rake in $1 billion in advertising revenue. ZenithOptimedia says the event for the first time will break the $1bn barrier.
Johnathan Barnard, the head of Zenith’s head of publications feels that since the event is organized in Europe where four of world’s five leading advertising markets are located, only will help its cause. What’s more, since German time zone suits perfectly to the televised markets the matches will be screened live on prime time television.
Last world cup, however, which was organized in Japan and South Korea in 2002 did not yield much benefit as far as advertising dollars are concerned due to the global advertising and marketing slump. In 2001, post 9/11 during the economic slowdown the market had shrunk by 4.1%.
