FIFA 2018:
Advertising Insights during
the World Cup
TELEVISION AD SPENDS DURING THE WORLD CUP
How expesive were the commercial breaks during the FIFA World Cup?
This and other interesting questions are answered on this Infographic. The
advertising activity is concentrating on the ad slots before, during and after
each match on the different local television stations in Slovakia, who had
the rights to broadcast. See the comparison with countries like Hungary
and France. The prices shown are the costs before the negotiation (gross ad
spends).
An expensive Game?
128,3 Million € 2,17 Million € 3 Million €
gross ad spends gross ad spends gross ad spends
195 21 37
number of advertisers number of advertisers number of advertisers
3 709 988 2 255
ads ads ads
In France, the final France-Croatia In Slovakia, the final match Matches in Hungary were
represented 10% of the revenues France-Croatia represented 7% broadcasted by state-owned tv
generated by the retransmission of the revenues generated by the channels, where ad blocks are
of the tournament on TV. retransmission of the tournament limited to 6 minutes per hour. The
on TV. Matches were broadcasted average gross ad spend around
by the state-owned tv channels. and between the matches was
close to 47 thousand euros.
The most expensive matches
The most expensive single ads during the FIFA World Cup matches in Russia were
shown at the final game.
FRANCE - CROATIE FRANCE - CROATIA
708 400 € gross 154 608 € gross
Format 60’ Format 30’
TOP 10 Advertisers
The advertising activity around the FIFA World Cup represents a much more
concentrated market in Slovakia than in Hungary or even in France. It means
that in Slovakia top 10 brands represent 90,7% of all World Cup expenditures.
28,3% 90,7% 73,3%
share of voice share of voice share of voice
gross ad spends in Million €, 2018
0,09
0,09
0,08
0,40
0,25
0,22
0,14
0,14
0,17
0,41
0,24
0,35
0,35
0,22
0,19
0,18
0,18
0,18
0,14
0,15
4,0
4,0
4,0
3,8
2,9
5,5
2,8
3,2
3,3
2,7
NIKE S.R.O.
ITALMARKET SLOVAKIA A.S.
SLOVANET A.S.
KAUFLAND SLOVENSKA REPUBLIKA V.O.S.
SZERENCSEJÁTÉK RT.
BORSODI SÖRGYÁR RT.
RENAULT
PEUGEOT
FORTUNA
TIPSPORT
VISA
ANDREA SHOP
LIDL
OTP BANK
EXTREME DIGITAL
APPLE
FDJ
SFR
VOLKSWAGEN
ORANGE
HUBSIDE
HYUNDAI
SAMSUNG
NAY ELEKTRODOM
LIDL SR
TELENOR
WWW.VEGAS.HU
SAMSUNG ELECTRONICS
EURONICS
KONZOLVILÁG
14th June to 15th July on TF1 and BeIn 14th June to 15th July on Jednotka and 14th June to 15th July on M4 Sport and
Dvojka (RTVS) Duna TV
TOP 5 Sectors (in Slovakia)
„Toys, Sport, Leisure Time“ was the absolute winner in communication as a sector
during the FIFA World Cup, regarding the amount of money spent and the number
of spots on TV.
TOP 5 SECTORS TOP 5 SECTORS
BY AD SPEND* BY NUMBER OF SPOTS
Toys, Sport, Leisure Time 1,05 € Toys, Sport, Leisure Time 329
Entertaining Electronics, Entertaining Electronics,
0,30 € 184
Audio, Video Audio, Video
Beverages & alcohols 0,25 € Automotive 160
Retail 0,18 € Beverages & alcohols 96
Banking, insurance,
0,14 € Travelling, tourism 60
financial services
*gross ad spends in Millions €
* Methodology :
- Data refer to the ads broadcasted before, during and after the matches on TF1 and BeIn (in France), on M4 Sport and Duna
TV (in Hungary) and Jednotka and Dvojka RTVS (in Slovakia) between 14 June and 15 July, 2018. All data were identified
according to the corresponding official rate cards.
Ad data source: AdexSpot (14th of June to 15th July 2018)
www.kantarmedia.com
