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State of the Screens

World Cup TV Ad Sales Could Hit $600 Million

By June 20, 2018No Comments

Estimated World Cup advertising:
Global — $2.4B
2) U.S — $600M (25% of total)

Quick math:
7.6B is the global population
2) 3.5B will watch World Cup from 200 different countries
3) 1 out of every 2.2 people on earth will watch part of World Cup

1B+ watched the 2014 finale between Germany and Argentina.

U.S. ad spend in 2014 (% of total):
1) Total — $523M
2) Univision — $336M (64%)
3) ABC/ESPN — $187M (36%)

Top advertisers on Univision in 2014:
1) McDonalds — $29M
2) Anheuser-Busch InBev — $27M
3) Verizon — $24M

Top advertisers on ABC/ESPN in 2014:
1) Microsoft — $18M
2) PepsiCo — $16M
3) Adidas — $12M

Comparable sports events for ad spend:
1) NCAA March Madness (2017) — $1.3B
2) Winter Olympcs (2018) — $900M
3) World Cup (2018) — $600M

More #1: Squad goals: Advertisers clamor for World Cup inventory

More #2: The World Cup Offers Some Respite From Netflix

More #3: Amazon breaks Premier League hold of Sky and BT with Prime streaming deal

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.