World Cup to create ‘blockbuster’ months for TV advertising revenues

Brazil 2014 expected to cause 10% bump in May and June with female-targeted brands focusing on month prior to tournament

UK TV advertising is forecast for a football World Cup-related 10% year-on-year boost in May and June, helping to create a "blockbuster" second quarter of 2014 for revenues.

The 10% revenue bump in May, the month before the World Cup, is expected to come from advertisers in the healthcare, fashion and beauty sectors keen to avoid the clutter of advertising around the World Cup the following month, according to media-buying agency estimates.

A raft of campaigns for alcohol, car and sport-related brands are expected to help inflate a 10% year-on-year increase in TV advertising revenues in June, a month in which advertising spend usually decreases ahead of the summer holiday period.

ITV, Channel 4 and Channel 5 are expected to benefit in May as advertising campaigns not aimed at the male, football-loving demographic will be shifted from June.

ZenithOptimedia is forecasting that May and June will report uplifts in TV advertising for 2014, although July, currently estimated to be up 5% on the year, could also be a boom month should "England make a good showing in the World Cup", according to the agency's trading director Duncan Cocker.

Chris Locke, group trading director of Starcom Mediavest Group, said: "Television will be blockbuster across the three months of Q2. The advertisers in May will also be retail brands taking advantage of the two bank holidays. In June, the heavy advertisers will be the sports brands, soft drinks, cars, bookies and fast food."

Another media buying agency source said: "A lot of brands want to be away from the World Cup. There is a tendency from any brand that is female-targeted to move spend to a the month before a World Cup."

2014 has witnessed a strong performance in the UK TV advertising market to date. According to ZenithOptimedia, January and February were up 14% and 9% respectively. March is expected to be down 3% on the year, while April is set to be up 16%.

ITV is expected to outperform its rival broadcasters in June in terms of advertising revenues, as it is screening half of the World Cup matches live.

Meanwhile rival media is hoping to capitalise on the higher TV prices in May.

Jamie Lindsay, managing director of outdoor company Amscreen, said: "I think this presents an opportunity for digital OOH [out of home], because we can be fleet of foot in May where we can be potentially be competitive on price."

According to a forecast from the Advertising Association, TV advertising revenues overall will be up 6% on the year, outperforming all other media.

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