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World Cup 2010: did it give marketers results?

Audience ratings for the World Cup surpassed those of 2006, but how effectively did ads reach this worldwide audience?

While almost all of the World Cup advertisements were effective in being recalled by consumers, only half of the ads were able to build on consumers’ positive feelings towards the brand.

Consumers were faced with an extraordinary amount of ads over the four weeks, leading to a high level of confusion and uncertainty about the worth of products being advertised.

Ads produced for a global audience performed differently from one country to another, and consumers reacted differently to ads featuring teams or players if they did not perform well in the tournament.

Marketers had an opportunity to not only promote their brand, but to demonstrate their support for the games, and this Ipsos research looks at how consumers reacted to World Cup ads.