[ZESTMedia] For TV, the biggest Cup

Fri, 12 May 2006 03:02:07 -0700

 http://www.iht.com/articles/2006/05/07/business/ad08.php 

For TV, the biggest Cup

The 64 matches played during the month long World Cup, set to begin next
month in Germany, will attract a cumulative live television audience of
more than 5bn, according to Kevin Alavy, an analyst in London for
Initiative, a firm that buys media space and time on behalf of
advertisers. The final match alone is expected to attract as many as
300n viewers, depending on which teams participate.

The number of TV viewers is likely to be the highest ever, Alavy said,
in part because the European location means many of the games will take
place during prime-time hours in Europe and the afternoon in the
Americas. Ratings will be highest in soccer- mad Brazil and Argentina,
where 30 per cent to 40 per cent of televisions will typically be tuned
in to each match, Alavy said. When Brazil plays, the ratings in that
country will soar to well over 90 per cent, he said.

This is also the first World Cup in which new media like the internet
and mobile phones will play a significant role. Infront Sports & Media,
a Swiss company handling the sale of media rights on behalf of FIFA, the
World Cup organiser, has sold 'new media' video packages in nearly 100
countries, said Jörg Polzer, a spokesman. But television will remain the
medium of choice for the majority of World Cup viewers.

- International Herald Tribune



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