Due to the weather in the host nation of Qatar, the FIFA World Cup 2022 will be held in the winter this year. This has several concerns for media buyers who are also planning their Christmas promotions.
The FIFA World Cup has consistently attracted some of the most significant linear TV viewers, both in the UK media and everywhere else. The schedule alteration this year, however, presents a challenge for marketing companies who must now prepare for a FIFA World Cup that may be tactfully described as highly contested and tactlessly described as posing a threat to brand safety while also considering Christmas Black Friday, and back-to-school advertisements.
“A Euro or a World Cup for four weeks in the middle of the summer is like an island in the ocean. You can isolate it and wrap it around it.” Mark Trinder, director of sales at ITV, comments on the event’s unavailability in the summers as a professional presenter in an interview with The Drum for the TV Talks podcast.
In the UK, professional channels ITV and the BBC draw lots to determine who gets to broadcast what, each having different goals. “We’re going to schedule competitively. Against those games, we’ll be staging something for a larger audience,” says Trinder.
To reach millions of people simultaneously, advertisers will be able to purchase Tv commercials on the ITV hub across linear and live broadcasting, according to Yatin Patel, head of AV at Publicis Media Exchange (PMX). “We have never seen a TV opportunity on this scale before.” In contrast to the typical £30 to £50 million Trinder thought would result, he forecasts that the World Cup will only bring in an additional £15 to £30 million for broadcasters.
Some clients are engaging in typical winter activities, others are becoming more passionate about football, and a selected group is eager to reconsider their balance between linear TV and BVOD.
Patel said, “The unknown is whether supply chain issues and rising costs will hamper clients’ budgets between now and the time to commit to buying activity in the World Cup, but agencies will have a better idea by the beginning of September when the official ITV advanced booking deadline passes.”
However, he is “unaware of any companies that want to avoid promoting around the tournament” now. Since many people will be watching some of the world’s best football, he expects that the FIFA World Cup 2022 will reduce the price advertisers must pay for male-skewed TV viewers. Targeting is a further point. Christmas is a popular time for brands to interact with “decision makers” in households, who are often still women.” There’s quite a lot of demand for some of the programs that will be non-football at these times because, if the logic follows through, those programs could deliver quite a lot of female viewing.”