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IMPACT REPORT 11th June, 2014 | Pre-Newsletter

THE WORLD CUP – LIVE IN BRAZIL

WHO IS GOING TO FOLLOW THE

WORLD CUP?

ONLINE & SOCIAL MEDIA

EXECUTIVE SUMMARY

CONTENTS

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WELCOME!

Technological developments have enabled sporting fans to interact with the games, footballers and

brands in new ways. Throughout the Sochi Winter

Olympics, we saw that the sporting event became

more digital, social and mobile.

The 2014 FIFA World Cup, the world’s biggest

sporting event, is set to become the most

mobile and social event ever!

GLOBALLY, 74% OF RESPONDENTS ACROSS 17 MARKETS ARE HIGHLY INTERESTED IN THE

2014 WORLD CUP.

The FIFA World Cup has long been the globe’s biggest sporting and commercial event attracting

unrivalled TV audiences, multi-continent interest and investment from a stable of 20 core brands.

Now the event, involving 32 nations competing in 64 matches over a month in Brazil, will become the

first truly mobile and social event reaching new levels of engagement and consumption from fans

across all countries. The intended following of the World Cup is fuelled by the need to experience the

event ‘live’ across many countries and to share the experience with the communities of the brand’s

target consumers.

64% OF RESPONDENTS WILL POST A COMMENT ABOUT THE WORLD CUP AND 58% WILL

FOLLOW OR LIKE A BRAND RELATED TO THE WORLD CUP. This evolution in the way the event will be consumed over the coming month, will require brands to

optimise their messaging and communication by putting value on engaging fans and target

audiences. This value will only be achieved by complimenting the core content football with

additional experiences facilitating entertainment, knowledge or information.

84% OF RESPONDENTS PLAN TO MULTI-SCREEN WHILE WATCHING THE WORLD CUP ON TV

OR ANOTHER DEVICE. Second screening and constant connectivity are providing brands with new opportunities to connect

with their target audiences. It is, therefore, more important than ever to understand people’s brand

perceptions as a result of their sponsorship of, or affiliation to, these events, but also the consumer’s

experience of the event – the reasons why they are participating, the devices they are using and the

environments in which they are interacting.

In order to capture people’s perceptions, behaviours and experiences of the World Cup, we are

conducting quantitative and qualitative research, social listening, local market analysis and interviews

with social media experts. For more information about the methodology, please click here.

MAIN MENU

EXECUTIVE SUMMARY Predictions about the World Cup

WE HOPE YOU ENJOY THE READ!

EXECUTIVE SUMMARY


WORLD CUP 2014 SPONSORS

GENERAL INTEREST


REGIONAL OVERVIEWS

WHO IS GOING TO FOLLOW THE WORLD CUP

CONTACTS

THE WORLD CUP LIVE IN BRAZIL THE 20TH FIFA WORLD CUP AN EVENT BROADCASTED IN 200 COUNTRIES

MOST WORLD CUP APPEARANCES:

Germany

Germany Germany

Brazil

WON THE MOST TIMES TOP TEAM… Bosnia and Herzegovina

STANDING IN STADIUM

BANNED

AROUND THE WORLD

IN 267 DAYS 25

REFS

WORLD CUP DRONES

GOAL LINE TECHNOLOGY

5 4

3

Brazil Italy

CARBON NEUTRAL

64 matches:

48 group stage games

15 further knock-out stage games

12 different cities,

more than any other finals on record.

FIFA FAN FEST V 152,101 2014

70,000 2010

VOLUNTEERS

FIRST

KICK

“PLAY”

JUNE JULY

Mascot

“Fuleco”

70%

88 COUNTRIES

TOURED

THE MOST EXPENSIVE

WORLD CUP EVER

(MORE EXPENSIVE THAN

THE 2 PREVIOUS WORLD

CUPS COMBINED).

$

New comer

…IS BACK!

Expected attendance

3,300,000

BRAZILIAN DOMESTIC

FOOTBALL SEASON

The first kick will be

made by a

paraplegic teenager

in a mind-controlled

exoskeleton suit.

Germany has reached the last four on no less than 12 occasions, winning three titles along the way.

Prices

CLICK ON HYPERLINKS FOR MORE DETAILS

VOTE

Adidas

Brazuca

Football

design

“All in One Rhythm” is the official slogan of the 2014 World Cup

Official 2014 World Cup song is called ’We Are One’

Overseas

buyers

Local

buyers

Final

Low

Final

High

TICKET

65% Brazil 154,000 + USA

38,000+ England

18,000+ Germany

40,000+ Australia

33,000+ Colombia

Source: OMG Insights across 81 Markets. Fieldwork: 15th – 31st May, 2014.

EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS MAIN MENU

Purchased

Tic

ke

t P

ric

es

18 18

Italy

20 12

http://thebrazilbusiness.com/article/code-of-conduct-for-the-2014-world-cup





http://www.fifa.com/mm/document/fifaqualityprogramme/goal-linetechnology/02/01/77/01/gltweben.pdf



http://www.fifa.com/worldcup/news/y=2014/m=4/news=ticketholders-encouraged-to-limit-environmental-impact-and-win-tickets-2326107.html


http://www.fifa.com/worldcup/news/y=2014/m=4/news=fifa-fan-fest-locations-2323469.html

http://www.adidas-group.com/en/group/stories/brazuca-icon-born/






http://www.fifa.com/worldcup/news/y=2014/m=4/news=fifa-fan-fest-locations-2323469.html

http://totalfratmove.com/fifa-released-world-cup-ticket-purchases-by-country-america-dominates-the-world-yet-again/

http://totalfratmove.com/fifa-released-world-cup-ticket-purchases-by-country-america-dominates-the-world-yet-again/

Click to see memorable campaigns and social media

Just days before the opening ceremony of the 2014 FIFA World Cup a mood of mixed

emotions prevails in Brazil, with

respondents reporting a combination of

anxiety, apprehension and frustration as well as excitement and hope about the

upcoming tournament.

The inflated cost of the tournament, its impact on daily

life, the lack of investment in infrastructure (despite

promises), corruption…, a widespread concern that Brazil

will somehow fail in its obligations, at precisely the time

that the world’s eyes are on it.

Nevertheless, we have hopes that once the tournament is

underway, the focus will shift towards action on the field

and many believe that Brazil is capable of winning the cup

(though with stiff competition!).

Best Regards,

LIVE IN BRAZIL

Source: OMG Sonar conducted in partnership with FutureFoundation Fieldwork: 21st – 30th May, 2014 conducted in Rio de Janeiro and São Paulo.

EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS MAIN MENU

TRENDSPOTTERS HOW DO THEY FEEL ABOUT THE EVENT? “Too many Brazilians are focusing on the

negative side of the World Cup and are

forgetting that this is a country that loves

football. Yes, there are lots of problems,

and yes, we should be angry at the

government and at FIFA, but we shouldn’t

let that stop us enjoying this tournament

and welcoming all the supporters who are

coming over to enjoy it as well”.

-Male, 33, Journalist

Most Brazilians will tell you that even

if you don’t enjoy football, it’s almost

impossible to avoid it during the

World Cup. Cities turn into ghost

towns when Brazil is playing. Even

those who aren’t interested get

caught up in the excitement during

matches. And whilst there isn’t any

excitement just yet, I’m sure it will

appear once the event itself starts”.

-Student, 22, São Paulo

WHAT DO THEY THINK OF BRANDS PARTICIPATING? “Curiously, very little anger has been

directed at the big companies who

sponsor the event, despite the monopoly

that they will enjoy during the event itself.”

-São Paulo

“The anger has mainly been directed at

the Brazilian government as the

architects of the problems surrounding

the World Cup and FIFA as the instigator”

-São Paulo

HOW ARE THEY PLANNING TO WATCH IT? “Watching live on TV, hosting/attending

World Cup parties and public events,

blogging, online videos… all of the above.

People will also gather at special FIFA

Fan Fests, including one at Copacabana

beach and at bars and street parties. If

police activity, black blocs [loosely

affiliated violent protest groups] and the

weather permits. Nothing is clear yet but

the sales of HD sets have increased. One

can easily expect that everyone will watch

at home, at least some of the time”.

-Male, 38, Rio de Janeiro

“Friends are already making

plans about getting people

together and watching it at

home on TV, making events of

it. Large public events will

inevitably be very packed as

well, although I don’t know any

people who will be going myself”

-São Paulo

A number of brands

without FIFA

accreditation have had

to refer creatively to

the event without

explicitly referencing

certain terms.

The attempts by local

and international

brands to mark the

World Cup have not

gone unnoticed.

WHO IS GOING TO FOLLOW THE WORLD CUP?

Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork: 21st – 28th May, 2014 (N = 3515 across 17 countries, approximately 200 for UK, Germany, France, Spain, Russia, Italy, South Africa, Japan, Korea Republic, China, Indonesia, Thailand, Australia, Mexico, Brazil and Argentina and 300 in USA). Regional samples: EMEA N = 1202 (UK, Germany, France, Spain, Russia, Italy, South Africa), APAC N = 1202 (Australia, Thailand, Indonesia, China, Korea Republic, Japan), NA N = 300 (USA: N = 200 non-Hispanic and N = 100 Hispanic) and LATAM N = 606 (Mexico, Brazil and Argentina).

HOW LIKELY ARE THEY TO TALK ABOUT WORLD CUP

SPONSORSHIP ACTIVITY?…

KEY MOTIVATIONS FOR FOLLOWING THE WORLD CUP HOW HIGHLY INTERESTED ARE THEY IN

UPCOMING SPORTING EVENTS?...

AGE OF THOSE INTERESTED IN FOOTBALL

48%

14%

13%

43%

40%

41%

10%

2%

Support my national team

Support another national team

Support a specific athlete

Experience an international event

Keep up to date with a major event

I just love football

Will watch, but not by choice

Other

2016 RIO OLYMPICS 61%

EURO 2016 FRANCE 44%

2018 WINTER OLYMPICS 46%

BRAZIL 2014 WORLD CUP 64%

have spoken to others about recalled sponsorship activity

27% have

talked

very

positively

about

recalled

activity

22%

10%

28%

26%

18%

18% 16-24 years old

25-34 years old

35-44 years old

45-54 years old

55+ years old

WHO THEY WILL BE WATCHING THE WORLD CUP WITH…

67% Family 43%

A few friends

HOW MANY ARE HIGHLY INTERESTED IN THE 2014 WORLD CUP?...

Asia

Pacific

North

America

Latin

America

72% 76% 58%

84%

Europe, Middle

East & Africa

INTEREST IN FOOTBALL

are very interested in football

61%

38%

58% 61%

0%

10%

20%

30%

40%

50%

60%

70%

HighInterest

inFootball

2008

HighInterest

inFootball

2012

HighInterest

infootball2014

53.5% 46.5%

MA

LE

FEM

ALE

WHERE PEOPLE PLAN TO FOLLOW

THE 2014 WORLD CUP (excluding watching)

86% 56% will use laptops

Responses based on 7+ on a 1-10 scale. Responses based on 7+ on a 1-10 scale.

Responses based on 7+ on a 1-10 scale.

EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS MAIN MENU

70% 56% will use mobiles


Any interest in football and

the World Cup

HOW ARE THEY GOING TO FOLLOW IT?

HOW THEY WILL FOLLOW THE

2014 WORLD CUP…

HOW THEY WILL WATCH

PEOPLE PLAN TO USE THE FOLLOWING DEVICES WHILE WATCHING THE WORLD CUP CREATING, SHARING AND INTERACTING ONLINE DURING THE WORLD CUP

96% will watch live

broadcasted TV

MEN ARE MORE LIKELY TO MULTI-

SCREEN WHEN WATCHING THE FIFA

2014 WORLD CUP USING A MOBILE

PHONE OR LAPTOP (BOTH 67%).

72% will use press

53% Will watch a screening at a bar/pub/restaurant

77% will use news

websites

72%

63%

53%

30%

20%

will use sport websites

will use official websites

98% 42% 43% Will watch ON THE GO

Will watch at WORK

Will watch at HOME

VIDEO ON

DEMAND 47% LIVE

STREAM

41%

91% 43% 26%

For TV For Desktops For Mobiles

21%

53% 47%

MA

LE

FE

MA

LE

11%

30

%

26

%

18%

14%

16-24 24-34 35-44 45-54 55+

70% 44% 56% 32% 26% 23%

62% Will post a comment

75% are using their mobiles

51% are using their tablets

74% are using their laptops

66% are using their desktops

27% e-readers

57%

58%

60%

61%

57%

54%

52%

53%

54%

53%

56%

53%

Will post a photo

Will post a link

Will comment on a post

Will post a video

Will like an athlete (white bar) or brand page (orange bar)

Will use a FIFA World Cup App

AND THEY PLAN TO CARRY OUT THE FOLLOWING ACTIVITIES:

11% 8% 10% 23% 16% 11% 11% 9%

13% 10% 11% 19% 18% 12% 13% 5%

14% 13% 10% 18% 16% 12% 13% 5%

21% 11% 7% 17% 15% 13% 11% 6%

14% 10% 11% 19% 17% 12% 12% 5%

Chat with friends

Play games

Search for products to buy

Read news

Look up information about the World Cup

Share their opinion about the event

Interact with online World Cup content

Other

E-reader

Desktop

Tablet

Mobile

Laptop

Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork 21st – 28th May, 2014 (N = 3515 across 17 countries, approximately 200 for UK, Germany, France, Spain, Russia, Italy, South Africa, Japan, Korea Republic, China, Indonesia, Thailand, Australia, Mexico, Brazil and Argentina and 300 in USA). Regional samples: EMEA N = 1202 (UK, Germany, France, Spain, Russia, Italy, South Africa), APAC N = 1202 (Australia, Thailand, Indonesia, China excluded from social media questions, Korea Republic, Japan), NA N = 300 (USA: N = 200 non-Hispanic and N = 100 Hispanic) and LATAM N = 606 (Mexico, Brazil and Argentina).

EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS MAIN MENU

MULTI-SCREENERS (USING

ANOTHER DEVICE WHILE

WATCHING THE WORLD CUP)

ARE GENERALLY 24-44 YEARS

OLD.

Overall

(Colour) Brand interactions

will listen to radio

2014 WORLD CUP SPONSORS Please note small sample

sizes, under N = 200.

CLICK ON BRANDS FOR MORE INFORMATION

Spontaneous recall

Prompted recall

Change in perception

Fit with the World Cup

9%

39

%

44

%

74%

30

%

69

% 4

7%

85

%

10%

26

%

39

%

64

%

3%

20

%

37%

68

%

2%

11%

32

%

55

%

9%

46

%

35

%

55

% 37%

71%

43

%

71%

4%

25

%

38

%

66

%

11%

55

% 37%

69

%

3%

16%

40

%

59

%

1%

14%

43

%

55

%

0%

4%

28

%

50

% 0

%

4%

39

%

62

%

For ‘Change in perception’ and ‘Fit’, responses are based on 7+ on a scale of 1-10. Change in perception is based on respondent known sponsorship – Please rate how your perception has changed as a result of their sponsorship of the 2014 World Cup?

Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork: 21st – 28th May, 2014 (N = 3515 across 17 countries, approximately 200 for UK, Germany, France, Spain, Russia, Italy, South Africa, Japan, Korea Republic, China, Indonesia, Thailand, Australia, Mexico, Brazil and Argentina and 300 in USA). Regional samples: EMEA N = 1202 (UK, Germany, France, Spain, Russia, Italy, South Africa), APAC N = 1202 (Australia, Thailand, Indonesia, China, Korea Republic, Japan), NA N = 300 (USA: N = 200 non-Hispanic and N = 100 Hispanic) and LATAM N = 606 (Mexico, Brazil and Argentina).

EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS MAIN MENU

1%

7%

29

%

48

%

HOW ARE SPONSORS DOING ONLINE?

38,500 TOTAL SPONSOR MENTIONS In addition to a World Cup term or equivalent

OF THE MAIN SPONSORS, ONLY ADIDAS HAS

GAINED A SIGNIFICANT NUMBER OF

MENTIONS, ACHIEVED VIA THE ‘ALL IN OR

NOTHING’ CAMPAIGN AND #ALLIN HASHTAG.

TWITTER

35,108

BLOGS

1,768

FORUMS

1,812

Source: OMG Antenna conducted in partnership with repindex Fieldwork: 24th – 30th May, 2014 conducted in 10 languages (English, German, French, Spanish, Italian, Thai, Simplified Chinese, Portuguese, Russian, Arabic). All Sponsors monitored (Coca-Cola, Adidas, Hyundai, Kia, Emirates, Sony, Visa, Budweiser, Castrol, Continental, Johnson & Johnson, McDonald’s, Moy Park, Oi, Yingli).

Despite this success, there is a potential

issue that may arise relating to the wages

of Pakistani workers making the Brazuca

(the official ball of the tournament). While

Pakistan is proud to be making the

Brazuca, ‘Fabriqué au Pakistan’ being

one of the most shared news stories,

focusing on the (low) wages of the

factory workers.

Nike (not an official sponsor) is the next

most-mentioned. In Spanish-speaking

USA commentary, Nike actually gets

more mentions than Adidas.

1. Adidas

60% (23,094)

2. Budweiser

10% (3,740)

3. Coca-Cola

7% (2,848)

4. McDonald's

7% (2,836)

5. Sony

6% (2,192)

6. Visa

5% (1,879)

7. Hyundai

3% (976)

8. Emirates

1% (314)

9. Kia Motors

1% (252)

10. Others

1% (416)

A BREAKDOWN OF THE PASSIONATE MENTIONS

100%

50%

78%

100%

51%

80%

63%

57%

64%

58%

50%

22%

49%

20%

37%

43%

36%

42% Adidas

Budweiser

Coca-Cola

McDonald’s

Sony

Visa

Hyundai

Emirates

Kia Motors

Continental

POSITIVE

NEGATIVE

TOP #SPONSOR HASHTAGS VERSUS

TOP TWEETED @SPONSORS

# @

3,276 Adidas 15,314

452 Budweiser 7,928

1,232 Coca-Cola 3,508

64 Visa 3,162

611 McDonald's 1,367

215 Sony 614

76 Hyundai 680

55 Kia Motors 308

0 Continental 296

17 Emirates 132

EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS MAIN MENU

Looking at mentions that have positive or negative connotations, excluding

neutral comments

NON OFFICIAL SPONSORS


EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS MAIN MENU

OTHER WORLD CUP ACTIVATIONS

ACTIVATIONS

http://www.pepsi.com/en-gb/d/content/2559/Pepsi-celebrates-music-and-football-proving-that-NOW-IS-WHAT-YOU-MAKE-IT

http://www.youtube.com/watch?v=YW1yZPflIXY

http://youtu.be/3XviR7esUvo

http://topics.bloomberg.com/cristiano-ronaldo/

http://www.youtube.com/watch?v=Iy1rumvo9xc

https://www.youtube.com/watch?v=5PFhqOqnhXg

http://youtu.be/TyEpQHTM7LI

gatoradefootball.com

http://youtu.be/Hc7oa-e3Blg

http://youtu.be/Hc7oa-e3Blg

http://www.youtube.com/watch?v=v_i3Lcjli84

http://youtu.be/3XviR7esUvo

http://www.youtube.com/watch?v=v_i3Lcjli84

http://www.youtube.com/watch?v=YW1yZPflIXY

http://youtu.be/TyEpQHTM7LI

https://www.youtube.com/watch?v=5PFhqOqnhXg

http://www.youtube.com/watch?v=Iy1rumvo9xc

THERE ARE 32 COUNTRIES COMPETING IN THE 2014 WORLD CUP

URUGUAY

COSTA RICA

ENGLAND

ITALY

BRAZIL

CROATIA

MEXICO

NIGERIA

PORTUGAL

BELGIUM

COLOMBIA

GREECE

GHANA

JAPAN

NETHERLANDS

CAMEROON

RUSSIA

SOUTH KOREA

CHILE AUSTRALIA

SWITZERLAND

ECUADOR

FRANCE

HONDURAS

ARGENTINA

BOSNIA-HERZEGOVINA

IRAN

SPAIN

USA

GERMANY

IVORY COAST

ALGERIA

WHAT’S HAPPENING?

A video was released called #VEMIBRA,

featuring Brazil’s biggest celebrities urging

Zlatan Ibrahimovic, a Swedish football star

whose team didn’t qualify, to make an

appearance at the World Cup. He confirmed

that he would be “changing vacation plans.”

FIFA targets social World Cup fans with

Global Stadium digital hub where they will

receive "minute-by-minute" updates on

events in Brazil.

ESPN will be rolling out a new app

specifically for viewing World Cup matches

called ESPN FC. It is a channel/newsroom

dedicated to reporting on football events

worldwide.

FIFA legalized Turbans and

Yarmulkes for the 2014 World Cup

Real Madrid star Cristiano Ronaldo has

beaten rival Lionel Messi to be named the

world’s most marketable footballer.

#ProudToPlay: Celebrating equality for all

athletes reached 2,620,264 views in one day

on the 3rd of June, 2014. This YouTube video

now has over 4 million views.

EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS MAIN MENU


https://www.youtube.com/watch?v=S14QJcI4KNs

http://youtu.be/UH5INa7pun0

http://youtu.be/UH5INa7pun0

https://www.youtube.com/watch?v=S14QJcI4KNs

WHAT IS HAPPENING ONLINE?

TOP 5 LANGUAGES

TOP HASHTAGS

TOP 5 PLAYERS

TOP COUNTRIES *with only around 10% of results that can be automatically attributed to a particular country

ENGLISH

1,518,000

SPANISH

1,024,000

FRENCH

215,000

ARABIC

179,000

PORTUGUESE

175,000

ENGLAND

12.1%

USA

15.6% Brazil

7.0%

#worldcup #brasil2014 #CM2014 #FIFA #Brazil

153,000 125,000 46,000 41,000 35,000

42,000

37,000

34,000

27,000

24,000

Lionel Messi is not the top mentioned player in any single language, however he is overall.

Ronaldo’s appeal beyond ‘traditional’ football fans

seems to have helped drive him up the rankings,

as a topless photo of him was widely shared:

“Agora to vendo vantagem dessa copa do mundo

no brasil” - Now I see an advantage to having the

World Cup in Brazil.

The controversy of the week has to go

to Jurgen Klinsmann for the selection

of the US squad. Not only did this

make Donovan the most talked about

player in English, but also #4 overall –

and he isn’t even going to Brazil. Source: OMG Antenna conducted in partnership with repindex Fieldwork: 24th – 30th May, 2014 conducted in 10 languages (English, German, French, Spanish, Italian, Thai, Simplified Chinese, Portuguese, Russian, Arabic). All Sponsors monitored (Coca-Cola, Adidas, Hyundai, Kia, Emirates, Sony, Visa, Budweiser, Castrol, Continental, Johnson & Johnson, McDonald’s, Moy Park, Oi, Yingli).

EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS MAIN MENU

WHAT IS BEING SHARED ONLINE?

WHAT PEOPLE ARE TALKING ABOUT IN THE RUN UP TO THE WORLD CUP? Around the world, from Argentina to Australia,

from Mexico to the Middle East, squad selections

have been driving commentary and controversy,

with many countries announcing provisional

squads 1 to 2 weeks before the search period,

and final squads immediately before or during the

search period.

Apart from this, a general excitement at the

upcoming tournament, hopes for their team, and

concerns about opponents are the most common

topics of conversation.

Only in Brazil and Germany are the protests

against the tournament frequently discussed.

TOP 5 TOPICS

Source: OMG Antenna conducted in partnership with repindex Fieldwork: 24th – 30th May, 2014 conducted in 10 languages (English, German, French, Spanish, Italian, Thai, Simplified Chinese, Portuguese, Russian, Arabic). All Sponsors monitored (Coca-Cola, Adidas, Hyundai, Kia, Emirates, Sony, Visa, Budweiser, Castrol, Continental, Johnson & Johnson, McDonald’s, Moy Park, Oi, Yingli).

EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS MAIN MENU

1 SQUAD SELECTIONS 4 FOOTBALL FEVER

2 MY TEAM 5 THE OPPOSITION

3 HOSTING ISSUES

http://hshtags.com/tags/v/worldcup


https://www.youtube.com/watch?v=jR1XQsCiAKE

http://mashable.com/2014/05/23/brazilian-painting-world-cup/?utm_cid=mash-com-Tw-main-link

https://twitter.com/barbiesemken/status/470314298460622848/photo/1

http://mashable.com/2014/05/23/brazilian-painting-world-cup/?utm_cid=mash-com-Tw-main-link


https://twitter.com/barbiesemken/status/470314298460622848/photo/1

https://www.youtube.com/watch?v=jR1XQsCiAKE

FROM SOCIAL MEDIA EXPERTS

Source: Twitter and Facebook. Fieldwork: 15th – 31st May, 2014.

EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS MAIN MENU

POINTS OF VIEW CLICK ON THE SOCIAL MEDIA EXPERTS

FOR THEIR POINTS OF VIEW

THE TOP 5 MOST BUZZED ABOUT

MOMENTS FROM THE UEFA

CHAMPION’S LEAGUE ALL-SPANISH

MATCH FINAL BETWEEN REAL

MADRID AND ATLÉTICO MADRID:

1. Ronaldo gets fouled in the box, and converts

the penalty kick to make it 4-1

2. The final whistle blows, crowning Real Madrid

Champions of Europe for the 10th time

3. Marcelo seals the match with a goal to give

Real a 3-1 lead

4. Sergio Ramos ties the game in the 93rd

minute with a header from a Real corner kick

5. Gareth Bale gives Real Madrid a 2-1 lead in

the 110th minute

FACEBOOK AND TWITTER

TALK FOOTBALL

EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS MAIN MENU

26 million people had over

67 million Facebook interactions related to the match.

1. Mexico

2. Indonesia

3. Brazil

4. Spain

5. United States

6. Colombia

7. Peru

8. England

9. France

10.Turkey

The top 10 countries buzzing

about the match were:

ENGLAND PLAYED THEIR PENULTIMATE FRIENDLY

AGAINST ECUADOR IN MIAMI. DISCUSSION FOCUSED ON TWO

THINGS - WHO WOULD BE IN ROY HODGSON'S STARTING 11

AHEAD OF THE START OF THE FIRST GAME VS ITALY... AND

WHO IS RUNNING THE 'BORING JAMES MILNER' TWITTER

ACCOUNT? FITTINGLY MILNER THOUGHT IT MIGHT BE THE

MANCHESTER CITY MASSEUR, THEN THOUGHT IT WASN'T.

As the game got going Phil

Jagielka showed how Brazil 2014

is going to be the first social

World Cup with a selfie of

himself, Steven Gerrard and

Daniel Sturridge from the bench.

England versus Ecuador

mentions focused on Alex Oxlade-

Chamberlain - who had been

demonstrating some promising

pace until getting a knee injury

after 63 minutes. Jack Wilshere

tweeted his hope that The Ox will

be fine for Brazil.

UEFA CHAMPIONS LEAGUE

PREPARATION MATCHES

Source: Twitter and Facebook. Fieldwork: 15th – 31st May, 2014.

https://urldefense.proofpoint.com/v1/url?u=https://twitter.com/BoringMilner/status/474306962034028545&k=S62Tl7vLGjW6AAK5ZFwEoQ==&r=8+1hHR/IXRKEw2TEy6OsgCre2dswC6X67EmrCSmXlVQ=&m=6Af9iZn1gTLx+2ehY/DNXr5HrPmzxDabKdY4MPCPUR8=&s=74111337e51817018b26f053217a4b9d76a37f331ee406f212366e7e330a4f9c

https://urldefense.proofpoint.com/v1/url?u=http://www.telegraph.co.uk/sport/football/world-cup/10871145/World-Cup-2014-James-Milner-steps-up-his-hunt-to-find-the-creators-of-Boring-Twitter-account.html&k=S62Tl7vLGjW6AAK5ZFwEoQ==&r=8+1hHR/IXRKEw2TEy6OsgCre2dswC6X67EmrCSmXlVQ=&m=6Af9iZn1gTLx+2ehY/DNXr5HrPmzxDabKdY4MPCPUR8=&s=3bd76dffbb81c059a98fcb50c0891190b1571437189024baba0a88084554df9f

https://urldefense.proofpoint.com/v1/url?u=https://twitter.com/PJags06/status/474266298885873664&k=S62Tl7vLGjW6AAK5ZFwEoQ==&r=8+1hHR/IXRKEw2TEy6OsgCre2dswC6X67EmrCSmXlVQ=&m=6Af9iZn1gTLx+2ehY/DNXr5HrPmzxDabKdY4MPCPUR8=&s=78af332455ba4449130bde779d6cd0bbb9184caa085e7f0195207e74e7385ea0










https://urldefense.proofpoint.com/v1/url?u=https://twitter.com/JackWilshere/status/474319735606501376&k=S62Tl7vLGjW6AAK5ZFwEoQ==&r=8+1hHR/IXRKEw2TEy6OsgCre2dswC6X67EmrCSmXlVQ=&m=6Af9iZn1gTLx+2ehY/DNXr5HrPmzxDabKdY4MPCPUR8=&s=be7558c2079e13136784385828c89335d0856dc1fc8ddc9b901a7b2767de1ef8




https://urldefense.proofpoint.com/v1/url?u=https://twitter.com/TwitterAdsUK/timelines/467284104644661248&k=S62Tl7vLGjW6AAK5ZFwEoQ==&r=8+1hHR/IXRKEw2TEy6OsgCre2dswC6X67EmrCSmXlVQ=&m=6Af9iZn1gTLx+2ehY/DNXr5HrPmzxDabKdY4MPCPUR8=&s=a908150a9401aa609518d08066ec4a1ae0f1f7b634561cd7867aa14e1a08e923

https://twitter.com/TwitterAdsUK/timelines/467284104644661248

REGIONAL OVERVIEWS

EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS MAIN MENU

CLICK ON EACH REGION TO SEE MORE INFORMATION

EMEA REGIONAL OVERVIEW

have won the most

titles in World Cup

history, making it to the

finals more times than

any other region, all

but two times.

“Brazil holds the record for most

World Cup titles, with five. Runner-

up ITALY has won four.”

“GERMAN star Gerd Muller, regarded as

one of the top strikers in the history of

football, scored 14 goals at the World Cup.

One short of setting a new World Cup

record”

“ENGLAND AND GERMANY were

the top two ticket requesters in the

region with a 96,780 and 134,899

ticket requests respectively.”

“BOSNIA-HERZEGOVINA

is making their World Cup debut. The

only new nation among the 32

competing.”

INTERESTING FACTS

REGIONAL

POPULATION (Millions)

1,835

NUMBER OF

COUNTRIES

PARTICIPATING

19

MAIN MENU EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS


WHO IS GOING TO FOLLOW THE WORLD CUP? EMEA KEY MOTIVATIONS FOR FOLLOWING THE WORLD CUP


48%

13%

8%

43%

37%

44%

7%

2%








Other

8%

21%

28%

22%

21%

16-24 years old

25-34 years old

35-44 years old

45-54 years old

55+ years old


50% A few friends



64%

2016 RIO OLYMPICS 62%

EURO 2016 FRANCE 53%

2018 WINTER OLYMPICS 41%

BRAZIL 2014 WORLD CUP 70%


18% have

talked

very

positively

about

recalled

activity

83%

55.0% 45.0%

MA

LE

FEM

ALE

0%

10%

20%

30%

40%

50%

60%

70%

High Interest infootball 2014

66% Family

Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork: 21st – 28th May, 2014 Regional samples: EMEA N = 1202 (approximately 200 for UK,

Germany, France, Spain, Russia, Italy, South Africa).

HOW HIGHLY INTERESTED ARE THEY IN



SPONSORSHIP ACTIVITY?… Responses based on 7+ on a 1-10 scale. Responses based on 7+ on a 1-10 scale.




GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS

HOW MANY ARE HIGHLY INTERESTED IN THE 2014 WORLD CUP?... Responses based on 7+ on a 1-10 scale.






75%

83% 80%

64% 67% 63%

85%


the World Cup

HOW ARE THEY GOING TO FOLLOW IT? EMEA


2014 WORLD CUP…

HOW THEY WILL WATCH


96% will watch live

broadcasted TV



2014 WORLD CUP USING A LAPTOP

(62%).

73% will use press


72% will use news

websites

67%

57%

45%

25%

13%




Will watch at WORK

Will watch at HOME

VIDEO ON

DEMAND 42% LIVE

STREAM

10%

92% 13% 22%


17%

53% 47%

MA

LE

FE

MA

LE

9%

24

% 29

%

22

%

17%

16-24 24-34 35-44 45-54 55+

63% 35% 43% 24% 20% 17%






19% e-readers

48%

49%

52%

51%

48%

43%

42%

43%

44%

43%

48%

42%

Will post a photo

Will post a link


Will post a video




Chat with friends

Play games


Read news




Other

E-reader

Desk-top

Tablet

Mobile

Laptop

Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. 21st – 28th May, 2014 Regional samples: EMEA N = 1202 (approximately 200 for UK, Germany,

France, Spain, Russia, Italy, South Africa).

11% 9% 9% 24% 13% 10% 9% 15%

12% 10% 11% 20% 17% 11% 11% 7%

22% 10% 6% 17% 14% 14% 10% 7%

13% 10% 11% 20% 17% 11% 11% 6%

12% 13% 10% 19% 17% 11% 12% 5%




GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS





OLD.

Overall



TOP PLAYERS BY COUNTRY EMEA

ENGLAND

ITALY CROATIA

NIGERIA

PORTUGAL

BELGIUM

GREECE

GHANA

NETHERLANDS

CAMEROON

RUSSIA

SWITZERLAND

FRANCE

BOSNIA-HERZEGOVINA

IRAN

SPAIN

GERMANY

IVORY COAST

ALGERIA

Eden Hazard

Wayne Rooney

Robin Van Persie

Andres Iniesta

Mesut Özil

Andrea Pirlo

Christiano Ronaldo

Kostas Mitroglou

Miralem Pjanic

Igor Akinfeev

Mario Mandžukić

Josip Drmic

Samuel Eto Yaya Toure

Victor Moses Kevin Prince Boateng

Sofiane Feghouli

CLICK ON INFO SIGNS for

more about the athletes

+Denmark, Sweden and Turkey also support

Karim Benzema

Lionel Messi

UAE, KSA, EGYPT

+Latvia supports

Javad Nekounam

PLEASE NOTE THAT THOSE IN BLUE

HAVE PARTICIPATING TEAMS IN

THE WORLD CUP, BUT WE HAVE

ADDED INFORMATION IN YELLOW

ABOUT OTHER MARKET SUPPORT

EMEA




GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS


2014 WORLD CUP SPONSORS - EMEA CLICK ON BRAND FOR MORE INFORMATION

Spontaneous recall

Prompted recall



8%

35

%

33

%

76%

29

%

67%

36

%

39

%

8%

25

%

30

%

62

%

2%

15%

23

%

62

%

2%

17%

26

%

50

% 8

%

46

%

26

%

48

%

33

%

67%

34

%

68

%

0%

6%

18%

38

%

2%

30

%

31%

62

%

8%

47%

26

%

60

%

2%

12%

17%

50

% 1%

12%

30

%

47%

0%

4%

17%

45

% 0%

4%

23

%

50

%

Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork: 21st – 28th May, 2014

Regional samples: EMEA N = 1202 (approximately 200 for UK, Germany, France, Spain, Russia, Italy, South Africa).

Please note small sample






GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS

EMEA

OTHER WORLD CUP

ACTIVATIONS EMEA




GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS


UK ITV, in association with Sony, is

inviting people to share their

#Goalface through videos and photos.

They will then publish the best on

Twitter and Facebook, as well as

potentially on-air.


http://youtu.be/NJWxNdEfb5Q

https://www.youtube.com/watch?v=1mjxx4wFL6s&list=UUk-7OdOkl4BTv9_1ljV0ETw


WHAT IS HAPPENING ONLINE EMEA

TOP 5 TOPICS

“During the last month this

video was in the top trending

list for Italy (45%), Portugal

(60%) and Spain (53%)”

Official SUPER EAGLES

World Cup List Released

(2,000+Searches

in Nigeria)

BBC Sport’s

Twitter account

(2.2m followers)

is using #FIFA

France has 719,143

local fans making

them top of the

nationalities

following the page

UK twitter.com

tripadvisor.com

forums.overclockers.co.uk

@BudweiserUK

@FIFAWorldCup

@luis16suarez

Spain twitter.com

juegalaroja.com

@M0tivacionesF

@SeFutbol

@Todo_LigaBBVA

Germany twitter.com

gutefrage.net

forum.speigel.de

@Mopdenhoevel

@DFB_Team

@DeinSkySport

Russia twitter.com

otvet.mail.ru

@BestNewsSoccer

@sportexpress

@sports_national

Middle East twitter.com

startimes.com

forum.koora.com

@Sports_wo

@ReNgo_Sport

@Almoj_alazra8

France twitter.com

Forum.hardware.fr

sofoot.com

@CM2014_

@TotalFoot_

@_TortueGeniale_

Italy twitter.com

gaming.ngi.it

forum.sky.it

@Mondiali_

@BRAZIL2014

@ansacalciosport

South Africa twitter.com

@newsWallCoZa

@SuperSportBlitz

@FifaWorldCup




GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS

Source: OMG Antenna conducted in partnership with repindex Fieldwork:

24th – 30th May, 2014.

1 SQUAD SELECTIONS 4 FOOTBALL FEVER

2 MY TEAM 5 THE OPPOSITION

3 HOSTING ISSUES



http://youtu.be/XkYAxGt-aUs


EMEA REGIONAL OVERVIEW WHAT’S HAPPENING?

ENGLAND

ITALY

CROATIA

NIGERIA

PORTUGAL

BELGIUM

GREECE

GHANA

NETHERLANDS

CAMEROON

RUSSIA

SWITZERLAND

FRANCE BOSNIA-

HERZEGOVINA

IRAN

SPAIN

GERMANY

IVORY

COAST

ALGERIA

Mediaset, the World Cup broadcaster is offering a multi-media coverage of the championship through TV, online, radio, social network and mobile app.

The Portuguese national team has taken a selfie with the President, during a reception before going off to the World Cup. It is being shared on social media and memes have been created around the selfie.

A group of four English fans (and a dog) are walking the roads of South America towards the World Cup in Brazil. The 1,966km journey will take them across three South American countries on foot whilst raising money for charity.

The much awaited announcement of the provisional Ghanaian World Cup Squad caused great surprise, especially the selection of Jeffrey Schlupp, David Accam and Afriyie Acquah.

Construction approval has been granted and the FIFA World Football museum is due to open in Zurich in 2016. The interactive, multimedia ‘world of experiences’ will demonstrate how football touches people’s lives and the world every day, while FIFA is also a major area of the exhibition concept.




GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS


REGIONAL OVERVIEWS

EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS MAIN MENU


LATAM REGIONAL OVERVIEW

“PELÉ is the youngest goal scorer in

FIFA World Cup history and the only

player to have won three FIFA World

Cups”.

“URUGUAY was the first home of the

World Cup, in 1930. They played against

Argentina in the finals winning the cup: 4 –

2 to Uruguay”.

“This is MESSI’S third appearance

in the World Cup and, despite being

one of the world’s most loved players,

he has only scored once - in 2006”.

INTERESTING FACTS

REGIONAL POPULATION (Millions)

582

NUMBER OF

COUNTRIES

PARTICIPATING

9

Every World Cup

held in

latinoamerica,

(6 in total) was

obtained by a

latinoamerican

team.”




GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS

“Although BRAZIL is the team that has

won the most World Cups, they have

never won the title at home.”


WHO IS GOING TO FOLLOW THE WORLD CUP? LATAM KEY MOTIVATIONS FOR FOLLOWING THE WORLD CUP


70%

10%

10%

49%

39%

43%

6%

1%








Other

12%

35%

25%

19%

9% 16-24 years old

25-34 years old

35-44 years old

45-54 years old

55+ years old


84% Family



65%

62%

32%

38%

69%

0%

10%

20%

30%

40%

50%

60%

70%


2016 RIO OLYMPICS

EURO 2016 FRANCE

2018 WINTER OLYMPICS

BRAZIL 2014 WORLD CUP


27% have

talked

very

positively

about

recalled

activity

87%

49.7% 50.3%

MA

LE

FEM

ALE

83% 79%

91%

50% A few friends

Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork: 21st – 28th May, 2014 Regional samples: LATAM N = 606 (Mexico, Brazil and Argentina).

HOW HIGHLY INTERESTED ARE THEY IN UPCOMING

SPORTING EVENTS?...






GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS








the World Cup

HOW ARE THEY GOING TO FOLLOW IT? LATAM


2014 WORLD CUP…

HOW THEY WILL WATCH


97% will watch live

broadcasted TV

MEN AND WOMEN ARE EQUALLY

LIKELY TO MULTI-SCREEN WHEN

WATCHING THE FIFA 2014 WORLD

CUP USING A MOBILE PHONE (78%).

71% will use the

press


81% will use news

websites

77%

72%

71%

31%

22%

will use sports websites


98% 57% 43% Will watch

ON THE GO Will watch at

WORK Will watch at

HOME

VIDEO ON

DEMAND 48% LIVE

STREAM

21%

92% 31% 26%


19%

50%

MA

LE

FE

MA

LE

50%

12%

36

%

24

%

20

%

9%

16-24 24-34 35-44 45-54 55+

90% 54% 71% 42% 33% 31%






28% e-readers

84%

80%

86%

85%

81%

79%

77%

76%

79%

78%

81%

78%

Will post a photo

Will post a link


Will post a video




Chat with friends

Play games


Read news




Other

E-reader

Desktop

Tablet

Mobile

Laptop

11% 8% 10% 22% 17% 12% 12% 10%

14% 10% 9% 21% 16% 13% 12% 5%

22% 10% 6% 18% 14% 14% 12% 5%

16% 10% 9% 19% 16% 13% 13% 4%

16% 10% 8% 19% 15% 14% 13% 4%





GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS





OLD.

Overall



TOP PLAYERS BY COUNTRY LATAM



COLOMBIA

James Rodriguez

BRAZIL

Neymar jr.

URUGUAY

ARGENTINA

Lionel Messi

CHILE

Alexis Sanchez

ECUADOR

Antonio Valencia

HONDURAS

Carlo Costly

COSTA RICA

Bryan Ruiz Gonzalez

MEXICO

Rafael Marquez




GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS

LATAM

Luis Suarez


2014 WORLD CUP SPONSORS - LATAM CLICK ON BRAND FOR MORE INFORMATION

Spontaneous recall

Prompted recall



12%

52

%

48

%

77%

38

%

81%

50

%

85

%

7%

26

%

41%

63

%

4%

34

%

37%

66

%

1%

12%

28

%

54

% 10

%

52

%

37%

59

%

54

%

89

%

45

%

72%

3%

16%

35

%

52

%

3%

21%

31%

59

%

18%

83

%

44

%

77%

3%

18%

32

%

48

% 2

%

20

%

43

%

54

%

0%

4%

28

%

48

% 0

%

2%

44

%

60

%








GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS

LATAM

OTHER WORLD CUP

ACTIVATIONS LATAM




GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS


COLOMBIA ARIEL

Ariel in Colombia is leveraging the attention

gained by the World Cup by using the official

shirt as their main protagonist in their new

Ariel liquid ad.

COSTA RICA KOLBI

The national

Telecommunications brand in

Costa Rica is using Facebook

and Twitter to launch daily

competitions centred on the

World Cup. They have also

launched a count down till the

World Cup starts.


http://www.lacuracaonline.com/honduras/

TOP 3 TOPICS

A Brazilian artist has

encapsulated the feelings

of the country's

underclass in one

painting. In it, a crying

child sits at a table, knife

and fork in hand and a

football on his plate. The

message is clear: the

country, known for its love

of football, does not need

it. It needs support for its

underclass.

Brazil, Mexico and

Argentina make up

30% of Coca-Cola’s

Facebook fans




GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS

WHAT IS HAPPENING ONLINE LATAM

1 ARGENTINA MESSI IS COMING

2 BRAZIL ALL ABOUT ‘COPA DO MUNDO’ – THE WORLD CUP

3 MEXICO THE MEXICANS ARE COMING


video was in the top

trending list for Columbia

(35%), Mexico (35%) and

Peru (24%)”


24th – 30th May, 2014.

ARGENTINA twitter.com

taringa.net

@elkaiser63

@VarskySports

BRAZIL twitter.com

forum.esporte.uol.com.br

@BarbiesemKen

@veja

@dilmabr

MEXICO twitter.com

taringa.net

@EPN

@miseleccionmx

@telenewsmex





LATAM REGIONAL OVERVIEW WHAT’S HAPPENING?

COLOMBIA

BRAZIL

URUGUAY

ARGENTINA

CHILE

ECUADOR

HONDURAS

COSTA RICA

MEXICO




GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS

BRAZIL Brazil is a country that shows its feelings through graffiti. In

the shadow of the World Cup, street artists are expressing

themselves through spray paint and some of the art

proudly celebrates Brazil and its football team.

ARGENTINA Social media in Argentina got massive, as a way to follow

what’s going on. The AFA launched the official account

@Argentina for twitter and Facebook through an OOH

campaign where they share pictures, conferences, quotes

and information about other teams.

CHILE A caravan left Santiago towards Brazil to experience the

World Cup. More than 3000 Chileans are expected to

arrive by land to be part of what is called “the red tide”.

Chilean fans have bought almost 39000 tickets to events,

ranking 7th for the countries who have purchased the most

tickets.

LATAM The official album stickers, a childhood revival for the

World Cup, generates enthusiasm for people of all ages to

complete the album engaging fans before the event

begins.

LATAM A popular online article listing apps that citizens can use

during the World Cup to a) be distracted by the event and

b) document potential abuses by the state as the event

unfolds.


http://www.businessinsider.com/brazil-world-cup-graffiti-2014-6

http://www.businessinsider.com/brazil-world-cup-graffiti-2014-6

REGIONAL OVERVIEWS

EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS MAIN MENU


NORTH AMERICA REGIONAL OVERVIEW

Has a Soccer Power

Index, an international

football ratings system,

of 39.3% to advance

past the group stage

TEAM USA has appeared in nine World

Cups. The best finish was third in 1930

TEAM USA met Germany once in the

group stage in 1998 losing 2-0. Current

US coach Jurgen Klinsmann scored one

of the goals

This will mark the third time that TEAM

USA has met Ghana in the World Cup

TEAM USA will have the worst travel

schedule, being forced to travel 9,000+

miles in between matches

INTERESTING FACTS

U.S & Canada


351,307

NUMBER OF US

STATES THAT ARE

BEING

REPRESENTED

12




GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS


WHO IS GOING TO FOLLOW THE WORLD CUP? NA KEY MOTIVATIONS FOR FOLLOWING THE WORLD CUP


42%

18%

9%

38%

42%

28%

12%

3%








Other

7%

22%

23% 17%

31%

16-24 years old

25-34 years old

35-44 years old

45-54 years old

55+ years old


55% Family

33% A few friends


are very interested in football 51%

64%

30%

54%

51%

0%

10%

20%

30%

40%

50%

60%

70%


46%

82%

2016 RIO OLYMPICS

EURO 2016 FRANCE




34% have

talked

very

positively

about

recalled

activity

95%

60.1%

39.9%

MA

LE

FEM

ALE

9%

34%

57%

follow in English only

follow in English and Spanish

follow in Spanish only

Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork: 21st – 28th May, 2014 Regional samples: NA N = 300 (USA: N = 200 non-Hispanic and N = 100 Hispanic).








GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS








the World Cup

HOW ARE THEY GOING TO FOLLOW IT? NA


2014 WORLD CUP…

HOW THEY WILL WATCH


95% will watch live

broadcasted TV



2014 WORLD CUP USING A LAPTOP

(59%).

66% will use press


65% will use news

websites

53%

63%

48%

38%

22%




Will watch at WORK

Will watch at HOME

VIDEO ON

DEMAND 43% LIVE

STREAM

15%

89% 19% 20%


14%

63%

37%

MA

LE

FE

MA

LE

9%

23

%

25

%

16%

26

%

16-24 24-34 35-44 45-54 55+

64% 44% 54% 34% 32% 26%






34% e-readers

45%

49%

51%

47%

46%

43%

44%

41%

44%

42%

46%

42%

Will post a photo

Will post a link


Will post a video




Chat with friends

Play games


Read news




Other

E-reader

Desktop

Tablet

Mobile

13% 11% 11% 22% 11% 12% 13% 7%

12% 10% 10% 17% 20% 11% 13% 7%

18% 11% 8% 16% 15% 15% 11% 7%

13% 10% 11% 18% 18% 12% 13% 5%

13% 10% 11% 17% 19% 12% 13% 5%





GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS




ARE GENERALLY 35+ YEARS

OLD.

Overall



Laptop

TOP PLAYERS BY COUNTRY NORTH AMERICA

Clint Dempsey

Tim Howard

Jozy Altidore

USA

USA

USA




GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS




2014 WORLD CUP SPONSORS - NA CLICK ON BRAND FOR MORE INFORMATION

Spontaneous recall

Prompted recall



4%

26

%

61%

79%

18%

56

%

58

%

82

%

6%

18%

56

%

69

%

2%

28

%

50

%

67%

1%

8%

60

%

72%

5%

45

%

43

%

59

% 2

2%

55

%

54

%

74%

0%

4%

46

%

54

%

2%

17%

54

%

67%

8%

51%

44

%

71%

2%

14%

62

%

62

%

0%

11%

52

%

55

%

0%

5%

43

%

43

%

0%

3%

50

%

75%






GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS



NA

OTHER WORLD CUP

ACTIVATIONS NA NON OFFICIAL SPONSORS




GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS



http://www.youtube.com/watch?v=FHEzQ1ysfEo

ESPNFC.com

http://www.youtube.com/watch?v=NeQfoVMhWH8&feature=share&list=PLu_CKZK3SEq9eYIGX0FeuLKka3T731o3D&index=2

http://www.youtube.com/watch?v=NeQfoVMhWH8&feature=share&list=PLu_CKZK3SEq9eYIGX0FeuLKka3T731o3D&index=2

http://www.youtube.com/watch?v=FHEzQ1ysfEo

TOP 3 TOPICS WHAT IS HAPPENING ONLINE NORTH AMERICA




GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS

1 OFFICIAL 2014 FIFA WC SONG - 54,490,384 YOUTUBE VIEWS

2 23 MAN ROSTER ANNOUNCEMENT - 18,482 FACEBOOK SHARES & TWITTER RETWEETS COMBINED

3 LANDON DONOVAN TWEET REGARDING BEING LEFT OFF TEAM - 63,009 FACEBOOK LIKES AND 882 RETWEETS


24th – 30th May, 2014.

USA - ENGLISH twitter.com

reddit.com

tripadvisor.com

@TVmixUSA

@BetTheWorldCup

@filmonlive

USA - SPANISH twitter.com

velocidadmaxima.com

@2012MisterChip

@miseleccionmx



http://youtu.be/TGtWWb9emYI

NORTH AMERICA REGIONAL OVERVIEW WHAT’S HAPPENING?

USA

Team USA incites confidence and

patriotism in those watching America’s

national footballers by winning Sunday’s

friendly game against Turkey, 2-1. Clint

Dempsey took a goal against Turkey 52

minutes in, giving the US a 2 to nil lead.

Critics saw vast improvement in

comparison with an earlier game,

especially since Turkey is a more

experienced team, and are optimistic

about the team’s ability to advance in the

rankings.

In recent years, football has grown to

become the second most popular sport

in the US among 12 to 24 year olds with

25 million Americans who tuned into the

last World Cup - significantly more than

the World Series or NBA finals. This

increase is, perhaps, due to the growing

Hispanic population in the USA whose

love of football is well known. Many

brands understand this and are focusing

on Hispanic World Cup fans. For

example, Spanish-language broadcaster

Univision has seen digital ad spend

doubled compared to the last World Cup.

Additionally, on the US National football

Team’s homepage, a Chips Ahoy ad is

running in Spanish. Moreover, around

40% of brands are interested in

advertising on the international football

portal Goal.com to target their messages

to a Hispanic audience.




GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS


REGIONAL OVERVIEWS

EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS MAIN MENU


APAC REGIONAL OVERVIEW Interesting facts

REGIONAL


2,188

NUMBER OF

COUNTRIES

PARTICIPATING

3

is the only Asian

country that have

made a tangible impact

in the World Cup, with

their advancement into

the Semi-Finals in

2002.”

“SOUTH KOREA is one of the most

successful Asian teams. They have

participated in 9 World Cup

tournaments overall”.

‘During the qualification rounds,

JAPAN’s Shinji Okazaki was the top

goal-scorer with 8 goals”.

“This will be the fourth World Cup

outing for Australia who made an

extraordinary comeback in 2006 after

an almost 40 year hiatus since their

inaugural appearance in 1974.




GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS


WHO IS GOING TO FOLLOW THE WORLD CUP? APAC KEY MOTIVATIONS FOR FOLLOWING THE WORLD CUP


36%

16%

21%

40%

42%

41%

16%

2%








Other

13%

32%

24%

14%

16% 16-24 years old

25-34 years old

35-44 years old

45-54 years old

55+ years old


63% Family



61%

59%

43%

49%

61%

0%

10%

20%

30%

40%

50%

60%

70%


2016 RIO OLYMPICS

EURO 2016 FRANCE




37%

have

talked

very

positively

about

recalled

activity

83%

52.2% 47.8%

MA

LE

FEM

ALE

36% A few friends

68%

74%

79% 78%

74%

61%

Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork: 21st – 28th May, 2014 Regional samples: APAC N = 1202 (Australia, Thailand, Indonesia, China, Korea Republic, Japan).








GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS








the World Cup

HOW ARE THEY GOING TO FOLLOW IT? APAC


2014 WORLD CUP…

HOW THEY WILL WATCH MULTI-SCREENERS (USING




OLD.


95% will watch live

broadcasted TV



2014 WORLD CUP USING A MOBILE

PHONE (74%).

76% will use press


84% will use news

websites

76%

67%

58%

37%

26%




Will watch at WORK

Will watch at HOME

VIDEO ON

DEMAND 49% LIVE

STREAM

18%

90% 19% 33%


28%

52% 48%

MA

LE

FE

MA

LE

14%

35

%

26

%

14%

12%

16-24 24-34 35-44 45-54 55+

69% 49% 63% 36% 28% 25%






33% e-readers

55%

56%

58%

62%

57%

53%

52%

51%

52%

52%

54%

52%

Will post a photo

Will post a link


Will post a video



Chat with friends

Play games


Read news




Other

E-reader

Desktop

Tablet

Mobile

Laptop

12% 8% 11% 23% 17% 13% 11% 6%

12% 11% 11% 18% 18% 12% 13% 5%

19% 12% 8% 17% 15% 11% 11% 6%

13% 10% 11% 18% 17% 12% 13% 5%

13% 13% 10% 17% 16% 12% 13% 5%

Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork: 21st – 28th May, 2014 Regional samples: APAC N = 1202 (Australia, Thailand, Indonesia, China excluded from social media questions, Korea Republic, Japan).





GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS

Overall



TOP PLAYERS BY COUNTRY



JAPAN

AUSTRALIA

KOREA REPUBLIC

SON

HEUNGMIN

SHINJI

KAGAWA

TIM

CAHILL




GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS


2014 WORLD CUP SPONSORS - APAC CLICK ON BRAND FOR MORE INFORMATION

Spontaneous recall

Prompted recall



11%

40

%

52

%

70%

30

%

68

%

55

%

86

%

16%

29

%

43

%

65

%

4%

18%

46

%

77%

3%

7%

44

%

61%

11%

44

%

44

%

62

% 3

7%

70%

50

%

74%

0%

5%

31%

53

%

6%

26

%

49

%

72%

12%

48

%

42

%

73%

4%

20

%

55

%

69

%

1%

14%

54

%

62

%

0%

4%

38

%

60

%

1%

5%

39

%

75%

Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork: 21st – 28th May, 2014 Regional samples: APAC N = 1202 (Australia, Thailand, Indonesia, China, Korea Republic, Japan).







GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS

OTHER WORLD CUP

ACTIVATIONS APAC




GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS


TOP 3 TOPICS WHAT IS HAPPENING ONLINE APAC

Source: OMG Insights across 81 Markets. Fieldwork: May 15 – May 31, 2014.




GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS

Australia twitter.com

bigfooty.com

au.fourfourtwo.com

@Socceroos

@FifaWorldCup

@QantasAirways

China www.7po.com

tieba.baidu.com

bbs.zhibo8.cc

@iFiFa2014

@nanyangpost

Thailand twitter.com

@conceptzozo

@goalthailand

@krishofam


video was in the top trending

list for Indonesia (24%), India

(27%) and Malaysia (17%)”

Indonesia and India

together represent

10.4% of all Nike

brand page

followers


24th – 30th May, 2014.

1 AUSTRALIA ALL ABOUT SOCCEROOS

2 CHINA ALL ABOUT FOOTBALL

3 THAILAND ‘MAD’ FOR (EUROPEAN) FOOTBALL


http://youtu.be/TGtWWb9emYI

APAC REGIONAL OVERVIEW WHAT’S HAPPENING?

Singapore is possibly the most expensive place to watch the World

Cup on television, with football fans paying US $90 for the month-

long event. This fee is due to an on-going bid by national television

provider SingTel to outbid it’s competitor by providing a premium.

Singapore reportedly forked out a sum equal to more than a tenth of

what the world paid for rights to broadcast the tournament.

The 2014 edition of the FIFA World Cup will quite possibly

be the most socially active event to date. The number of

digital sites and platforms have exploded in APAC since four

years ago, and on average Asians are exposed to three or

four screens a day.

South Koreans are among the most fervent football fans in the

region. Coupled with a strong national team, and a positive World

Cup streak thus far, we can expect a lot of buzz from this nation.

In fact, popular football players are treated much like celebrities,

or ‘idols’ in a country with a huge fan base and following.

Asians are ready to sacrifice their sleep amid World Cup fever,

with over 75% stating that they intend to catch matches that will

be likely to be broadcast between 3 – 6am in the region. 26%

suggested that they plan to maintain their daily work schedule and

catch the nightly matches, while 10% said they plan to call in sick

and 8% intend to take annual leave.

JAPAN

AUSTRALIA

REPUBLIC OF

KOREA

Leaked emails reveal a $5m bribe used by Qatar to win

the 2022 World Cup bid to host the event




GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS

REGIONAL OVERVIEWS

EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS MAIN MENU


CONTACTS

KARINA BESPROSVAN [email protected]

VIRGINIA ALVAREZ [email protected]

VERA SIMPLICIO [email protected]

CHELSEA HORNCASTLE [email protected]

LILIYA GRECHINA [email protected]

JED MEYER [email protected]

JOSHUA MESSINGER [email protected]

KEBRINA ROBINSON KEBRINA.ROBINSONANNALECT.COM

GUY HEARN [email protected]

GENEVIEVE CHEN [email protected]

YONG SHEL VEI [email protected]

EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS MAIN MENU

TYSON HENLY [email protected]

JOSH FARBER [email protected]

IMPACT REPORT 11th June, 2014 | Pre-Newsletter

Documents

IMPACT REPORT - thegroupthegroup.ro/wp-content/uploads/2015/07/pre-report-world-cup-2014... · conducting quantitative and qualitative research, social listening, local market analysis