World Cup 2010 was last night brought to an end by a Yorkshireman amid eruptions of celebration around the stadium; unfortunately the Englishman was the referee and the fans in rapture were the Spanish.
World Cup 2010 began 11th June 2010 with thirty two teams in the group stages; it will be remembered for the early exits of holder’s Italy, the sullen French and another year England failed to deliver. The World Cup was viewed by a collective audience of approximately 26 billion, once again underlining the opinion that the World Cup is the largest worldwide event and therefore for those in marketing and media, every four years it’s ‘all systems go’. A well-placed advertising campaign during this period of time is guaranteed to have the largest audience than any other time, equally a media gaff on the scale of ITV HD ‘0-1 USA win’ after cutting to an advert and missing England’s goal, can be catastrophic. A major issue faced by an advertiser is the thrashing that ITV took in the ratings battle with the BBC, many citing the lack of advertising being a major pull for their 54 percent share of those viewing the final. 3.3 million viewers tuned in to watch the final on ITV and ITVHD compared to the 15.1 million on BBC and their HD channel. Therefore it seems clear that although the World Cup is the largest sporting event on the planet, the media and advertising world must be creative and not merely bombard the viewer with television advertising, as they will ultimately switch over. To put the efforts of ITV in perspective, the highest recorded ratings of Coronation Street is 27 million; room for improvement indeed.
Peter Bradley, Trainee MC&C
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