Magazine article Marketing

Editor's Comment: Not Quite the Super Bowl

Magazine article Marketing

Editor's Comment: Not Quite the Super Bowl

Article excerpt

UK media agencies are salivating at the prospect of a forthcoming blockbuster event, the UEFA Champions League final at Wembley Stadium on Saturday - an event they hope will prove to be a 'Super Bowl moment' (see page 14).

Indeed, the match holds a royal flush of USPs: an English football team, competing for a world-famous sporting prize, on British soil, with a huge peak-time audience.

When Manchester United takes on Barcelona, ITV stands to net pounds 8m in ad revenue from brands such as Visa and McDonald's. A 30-second spot around the match coverage is expected to fetch more than pounds 200,000. Does an event-based marketing moment get any better than this?

Actually, it does. It's called the Super Bowl.

Each year, coverage of this US sporting highlight produces the world's most-watched ad breaks, with brands creating special ads for the occasion and paying millions of dollars to air them.

As a marketing event, the Champions League final does not come close, though at 110m viewers it attracts a bigger, more international audience. …

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