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LOOKING FOR A BIG TV audience to make a big splash with your advertising? Obviously, the place for your ads was the Soccer World Cup final. Well, err, no actually. You'd get far more adult viewers if you'd placed your ads in Generations, South Africa's popular soap opera.
In viewing terms, the World Cup was only a modest success, according to ACNielsen audience ratings. Analysis by Starcom, the leading media agency, shows that while the final was watched by 17,4% of the available adult market and 19,7% of people in the LSM4-7 bracket (middle income mass market), Generations on the previous Monday delivered a third more adults and 50% more mass market viewers.
Of course, the make-up of the audiences isn't identical. More men probably watched the soccer and more women the soapie. So if you were targeting males the soccer would have been a good bet. And, compared with other soccer events, the World Cup delivered the goods: a third more people than the African Cup of Nations and 20% more than the local club event, the Absa Cup.
"The event created a great deal of media and social discussion, but the audiences again demonstrate that despite our reputation as a sporting nation, when the chips are down sport remains a niche interest," says Starcom MD Gordon Patterson.
"The full audience may not have been measured because many people watched at social gatherings. Nevertheless, there's cause for concern in the poor incremental interest shown in the core mass-market segment. A great deal of work needs to be done for us to realise the full audience potential of the 2010 Soccer World Cup in SA."