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ADSPEND HAS BOUNCED back from last year’s recession and is set to grow 12% this year over 2009, predicts Nielsen Media MD Ken McArthur. The signs of recovery are clear in Nielsen’s figures for the first quarter: up 11% in January (month-on-month), 12% in February and 17% in March.
That’s an extra R2,9bn expected to be pumped into the advertising economy this year.
The Soccer World Cup clearly has had a hand in this, with advertising by sponsors currently reaching a crescendo, while their competitors keep pace or even outdo them. That was evident as early as first quarter 2010, when Fifa partners (the highest level of sponsorship) upped the ante by 18% and World Cup “sponsors” hiked their spend by 38%.
“Partners” own rights to a broader range of Fifa activities over a longer term; “sponsors” rights are limited to the 2010 Soccer World Cup on a global basis; “national supporters” are local companies that can promote their association within the host country. The partners are: adidas, Hyundai/KIA, Coca-Cola, Emirates Airline, Sony and Visa. Sponsors include MTN, McDonald’s and Castrol; while among the national supporters are BP, FNB and Telkom SA.
Competing non-sponsors are forced to keep pace with the sponsors or risk being submerged. Globally, the most active non-sponsor is probably Nike, which seems to be swamping adidas (see main report). Locally, FNB is being challenged by non-sponsor Standard Bank, which more than doubled its first quarter spend compared with 2009. Total adspend fell 0,5% last year to R24,4bn.
That’s an extra R2,9bn expected to be pumped into the advertising economy this year.
The Soccer World Cup clearly has had a hand in this, with advertising by sponsors currently reaching a crescendo, while their competitors keep pace or even outdo them. That was evident as early as first quarter 2010, when Fifa partners (the highest level of sponsorship) upped the ante by 18% and World Cup “sponsors” hiked their spend by 38%.
“Partners” own rights to a broader range of Fifa activities over a longer term; “sponsors” rights are limited to the 2010 Soccer World Cup on a global basis; “national supporters” are local companies that can promote their association within the host country. The partners are: adidas, Hyundai/KIA, Coca-Cola, Emirates Airline, Sony and Visa. Sponsors include MTN, McDonald’s and Castrol; while among the national supporters are BP, FNB and Telkom SA.
Competing non-sponsors are forced to keep pace with the sponsors or risk being submerged. Globally, the most active non-sponsor is probably Nike, which seems to be swamping adidas (see main report). Locally, FNB is being challenged by non-sponsor Standard Bank, which more than doubled its first quarter spend compared with 2009. Total adspend fell 0,5% last year to R24,4bn.
