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World Cup over, did German ad industry benefit?

July 11th, 2006 mediaME Editor

Zidane World Cup 2006 head butt

And with that head butt by Zidane, the World Cup 2006 in Germany ended.

What was the impact on Germany’s advertising industry? Surprisingly very little. A report by Reuters suggests that the World Cup gave the German advertising market little to cheer about.

Apparently, ad spending in Germany is expected to only grow by 1.6 percent, up from 1.2 percent in 2005, some of which can be attributed to football-themed print and outdoor campaigns.

But with most matches being shown on public channels, advertisers were left unable to take advantage of TV coverage. In fact, ZenithOptimedia expects less year-on-year growth in German TV ad spending in 2006 — 1.5 percent — than the year before, when it was 1.8 percent.

Naturally, many sectors in the German economy did, in fact, benefit greatly from the World Cup. You can expect the income of the hospitality, restaurant, transportation and telecommunication industries to have experienced massive leaps in income.

So, apart from the advertising industry, it’s all good news for Germany.

Onto South Africa 2010.

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Entry Filed under: Budgets & Ad Spend,Events,International


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