Hispanic Advertising

World Cup 2010 Advertising

by on Jun.21, 2010, under Advertising Strategies, News

According to a recent article in the Wall Street Journal, 30 seconds of commercial time for the World Cup finals is costing roughly $250,000, compared to $100,000 for the NHL’s Stanley Cup Final- a steal compared to the Super Bowl’s roughly $3 million for a 30 second spot. Ad executives are jumping into the fray due to the increasing diversity of the U.S. audience, and specifically the ability to reach U.S. Hispanics.

Previously we have discussed the soccer advertising rivalry of Adidas, Puma and Nike, although many other traditional advertisers are involved with World Cup South Africa 2010, including Budweiser, Samsung, Allstate and Sony, just to name a few.

In advertising, just as in every sport, there are winners and losers.  While Hyundai is scoring with the “Die Hard” commercial they decided to pull an earlier ad showing an Argentine church with stained glass depicting a soccer ball and worshippers receiving slices of pizza instead of traditional communion, due to complaints from the Catholic church and others claiming the ad was insensitive.

Overall, advertisers have welcomed the World Cup; a big reason is their recognition of the importance of the Hispanic market and overall diversity of the U.S. market. This is a boon for an advertising industry that is coming off one of the worst years ever. With forecasts from Zenith Optimedia expecting global ad spending this year to grow 2.2% to $456 billion (which is $1.2 billion more than it would have been without the World Cup), there is reason for those agencies focusing on diversity to be encouraged.

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