The 2010 FIFA World Cup tournament may generate higher income than what was seen for the 2006 World Cup event, due to a relatively low base from last year.
Many relevant factors, such as an easing political tension in Bangkok at the end of May 2010, an improving economy, higher advertising budgets from product owners toward brand awareness spots and higher TV commercial rates have caused advertising income to grow over 5M10, increasing 11.6 percent YoY. A survey conducted by KASIKORN RESEARCH CENTER (KResearch) on the World Cup 2010 viewing behavior of Bangkok residents during June 4-18, 2010, shows that the majority of the sampling group – 82.5 percent – were interested in watching the event, and 24.8 percent of them increased their spending over normal during this event.
KResearch estimates that advertising revenue in 2Q10 will likely grow by 12.6 percent YoY, thanks to the 2010 World Cup (June 11-July 11, 2010) that has helped boost spending on advertising. Demand for advertising has increased substantially over 2009, so it is expected that advertising income overall in 2010 may surge more than 10 percent.
Although TV and newspapers will likely be the most popular media among football fans, the role of digital media has been increasing. To expand that customer base, businesses should specify marketing activities via media that suit individual target groups in order to reach customers more effectively, which would then help maintain their existing customers, while also penetrating new segments.
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