All 64 matches of the 2018 FIFA World Cup, scheduled for June 14 – July 15, 2018 in Russia, will be broadcast live on three TV channels. There are nine official sponsors of such live streaming.
This football phenomenon is expected to garner huge interest from Thai fans, given the favorable timing of the games that is between 5 p.m. – 3 a.m. Thai time. According to KResearch, the value of advertising spending should rise THB680 million over the normal figure, thus making a total of THB7.98 billion for this period, or 9 percent higher than normal or other periods without this world tournament. This projected amount boosting the advertisement business for a short time consists of THB600 million for TV adverts and THB80 million for other media, including printed media, out-of-home media and online media.
KResearch expects that most of the THB680 million amount that exceeds the normal advertising value will be spent by the nine key sponsors of the live broadcast, or equal to around THB380 million. These adverts will likely be concentrated in TV media.
Meanwhile, another THB300 million will involve the global brand owners that are partnered with the International Federation of Football Associations or FIFA and related businesses, for example, restaurants, snacks, beverages, retailers, telecommunication networks, televisions and audio devices. These businesses will undertake marketing campaigns to capitalize on the World Cup fever to stimulate buyers during this tournament period. This advertising spending will likely disperse to other TV channels and media, as well.