IMPACT REPORT

June 11th, 2014 | Pre-Newsletter

WELCOME!

Technological developments have enabled sporting fans to interact with the games, footballers and brands in new ways. Throughout the Sochi Winter Olympics, we saw that the sporting event became more digital, social and mobile.

The 2014 FIFA World Cup, the world’s biggest sporting event, is set to become the most mobile and social event ever!

GLOBALLY, 74% OF RESPONDENTS ACROSS 17 MARKETS ARE HIGHLY INTERESTED IN THE 2014 WORLD CUP.The FIFA World Cup has long been the globe’s biggest sporting and commercial event attracting unrivalled TV audiences, multi-continent interest and investment from a stable of 20 core brands. Now the event, involving 32 nations competing in 64 matches over a month in Brazil, will become the first truly mobile and social event reaching new levels of engagement and consumption from fans across all countries. The intended following of the World Cup is fuelled by the need to experience the event ‘live’ across many countries and to share the experience with the communities of the brand’s target consumers.

64% OF RESPONDENTS WILL POST A COMMENT ABOUT THE WORLD CUP AND 58% WILL FOLLOW OR LIKE A BRAND RELATED TO THE WORLD CUP.This evolution in the way the event will be consumed over the coming month, will require brands to optimise their messaging and communication by putting value on engaging fans and target audiences. This value will only be achieved by complimenting the core content football with additional experiences facilitating entertainment, knowledge or information.

84% OF RESPONDENTS PLAN TO MULTI-SCREEN WHILE WATCHING THE WORLD CUP ON TV OR ANOTHER DEVICE.Second screening and constant connectivity are providing brands with new opportunities to connect with their target audiences.  It is, therefore, more important than ever to understand  people’s brand perceptions as a result of their sponsorship of, or affiliation to, these events, but also the consumer’s experience of the event – the reasons why they are participating, the devices they are using and the environments in which they are interacting.

In order to capture people’s perceptions, behaviours and experiences of the World Cup, we are conducting quantitative and qualitative research, social listening, local market analysis and interviews with social media experts. For more information about the methodology, please click here.

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EXECUTIVE SUMMARY

Predictions about the World Cup

WE HOPE YOU ENJOY THE READ!

EXECUTIVE SUMMARY

THE WORLD CUP – LIVE IN BRAZIL

WORLD CUP 2014 SPONSORS

GENERAL INTEREST

ONLINE & SOCIAL MEDIA

REGIONAL OVERVIEWS

WHO IS GOING TO FOLLOW THE WORLD CUP

CONTACTS

THE WORLD CUP LIVE IN BRAZIL THE 20TH FIFA WORLD CUP AN EVENT BROADCASTED IN 200 COUNTRIES

MOST WORLD CUP APPEARANCES:

Germany

GermanyGermany

Brazil

WON THE MOST TIMES TOP TEAM…Bosnia and Herzegovina

STANDING IN STADIUM

BANNED

AROUND THE WORLD

IN 267 DAYS25

REFS

WORLD CUP DRONES GOAL LINE

TECHNOLOGY

54

3

BrazilItaly

CARBON NEUTRAL

64 matches:

48 group stage games

15 further knock-out stage games

12 different cities,more than any other finals on record.

FIFA FAN FEST V

152,101 2014

70,000 2010

VOLUNTEERS

FIRSTKICK

“PLAY”

JUNEJULYOFF!

Mascot “Fuleco”

70%

88COUNTRIES

TOURED

THE MOST EXPENSIVE WORLD CUP EVER (MORE EXPENSIVE THAN THE 2 PREVIOUS WORLD CUPS COMBINED).

$

New comer

…IS BACK!

Expected attendance

3,300,000

BRAZILIAN DOMESTIC FOOTBALL SEASON

The first kick will be made by a paraplegic teenager in a mind-controlled exoskeleton suit.

Germany has reached the last four on no less than 12 occasions, winning three titles along the way.

Prices

CLICK ON HYPERLINKS FOR MORE DETAILS

VOTE Adidas Brazuca Football design

“All in One Rhythm” is the official slogan of the 2014 World CupOfficial 2014 World Cup song is called ’We Are One’

Overseasbuyers

Localbuyers

Final Low

Final High

€ 69

€ 11

€ 335€

755

TICKET

65%Brazil 154,000 +USA

38,000+ England

18,000+Germany

40,000+Australia

33,000+Colombia

Source: OMG Insights across 81 Markets. Fieldwork: May 15 – May 31, 2014.

EXECUTIVE SUMMARY

THE WORLD CUP – LIVE IN BRAZIL

WORLD CUP 2014 SPONSORS

GENERAL INTEREST

ONLINE & SOCIAL MEDIA

REGIONAL OVERVIEWS

WHO IS GOING TO FOLLOW THE WORLD CUP

CONTACTSMAIN MENU

Purchased

Tic

ke

t P

rice

s

1818

Italy

20 12

WHO IS GOING TO FOLLOW THE WORLD CUP?HOW LIKELY ARE THEY TO TALK ABOUT WORLD CUP SPONSORSHIP ACTIVITY?…

KEY MOTIVATIONS FOR FOLLOWING THE WORLD CUP HOW HIGHLY INTERESTED ARE THEY IN UPCOMING SPORTING EVENTS?...

AGE OF THOSE INTERESTED IN FOOTBALL

48%

14%

13%

43%

40%

41%

10%

2%

Support my national team

Support another national team

Support a specific athlete

Experience an international event

Keep up to date with a major event

I just love football

Will watch, but not by choice

Other

2016 RIO OLYMPICS 61%

EURO 2016 FRANCE 44%

2018 WINTER

OLYMPICS46%

BRAZIL 2014

WORLD CUP64%

have spoken

to others about recalled sponsorship activity

27%

have talked very positively about recalled activity

22%

10%

28%

26%

18%

18%

16-24 years old

25-34 years old

35-44 years old

45-54 years old

55+ years old

WHO THEY WILL BE WATCHING THE WORLD CUP WITH…67%Family 43%

A few friends

HOW MANY ARE HIGHLY INTERESTED IN THE 2014 WORLD CUP?...

Asia Pacific

North America

Latin Americ

a

72%

76% 58%

84%

Europe, Middle East

& Africa

INTEREST IN FOOTBALL

are very interested in football

61%High In

tere

st in F

ootball

2008

High In

tere

st in F

ootball

2012

High In

tere

st in fo

otball

2014

0%

20%

40%

60%

38%

58%61%

53.5%46.5%

MA

LE

FEM

ALE

WHERE PEOPLE PLAN TO FOLLOW THE 2014 WORLD CUP(excluding watching)

86%56% will use laptops

HOME

Responses based on 7+ on a 1-10 scale. Responses based on 7+ on a 1-10 scale.

Responses based on 7+ on a 1-10 scale.

EXECUTIVE SUMMARY

THE WORLD CUP – LIVE IN BRAZIL

WORLD CUP 2014 SPONSORS

GENERAL INTEREST

ONLINE & SOCIAL MEDIA

REGIONAL OVERVIEWS

WHO IS GOING TO FOLLOW THE WORLD CUP

CONTACTSMAIN MENU

70%56% will use mobiles

OUT

WORK 64%

35% will use mobiles

HOW ARE THEY GOING TO FOLLOW IT?HOW THEY WILL FOLLOW THE 2014 WORLD CUP…

HOW THEY WILL WATCH

PEOPLE PLAN TO USE THE FOLLOWING DEVICES WHILE WATCHING THE WORLD CUP

CREATING, SHARING AND INTERACTING WITH BRANDS ONLINE DURING THE WORLD CUP

96%will watch live

broadcasted TV

54%MEN ARE MORE LIKELY TO MULTI-SCREEN WHEN WATCHING THE FIFA 2014 WORLD CUP USING A MOBILE PHONE OR LAPTOP (BOTH 67%).

72%will use press

53%Will watch a screening at a bar/pub/restaurant

77%will use news

websites

72%63%

53%

33%

21%

will use sport websites

will use official websites

HOME WORK OUT

98% 42% 43%Will watch

ON THE GOWill watch at

WORKWill watch at

HOME

VIDEO ON

DEMAND

47%LIVE

STREAM

41%91

%43%

26%

For TV For Desktops For Mobiles21%

53%47%

MA

LE

FE

MA

LE

16-24 24-34 35-44 45-54 55+

11

%

30

%

26

%

18

%

14

%

69% 46% 57

% 34% 29% 26%

64%Will post a comment

75%are using their mobiles

51%are using their tablets

74%are using their laptops

66%are using their desktops

27%e-readers

58%

59%

62%

62%

59%

55%

54%

54%

56%

54%

58%

54%

Will post a photo

Will post a link

Will comment on a post

Will post a video

Will like an athlete (white bar) or brand page (orange bar)

Will use a FIFA World Cup App

AND THEY PLAN TO CARRY OUT THE FOLLOWING ACTIVITIES:

11% 8% 10

%23%

16%

11%

11% 9%

13%

10%

11%

19%

18%

12%

13% 5%

14%

13%

10%

18%

16%

12%

13% 5%

21%

11% 7% 17

%15%

13%

11% 6%

14%

10%

11%

19%

17%

12%

12% 5%

Chat with friends

Play games

Search for products to buy

Read news

Look up information about the World Cup

Share their opinion about the event

Interact with online World Cup content

Other

E-reader

Desktop

Tablet

Mobile

Laptop

EXECUTIVE SUMMARY

THE WORLD CUP – LIVE IN BRAZIL

WORLD CUP 2014 SPONSORS

GENERAL INTEREST

ONLINE & SOCIAL MEDIA

REGIONAL OVERVIEWS

WHO IS GOING TO FOLLOW THE WORLD CUP

CONTACTSMAIN MENU

MULTI-SCREENERS (USING ANOTHER DEVICE WHILE WATCHING THE WORLD CUP) ARE GENERALLY 24-44 YEARS OLD.

Overall

(Colour) Brand interactions

will listen to radio

Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork 21st – 28th May, 2014 (N = 3515 across 17 countries, approximately 200 for UK, Germany, France, Spain, Russia, Italy, South Africa, Japan, Korea Republic, China, Indonesia, Thailand, Australia, Mexico, Brazil and Argentina and 300 in USA). Regional samples: EMEA N = 1202 (UK, Germany, France, Spain, Russia, Italy, South Africa), APAC N = 1202 (Australia, Thailand, Indonesia, China excluded from social media questions, Korea Republic, Japan), NA N = 300 (USA: N = 200 non-Hispanic and N = 100 Hispanic) and LATAM N = 606 (Mexico, Brazil and Argentina).

11%

55% 3

7%

69%

2014 WORLD CUP SPONSORS Please note small sample sizes, under N = 200.

CLICK ON BRANDS FOR MORE INFORMATION

Spontaneous recall

Prompted recall

Change in perception

Fit with the World Cup

SONYContinental

McDonald’s

Coca-Cola

Oi

Emirates

VisaCastrol

Johnson &

Johnson

Moy Park

Adidas

Hyundai/Kia

Motors

Budweiser

9%

39%

44%

74%

30%

69%

47%

85%

10%

26%

39%

64%

3%

20%

37%

68%

2%

11%

32%

55%

9%

46% 35%

55% 3

7%

71%

43%

71%

4%

25%

38%

66%

3%

16%

40%

59%

1%

14%

43%

55%

0%

4%

28%

50%

0%

4%

39%

62%

EXECUTIVE SUMMARY

THE WORLD CUP – LIVE IN BRAZIL

WORLD CUP 2014 SPONSORS

GENERAL INTEREST

ONLINE & SOCIAL MEDIA

REGIONAL OVERVIEWS

WHO IS GOING TO FOLLOW THE WORLD CUP

CONTACTSMAIN MENU

1%

7%

29%

48%

Yingli

For ‘Change in perception’ and ‘Fit’, responses are based on 7+ on a scale of 1-10. Change in perception is based on respondent known sponsorship – Please rate how your perception has changed as a result of their sponsorship of the 2014 World Cup?

Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork: 21st – 28th May, 2014 (N = 3515 across 17 countries, approximately 200 for UK, Germany, France, Spain, Russia, Italy, South Africa, Japan, Korea Republic, China, Indonesia, Thailand, Australia, Mexico, Brazil and Argentina and 300 in USA). Regional samples: EMEA N = 1202 (UK, Germany, France, Spain, Russia, Italy, South Africa), APAC N = 1202 (Australia, Thailand, Indonesia, China, Korea Republic, Japan), NA N = 300 (USA: N = 200 non-Hispanic and N = 100 Hispanic) and LATAM N = 606 (Mexico, Brazil and Argentina).

HOW ARE SPONSORS DOING ONLINE?

38,500TOTAL SPONSOR MENTIONSIn addition to a World Cup term or equivalent

OF THE MAIN SPONSORS, ONLY ADIDAS HAS GAINED A SIGNIFICANT NUMBER OF MENTIONS, ACHIEVED VIA THE ‘ALL IN OR NOTHING’ CAMPAIGN AND #ALLIN HASHTAG.

TWITTER

35,108

BLOGS

1,768

FORUMS

1,812

Source: OMG Antenna conducted in partnership with repindex Fieldwork: May 24 –30, 2014 conducted in 10 languages (English, German, French, Spanish, Italian, Thai, Simplified Chinese, Portuguese, Russian, Arabic). All Sponsors monitored(Coca-Cola, Adidas, Hyundai, Kia, Emirates, Sony, Visa, Budweiser, Castrol, Continental, Johnson & Johnson, McDonald’s, Moy Park, Oi, Yingli).

Despite this success, there is a potential issue that may arise relating to the wages of Pakistani workers making the Brazuca (the official ball of the tournament). While Pakistan is proud to be making the Brazuca, ‘Fabriqué au Pakistan’ being one of the most shared news stories, focusing on the (low) wages of the factory workers.

Nike (not an official sponsor) is the next most-mentioned. In Spanish-speaking USA commentary, Nike actually gets more mentions than Adidas.

1. ADIDAS

60%(23,094)

2. BUDWEISER

10%(3,740)

3. COCA-COLA

7%(2,848)

4. MCDONALD'S

7%(2,836)

5. SONY6%

(2,192)

6. VISA5%

(1,879)

7. HYUNDAI3%(976)

8. EMIRATES1%(314)

9. KIA MOTORS1%(252)

10. OTHERS1%(416)

A BREAKDOWN OF THE PASSIONATE MENTIONS

100%

50%

78%

100%

51%

80%

63%

57%

64%

58%

50%

22%

49%

20%

37%

43%

36%

42%Adidas

Budweiser

Coca-Cola

McDonald’s

Sony

Visa

Hyundai

Emirates

Kia Motors

Continental

POSITIVE

NEGATIVE

TOP #SPONSOR HASHTAGS VERSUS TOP TWEETED @SPONSORS

# @

3,276 Adidas 15,314

452 Budweiser 7,928

1,232 Coca-Cola 3,508

64 Visa 3,162

611 McDonald's 1,367

215 Sony 614

76 Hyundai 680

55 Kia Motors 308

0 Continental 296

17 Emirates 132

EXECUTIVE SUMMARY

THE WORLD CUP – LIVE IN BRAZIL

WORLD CUP 2014 SPONSORS

GENERAL INTEREST

ONLINE & SOCIAL MEDIA

REGIONAL OVERVIEWS

WHO IS GOING TO FOLLOW THE WORLD CUP

CONTACTSMAIN MENU

Looking at mentions that have positive or negative connotations, excluding neutral comments

WHAT IS HAPPENING ONLINE?TOP 5 LANGUAGES

TOP HASHTAGS

TOP 5 PLAYERS

TOP COUNTRIES*with only around 10% of results that can be automatically attributed to a particular country

ENGLISH

1,518,000

SPANISH

1,024,000

FRENCH

215,000

ARABIC179,000

PORTUGUESE175,000

USA

15.6% Brazil

7.0%

#worldcup #brasil2014 #CM2014 #FIFA #Brazil

153,000 125,000 46,000 41,000 35,000

42,000 37,000

34,000

27,000

24,000

Lionel Messi is not the top mentioned player in any single language, however he is overall.

Ronaldo’s appeal beyond ‘traditional’ football fans seems to have helped drive him up the rankings, as a topless photo of him was widely shared: “Agora to vendo vantagem dessa copa do mundo no Brazil” - Now I see an advantage to having the World Cup in Brazil. 

The controversy of the week has to go to Jurgen Klinsmann for the selection of the US squad. Not only did this make Donovan the most talked about player in English, but also #4 overall – and he isn’t even going to Brazil.

Source: OMG Antenna conducted in partnership with repindex Fieldwork: May 24 –30, 2014 conducted in 10 languages (English, German, French, Spanish, Italian, Thai, Simplified Chinese, Portuguese, Russian, Arabic). All Sponsors monitored (Coca-Cola, Adidas, Hyundai, Kia, Emirates, Sony, Visa, Budweiser, Castrol, Continental, Johnson & Johnson, McDonald’s, Moy Park, Oi, Yingli).

EXECUTIVE SUMMARY

THE WORLD CUP – LIVE IN BRAZIL

WORLD CUP 2014 SPONSORS

GENERAL INTEREST

ONLINE & SOCIAL MEDIA

REGIONAL OVERVIEWS

WHO IS GOING TO FOLLOW THE WORLD CUP

CONTACTSMAIN MENU

ENGLAND

12.1%

WHAT IS BEING SHARED ONLINE?

WHAT PEOPLE ARE TALKING ABOUT IN THE RUN UP TO THE WORLD CUP?Around the world, from Argentina to Australia, from Mexico to the Middle East, squad selections have been driving commentary and controversy, with many countries announcing provisional squads 1 to 2 weeks before the search period, and final squads immediately before or during the search period.

Apart from this, a general excitement at the upcoming tournament, hopes for their team, and concerns about opponents are the most common topics of conversation.

Only in Brazil and Germany are the protests against the tournament frequently discussed.

TOP 5 TOPICS

MOST SHARED NEWS LINK

MOST-SHARED

HASHTAG

#WORLDC

UP

MOST SHARED IMAGEMOST SHARED

VIDEO

@barbiesemken

Source: OMG Antenna conducted in partnership with repindex Fieldwork: May 24 –30, 2014 conducted in 10 languages (English, German, French, Spanish, Italian, Thai, Simplified Chinese, Portuguese, Russian, Arabic). All Sponsors monitored (Coca-Cola, Adidas, Hyundai, Kia, Emirates, Sony, Visa, Budweiser, Castrol, Continental, Johnson & Johnson, McDonald’s, Moy Park, Oi, Yingli).

EXECUTIVE SUMMARY

THE WORLD CUP – LIVE IN BRAZIL

WORLD CUP 2014 SPONSORS

GENERAL INTEREST

ONLINE & SOCIAL MEDIA

REGIONAL OVERVIEWS

WHO IS GOING TO FOLLOW THE WORLD CUP

CONTACTSMAIN MENU

1 SQUAD SELECTIONS 4 FOOTBALL FEVER

2 MY TEAM 5 THE OPPOSITION

3 HOSTING ISSUES

THE TOP 5 MOST-BUZZED ABOUT MOMENTS FROM THE UEFA CHAMPION’S LEAGUE ALL-SPANISH MATCH FINAL BETWEEN REAL MADRID AND ATLÉTICO MADRID:1. Ronaldo gets fouled in the box, and converts

the penalty kick to make it 4-1

2. The final whistle blows, crowning Real Madrid Champions of Europe for the 10th time

3. Marcelo seals the match with a goal to give Real a 3-1 lead

4. Sergio Ramos ties the game in the 93rd minute with a header from a Real corner kick

5. Gareth Bale gives Real Madrid a 2-1 lead in the 110th minute

FACEBOOK AND TWITTER

TALK FOOTBALL

EXECUTIVE SUMMARY

THE WORLD CUP – LIVE IN BRAZIL

WORLD CUP 2014 SPONSORS

GENERAL INTEREST

ONLINE & SOCIAL MEDIA

REGIONAL OVERVIEWS

WHO IS GOING TO FOLLOW THE WORLD CUP

CONTACTSMAIN MENU

26 millionpeople had over67 millionFacebook interactions related to the match.

1. Mexico

2. Indonesia

3. Brazil

4. Spain

5. United States

6. Colombia

7. Peru

8. England

9. France

10.Turkey

The top 10 countries buzzing about the match were:

ENGLAND PLAYED THEIR PENULTIMATE FRIENDLY

AGAINST ECUADOR IN MIAMI. DISCUSSION FOCUSED ON TWO THINGS - WHO WOULD BE IN ROY HODGSON'S STARTING 11 AHEAD OF THE START OF THE FIRST GAME VS ITALY...

AND WHO IS RUNNING THE 'BORING JAMES MILNER' TWITTER ACCOUNT? FITTINGLY MILNER THOUGHT IT MIGHT BE THE

MANCHESTER CITY MASSEUR, THEN THOUGHT IT WASN'T.

As the game got going Phil Jagielka showed how Brazil 2014 is going to be the first

social World Cup with a selfie of himself, Steven Gerrard and Daniel Sturridge

 from the bench.

England versus Ecuador mentions focused on Alex Oxlade-

Chamberlain - who had been demonstrating some promising pace until getting a knee injury

after 63 minutes. Jack Wilshere tweeted his hope

 that The Ox will be fine for Brazil. 

UEFA CHAMPIONS LEAGUE

PREPARATION MATCHES

IMPACT REPORTJune 10th, 2014 | Pre Newsletter