STREAMER OF THE WORLD CUP: TV

The global sports market is expected to grow from $388.28 billion in 2020 to $440.77 billion in 2021 at a compound annual growth rate (CAGR) of 13.5%, according to a recent report. In 2015, the total audience reached 1.5 billion- and it’s expected that this number will reach 2.2 billion by 2025. Traditional TV companies are one of the most important streaming giants; however, the increase in popularity of streaming services such as Netflix and Amazon Prime Video has created an opportunity for these traditional TV companies to get back into the game with live events such as the Olympics, Super Bowl, or World Cup games. In that way, traditional TV maintains its dominance in broadcasting live events.

Traditional television and home video generates a significant portion of customer revenue. The Super Bowl (96.4 million viewers in 2021) and the FIFA World Cup (3.6 billion viewers, more than half of the global population aged four and over, tuned in during the 2018 tournament) retain their power to draw massive real-time audiences that advertisers can use to get scale in content. The budget spent in this area is also astronomical. The 2022 Super Bowl was being sold to advertisers for record deals, according to an NBC executive. The scarcity situation experienced in limited time, the advertising prices are quite high because there is a very high demand in a certain supply. The price of a 30-second commercial during the Super Bowl broadcast has risen substantially over the past decade. The spot sold for $6.5 million in 2022, an increase from the $5.5 million asked for in 2021. Recently, Bloomberg and other media outlets reported that some advertisers were paying as much as $7 million for their time slot.

The FIFA World Cup is a global sporting event that takes place every four years, with the next tournament scheduled between November 20th and December 18th, 2022 in Qatar. It was started in 1904 as an idea by European football associations meeting in Paris, who decided to organize an international football tournament. Although the first color TV appeared in 1950 and broadcasts of the game were black-and-white until 1954, it soon became one of the most watched sporting events in the world and attracted billions of viewers worldwide. However, no one would expect that by 2018, the FIFA World Cup would become the “Biggest Game on Earth.” But the power of football and the influence of TV enabled this phenomenon globally. In fact, the reason why football is such a big industry is the TV since it increases the impact of football by making it seen by more people.

Just like FIFA World Cup, Super Bowl, or the Olympics, live events are a proven way to get scale in content because they offer something linear programming cannot: a combination of variety and familiarity that makes them inherently compelling as an experience shared with other people at home or online through social media channels like Facebook Live or Instagram Stories. Sports unite people in front of a TV screen and it is able to reach all around the world. Therefore, it’s clear that live content will be an area where large investments will continue to be made by these companies.

TV comes forward as one of the mediums that host the most intense rivalry. During the FIFA World Cup, TV gets more screen time and causes competition among emerging brands. As a result, the cost to reach the consumers gets drastically increased. There are also favorable solutions for advertisers who can't cope with these high prices in limited time. TV Tracking’s real-time image recognition technology allows marketers to respond to competitors’ ads in real time, and also detect TV broadcasts and recognize your ad and your competitors’ ads. By tracking competitors' ads with TV Tracking, you can take advantage of the influence of competitors.

Marketers should also consider the efficiency of media planning while the competition goes on. The efficiency gets affected by which channel types the commercials are put in, in what order they appear, or when they air. A marketer can analyze all this data thanks to Medialyzer’s solutions and optimize the firm's media plan. In that case, TV Attribution enables advertisers to measure and analyze the impact of your TV ads through online data such as visits, registrations, website traffic, app installation, and conversions. Meet us!