WC 2006 could become most lucrative event in history for advertisers

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According to a report in the Observer newspaper, this summer’s World Cup in Germany could be one of the most lucrative events of all time by meeting financial expectations and bringing in more than US 1 billion in advertising revenue. Media agency Zenith Optimedia said the amount companies are expected to spend on TV advertising, press advertisements and outside advertisements is expected to be greater than any previous World Cup.

Zenith's head of publications, Johnathan Barnard, said: “The fact the competition’s taking place in Europe, where four of the world's five large advertising markets are located, means total revenue will probably be about (US) 1 billion. German time zones mean most games will be screened at good times for markets further a field.”

Zenith went to say that the tournament could help the global advertising market. In December, Zenith said the global advertising market would increase by 6.2 percent to US 431 billion in 2006, up from a 5.2 percent increase last year.

The last World Cup, held in South Korea/Japan, failed to provide a boost to the industry, a surge the market was hoping for after a worldwide slump in advertising. The market had shrunk by 4.2 percent in 2001, a byproduct of the US economy’s troubles following the terrorist attacks of September 11.

FIFA tries to tighten loopholes of internet world cup ticket sales 14/4

Despite laws passed to eliminate the sale of World Cup tickets online in the UK, tickets were still available for purchase on online auction site eBay.

The UK had previously outlawed the sale of tickets involving England national team games before extending the ban to tickets for any of the tournament’s 64 games.

Ebay had been working with enforcement officials in the UK and offered to put forth its own preventive measures.

However, the company said it cannot stop customers who are based outside of the UK. Those customers have continued to sell tickets, with eBay and UK officials unable to enforce the laws because it lies outside their jurisdiction.