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Puma wins exposure with World Cup ratings records
World Cup 2006 - 21 July, 2006
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The 2006 World Cup set records in many of the bigger markets, including France, Germany and the United States, according to research by Sportcal.com, and Puma reaped perhaps the biggest benefits.
Prior to the tournament, Sportcal.com published World Cup 2006: The Commercial Report.
An exclusive survey conducted by the online company revealed that Puma outscored bigger rivals Nike and adidas to lead kit sponsors with 3,870 minutes of playing time exposure, compared with Nike's 2,910 minutes and adidas' 2,670 minutes.
The figures were calculated by multiplying the number of teams supplied by a company with the number of minutes each team spent on the pitch. Puma was boosted by Italy's victory, the national side that received the greatest playing time exposure in the competition.
In Germany, public-service broadcaster ZDF's coverage of Germany's semifinal defeat by Italy attracted an average of 29.66 million viewers, not only the highest audience figure in Germany for the tournament, but also a new German viewing record for football.
In France, commercial broadcaster TF1's coverage of France's semifinal victory over Portugal drew an average of 22.2 million viewers, the largest television audience for any programme in France since the creation in 1989 of Mediametrie's Mediamat, which monitors television and radio ratings.
ABC's United States coverage of the final between France and Italy won a 7.0 rating, equivalent to 7.75 million television homes, the highest viewing figure for a men's football match since the 1994 World Cup final between Brazil and Italy that was staged in that nation.
Puma feasted upon those ratings, getting far more exposure as judged by the aggregate of minutes that its logo was seen on teams' playing kit across all 64 matches.
Ahead of the tournament, Puma had signed a variety of contract extensions and new deals with 12 participating teams, compared with Nike's eight teams and adidas' six. Many of Puma's deals were with teams that were not expected to progress far in the competition – including all five African teams – its advantage in signing up more teams than its rivals paid dividends.
In 36 of the tournament's 64 matches, Puma provided the playing kit for at least one of the competing teams.
Prior to the tournament, Sportcal.com published World Cup 2006: The Commercial Report.
An exclusive survey conducted by the online company revealed that Puma outscored bigger rivals Nike and adidas to lead kit sponsors with 3,870 minutes of playing time exposure, compared with Nike's 2,910 minutes and adidas' 2,670 minutes.
The figures were calculated by multiplying the number of teams supplied by a company with the number of minutes each team spent on the pitch. Puma was boosted by Italy's victory, the national side that received the greatest playing time exposure in the competition.
In Germany, public-service broadcaster ZDF's coverage of Germany's semifinal defeat by Italy attracted an average of 29.66 million viewers, not only the highest audience figure in Germany for the tournament, but also a new German viewing record for football.
In France, commercial broadcaster TF1's coverage of France's semifinal victory over Portugal drew an average of 22.2 million viewers, the largest television audience for any programme in France since the creation in 1989 of Mediametrie's Mediamat, which monitors television and radio ratings.
ABC's United States coverage of the final between France and Italy won a 7.0 rating, equivalent to 7.75 million television homes, the highest viewing figure for a men's football match since the 1994 World Cup final between Brazil and Italy that was staged in that nation.
Puma feasted upon those ratings, getting far more exposure as judged by the aggregate of minutes that its logo was seen on teams' playing kit across all 64 matches.
Ahead of the tournament, Puma had signed a variety of contract extensions and new deals with 12 participating teams, compared with Nike's eight teams and adidas' six. Many of Puma's deals were with teams that were not expected to progress far in the competition – including all five African teams – its advantage in signing up more teams than its rivals paid dividends.
In 36 of the tournament's 64 matches, Puma provided the playing kit for at least one of the competing teams.
Source: euFootball.BIZ © Copyright 2006 -
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