The value of the coverage for brand “South Africa” could exceed R 2 billion in the 30 day period of the 2010 World Cup, writes respected marketing consultant and writer Chris Moerdyk, reports bizcommunity.com.
Moerdyk calculated the brand exposure value as follows: for each of the 64 matches the broadcasters have to allow FIFA 14 minutes of airtime, of which the soccer body has promised 2 minutes will go to marketing South Africa. With 28 billion cumulative viewers expected to watch the soccer tournament around the world, according to FIFA, the value of South Africa’s exposure is R 1,5 billion. In addition, the 30 minute opening and closing ceremonies, newspaper and magazine coverage, TV coverage in the form of pre-World Cup documentaries on BBC, SkyNews, CNN, and ZDF, as well as the soccer players and their fans posting comments on Facebook and Twitter, will add at least a further R 500 million in value. Brazilian soccer star Kaka wrote on Twitter “Just arrived in South Africa … Amazing atmosphere!!”, a country endorsement said to be “priceless” in value.
Moerdyk quotes other figures by highly regarded local media planners Dick Reed and Heiner Kuehnel, who question FIFA’s optimistic TV viewership figures for the World Cup, saying only 125 million soccer fans will watch each match, giving a total cumulative TV audience of 8 billion, an advertising TV exposure value of R 800 million, and therefore a reduced total exposure value of R1,3 billion.
Whichever calculation method is used to estimate the TV viewership, even the lower value of exposure will exceed any marketing budget S A Tourism or the International Marketing Council will have ever spent on marketing brand “South Africa”.
It is interesting to note that locals are becoming vocal on Twitter in criticising SkyNews for its negative reporting about South Africa. The TV channel has been happy to accept S A Tourism’s advertising budget for the past year, and will state that its editorial independence is separate to its advertising income!
Chris von Ulmenstein, Whale Cottage Portfolio: www.whalecottage.com
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[…] R 2 billion World Cup coverage for brand South Africa | Whale Cottage Portfolio Blog whalecottage.com/blog/world-cup-2010/r-2-billion-world-cup-coverage-for-brand-south-africa/ – view page – cached The value of the coverage for brand South Africa could exceed R 2 billion in the 30 day period of the 2010 World Cup, writes respected marketing consultant Tweets about this link Topsy.Data.Twitter.User[‘allcapetown’] = {“photo”:”http://a3.twimg.com/profile_images/602016975/twitterProfilePhoto_normal.jpg”,”url”:”http://twitter.com/allcapetown”,”nick”:”allcapetown”}; allcapetown: “RT @WhaleCottage: R 2 billion World Cup coverage for brand South Africa: The value of the coverage for brand “Sout… http://bit.ly/c3rNhr ” 15 minutes ago retweet Topsy.Data.Twitter.User[‘whalecottage’] = {“photo”:”http://a3.twimg.com/profile_images/494391407/wclogo-new_normal.gif”,”url”:”http://twitter.com/whalecottage”,”nick”:”whalecottage”}; whalecottage: “New blog post: R 2 billion World Cup coverage for brand South Africa http://bit.ly/doSbHb ” 15 minutes ago retweet Filter tweets […]
[…] The value of the coverage for brand “South Africa†could exceed R 2 billion in the 30 day period of the 2010 World Cup, writes respected marketing consultant and writer Chris Moerdyk, reports bizcommunity.com. Moerdyk calculated the brand exposure value as follows: for each of the 64 matches the broadcasters have to allow FIFA 14 minutes of airtime, of which the soccer body has promised 2 minutes will go to marketing South Africa. With 28 billion cumulative viewers expected to watch the soccer tournament around the world, according to FIFA, the value of South Africa’s exposure is R 1,5 billion. (Whale Cottage) […]