{"id":9324,"date":"2010-06-08T10:59:31","date_gmt":"2010-06-08T08:59:31","guid":{"rendered":"http:\/\/www.whalecottage.com\/blog\/?p=9324"},"modified":"2010-06-09T18:41:21","modified_gmt":"2010-06-09T16:41:21","slug":"r-2-billion-world-cup-coverage-for-brand-south-africa","status":"publish","type":"post","link":"https:\/\/www.chrisvonulmenstein.com\/blog\/world-cup-2010\/r-2-billion-world-cup-coverage-for-brand-south-africa\/","title":{"rendered":"R 2 billion World Cup coverage for brand “South Africa”"},"content":{"rendered":"

\"\"<\/a>The value of the coverage for brand “South Africa” could exceed R 2 billion in the 30 day period of the 2010 World Cup,\u00a0writes respected marketing consultant and writer Chris Moerdyk, reports bizcommunity.com.<\/strong><\/p>\n

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.\u00a0 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.\u00a0 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<\/strong>, SkyNews<\/strong>, CNN<\/strong>, and ZDF<\/strong>, 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.\u00a0 Brazilian soccer star Kaka wrote on Twitter “Just arrived in South Africa … Amazing atmosphere!!”, a country endorsement said to be “priceless” in value.<\/p>\n

Moerdyk quotes other figures by\u00a0highly regarded\u00a0local 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.<\/p>\n

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\u00a0ever spent on marketing\u00a0brand “South Africa”.<\/p>\n

It is interesting to note that locals are becoming vocal on Twitter in criticising SkyNews <\/strong>for its negative reporting about South Africa.\u00a0 The TV channel has been happy to\u00a0accept S A Tourism’s advertising budget for the past year, and will state that its editorial independence is separate to its advertising income!<\/p>\n

Chris von Ulmenstein, Whale Cottage Portfolio: www.whalecottage.com<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

The value of the coverage for brand “South Africa” could exceed R 2 billion in the 30 day period of the 2010 World Cup,\u00a0writes 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 […]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_jetpack_memberships_contains_paid_content":false},"categories":[124,22,21,11],"tags":[264,568,890,798,5091,32378,344,5094,5092,5095,2381,18,5093,797,5090,347,100,346,1322,5089,32388,1587,32373,5088,748],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t