»
Adidas had the most overall brand exposure during the 2006 World Cup final between Italy and France, garnering over 1.2 billion impressions among adults 25-54, according to Nielsen Sports.
Adidas was also the clear winner in apparel sponsorship, due to its recognizable logo seen on the uniforms throughout the game. Nearly 30 percent of the exposures to the adidas brand were generated from its logo appearing on the jerseys and shorts worn by French players, and on the referees’ uniforms. In fact, despite not being worn by the winning team, adidas was able to achieve 83 percent of the 426 million apparel-related exposures throughout the match.
How Adidas did it:
- Logo size was a key factor in adidas’ high impression total - adidas’ logo is large and easy to see on-camera.
- In addition to measuring the adidas logo on the front of the jersey, Nielsen’s Sponsorship Scorecard also recorded adidas’ familiar three stripes, which were prominent on the sleeves of French team shirts
- The adidas logo also appeared on the uniforms of the World Cup referees, whereas Puma-sponsored apparel was worn only by Italy’s players.
- The much talked about “head butt” by France’s star player Zinedine Zidane, was shown repeatedly.
Though off-air online and experiential advertising grew modestly as a part of the overall radio revenue pie, and election-related political ads increased in Q3, total radio ad revenues were down 9% to $4.97 billion for Q3 and down 10% for…
Glamour magazine is running its photo of Britney Spears not only on the cover of the U.S. edition, but on the covers in seven other countries, as well.
Britney will grace Russia, Sweden and Greece’s editions of Glamour, among others.…
Titan Worldwide has signed a five-year deal with the Delaware River Port Authority to manage out-of-home advertising for the Port Authority Transit corp.
The contract covers advertising on PATCO’s rail service and stations between Southern New Jersey and Philadelphia, writes Mediaweek.…
Publicis has acquired full-service agency W&K Communications, continuing its Asia expansion that began several years ago.
W&K will be pulled under the umbrella of Publicis’s Burnett agency network, and will be renamed Leo Burnett Beijing Advertising, writes Adweek.
Other recent Publicis…
With only four weeks separating Thanksgiving and Christmas this year, Cyber Monday One (December 1) and Cyber Monday Two (December 
may command a greater share of online sales than they have in years past - thus increasing the importance…
Top American non-luxury auto brands received higher ratings and less negative comments from online consumers than competing Japanese brands, according to an analysis of consumer opinions collected from automotive review websites by Biz360, MarketingCharts reports.
The research, which aggregated a year’s…
