Qatar World Cup is advertising’s biggest set-piece occasion

Posted by World Wide Tickets And Hospitality on February 3rd, 2022

We’re under one year to go to the Qatar Football World Cup in Qatar. It’s the first time a major football contest has landed in the middle of the UK’s peak publicity season. I, for one, am very eager. As a Sheffield United admirer, the FIFA World Cup signifies a very infrequent chance to support a side that might win somewhat.

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Nonetheless, the media planner in me is also fired up. Let’s not underestimate this: we’re talking about the biggest set-piece chance for advertising of the decade. Advertisers that get Q4 2022 right will likely deliver unparalleled levels of effectiveness. That’s why last week we carried more than 100 clients and planners together to get our eyes on the prize.

New data from Think box, founded on the Euros 2020 that ran this year, shows that tournament FIFA World Cup football offers very cost-effective reach and an unparalleled aptitude to reach younger, wealthier consumers at scale. Couple that with an audience geared up to spend, Gareth’s boys looking good for a tilt at the title, and the lure of Qatar for sellers becomes clear.

Campaigns with 300-400 ratings can effortlessly attain the same level of 1+ reach as campaigns with 900 ratings outside of the tournament FIFA World Cup. The footy also carries together these valued audiences in groups. But also when couples and families make major decisions around big-ticket items, it may be that we see some big Boxing Day and January clients pull campaigns forward into December.

With a position in the business before the end of January on the opportunity of a Football World Cup, a brand can then involve key media owners like ITV and Twitter early to secure the best inventory which may be obtained as an option as soon as the play-offs finish.For more know about Qatar World Cup Tickets click here.

ITV’s FIFA World Cup timeline, as it stands, is below. And whilst they were compliant ads into the England vs Denmark matches at The Euros up until 24 hours ahead of time, the smart money is on flagging your attention early to secure the best packages and slots.

So media planners, start your engines. Although FIFA World Cup football doesn’t kick-off for a year, now is the time to convene senior marketers on both sides of the agency-client relationship to start plotting how you will bring about Qatar World Cup glory.

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