The 19th Fifa World Cup is now on in full swing in South Africa. During the course of the month-long mega event that will reach its grand finale on 11 July, TamM Sports will be providing SportzPower a series of analytical reports on and around the world’s most watched sporting spectacle.
Kicking off the series, Tam Sports takes a look back at the 2006 World Cup, held from 9 June to 9 July 2006 in Germany, and for which the footballing powerhouse had won the right to host the event in July 2000.
Interest of an Indian audience in FIFA 2006 vs 2002
FIFA 2006 saw 42 millions walk –ins, which was 37% more compared to FIFA 2002 which had 31 millions walk-ins.
Markets that went into a FIFA football frenzy during FIFA 2006
FIFA 2006 saw max. viewers from West Bengal followed by Kerala. Maharashtra, Tamil Nadu & Madhya Pradesh registered almost similar viewership.
At an all India level, 49% individuals were tuned in for FIFA 2006.
Uttar Pradesh and PHCHP (Punjab, Haryana, Chandigarh & Himachal Pradesh) remain at the bottom.
Viewership during different stages of FIFA World Cup
Group (League) matches and Round 16 (Knock-Out) matches attracted more viewers during FIFA 2006 compared to those in 2002.
The Final match registered highest viewership during FIFA 2002 & FIFA 2006.
During the Group matches, match between Brazil vs. Australia got the highest rating (3.9%) which was higher than the Final match rating.
During the Knockout round, match played between the two most powerful teams of Football Germany & Argentina got highest rating (4.1%) across all matches of FIFA 2006
FIFA viewing is skewed towards SEC A & B, more elite viewers. In both the seasons of FIFA, the viewership was male dominated.
Though FIFA 2006 attracted more viewers from age group 15 – 24 yrs, the highest skew was towards audiences aged 35 yrs and above.
During FIFA 2006, the channel share of ESS grew by almost 5 times. ESS garnered more than 20% share during 19:00 – 23:00 hrs, which was almost 8 times more compared to Pre FIFA viewership.
Advertising Scenario during FIFA 2006 compared to FIFA 2002
Commercial advertising during FIFA 2006 increased by 5% compared to that in FIFA 2002.
Count of Categories, Advertisers & Brands during FIFA 2002 & FIFA 2006
Lesser number of Categories, Advertisers and Brands were seen during FIFA 2006 compared to FIFA 2002.
Rank Shift in Category advertising during FIFA 2002 & FIFA 2006
*Ranking based on Ad Volumes
Corporate & Life Insurance advertising during FIFA 2006 accounted max. shift in their positions.
Cellular Phone Service, Cellular Phones and Aerated Soft Drinks were the top 3 categories advertised during FIFA 2006.
Rank of three categories viz. Aerated Soft Drinks, Televisions and Two Wheelers move down during FIFA 2006 compared to FIFA 2006.
Top Advertisers during FIFA 2002 & FIFA 2006
Pepsi Co, Videocon Industries Ltd and Akai India Ltd were the top 3 advertisers during FIFA 2002.
Bharti Airtel Ltd, Motorola and Coca Cola India Ltd were the top 3 advertisers during FIFA 2006.
Hero Honda Motors Ltd maintained its rank during both the FIFA World Cups. Only two of the sponsors i.e. Coca Cola India and Adidas managed to get position in the top 10 chart.
Common Advertisers during FIFA 2002 & FIFA 2006
Pepsi Co, Hero Honda Motors Ltd and MIRC Electronics were the common advertisers during FIFA 2002 and FIFA 2006 i.e. these 3 advertisers advertised during both seasons of FIFA.
Top 10 New Advertisers during FIFA 2006
Total 16 new advertisers were seen during FIFA 2006. 8 out of Top 10 new advertisers were present in the top 10 chart of advertisers advertised during FIFA 2006.
Top 10 Brands during FIFA 2002 & FIFA 2006
Pepsi, Videocon Bazzon and Akai Black Belt were the top 3 brands during FIFA 2002.
Adidas, Airtel Cellular Phone Service and Airtel Easy Lifetime Prepaid were the top 3 brands during FIFA 2006.
Brands advertised across all matches of FIFA 2006
Out of Total 32 brands, 9 brands were seen across all matches of FIFA 2006. Top 4 brands which were seen across all matches were also present in the top 10 chart.
Celebrity Endorsement during FIFA 2006
Celebrity Endorsement accounted 29% of ad volumes during FIFA 2006. Adidas advertised with 5 Football players during FIFA 2006 and registered max. advertising through Celebrities.
