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The winners of the FIFA World Cup are Spain, Sony, Adidas and Coca-Cola. Just as some teams were able to shine on the ground (Spain, world champion Germany, third, and some emerging countries) and others have left without glory (England, Italy, France, Brazil, Argentina), three brands have also won their World Cup. Sony takes the lead of companies with the most invested in advertising during the World Cup, Adidas has created the greatest impact in terms of sponsorship, and Coca-Cola was the brand most remembered by the French, according to a study published by KantarSport (ex-TNS Sport).

Net loss of 32 million euros for TF1

But if there is a figure to be learned from this study, the total advertising investment for French television: 101.08 million euros, barely two million more than in 2006 .What to surprising when one remembers that the team had reached France to the final four years ago. "Comparatively, this represents very nearly the equivalent of television advertising budget for Renault in 2009," Bruno said Lalande, director of studies pole KantarSport information.

The estimated advertising revenue earned by TF1 to about 55 million euros for a total investment of 87 million euros. Consider a net loss of approximately 32 million euros. "This loss is largely offset by record audiences drawn by the chain during the first two games of Team France," relativize Bruno Lalande. These two games against Uruguay and Mexico, which ended in a draw and a defeat for the Blues, had met respectively 14.9 million and 15.2 million viewers.And it is precisely the day the place these two games as the highest advertising investments have been made: 8.5 million euros on June 11 and 8 million euros on June 17 Although the final between Spain and Germany has generated "only" 7.5 million euros of investment in advertising for French television.

Sony takes advantage of the strategy of French Games

If one goes into more detail, Sony happens then top advertisers with the most invested in advertising during the World Cup with a total of 8.6 million euros, including 1.9 million after the group stage quick pay day loan. The Japanese brand ahead PMU (6.2 million) and McDonald's (5.4 million euros). The French Games that had happened in the lead after the first round does not even appear in the top 10."The French Games invests in advertising for the knock-out stages. The group had to achieve its objectives through the opening of the market for online games, "said Bruno Lalande.

In the war between suppliers, Adidas beat his perennial rival, Nike. "Adidas, with its visibility and paneled field teams, has provided benefits in terms of sponsorship, the equivalent of a global TV campaign with more than 250,000 30-second spots in over 210 countries. The victory of Spain for Adidas unleashed a veritable fireworks display media, "says Bruno Lalande. The icing on the cake sponsor this on television around the field when the final goal of Iniesta is another Adidas. Evidence that the supplier to the three bands can live without the France team. "The loss of the contract of the Blues is far from being a tragedy for Adidas.Quite the opposite, "says academic director of the pole information KantarSport.

Communications Coca-Cola bears fruit

Finally, the French brand that combines the most to the World Cup is Coca-Cola (57.96% of votes), ahead of Adidas (46.39%) and McDonald's (41.43%). Unsurprisingly? "Not that much, answered Bruno Lalande. For ten years we carry out these surveys, Coca-Cola was still behind Adidas. The powerful device of communication including the U.S. group via Youtube bearing fruit, as its survival as a sponsor of sport and World Cup soccer, "says Bruno Lalande.

Last but not least: media monitoring of the World Cup by the French. Contrary to what one might have thought, only 4% of French have followed the event via the Internet (Facebook, YouTube …) against over 64% watching television."The early elimination of the Blues had an impact on the consumption of the French media, which has significantly slowed the use of other media including Internet," says Bruno Lalande. Once the team he supports is removed, the fan tends to be less reactive to turn to the media like the Internet.

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