World Cup to boost South Africa ad market 23/06/2010 |
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South Africa’s advertising economy is set to receive a $200m World Cup boost.
The Guardian reports that Nike, which is not an official sponsor of the World Cup, has just unveiled a campaign on Africa's largest digital advertising screen on a 30-story building in Johannesburg, which displays messages sent by fans via Facebook and Twitter (#NikeFuture) that will appear alongside digital images of football stars signed to the brand.
Anton Ferdinand, brother of injured England captain Rio Ferdinand, was one of the first to post a message, alongside an image of Wayne Rooney, saying "believe to achieve".
During the recession last year, South Africa's economy managed just 0.4 per cent of year-on-year growth, according to WPP’s Group M. The fast-growing advertising economy had enjoyed double-digit year-on-year growth since 2001 before the downturn.
The arrival of the World Cup has seen Group M more than double its original growth forecast for 2010, of about 3 per cent, to 6.8 per cent. South Africa is now forecast to bring in about $220m more in advertising this year than in 2009.
Group M director Adam Smith said: "Despite the World Cup being one of the most predictable events for media growth, we were pleased to double our ad growth forecast to 7 per cent this year, driven by TV. This is an unusually TV-dominated ad economy, which creates lots of leverage around sporting events."
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