July 21, 2010

After the Game: What We Learn About 2010 World Cup

And they said it all over...

Learn something Octopus Oracle Paul doesn’t know about the 2010 World Cup

Two year-old octopus Paul, the so-called "octopus oracle" can predict Spain's 2010 soccer World Cup final victory over The Netherlands correctly. However, there are a lot of things about World Cup 2010 that we know but he doesn’t. Let’s find out what they are…

The 2010 World Cup set another record in the United States by being the most viewed World Cup when 24.3 million people watched the Spain versus Netherlands game on ABC and Univision according to Nielsen. How about Thailand?

The 2010 World Cup Final set a new record for the most watched soccer game in U.S. history

WC 10

Target\Variables R '000 FRQ

Adult 15+ NA 41,745 8.5

Male 15+ NA 20,205 10.0

Female 15+ NA 21,540 7.1

WC 06

Target\Variables R '000 FRQ

Adult 15+ NA 40,184 10.4Male 15+ NA 19,449 12.2Female 15+ NA 20,734 8.8

World Cup 2010 hit almost 84 million Thai’s eyeballs

World Cup 2010 reached 41.75 million viewer of Thai adult aged 15+ Nationwide. Unfortunately the most watched match is not the final match, but it is the match of Germany vs. England (27/06) and the least watched match is Denmark vs. Japan.(24/06)

World Cup 2010 hit almost 84 million Thai’s eyeballs

World Cup 2010 reached 41.75 million viewer of Thai adult aged 15+ Nationwide. Unfortunately the most watched match is not the final match, but it is the match of Germany vs. England (27/06) and the least watched match is Denmark vs. Japan.(24/06)

Rank Description Channel Date Start End Duration TVR Reach % Avg Time/Viewer

Top -1 LB-FIFA WORLD CUP(GER+ENG)CH7 CH7 Sun 27/06/2010 20:28 22:55 02:26:58 14.4 34 1:03:30

Top -2 LB-FIFA WORLD CUP(PAR+JPN)CH7 CH7 Tue 29/06/2010 20:26 23:46 03:20:12 11.8 33 1:11:49

Top -3 LB-FIFA WORLD CUP(NED+BRA)CH3 CH3 Fri 02/07/2010 20:27 22:59 02:31:17 13.9 33 1:04:00

Top -4 LB-FIFA WORLD CUP(RSA+MEX)CH3 CH3 Fri 11/06/2010 20:27 23:02 02:35:34 10.5 31 0:52:42

Top -5 LB-FIFA WORLD CUP(ARG+KOR)CH7 CH7 Thu 17/06/2010 18:01 20:28 02:27:05 10.9 31 0:52:15

Final match LB-FIFA WORLD CUP(NED+ESP)CH7 CH7 Sun 11/07/2010 24:56 25:59 01:03:32 5.3 9 0:36:31

Final match LB-FIFA WORLD CUP(NED+ESP)CH7 CH7 Mon 12/07/2010 02:00 04:27 02:27:36 6.2 9 1:36:28

Final match LB-FIFA WORLD CUP(NED+ESP)CH3 CH3 Sun 11/07/2010 24:57 25:59 01:02:14 2.8 6 0:30:51

Final match LB-FIFA WORLD CUP(NED+ESP)CH3 CH3 Mon 12/07/2010 02:00 04:24 02:24:16 4.0 7 1:26:01

Least watched LB-FIFA WORLD CUP(DEN+JPN)NBT NBT Fri 25/06/2010 02:00 03:31 01:31:43 1.0 2 0:44:51

Least watched LB-FIFA WORLD CUP(BRA+CHI)CH9 CH9 Mon 28/06/2010 24:58 25:59 01:01:09 1.1 2 0:29:08

Least watched LB-FIFA WORLD CUP(FRA+MEX)NBT NBT Thu 17/06/2010 24:57 25:59 01:02:55 0.5 1 0:23:51

Least watched LB-FIFA WORLD CUP(AUS+SRB)CH9 CH9 Wed 23/06/2010 24:59 25:59 01:00:09 0.2 1 0:12:08

Least watched LB-FIFA WORLD CUP(DEN+JPN)NBT NBT Thu 24/06/2010 24:55 25:59 01:04:17 0.6 1 0:26:51

A.15+ NATimeA.15+ NA

Even female audiences traded her drama for German vs. England match

Remark: Data of matches that were broadcasted at the same time as Thai Dramas

Target: Female 15+ NA

There might be reasons for her to do so 1) Cheer favorite and popular teams and 2) Asian Spirit given for Japan (this year)

Profile Distribution – Who is the real fan?

Higher spend seen compared to Euro and last WC

0.00

1,000.00

2,000.00

3,000.00

4,000.00

5,000.00

6,000.00

Jun 05 Jul 05 Jun 06 Jul 06 Jun 07 Jul 07 Jun 08 Jul 08 Jun 09 Jul 09 Jun 10

5,3

21 M

B

4,4

43 M

B

4,

628

MB

(MB)

WC(Jun 9)

WC(Jun 11)

Euro(Jun 7)

•Spend up by 15% and 19.8% from last WC and Euro respectively and it is up by almost 30% compared to same period last year.

•Other than TV, Radio grew 0.6% (500 MB), NP 5.36% (1,218 MB), Cinema 16.83% (486 MB), Transit 25.52% (182 MB), In-store 33.33% (88 MB), and Internet 36.84% (26 MB)

•While Magazine and OOH down by 9.5% (390 MB) and 6.06% (310 MB) respectively

Closing Thoughts