The Women’s World Cup, which the U.S. won in July, brought in $96 million in ad dollars—far more than an earlier estimate
The flood of ad dollars highlights the appeal of the tournament on Madison Avenue and its ability to drive revenue for TV networks.
The rest of the discrepancy could be due to a number of potential factors, including high demand for last-minute ad buys, according to a Kantar spokesman. The U.S. women’s team drew massive publicity during its run toward a fourth World Cup title this summer, aided by its dominance on the field and co-captain Megan Rapinoe, who made headlines this summer after a video surfaced of her saying she wouldn’t visit the White House if the team won.
The men’s World Cup last year drew $350 million in TV advertising in the U.S., Kantar said. Its estimates in both cases count ads during halftime, pre- and post-match coverage and encore telecasts, plus other peripheral programming. Kantar has updated its methodology since the prior World Cups, four years earlier.
TV programmers spend hundreds of millions of dollars for the rights to the tournaments, but those deals are between the TV networks and FIFA, soccer’s global governing body.Strong ad sales and ratings for a World Cup, however, can reflect team popularity and translate into revenue for U.S. Soccer. The ongoing five-game U.S. women’s team victory tour, for instance, recently drew nearly 50,000 ticket-buying fans in Philadelphia.
Still, the women’s championship match this year averaged far more viewers in the U.S. than the most recent men’s final, according to Nielsen.
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