Russia 2018: the World Cup with the greatest advertising notoriety and the most digital in history

Los 26 partidos emitidos en Telecinco del Mundial de Rusia mejoran 2,4 puntos los resultados obtenidos en Brasil 2014.

Mediaset Spain despidió este fin de semana el Mundial de Fútbol de Rusia 2018, el campeonato con mayor notoriedad publicitaria y más digital de la historia, después de ofrecer por primera vez en abierto los 64 partidos en abierto en Telecinco (26), Cuatro (32), Be Mad (4), Energy (1) y Mitele.es (1) con una cobertura del 85,8% de la población, lo que representan 38,3 millones de espectadores.

Tanto los partidos disputados por España (70,8% y 11.797.000) como todos los emitidos en Telecinco (45,6% y 5.811.000) han superado los registros obtenidos en el anterior Mundial of Brazil (63.1%-10,007,000 and 43.2%-6,531,000, respectively), a championship in which the majority of matches took place in the prime time slot and whose broadcast was only part of the competition (25 matches between Telecinco and Cuatro).

Its high audience among commercial men and its excellent conversion to commercial target have made it possible for 279 advertisers have trusted the World Cup, which has broadcast 98% of the most viewed spots of the year on Telecinco.

The World Cup in Russia has also become the most digital in history, exceeding 2.9 million unique browsers on the championship site and has served almost 14 million videos consumed live, far surpassing the results of other championships.

The 26 matches played on Telecinco reached an average of 45.6% share and 5.8 million viewers, improving by 2.4 points the results obtained in the previous World Cup in Brazil 2014 (43.2% and 6,531,000), increasing its commercial target to 51.6%.

For its part, the 30 matches broadcast on Cuatro at a time not coinciding with Telecinco reached an average of 34.7% share and 4.3 million viewers, with 28.7% in commercial target, becoming the absolute leader in its broadcast slot.

In total, the 56 matches broadcast between Telecinco and Cuatro at non-coincident times scored a 34.7% share and 4.3 million viewers on average, reaching 40.5% in commercial target.

Spanish National Team Matches

All Spain matches broadcast on Telecinco averaged a 70.8% share and 11,797,000 viewers, records that surpassed by 7.7 points and 1.8 million viewers those played by the Spanish National Team in the World Cup in Brazil (63.1% and 10,007,000). In commercial target they reached a 77.3% share.

The penalty shootout of the round of 16 match between Spain and Russia (81.1% and 14,829,000) became the most viewed broadcast since the final of the Euro 2012 that the Spanish National Team played against Italy. The match and the extra time of the Spain-Russia match swept their respective bands (72.4%-12,790,000 and 76.3%-13,835,000). He achieved the golden minute at 6:40 p.m. in the decisive penalty shootout (15,144,000 viewers and 82.1% share), the highest since the Spain-Chile match at the 2014 World Cup in Brazil.

The France-Croatia final (57.3% and 8,247,000), the most watched match between foreign teams since the World Cup final in Brazil
The France-Croatia match played yesterday, broadcast on Telecinco in the afternoon slot, reached an average audience share of 57.3% and 8,247,000 viewers, becoming the most watched soccer match between foreign teams since the World Cup final in Brazil between Germany and Argentina, which was offered in prime time. It reached a 62.5% share in commercial target and included the golden minute at 6:42 p.m. with 9,531,000 viewers (65%).

The final between France and Croatia was only surpassed by Spain's matches in this World Cup. The meeting absolutely led among all targets, highlighting young people aged 13 to 24 (70%) and viewers aged 25 to 34 (62.5%). By autonomous community, it exceeded its national average in the Canary Islands (63.6%), Madrid (62.6%), Andalusia (61.7%), Murcia (59.8%), Castilla-La Mancha (58.8%) and Aragón (58.7%).

Advertising impact

The World Cup in Russia, which has meant the commercial window of highest quality and notoriety in the history of World Cup broadcasts, with the launch for the first time and exclusively in Europe of Golden Spot Initial Beep, más de 900 espacios hiQuality y más de 250 opciones de patrocinio durante los 64 partidos, ha culminado con un excelente balance comercial.

Las retransmisiones del torneo llevadas a cabo por Telecinco han acaparado la emisión del 98% de los spots más vistos de 2018. Además, los 10 anuncios con mayor audiencia del año han sido ofrecidos durante el decisivo choque de octavos de final entre España y Rusia, logrando ratings publicitarios en torno al 30%.

Dos de ellos (Apple y Hyundai), en primera y quinta posición, respectivamente, han sido ofrecidos con el formato Golden Spot Initial Beep, the 40" window located just before the start of each match, while the rest were positioned in the block issued during extra time of the match. In this sense, the Golden Spot Initial Beep and the rest of the hiQuality spaces have achieved an average of 9.7% advertising rating (adults), a figure that has grown to 22.1% on average in matches in Spain. Regarding the different sponsorship options offered, these have achieved an average of 7.8% advertising rating, achieving an increase of up to 22.4% on average in the matches of the Spanish National Team.