Like any other vital occasions, football 2014 also saw the focus of entire world shifting to Brazil. When such an event with an estimated viewership of nearly 70 million is watching the game on a daily basis for a month, every possible brand would like to explore the opportunity at the best available cost. The effect of this fever was quite visible from the fact that the India England test match played at Trent bridge last week was almost like a secret match as there was hardly any following or discussion on the century by Murali Vijay or the result of the match. Along with the regular traditional mediums such as TV and Radio, the growing new generation mediums also played an important role in expanding the reach of this high spirited game among the fans and followers. It is expected that more than a million tweets are generated on the final night from India along. Riding on the football mania, social media spend increased to 4% of the total digital media budget for many brands in 2014. In order to catch the attention of the viewers and listeners, the brands adapted their campaigns, creatives and punchlines to the theme of Football. After telecasting IPL and now by telecasting the complete tournament for the time, Sony Six placed themselves as a strong competitor among ESPN & STAR SPORTS. They were aiming for a 200 crore ad revenue at the starting of the tournament and the ad spot for final match was quoting between 2-3 lakh for every 10 second. Surely they must have gained much more than the estimates in real terms.
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