FIFA WORLD CUP FOR A LANDSCAPE OF POSSIBILITIES

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1 FIFA WORLD CUP 2018

2 FIFA WORLD CUP 2018 The 2018 FIFA World Cup will be the 21 st FIFA World Cup scheduled to take place in Russia from 14 June to 15 July 2018 This will be the first World Cup held in Europe since 2006 and all but one of the stadium venues are in European Russia to keep travel time manageable. The final tournament will involve 32 national teams including defending champions Germany whilst Iceland and Panama will be making their first appearances in a World Cup A total of 64 matches will be played in 12 venues located in 11 cities. The final will take place on the 15 th July in Moscow.

3 GLOBAL SUCCESS OF 2014 WORLD CUP Total in-home audience reach (1+ minute): 3.2 billion (no change on 2010) Final match total in- and out-of-home audience reach (1+ minute) hit billion In-home audience for final (+20 minutes) up by 12% on 2010 to 695 million An estimated 280 million people watched matches online or on a mobile device Total broadcast hours: 98,087 (+36% on 2010

4 KEY SPORTING AUDIENCES IN THE UK 44.5m audience reach in the UK 2014 FIFA World Cup (across all matches) down by 5% versus UK live match average audience 5.2m 1 48% of UK adults followed the 2014 FIFA World Cup 2 52% of those who followed the 2014 World Cup claim to watch sports programmes in pubs/bar clubs (Index 152) Region 64% male 55% ABC1 4% 9% 9% 12% Scotland North West 36% female 46 avg age 9% North Yorkshire 5% East Midlands East Anglia 43% in full-time employment 14% 8% South East Greater London South West 29% have kids in HH 7% Wales West Midlands 19% 4% Source: 1 Kantar Fifa 2014 Television audience report 2 TGI 2015 Q4 (July June 2015) - Wavelength + Sport+ Pop (Base: Sports Events followed: FIFA World Cup Brazil)

5 HOW WILL THEY BE VIEWING Whilst TV is the favoured place to watch a sporting event OOH is the second most popular- with 17.5m adults claiming to watch sporting programmes OOH 1 Looking at audiences who follow specific events such as the World Cup 2014 or Wimbledon, these audiences are more likely to watch sporting programmes OOH 1 66% Where watching sports programmes 34% 17% 3% 3% 3% TV at home Pub/bar/Club On TV at a friends house Elsewhere Hotel Gym/Leisure centre Source: 1 Kantar Fifa 2014 Television audience report 2 TGI 2015 Q4 (July June 2015) - Wavelength + Sport+ Pop (Base: Sports Events followed: FIFA World Cup Brazil)

6 GENERAL SPORTING HABITS 34% of all adults watch sporting programmes OOH (second most popular location to watching sporting events at home) Nearly 6m UK adults watching sporting programmes OOH (pub/bar/club) once a month or more frequently 14m UK adults agree they make sure they keep up to date with all the latest sporting news Those who follow a significant sporting event such as the World Cup are more likely to pay attention to the advertising of companies who sponsor sports competitions/events 39% of all adults regularly/occasionally place bets on specific sports Source: 1 TGI 2015 Q4 (July June 2015) - Wavelength + Sport+ Pop (Base: Sports Events followed: FIFA World Cup Brazil)

7 TARGETING A LUCRATIVE BUT ELUSIVE AUDIENCE Young men remain one of the lightest viewing audiences of TV Thinkbox Men is the primary target audience One of the key characteristics of that audience is that they are light TV viewers (>2.8 hours per day) 53% of Men are light TV viewers with that figure going up to 57% during weekdays Young men living in London are even harder to target using TV, as 57% overall are light TV viewers rising up to 62% during weekdays In contrast, Men are heavily exposed to OOH advertising with 66% being medium and heavy travellers and 66% recalling seeing an OOH ad Source: TGI

8 CLEAR AND STRONG RELATIONSHIP BETWEEN WEIGHT OF TV VIEWING AND OOH AUDIENCES TGI data showing huge correlation between Young People and Light Viewers TGI Route data similarly demonstrates the power and efficiency of Roadside OOH reach Route

9 INCREASES IN AUDIENCES ON THE MOVE AROUND JUNE AND JULY As the amount of sunlight increases, total traffic in the UK goes up resulting in lower TV ratings People are out and about more and thus exposed to OOH for longer and more often TV Sunlight Traffic Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Source: BARB - Department for Transport Statistics

10 SUMMER CREATES SEASONAL DEMANDS AMONG CONSUMERS ACROSS DIFFERENT CATEGORIES Online sales of sunglasses increase on a clear day when there is low cloud cover For every +1C increase, beer consumption increases by +1.2% On the warmest and sunniest days, demand for frozen yogurt/icecream increases by 31% above average 84% wear sun cream, with a third purchasing in July & August Over 1 in 2 wear a summer version of their favourite fragrance Source: GMI/Mintel, Exterion Media Work Shop Play panel

11 OOH INSPIRATION

12 REACTIVE CAMPAIGNS FROM WORLD CUP PADDY POWER

13 SPECSAVERS: SUAREZ BITING INCIDENT - TWITTER Specsavers created the image using its well-known slogan Should have gone to Specsavers". The image was retweeted more than 13,000 times within one hour and went on to surpass 20,000.

14 CMC MARKETS SPONSORSHIP EXCHANGE SQ SUMMER OF SPORT

15 REACTIVE CAMPAIGNS FROM WORLD CUP EASYJET

16 FED EX EUROPA LEAGUE

17 FOOTLOCKER

18 CHANNEL 4 PARALYMPICS

19 MANCHESTER CITY FOOTBALL CLUB

20 WALKERS LEICESTER CITY FC

21 EURO 2016 LIVE SCORES ON DOOH

22 VIRGIN MEDIA

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