Hyundai Takes The Lead In Euro 2004 Sponsorship War
Hyundai is winning the Euro 2004 sponsorship war with its on-pitch advertising gaining more exposure than any other of the tournament’s official sponsors, according to new analysis of the coverage so far.
Research by Initiative Media and sponsorship data firm Margaux Matrix shows that the car manufacturer has achieved 32% more exposure through its perimeter advertising than the average sponsor.
A league table based on the amount of television airtime enjoyed by the eight official Euro 2004 sponsors during the tournament puts MasterCard in second place with 20% more exposure than average, followed by Carlsberg with 3% more.
T-Mobile was lagging behind with 16% less television coverage than the average sponsor, just behind McDonald’s with 11% less than the norm. The fast food brand’s association with the tournament is proving controversial given the ongoing debate surrounding rising obesity levels (see Advertisers Unite Against Ban On Junk Food Commercials).
The ViewerTrack research suggests that Hyundai’s top spot is partly due to it gaining exposure during the recent France versus England game, which is the most popular match of the tournament so far with a cumulative average audience of 85 million individuals across 30 countries.
| Sponsorship Exposure During Euro 2004 | ||
| Rank | Sponsor | Above/Below Average |
| 1 | Hyundai | 32% |
| 2 | MasterCard | 20% |
| 3 | Carlsberg | 3% |
| 4 | JVC | -7% |
| 5 | Canon | -9% |
| 6 | Coca-Cola | -10% |
| 7 | McDonald’s | -11% |
| 8 | T-Mobile | -16% |
| Source: ViewerTrack Euro 2004 | ||
According to Initiative Media, the car manufacturer’s high level of exposure could be because it has made the full use of its perimeter hoarding with clear branding and a thick font. The study shows that having a light colour on a dark background also helps maximise exposure.
ITV is currently reaping the benefits of its coverage of the Euro 2004 tournament. It is thought that that break junctions during the France versus England match brought in around £6 million for the UK’s largest commercial broadcaster (see 20.7 Million Watch England Lose Out To France).
Initiative Media: 020 7663 7000 www.initiativemedia.com
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