World Cup Bonanza

Hyundai Motor gains 9 trillion won worth of ad effects as a sponsor of the global soccer event

Hyundai Motor Co., as a sponsor of the 2006 Germany World Cup, gained some 9 trillion won worth of its brand display effects through the ad boards at the stadiums until the second round of the soccer event, the company said recently.
Saying that the ad effects have been more than expected, they noted that the ad results in Germany are 17 percent more than those from the 2002 Korea-Japan World Cup final.
The estimated figures derived from ad exposures in ad boards and TV during all games at the World Cup including 48 games in the tournament round and 8 matches in the knock-out round, they said.
They said Sponsorship Intelligence, the official research agent for FIFA, came up with the figures after calculating the audience ratings around the world, the number of viewers, the number of countries that broadcasted the games on TV, World Cup ad fees by those countries, and the number of broadcasters that relayed the games, among others.
Ad boards at each venue of the global soccer event included those on sidelines of the football field and ad plates behind goal posts, which displayed ads of all 15 World Cup corporate sponsors.
The company said the ad brand exposure effects increased beyond expectations because of rises in ad fees, audience ratings, the number of viewers, and ad board exposure time.
The ad exposure time estimated per game was 12 minutes and 34 seconds for ad boards for a total of 11 hours and 45 minutes and it will total more than 13 hours and 30 minutes in TV exposures at the end of the World Cup for Hyundai Motor brand ads. The figure is 8.5 percent higher than those at the 2002 World Cup, which recorded 11 minutes 35 seconds on average per game, 12 hours, 21 minutes and 46 seconds total.
What also helped the ad boards effects to rise so high was the fact that there were matches between strong teams, with few upset matches and increases in the accumulated number of fans, boosting the ad charges in involved countries.
The number of viewers for the Germany World Cup was bigger than those at the 2002 World Cup at 38 billion, up 30 percent from 29 billion four years ago. It was because the games were held in Europe and European teams were stronger with four finalists made up of all European teams including Italy, Germany, France and Portugal.
Hyundai Motor also provided support to street rooters, buses and other vehicles to FIFA's official uses to move players to and from game venues which were shown on TVs, winning a large exposure for the company's activities and cars, along with other publicity activities in Germany. All told, the company expects its World Cup ad exposure effects to reach over 9 trillion won, the figures initially estimated.
In order to boost a world brand image 1 percent, the company needs several trillion won in expenses. Continued brand boosting of Hyundai Motor throughout the World Cup probably was worth billions of dollars and it will help sell the company's cars in the future, company officials said.
The World Cup, the sports event with the most powerful exposure effect, can bring 10 times more than the expenses used to raise the publicity for brands, they said, adding that the company will fully exercise its sponsorship rights to the World Cup until 2014 and firmly establish Hyundai Motor's image as a global enterprise.
Hyundai Motor, Kia Motors, and Hyundai Mobis, all affiliates of the Hyundai Automotive Group, have launched a special service in the flooded areas to reduce damages done to cars around the country by typhoons. The three companies jointly have set up emergency flooded area support teams for quick services to cars damaged by typhoons and massive rains and free checks on automobiles in these areas. They will provide car owners with extensive vehicular damages requiring repair a 30 percent discount in maintenance fees at service shops around the country. nw

An ad board for Hyundai Motor in World Cup venues in Germany bringing some 9 trillion won worth of ad effects for automaker during the global soccer event. The car maker was an official sponsor for the popular sports event.