World Cup Media Buyers Expect Streaming Prices to Rise

As the World Cup approaches, media buyers are gearing up for a surge in streaming prices. Major brands like Unilever’s Rexona brand, known as Sure in the U.K. and Degree in the U.S., are launching their World Cup ad campaigns, with a star-studded hero film featuring soccer legends like Vinicius Jr., Cole Palmer, Christian Pulisic, and Florian Wirtz.

This ad will be shown on TV across multiple markets, with customized versions set to air closer to the tournament in the U.S. All of this is part of Unilever’s strategy to balance TV advertising with social media and creator partnerships to maximize the World Cup’s vast audience reach and drive sales.

The World Cup draws massive audiences, with about 1.5 billion viewers tuning in to the final in 2022. Consequently, broadcast and streaming rights holders like Fox and NBCU’s Telemundo are capitalizing on this by attaching a premium to their coverage. Advertisers face limited opportunities to reach viewers during the games, with ad space being in high demand.

While most ad inventory was secured in advance, some opportunities may still be available in the scatter market for brands who missed out initially. Streaming inventory through programmatic auctions may offer more accessible pricing compared to traditional TV ads, but costs are still expected to rise as more advertisers look to jump on board last minute.

For brands considering entering the World Cup advertising space, there are various strategies being explored, from securing premium digital placements to dynamic in-flight inventory options. Overall, the World Cup presents a valuable but competitive advertising opportunity, with brands navigating the challenges of escalating prices to connect with the tournament’s massive global audience.