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作者：郭崇高 更新日期：2007-11-25 点击数： 等级：
Old Media,Is World Cup Winner
By Eric Pfanner
On the playing field, the World Cup soccer tournament produced only one winner. In the marketing arena, however, it created many opportunities for glory—as well as a few disappointments.
France’s surprising run showed that “old” soccer players like Zinédine Zidane, 34, can still perform at a top level. At a time when many viewers are turning away from mainstream media, the World Cup demonstrates the continuing power of live sports events to pull in the mass audiences that advertisers crave.
Kevin Alavy, an analyst said that through the semifinals, television audiences in 49 of the largest markets rose an average of 15 percent from the last World Cup in 2002.
Old media’s successes were not limited to television. According to La Tribune, a French business newspaper, the sports daily L’équipe sold 900,000 copies the day after France’s quarterfinal victory over Brazil, nearly three times its daily average.
While most people still watch soccer on television, in their living room or in a pub, the 2006 tournament was the first World Cup in which some realistic alternatives emerged. In several countries, live video was available on the Internet. Elsewhere, games or highlights could be watched on mobile phones.
The most richly sponsored soccer player in the world, David Beckham, will not be leaving the commercial arena any time soon, despite his decision to step down as captain of England’s team after its disappointing World Cup. Mr. Beckham recently signed a three-year deal to represent Motorola, for instance, and remains prominent in ads for Pepsi and Gillette, among other brands.
But analysts said marketers increasingly would have to capitalize on Beckham the celebrity and not Beckham the soccer player.
“It doesn’t mean he’ll disappear, but he has definitely taken a hit,” said Richard Pinder, president of Europe, the Middle East and Africa at the ad agency the Leo Burnett Companies.
The Nike brand also lost some marketing momentum by hitching its star to Brazil. As it turned out, Brazil, the defending World Cup champion and overwhelming pretournament favorite this time around, played in a pedestrian fashion, bowing out in the quarterfinals.
For Puma, meanwhile, sponsorship of all five African teams to appears forward-looking, given that the 2010 World Cup is set to take place in South Africa.
世界杯，老牌媒体成赢家
赛场上,世界杯足球锦标赛只有一个冠军｡而在商海中,赢得荣誉的机会却多得多——当然其中也不乏失望｡
法国队出人意料的发挥显示出以34岁的齐丹为代表的老运动员,仍能表现出顶级的竞技状态｡曾经一度许多观众逐渐远离了主流媒体,而世界杯再次证明了现场体育直播吸引广大观众,这正是广告商所渴盼的｡
分析家凯文·阿拉维在半决赛阶段指出,与2002年世界杯相比,电视观众的平均增幅为15%｡
老牌媒体的成功不仅仅局限于电视｡据法国《先驱论坛报》报道,自从法国在四分之一决赛中战胜巴西队后,一家体育日报《队报》每天的销量高达90万份,这个数字将近平时的三倍｡
当多数人还在起居室或酒吧里守着电视看球赛的时候,2006年世界杯,人们第一次可以选择另一种观看的途径｡在许多国家,在线直播已成为现实｡不仅如此,还可以通过移动电话观看比赛或集锦&#
By Eric Pfanner
On the playing field, the World Cup soccer tournament produced only one winner. In the marketing arena, however, it created many opportunities for glory—as well as a few disappointments.
France’s surprising run showed that “old” soccer players like Zinédine Zidane, 34, can still perform at a top level. At a time when many viewers are turning away from mainstream media, the World Cup demonstrates the continuing power of live sports events to pull in the mass audiences that advertisers crave.
Kevin Alavy, an analyst said that through the semifinals, television audiences in 49 of the largest markets rose an average of 15 percent from the last World Cup in 2002.
Old media’s successes were not limited to television. According to La Tribune, a French business newspaper, the sports daily L’équipe sold 900,000 copies the day after France’s quarterfinal victory over Brazil, nearly three times its daily average.
While most people still watch soccer on television, in their living room or in a pub, the 2006 tournament was the first World Cup in which some realistic alternatives emerged. In several countries, live video was available on the Internet. Elsewhere, games or highlights could be watched on mobile phones.
The most richly sponsored soccer player in the world, David Beckham, will not be leaving the commercial arena any time soon, despite his decision to step down as captain of England’s team after its disappointing World Cup. Mr. Beckham recently signed a three-year deal to represent Motorola, for instance, and remains prominent in ads for Pepsi and Gillette, among other brands.
But analysts said marketers increasingly would have to capitalize on Beckham the celebrity and not Beckham the soccer player.
“It doesn’t mean he’ll disappear, but he has definitely taken a hit,” said Richard Pinder, president of Europe, the Middle East and Africa at the ad agency the Leo Burnett Companies.
The Nike brand also lost some marketing momentum by hitching its star to Brazil. As it turned out, Brazil, the defending World Cup champion and overwhelming pretournament favorite this time around, played in a pedestrian fashion, bowing out in the quarterfinals.
For Puma, meanwhile, sponsorship of all five African teams to appears forward-looking, given that the 2010 World Cup is set to take place in South Africa.
世界杯，老牌媒体成赢家
赛场上,世界杯足球锦标赛只有一个冠军｡而在商海中,赢得荣誉的机会却多得多——当然其中也不乏失望｡
法国队出人意料的发挥显示出以34岁的齐丹为代表的老运动员,仍能表现出顶级的竞技状态｡曾经一度许多观众逐渐远离了主流媒体,而世界杯再次证明了现场体育直播吸引广大观众,这正是广告商所渴盼的｡
分析家凯文·阿拉维在半决赛阶段指出,与2002年世界杯相比,电视观众的平均增幅为15%｡
老牌媒体的成功不仅仅局限于电视｡据法国《先驱论坛报》报道,自从法国在四分之一决赛中战胜巴西队后,一家体育日报《队报》每天的销量高达90万份,这个数字将近平时的三倍｡
当多数人还在起居室或酒吧里守着电视看球赛的时候,2006年世界杯,人们第一次可以选择另一种观看的途径｡在许多国家,在线直播已成为现实｡不仅如此,还可以通过移动电话观看比赛或集锦&#
