Babar Khan Javed
Jul 31, 2018

Post World Cup data breakdown: Was it worth it?

Viewed by half the planet, the tournament was a perfect platform for APAC brands to demonstrate relevance, test deals and tap new segments.

French fans celebrate winning the World Cup in Paris. Photo: AFP.

The 2014 FIFA World Cup, the 20th version of the tournament, reportedly drew a global audience of 3.2 billion, of which 2.7 million were from Singapore. According to Wali Khan, director of Sports Connect, in 2018's World Cup the presence of Asian brands, higher TV and internet penetration and comparatively better match timings in Russia compared to Brazil means that Singapore-based viewers rose to 3 million, while global viewership climbed to 3.4 billion.

A...

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