The fall is ripe with marketing opportunities: holiday shopping, MLB playoffs, NFL season kicking off and NBA and NHL seasons underway. But this fall, a big opportunity is falling into marketers’ laps—the highly anticipated FIFA Men’s World Cup. This 64-game soccer tournament kicks off on Sunday, November 20th from Qatar and presents big opportunities for brand marketers and advertisers alike. Recently, Adweek touts that “This Year’s World Cup Is a Key Performance Marketing Opportunity for US Brands,” and reported that NBCUniversal has “already sold approximately 90 percent of its advertising inventory” for the 2022 World Cup within 100 days before the tournament.

World Cup advertisers will surely evaluate countless measures to affirm their decision to advertise. One key indicator that all marketers should measure is the impact on a brand’s offline and online conversation. Engagement Labs research shows that talk matters. In fact, Engagement Labs research shows that online and offline conversation, together, drive about 19 percent of purchases, but online conversation by itself drives less than half as much.

Our analytics study contribution to the Journal of Advertising Research, “How Measuring Consumer Conversations Can Reveal Advertising Performance” confirms that there is a close and valuable relationship between word-of-mouth and advertising success—from major sporting events, sponsorships or tentpole events. The analytics estimated that, on average, 25 percent of advertising’s impact involves the stimulation of conversations.

As a marketer looking to maximize your 2022 results, Engagement Labs has the data and insights to help you drive advocacy that will amplify your messages and accelerate sales. With the World Cup and sports top of mind, here are some meaningful data and insights on the powerful audience of soccer fans.

Read the full Bulldog Reporter article, here.

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