Qantas A380 Ad Takes Top Spot In World Cup TV Advertising
Ipsos research reveals the performance of TV ads aired during the Soccer World Cup

August 9, 2010

TV ads by Qantas have been awarded first and third place, with McDonald's coming second in the latest research by Ipsos which reviewed the performance of 26 different ads broadcast on SBS during the 2010 Soccer World Cup.

The top three ads were:

  • 1st Place - QANTAS - A380 Business ad
  • 2nd Place - McDonalds - Supporting the supporters buy being open late ad
  • 3rd Place - QANTAS - I still call Australia home ad

The findings unearthed that, on average, the World Cup themed ads performed lower than those without this theme.

In fact, out of the top three ads broadcast during the Soccer World Cup only the McDonald's ad was themed around the World Cup.

Ipsos ASI* Executive Director Peter Fairbrother said: "Many of the global brands didn't alter the ads for the local market and as a result consumers felt they were generic soccer ads. This is why McDonald's did so well. They recognised the time zone difference for the Aussie soccer fans and addressed this in their ads.

"The use of the celebrities like the Socceroos during the World Cup did help to generate visibility but this alone did not guarantee that an ad would strike a chord with consumers. Indeed on average, ads featuring the Socceroos, as well as other World Cup themed ads, had lower branding and persuasion than non-themed ads."

The Ipsos Soccer World Cup Advertising Report was an online survey with 1000 respondents, nationally representative of 18 to 64 year olds who had watched the 2010 Soccer World Cup.

Overall scores were weighted to reflect both reach and response measures and final scores were indexed.

*Ipsos ASI is Ipsos's advertising research specialist division.

For further information contact:

Peter Fairbrother
T: 02 9900 5100
E: peter.fairbrother@ipsos.com

About Ipsos

Ipsos is one of the world's leading survey-based marketing research firms. Founded and run by market research professionals, Ipsos interprets, simulates, and anticipates the needs and reactions of consumers, customers and citizens – locally, nationally and around the world. Ipsos has a direct presence in more than 65 countries globally and conducts research in more than 100.