论文部分内容阅读
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｡
尽管在世界杯上留有遗憾,大卫·贝克汉姆决定辞去英格兰队队长职务,但作为赞助商赞助最多的球员,他无法这么快离开商业的竞技舞台｡例如,贝克汉姆日前与摩托罗拉签订了三年的代言协定,同时仍突出地出现在百事､吉列及其它品牌的广告上｡
但分析家认为,这些与日俱增的商人愿意投入资本,并非冲着贝克汉姆的球员身份,而是他的名气｡
“这并不意味着他会退出,相反定会取得巨大的成功,”里奥·伯内特公司欧洲､中东及非洲地区广告代理处主席理查德·皮恩德说｡
耐克对于巴西的足球明星过于痴迷,这也导致了他们的营销手法的冲击力不够｡结果,卫冕冠军和赛前预测的最大夺冠热门巴西队在这一次的赛事中表现平平,四分之一比赛即被扫地出门｡
此外,彪马在此次世界杯上对五支非洲球队的赞助无疑极具远见,毕竟2010年的世界杯将在南非举行｡
郭崇高／选译
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｡
尽管在世界杯上留有遗憾,大卫·贝克汉姆决定辞去英格兰队队长职务,但作为赞助商赞助最多的球员,他无法这么快离开商业的竞技舞台｡例如,贝克汉姆日前与摩托罗拉签订了三年的代言协定,同时仍突出地出现在百事､吉列及其它品牌的广告上｡
但分析家认为,这些与日俱增的商人愿意投入资本,并非冲着贝克汉姆的球员身份,而是他的名气｡
“这并不意味着他会退出,相反定会取得巨大的成功,”里奥·伯内特公司欧洲､中东及非洲地区广告代理处主席理查德·皮恩德说｡
耐克对于巴西的足球明星过于痴迷,这也导致了他们的营销手法的冲击力不够｡结果,卫冕冠军和赛前预测的最大夺冠热门巴西队在这一次的赛事中表现平平,四分之一比赛即被扫地出门｡
此外,彪马在此次世界杯上对五支非洲球队的赞助无疑极具远见,毕竟2010年的世界杯将在南非举行｡
郭崇高／选译