Advertisers are throwing money at the World Cup; Snoop Dogg wielding a light sabre shows that much. But how much broadcasters will benefit is tied to how their home teams perform. France’s TF1 will charge €130,000 for a 30-second ad in the final, for example, but double that if the French team has made it that far. The best conceivable slot (just before Patrice Evra kisses the trophy) will sell for €351,000.
Most television channels operate on a similar basis. But not all. According to ad agency Havas, British channel ITV will charge about ￡300,000 an ad for an England quarter-final but just ￡100,000 in an England semi or final. Why? Because the state-owned BBC would also show those matches and most viewers choose to avoid ads if they can, whether or not Nike persuaded Wayne Rooney to wear a silly beard.