Data Report: FIFA World Cup Ad Cost Analysis

With the hype and excitement of the FIFA Women’s World Cup in full swing, the SQAD Data Team decided to take a comparative look at the overall ad revenue power of the Men’s championship game versus the women’s over the past two cycles.

SUMMARY

For the first time, the average cost of a 30-second ad unit in the Women’s World Cup Finals surpassed the average cost of the 30-second ad in the men’s final from 2018. This is a marked difference from prior tournaments in 2014 and 2015, where the average cost of a 30-second unit in the Men’s Final significantly exceeded that of its female counterpart.

2018-2019 ANALYSIS

2018 MEN’S 2019 WOMEN’S
DATE AVG. : 30 DATE AVG. :30
July 15th $437,707 July 7th $506,665

Fox broadcast the finals for the 2018 Men’s World Cup, as well as the 2019 Women’s World Cup. Here are some data points that jumped out from the report:

  • Fox charged $506,605 for a 30-second ad during the women’s World Cup finals in 2019
  • The average ad cost for the 2018 Men’s final were $437,707
  • Ad costs for the 2019 women’s World Cup finals were up 15% from the 2018 men’s World Cup finals.

The main takeaway in the numbers is that not only did the US Women’s team accomplish a record-breaking win in the finals of the 2019 games, they also shattered the established convention that the Men’s contest has a higher value for advertisers.

2014-2015 ANALYSIS

2014 MEN’S 2015 WOMEN’S
DATE AVG. : 30 DATE AVG. :30
July 13th $491,539 July 5th $256,262

ABC broadcast the finals for the 2014 Men’s World Cup, and FOX broadcast the 2015 Women’s World Cup. Here are some data points that jumped out from the report:

  • In 2014, ABC charged $491,359 for a 30-second ad during the men’s World Cup
  • FOX only charged $256,262 for the women’s World Cup final in 2015, despite participation from the US women’s team
  • Viewership for the Women’s final was as high as 26 million, according to Statista
  • Ratings for the Women’s final 25% higher than the Men’s final – of 17.3 million viewers

The main takeaway in the numbers is that the ad revenue was 63% lower for the 2015 Woman’s final than the 2014 Men’s final despite having 25% more viewers. Also telling is the fact that the 2018 Men’s final average ad cost was 11% less than the previous contest in 2014.

All data provided by SQAD MediaCosts: National (NetCosts). For more information, please visit our website: www.sqad.com/mediacosts/national