{"id":37,"date":"2015-06-24T20:00:08","date_gmt":"2015-06-24T20:00:08","guid":{"rendered":"http:\/\/10.1.11.137\/blog\/half-time-at-the-2015-womens-world-cup\/"},"modified":"2021-01-20T08:44:17","modified_gmt":"2021-01-20T16:44:17","slug":"half-time-at-the-2015-womens-world-cup","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/half-time-at-the-2015-womens-world-cup\/","title":{"rendered":"Half-Time At The 2015 Women\u2019s World Cup"},"content":{"rendered":"<p>At the mid-way point of the 2015 FIFA Women\u2019s World Cup, FOX, its advertisers, and competing national soccer teams, are all scoring and seeing results.<\/p>\n<p><b>FOX<\/b>, who is covering the first of its four contracted Men and Women\u2019s World Cups, is already seeing gains despite initial <b><a href=\"http:\/\/www.reuters.com\/article\/2015\/06\/11\/soccer-women-usa-idUSL3N0YX5GB20150611\">doubts<\/a>.<\/b> Advertising Age reports that <a href=\"http:\/\/adage.com\/article\/media\/fox\/298798\/\"><b>inventory<\/b><\/a> for the games went fast, with over 20 sponsors signing on despite the recent FIFA bribery scandal. And as ad revenue approaches $16 million at the end of the group stage, FOX\u2019s gamble seems to have been a wise one. According to <b><a href=\"http:\/\/www.forbes.com\/sites\/maurybrown\/2015\/06\/13\/u-s-a-v-sweden-womens-world-cup-match-pulls-record-4-5-million-viewers-for-fox\/\">Forbes<\/a>,<\/b> viewership has increased 56 percent over 2011\u2019s championship on ESPN and ESPN 2.<!--more--><\/p>\n<div style=\"position: relative; width: 100%; padding-top: 56.25%; padding-bottom: 40px;\"><iframe loading=\"lazy\" style=\"position: absolute; top: 0; right: 0; left: 0; bottom: 0; width: 100%; height: 100%;\" src=\"https:\/\/www.ispot.tv\/share\/7cI5\" width=\"300\" height=\"150\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<p><b>Top Performing Ads<\/b><\/p>\n<p>So far, the 36 matches of the group stage, which began on June 6, saw 417 unique commercials from approximately 200 brands. Of these, Nationwide and Fiat have distinguished themselves as leaders.<b> <\/b><a href=\"https:\/\/www.ispot.tv\/ad\/7cI5\/nationwide-insurance-band-together-featuring-alex-morgan\"><b>Nationwide<\/b>\u2019s \u201cBand Together,\u201d<\/a>&nbsp;which&nbsp;features US National soccer star Alex Morgan, leads with 47 airings during games and another 32 during post game shows.<\/p>\n<p><b>TV Spots Ranked by Digital Performance (Share of Voice*)<\/b><\/p>\n<p><a href=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2015\/08\/18171301\/womens-world-cup-ads-rank-1.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-940 size-full\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2015\/08\/18171301\/womens-world-cup-ads-rank-1.jpg\" alt=\"TV Spots Ranked by Digital Performance\" width=\"607\" height=\"355\"><\/a><br \/>\nDespite impressive exposure, the spot is coming second in digital performance rankings behind <b>Fiat<\/b>\u2019s Super Bowl XLIX commercial \u201c<a href=\"https:\/\/www.ispot.tv\/ad\/7xYs\/fiat-500x-super-bowl-2015-blue-pill\">Blue Pill<\/a>\u201d. With approximately 200,000 online views during the first two weeks of the Women\u2019s World Cup, Fiat is a definite digital performance frontrunner, but its lukewarm tweet sentiment suggests that might be the result of the controversial subject matter. Disgruntled viewer @MissLovelyToYou writes, \u201cEverything is becoming so sexual. That Fiat commercial with the old man attempting to pop a Viagra is so gross to me.\u201d Her sentiment is not uncommon. Still, Fiat\u2019s \u201cBlue Pill\u201d accounts for 22.57 percent of all the digital activity surrounding the ads during the World Cup. Even with the mixed reception, this marked increase in exposure is a win for the brand.<\/p>\n<div style=\"position: relative; width: 100%; padding-top: 56.25%; padding-bottom: 40px;\"><iframe loading=\"lazy\" style=\"position: absolute; top: 0; right: 0; left: 0; bottom: 0; width: 100%; height: 100%;\" src=\"https:\/\/www.ispot.tv\/share\/7am8\" width=\"300\" height=\"150\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<p><b>Brand Event Focus<\/b><\/p>\n<p>Big events usually feature a bevy of event themed ads and the 2015 FIFA Women\u2019s World Cup is no exception. Currently, eight brands have debuted ads tailored for the Women\u2019s World Cup to varied results. Nationwide\u2019s \u201cBand Together\u201d is at the top of the class with an iSpot Ad Effectiveness score of 9.2. The soccer focused message of coming together to support our Nation\u2019s team has made for a very compelling spot. Additionally, the hashtag #BandTogether serves as an effective digital engagement tool. <b>Audi<\/b>\u2019s \u201c<a href=\"https:\/\/www.ispot.tv\/ad\/7am8\/audi-the-game\">The Game<\/a>,\u201d which showcases highlights from various MLS soccer stars, was also a deemed a success, matching <b>Nationwide<\/b>\u2019s effectiveness score of 9.2 and earning an 80 percent positive tweet sentiment. Lastly, Nike\u2019s \u201cNike Soccer: American Woman\u201d managed to rack up an impressive 586,510 online views after only being aired once at this point in the games.<\/p>\n<div style=\"position: relative; width: 100%; padding-top: 56.25%; padding-bottom: 40px;\"><iframe loading=\"lazy\" style=\"position: absolute; top: 0; right: 0; left: 0; bottom: 0; width: 100%; height: 100%;\" src=\"https:\/\/www.ispot.tv\/share\/7cfx\" width=\"300\" height=\"150\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<p><b>More To Come<\/b><\/p>\n<p>As the 2015 Women\u2019s World Cup continues and moves into the knockout stage, expect competition to keep heating up for both the teams and advertisers. iSpot.tv will have all the national commercial insights as the remaining teams battle it out.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>At the mid-way point of the 2015 FIFA Women\u2019s World Cup, FOX, its advertisers, and competing national soccer teams, are all scoring and seeing results. FOX, who is covering the first of its four contracted Men and Women\u2019s World Cups, is already seeing gains despite initial doubts. Advertising Age reports that inventory for the games&#8230; Read More<\/p>\n","protected":false},"author":26,"featured_media":515,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38],"tags":[81,78,79,80,64,77,42,65,67,66],"ispot_product_categories":[],"acf":{"expiration_date":null},"_links":{"self":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/37"}],"collection":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/comments?post=37"}],"version-history":[{"count":11,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/37\/revisions"}],"predecessor-version":[{"id":10379,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/37\/revisions\/10379"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media\/515"}],"wp:attachment":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media?parent=37"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/categories?post=37"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/tags?post=37"},{"taxonomy":"ispot_product_categories","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_product_categories?post=37"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}