WHILE Telstra has spent up big, advertisers scrambling for last minute spots during Seven’s coverage of the Rugby World Cup final will pay dearly.
In the first five weeks of the Rugby World Cup, Telstra spent an estimated $13m on media in metropolitan Australia according to Nielsen EvenTrack—a significant increase on its usual spend—and all before the quarter finals had begun.
Other official sponsors also splurged, including Qantas which spent $3.4m, Nissan ($3.3m) and Diageo ($2.4m).
Of the top ten advertisers in the period, motor companies dominated. However this was not a significant change in spend to the same period last year.
The cheers from Network Seven executives must have been the loudest of any Australian supporters as the Wallabies unexpectedly cruised past New Zealand into the final.
England beating France on Sunday night was the icing on the cake as what is probably the best possible outcome for Seven was realised.
“It is a fairytale result. Kerry Stokes is absolutely delighted,” Seven’s national sport sales manager Kurt Burnett said.
And while most of the ad spots were locked up prior to the start of the RWC, Burnett said on Tuesday there was some inventory still available.
Due to rate negotiations, Seven isn’t able to charge more for these last minute spots. However he said it would package the spots together with other inventory in order to have the most profitable outcome from those advertisers wanting finals eyeballs.
“The Davis Cup final is being played [against Spain] next weekend so we are calling it the Australian World Champions finals,” Burnett said.
The RWC semi-final between New Zealand and Australia was one of the highest rating TV events this year, peaking at 3.15 million viewers and averaging 2.42 million viewers. (The Block on Nine has been the highest rating show so far in 2003, with an average audience of 2.3 million a week, including four million for the final episode on August 17).
Burnett said he believes the final will be the number one rating event this year and the next highest rating show of all time after the 2000 Olympics.
Over the other side of the Tasman, NZ host broadcaster TVNZ wasn’t quite so excited. Due to the way New Zealand television conducts its rate negotiations, TVNZ may have to offer make goods if ratings don’t match projected figures.
