IMPACT REPORT 11Th June, 2014 | Pre-Newsletter EXECUTIVE CONTENTS SUMMARY WHO IS GOING to FOLLOW the the WORLD WORLD CUP? CUP – LIVE in BRAZIL

IMPACT REPORT 11th June, 2014 | Pre-Newsletter EXECUTIVE CONTENTS SUMMARY WHO IS GOING TO FOLLOW THE THE WORLD WORLD CUP? CUP – LIVE IN BRAZIL

Click on sections or flick through slide by slide Click to see more ONLINE & SOCIAL information where MEDIA you see this sign

Click to watch a video, or see content, where you see this sign GLOBALLY, 74% OF RESPONDENTS ACROSS 17 MARKETS ARE HIGHLY INTERESTED IN THE 2014 WORLD CUP. The FIFA World Cup has long been the globe’s biggest sporting and commercial event attracting WELCOME! unrivalled TV audiences, multi-continent interest and investment from a stable of 20 core brands. Now the event, involving 32 nations competing in 64 matches over a month in Brazil, will become the EXECUTIVE SUMMARY first truly mobile and social event reaching new levels of engagement and consumption from fans across all countries. The intended following of the World Cup is fuelled by the need to experience the Predictions about the World Cup event ‘live’ across many countries and to share the experience with the communities of the brand’s target consumers.

64% OF RESPONDENTS WILL POST A COMMENT ABOUT THE WORLD CUP AND 58% WILL Technological developments have enabled sporting FOLLOW OR LIKE A BRAND RELATED TO THE WORLD CUP. fans to interact with the games, footballers and This evolution in the way the event will be consumed over the coming month, will require brands to brands in new ways. Throughout the Sochi Winter optimise their messaging and communication by putting value on engaging fans and target Olympics, we saw that the sporting event became audiences. This value will only be achieved by complimenting the core content football with more digital, social and mobile. additional experiences facilitating entertainment, knowledge or information.

The 2014 FIFA World Cup, the world’s biggest 84% OF RESPONDENTS PLAN TO MULTI-SCREEN WHILE WATCHING THE WORLD CUP ON TV sporting event, is set to become the most OR ANOTHER DEVICE. mobile and social event ever! Second screening and constant connectivity are providing brands with new opportunities to connect with their target audiences. It is, therefore, more important than ever to understand people’s brand perceptions as a result of their sponsorship of, or affiliation to, these events, but also the consumer’s experience of the event – the reasons why they are participating, the devices they are using and the environments in which they are interacting.

In order to capture people’s perceptions, behaviours and experiences of the World Cup, we are conducting quantitative and qualitative research, social listening, local market analysis and interviews with social media experts. For more information about the methodology, please click here.

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EXECUTIVE THE WORLD CUP – WHO IS GOING TO WORLD CUP 2014 GENERAL ONLINE & REGIONAL CONTACTS MAIN MENU SUMMARY LIVE IN BRAZIL FOLLOW THE WORLD CUP SPONSORS INTEREST SOCIAL MEDIA OVERVIEWS THE WORLD CUP LIVE IN BRAZIL THE 20TH FIFA WORLD CUP CLICK ON HYPERLINKS FOR MORE DETAILS AN EVENT BROADCASTED IN 200 COUNTRIES “All in One Rhythm” is the official slogan of the 2014 World Cup Official 2014 World Cup song is called ’We Are One’ Mascot “Fuleco” Bosnia and Herzegovina MOST WORLD CUP APPEARANCES: WON THE MOST TIMES TOP TEAM… Brazil Brazil Germany 70% Italy Germany Italy New comer VOTE 5 Germany 4 Adidas Brazuca 3 88 20 12 Football 18 18 design COUNTRIES TOURED Germany has reached the Expected attendance last four on no less than 12 occasions, winning three 3,300,000 titles along the way. AROUND THE WORLD STANDING WORLD CUP IN STADIUM IN 267 BANNED DRONES GOAL LINE DAYS THE MOST EXPENSIVE 25 64 matches: WORLD CUP EVER TECHNOLOGY 48 group stage games (MORE EXPENSIVE THAN REFS 15 further knock-out stage games $ THE 2 PREVIOUS WORLD 12 different cities, CUPS COMBINED). more than any other finals on record.

“PLAY” Prices Overseas 65% Brazil 154,000 + BRAZILIAN DOMESTIC buyers USA FOOTBALL SEASON 40,000+ 152,101 2014 FIRST Local buyers Purchased Australia KICK Final TICKET 33,000+ FIFA FAN FEST VOLUNTEERS The first kick will be Prices Ticket Low Colombia JUNE made by a paraplegic teenager V CARBON Final 38,000+ 18,000+ …IS BACK! JULY NEUTRAL in a mind-controlled High 70,000 2010 exoskeleton suit. England Germany Source: OMG Insights across 81 Markets. Fieldwork: 15th – 31st May, 2014. EXECUTIVE THE WORLD CUP – WHO IS GOING TO WORLD CUP 2014 GENERAL ONLINE & REGIONAL CONTACTS MAIN MENU SUMMARY LIVE IN BRAZIL FOLLOW THE WORLD CUP SPONSORS INTEREST SOCIAL MEDIA OVERVIEWS TRENDSPOTTERS WHAT DO THEY THINK OF LIVE IN BRAZIL BRANDS PARTICIPATING? HOW DO THEY FEEL HOW ARE THEY PLANNING ABOUT THE EVENT? “Curiously, very little anger has been directed at the big companies who TO WATCH IT? Just days before the opening ceremony of “Too many Brazilians are focusing on the sponsor the event, despite the monopoly negative side of the World Cup and are that they will enjoy during the event itself.” “Watching live on TV, hosting/attending the 2014 FIFA World Cup a mood of mixed forgetting that this is a country that loves -São Paulo World Cup parties and public events, emotions prevails in Brazil, with football. Yes, there are lots of problems, blogging, online videos… all of the above. and yes, we should be angry at the “The anger has mainly been directed at People will also gather at special FIFA respondents reporting a combination of government and at FIFA, but we shouldn’t the Brazilian government as the Fan Fests, including one at Copacabana anxiety, apprehension and frustration as let that stop us enjoying this tournament architects of the problems surrounding beach and at bars and street parties. If well as excitement and hope about the and welcoming all the supporters who are the World Cup and FIFA as the instigator” police activity, black blocs [loosely coming over to enjoy it as well”. -São Paulo affiliated violent protest groups] and the upcoming tournament. -Male, 33, Journalist weather permits. Nothing is clear yet but The inflated cost of the tournament, its impact on daily A number of brands the sales of HD sets have increased. One life, the lack of investment in infrastructure (despite can easily expect that everyone will watch Most Brazilians will tell you that even without FIFA at home, at least some of the time”. promises), corruption…, a widespread concern that Brazil if you don’t enjoy football, it’s almost accreditation have had -Male, 38, Rio de Janeiro will somehow fail in its obligations, at precisely the time impossible to avoid it during the to refer creatively to that the world’s eyes are on it. World Cup. Cities turn into ghost the event without Nevertheless, we have hopes that once the tournament is towns when Brazil is playing. Even explicitly referencing those who aren’t interested get underway, the focus will shift towards action on the field “Friends are already making caught up in the excitement during certain terms. and many believe that Brazil is capable of winning the cup plans about getting people matches. And whilst there isn’t any (though with stiff competition!). together and watching it at excitement just yet, I’m sure it will home on TV, making events of Best Regards, appear once the event itself starts”. it. Large public events will -Student, 22, São Paulo The attempts by local and international inevitably be very packed as well, although I don’t know any brands to mark the people who will be going myself” World Cup have not -São Paulo gone unnoticed.

Click to see memorable campaigns and social media Source: OMG Sonar conducted in partnership with FutureFoundation Fieldwork: 21st – 30th May, 2014 conducted in Rio de Janeiro and São Paulo.

KEY MOTIVATIONS FOR FOLLOWING THE WORLD CUP HOW HIGHLY INTERESTED ARE THEY IN HOW LIKELY ARE THEY TO TALK ABOUT WORLD CUP 53.5% UPCOMING SPORTING EVENTS?... SPONSORSHIP ACTIVITY?… Responses based on 7+ on a 1-10 scale. Responses based on 7+ on a 1-10 scale. Support my national team 48% 46.5%

14% Support another national team BRAZIL 2014 22% WORLD CUP 64% 27% 13% Support a specific athlete have have 2016 RIO talked Experience an international event 43% OLYMPICS 61% spoken to others very Keep up to date with a major event 40% EURO 2016 about positively FRANCE 44% recalled about

I just love football MALE 41% sponsorship FEMALE 2018 WINTER recalled OLYMPICS 46% activity activity 10% Will watch, but not by choice

2% Other WHERE PEOPLE PLAN TO FOLLOW THE 2014 WORLD CUP (excluding watching) AGE OF THOSE INTERESTED IN FOOTBALL HOW MANY ARE HIGHLY INTERESTED IN THE 2014 WORLD CUP?... INTEREST IN FOOTBALL Responses based on 7+ on a 1-10 scale. 70% 18% 10% 16-24 years old 61% 84% 58% 25-34 years old 60% 86% 28% 76% 18% 35-44 years old 72% 50% 56% will use laptops 45-54 years old 58% 40% 38% 26% 55+ years old 30% WHO THEY WILL BE WATCHING THE WORLD CUP WITH… 20% 64% 10% 35% will use mobiles 0% 67% High High High Family 43% Interest Interest Interest A few friends Asia Europe, Middle North Latin in in in Football Football football Pacific East & Africa America America 2008 2012 2014 61% 70% are very interested in football 56% will use mobiles

Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork: 21st – 28th May, 2014 (N = 3515 across 17 countries, approximately 200 for UK, Germany, France, Spain, Russia, Italy, South Africa, Japan, Korea Republic, China, Indonesia, Thailand, Australia, Mexico, Brazil and Argentina and 300 in USA). Regional samples: EMEA N = 1202 (UK, Germany, France, Spain, Russia, Italy, South Africa), APAC N = 1202 (Australia, Thailand, Indonesia, China, Korea Republic, Japan), NA N = 300 (USA: N = 200 non-Hispanic and N = 100 Hispanic) and LATAM N = 606 (Mexico, Brazil and Argentina). EXECUTIVE THE WORLD CUP – WHO IS GOING TO WORLD CUP 2014 GENERAL ONLINE & REGIONAL CONTACTS MAIN MENU SUMMARY LIVE IN BRAZIL FOLLOW THE WORLD CUP SPONSORS INTEREST SOCIAL MEDIA OVERVIEWS HOW ARE THEY GOING TO FOLLOW IT? HOW THEY WILL FOLLOW THE HOW THEY WILL WATCH MEN ARE MORE LIKELY TO MULTI- MULTI-SCREENERS (USING will use 2014 WORLD CUP… sport SCREEN WHEN WATCHING THE FIFA ANOTHER DEVICE WHILE 72% websites 2014 WORLD CUP USING A MOBILE WATCHING THE WORLD CUP) will use PHONE OR LAPTOP (BOTH 67%). 63% official ARE GENERALLY 24-44 YEARS will listen to websites radio 53% OLD. 96% 77% 53% 47% will watch live 72% 30% broadcasted will use press will use news 98% 42% 43% TV websites Will watch at Will watch at Will watch 26%

30% HOME WORK ON THE GO

18%

For TV For Desktops For Mobiles VIDEO ON

14%

47% 41% 21% 53% DEMAND 11%

20% Will watch a screening LIVE at a bar/pub/restaurant 26%

43% MALE STREAM 91% FEMALE 16-24 24-34 35-44 45-54 55+

CREATING, SHARING AND INTERACTING ONLINE DURING THE WORLD CUP PEOPLE PLAN TO USE THE FOLLOWING DEVICES WHILE WATCHING THE WORLD CUP 75% 51% 74% 66% 27% 62% are using their are using are using their are using their e-readers Will post a comment mobiles their tablets laptops desktops 70% 44% 56% 32% 26% 23% AND THEY PLAN TO CARRY OUT THE FOLLOWING ACTIVITIES:

57% Will post a photo 52% E-reader 11% 8% 10% 23% 16% 11% 11% 9% 58% Will post a link 53% Desktop 13% 10% 11% 19% 18% 12% 13% 5% Chat with friends 60% Play games Will comment on a post 54% Search for products to buy Tablet 14% 13% 10% 18% 16% 12% 13% 5% 61% Read news Will post a video 53% Look up information about the World Cup Mobile 21% 11% 7% 17% 15% 13% 11% 6% 57% Share their opinion about the event Will like an athlete (white bar) or brand page (orange bar) 56% Interact with online World Cup content 14% 10% 11% 19% 17% 12% 12% 5% 54% Overall Laptop Other Will use a FIFA World Cup App 53% (Colour) Brand interactions

Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork 21st – 28th May, 2014 (N = 3515 across 17 countries, approximately 200 for UK, Germany, France, Spain, Russia, Italy, South Africa, Japan, Korea Republic, China, Indonesia, Thailand, Australia, Mexico, Brazil and Argentina and 300 in USA). Regional samples: EMEA N = 1202 (UK, Germany, France, Spain, Russia, Italy, South Africa), APAC N = 1202 (Australia, Thailand, Indonesia, China excluded from social media questions, Korea Republic, Japan), NA N = 300 (USA: N = 200 non-Hispanic and N = 100 Hispanic) and LATAM N = 606 (Mexico, Brazil and Argentina).

CLICK ON BRANDS FOR MORE INFORMATION

85% 69%

Spontaneous recall 68%

64%

Prompted recall

47%

39%

Change in perception 37%

30%

26%

20%

10%

Fit with the World Cup 3%

74%

71% 71%

55%

48%

46%

44%

43%

39%

37%

35%

29%

32%

11%

9% 9%

69%

66%

62%

59%

55%

50%

43%

40%

39%

38%

37%

25% 28%

16%

14%

11%

0% 0%

4% 4% 4%

Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork: 21st – 28th May, 2014 (N = 3515 across 17 countries, approximately For ‘Change in perception’ and ‘Fit’, responses are based on 7+ on a scale of 1- 200 for UK, Germany, France, Spain, Russia, Italy, South Africa, Japan, Korea Republic, China, Indonesia, Thailand, Australia, Mexico, Brazil and Argentina and 300 in USA). Regional samples: EMEA N = 1202 (UK, Germany, France, Spain, Russia, Italy, South Africa), APAC N = 1202 (Australia, Thailand, Indonesia, China, Korea Republic, Japan), NA N = 300 (USA: N 10. Change in perception is based on respondent known sponsorship – Please = 200 non-Hispanic and N = 100 Hispanic) and LATAM N = 606 (Mexico, Brazil and Argentina). rate how your perception has changed as a result of their sponsorship of the 2014 World Cup? EXECUTIVE THE WORLD CUP – WHO IS GOING TO WORLD CUP 2014 GENERAL ONLINE & REGIONAL CONTACTS MAIN MENU SUMMARY LIVE IN BRAZIL FOLLOW THE WORLD CUP SPONSORS INTEREST SOCIAL MEDIA OVERVIEWS 8. Emirates A BREAKDOWN OF THE PASSIONATE MENTIONS Looking at mentions that have positive or negative connotations, excluding HOW ARE SPONSORS DOING ONLINE? 1% neutral comments (314) Adidas 58% 42%

Budweiser 64% 36% 7. Hyundai 9. Kia Motors Coca-Cola 57% 43% 3% 1% (976) (252) McDonald’s 63% 37%

Sony 80% 20% 6. Visa 10. Others 1% Visa 51% 49% 5% 38,500 (416) TOTAL SPONSOR MENTIONS (1,879) Hyundai 100% Emirates 78% 22% In addition to a World Cup term or equivalent 5. Sony Kia Motors 50% 50% OF THE MAIN SPONSORS, ONLY ADIDAS HAS 6% (2,192) Continental 100%

GAINED A SIGNIFICANT NUMBER OF 4. McDonald's POSITIVE NEGATIVE

MENTIONS, ACHIEVED VIA THE ‘ALL IN OR 7% TOP #SPONSOR HASHTAGS VERSUS (2,836) NOTHING’ CAMPAIGN AND #ALLIN HASHTAG. TOP TWEETED @SPONSORS Despite this success, there is a potential 3. Coca-Cola issue that may arise relating to the wages 7% of Pakistani workers making the Brazuca (the official ball of the tournament). While TWITTER (2,848) Pakistan is proud to be making the Brazuca, ‘Fabriqué au Pakistan’ being # @ one of the most shared news stories, 35,108 FORUMS 2. Budweiser focusing on the (low) wages of the 1,812 3,276 Adidas 15,314 factory workers. 10% 1. Adidas 452 Budweiser 7,928 Nike (not an official sponsor) is the next (3,740) 1,232 Coca-Cola 3,508 most-mentioned. In Spanish-speaking 64 Visa 3,162 USA commentary, Nike actually gets more mentions than Adidas. 611 McDonald's 1,367 215 Sony 614 BLOGS 60% 76 Hyundai 680 1,768 55 Kia Motors 308

Source: OMG Antenna conducted in partnership with repindex Fieldwork: 24th – 30th May, 2014 conducted in 10 languages (English, (23,094) 0 Continental 296 German, French, Spanish, Italian, Thai, Simplified Chinese, Portuguese, Russian, Arabic). All Sponsors monitored (Coca-Cola, Adidas, Hyundai, Kia, Emirates, Sony, Visa, Budweiser, Castrol, Continental, Johnson & Johnson, McDonald’s, Moy Park, Oi, Yingli). 17 Emirates 132 EXECUTIVE THE WORLD CUP – WHO IS GOING TO WORLD CUP 2014 GENERAL ONLINE & REGIONAL CONTACTS MAIN MENU SUMMARY LIVE IN BRAZIL FOLLOW THE WORLD CUP SPONSORS INTEREST SOCIAL MEDIA OVERVIEWS OTHER WORLD CUP ACTIVATIONS NON OFFICIAL SPONSORS ACTIVATIONS

Source: OMG Insights across 81 Markets. Fieldwork: 15th – 31st May, 2014.

GERMANY FIFA legalized Turbans and NETHERLANDS Yarmulkes for the 2014 World Cup BELGIUM ENGLAND SWITZERLAND

FRANCE A video was released called #VEMIBRA, BOSNIA-HERZEGOVINA RUSSIA featuring Brazil’s biggest celebrities urging USA Zlatan Ibrahimovic, a Swedish football star whose team didn’t qualify, to make an appearance at the World Cup. He confirmed that he would be “changing vacation plans.” SOUTH KOREA

MEXICO SPAIN FIFA targets social World Cup fans with Global Stadium digital hub where they will receive "minute-by-minute" updates on events in Brazil. HONDURAS PORTUGAL

CROATIA ESPN will be rolling out a new app specifically for viewing World Cup matches COSTA RICA JAPAN called ESPN FC. It is a channel/newsroom dedicated to reporting on football events ALGERIA worldwide. ECUADOR IRAN

ITALY Real Madrid star Cristiano Ronaldo has COLOMBIA beaten rival Lionel Messi to be named the GREECE world’s most marketable footballer. BRAZIL IVORY COAST CAMEROON

#ProudToPlay: Celebrating equality for all NIGERIA CHILE athletes reached 2,620,264 views in one day AUSTRALIA rd on the 3 of June, 2014. This YouTube video GHANA now has over 4 million views. URUGUAY ARGENTINA

Source: OMG Insights across 81 Markets. Fieldwork: 15th – 31st May, 2014.

USA TOP 5 LANGUAGES 15.6% SPANISH ARABIC ENGLAND 179,000 12.1% Brazil 1,024,000 7.0% ENGLISH PORTUGUESE 1,518,000 FRENCH 175,000 215,000 TOP COUNTRIES

*with only around 10% of results that can be automatically attributed to a particular country

TOP HASHTAGS #worldcup #brasil2014 #CM2014 #FIFA #Brazil

153,000 125,000 46,000 41,000 35,000

TOP 5 34,000 24,000 PLAYERS 42,000 27,000 37,000

Ronaldo’s appeal beyond ‘traditional’ football fans The controversy of the week has to go Lionel Messi is not the top seems to have helped drive him up the rankings, to Jurgen Klinsmann for the selection mentioned player in any single as a topless photo of him was widely shared: of the US squad. Not only did this “Agora to vendo vantagem dessa copa do mundo make Donovan the most talked about language, however he is overall. no brasil” - Now I see an advantage to having the player in English, but also #4 overall – World Cup in Brazil. and he isn’t even going to Brazil. Source: OMG Antenna conducted in partnership with repindex Fieldwork: 24th – 30th May, 2014 conducted in 10 languages (English, German, French, Spanish, Italian, Thai, Simplified Chinese, Portuguese, Russian, Arabic). All Sponsors monitored (Coca-Cola, Adidas, Hyundai, Kia, Emirates, Sony, Visa, Budweiser, Castrol, Continental, Johnson & Johnson, McDonald’s, Moy Park, Oi, Yingli). EXECUTIVE THE WORLD CUP – WHO IS GOING TO WORLD CUP 2014 GENERAL ONLINE & REGIONAL CONTACTS MAIN MENU SUMMARY LIVE IN BRAZIL FOLLOW THE WORLD CUP SPONSORS INTEREST SOCIAL MEDIA OVERVIEWS WHAT IS BEING SHARED ONLINE?

WHAT PEOPLE ARE TOP 5 TOPICS TALKING ABOUT IN 1 SQUAD SELECTIONS 4 FOOTBALL FEVER THE RUN UP TO THE 2 MY TEAM 5 THE OPPOSITION WORLD CUP? Around the world, from Argentina to Australia, HOSTING ISSUES from Mexico to the Middle East, squad selections 3 have been driving commentary and controversy, with many countries announcing provisional squads 1 to 2 weeks before the search period, and final squads immediately before or during the search period. Apart from this, a general excitement at the upcoming tournament, hopes for their team, and concerns about opponents are the most common topics of conversation. Only in Brazil and Germany are the protests against the tournament frequently discussed.

Source: OMG Antenna conducted in partnership with repindex Fieldwork: 24th – 30th May, 2014 conducted in 10 languages (English, German, French, Spanish, Italian, Thai, Simplified Chinese, Portuguese, Russian, Arabic). All Sponsors monitored (Coca-Cola, Adidas, Hyundai, Kia, Emirates, Sony, Visa, Budweiser, Castrol, Continental, Johnson & Johnson, McDonald’s, Moy Park, Oi, Yingli). EXECUTIVE THE WORLD CUP – WHO IS GOING TO WORLD CUP 2014 GENERAL ONLINE & REGIONAL CONTACTS MAIN MENU SUMMARY LIVE IN BRAZIL FOLLOW THE WORLD CUP SPONSORS INTEREST SOCIAL MEDIA OVERVIEWS POINTS OF VIEW FROM SOCIAL MEDIA EXPERTS CLICK ON THE SOCIAL MEDIA EXPERTS FOR THEIR POINTS OF VIEW

Source: Twitter and Facebook. Fieldwork: 15th – 31st May, 2014. EXECUTIVE THE WORLD CUP – WHO IS GOING TO WORLD CUP 2014 GENERAL ONLINE & REGIONAL CONTACTS MAIN MENU SUMMARY LIVE IN BRAZIL FOLLOW THE WORLD CUP SPONSORS INTEREST SOCIAL MEDIA OVERVIEWS FACEBOOK AND TWITTER

TALK FOOTBALL PREPARATION MATCHES ENGLAND PLAYED THEIR PENULTIMATE FRIENDLY AGAINST ECUADOR IN MIAMI. DISCUSSION FOCUSED ON TWO THINGS - WHO WOULD BE IN ROY HODGSON'S STARTING 11 AHEAD OF THE START OF THE FIRST GAME VS ITALY... AND WHO IS RUNNING THE 'BORING JAMES MILNER' TWITTER UEFA CHAMPIONS LEAGUE 26 million ACCOUNT? FITTINGLY MILNER THOUGHT IT MIGHT BE THE people had over THE TOP 5 MOST BUZZED ABOUT MANCHESTER CITY MASSEUR, THEN THOUGHT IT WASN'T. MOMENTS FROM THE UEFA CHAMPION’S LEAGUE ALL-SPANISH 67 million MATCH FINAL BETWEEN REAL Facebook interactions MADRID AND ATLÉTICO MADRID: related to the match. 1. Ronaldo gets fouled in the box, and converts the penalty kick to make it 4-1 As the game got going Phil Jagielka showed how Brazil 2014 2. The final whistle blows, crowning Real Madrid England versus Ecuador Champions of Europe for the 10th time is going to be the first social mentions focused on Alex Oxlade- The top 10 countries buzzing 3. Marcelo seals the match with a goal to give World Cup with a selfie of Chamberlain - who had been Real a 3-1 lead about the match were: himself, Steven Gerrard and demonstrating some promising pace until getting a knee injury 4. Sergio Ramos ties the game in the 93rd 1. Mexico 6. Colombia Daniel Sturridge from the bench. after 63 minutes. Jack Wilshere minute with a header from a Real corner kick 2. Indonesia 7. Peru tweeted his hope that The Ox will 5. Gareth Bale gives Real Madrid a 2-1 lead in 3. Brazil 8. England be fine for Brazil. the 110th minute 4. Spain 9. France 5. United States 10.Turkey

REGIONAL “Brazil holds the record for most World Cup titles, with five. Runner- POPULATION up ITALY has won four.” (Millions) “GERMAN star Gerd Muller, regarded as one of the top strikers in the history of 1,835 football, scored 14 goals at the World Cup. One short of setting a new World Cup have won the most record” titles in World Cup history, making it to the “ENGLAND AND GERMANY NUMBER OF finals more times than were COUNTRIES any other region, all the top two ticket requesters in the but two times. region with a 96,780 and 134,899 PARTICIPATING ticket requests respectively.”

“BOSNIA-HERZEGOVINA 19 is making their World Cup debut. The only new nation among the 32 competing.”

Source: OMG Insights across 81 Markets. Fieldwork: 15th – 31st May, 2014.

KEY MOTIVATIONS FOR FOLLOWING THE WORLD CUP HOW HIGHLY INTERESTED ARE THEY IN HOW LIKELY ARE THEY TO TALK ABOUT WORLD CUP 55.0% UPCOMING SPORTING EVENTS?... SPONSORSHIP ACTIVITY?… Responses based on 7+ on a 1-10 scale. Responses based on 7+ on a 1-10 scale. Support my national team 48% 45.0%

13% Support another national team BRAZIL 2014 18% WORLD CUP 70% have have 8% Support a specific athlete spoken talked 2016 RIO Experience an international event 43% OLYMPICS 62% to others very about 83% positively Keep up to date with a major event 37% EURO 2016 recalled about FRANCE 53% sponsorship recalled

I just love football MALE 44% activity FEMALE 2018 WINTER activity OLYMPICS 41% 7% Will watch, but not by choice

2% Other WHERE PEOPLE PLAN TO FOLLOW THE 2014 WORLD CUP (excluding watching) AGE OF THOSE INTERESTED IN FOOTBALL HOW MANY ARE HIGHLY INTERESTED IN THE 2014 WORLD CUP?... INTEREST IN FOOTBALL Responses based on 7+ on a 1-10 scale. 16-24 years old 8% 70% 21% 85% 21% 25-34 years old 83% 60% 80% 78% 35-44 years old 75% 50% 54% will use laptops 22% 45-54 years old 64% 63% 67% 28% 40% 55+ years old 30% WHO THEY WILL BE WATCHING THE WORLD CUP WITH… 20% 52% 50% 10% 26% will use mobiles 66% A few friends Family 0% High Interest in football 2014 64% 62% are very interested in football 50% will use mobiles

Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork: 21st – 28th May, 2014 Regional samples: EMEA N = 1202 (approximately 200 for UK, Germany, France, Spain, Russia, Italy, South Africa). EXECUTIVE THE WORLD CUP – WHO IS GOING TO WORLD CUP 2014 GENERAL ONLINE & REGIONAL CONTACTS MAIN MENU SUMMARY LIVE IN BRAZIL FOLLOW THE WORLD CUP SPONSORS INTEREST SOCIAL MEDIA OVERVIEWS HOW ARE THEY GOING TO FOLLOW IT? EMEA HOW THEY WILL FOLLOW THE HOW THEY WILL WATCH MEN ARE MORE LIKELY TO MULTI- MULTI-SCREENERS (USING will use 2014 WORLD CUP… sport SCREEN WHEN WATCHING THE FIFA ANOTHER DEVICE WHILE 67% websites 2014 WORLD CUP USING A LAPTOP WATCHING THE WORLD CUP) will use (62%). official ARE GENERALLY 24-44 YEARS 57% websites will listen to OLD. radio 53%

96% 45% 29%

73% 72% 47% will watch live 31%

broadcasted will use press will use news 98% 38% 24%

TV websites Will watch at Will watch at Will watch 22%

25% HOME WORK ON THE GO 17% For TV For Desktops For Mobiles

VIDEO ON 58% DEMAND 42% 10% 17% 9% 13% Will watch a screening LIVE

at a bar/pub/restaurant 13% 22% MALE STREAM 92% FEMALE 16-24 24-34 35-44 45-54 55+ CREATING, SHARING AND INTERACTING ONLINE DURING THE WORLD CUP PEOPLE PLAN TO USE THE FOLLOWING DEVICES WHILE WATCHING THE WORLD CUP 67% 44% 69% 57% 19% 56% e-readers are using their are using are using their are using Will post a comment mobiles their tablets laptops their desktops 63% 35% 43% 24% 20% 17% AND THEY PLAN TO CARRY OUT THE FOLLOWING ACTIVITIES: 48% Will post a photo 42% E-reader 11% 9% 9% 24% 13% 10% 9% 15% 49% Will post a link 43% Chat with friends Desk-top 12% 10% 11% 20% 17% 11% 11% 7% 52% Play games Will comment on a post 44% Search for products to buy Tablet 12% 13% 10% 19% 17% 11% 12% 5% 51% Read news Will post a video 43% Look up information about the World Cup Mobile 22% 10% 6% 17% 14% 14% 10% 7% 48% Share their opinion about the event Will like an athlete (white bar) or brand page (orange bar) 48% Interact with online World Cup content 43% Overall Laptop 13% 10% 11% 20% 17% 11% 11% 6% Other Will use a FIFA World Cup App 42% (Colour) Brand interactions

Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. 21st – 28th May, 2014 Regional samples: EMEA N = 1202 (approximately 200 for UK, Germany, France, Spain, Russia, Italy, South Africa). EXECUTIVE THE WORLD CUP – WHO IS GOING TO WORLD CUP 2014 GENERAL ONLINE & REGIONAL CONTACTS MAIN MENU SUMMARY LIVE IN BRAZIL FOLLOW THE WORLD CUP SPONSORS INTEREST SOCIAL MEDIA OVERVIEWS GERMANY

Mesut Özil NETHERLANDS EMEA TOP PLAYERS Robin Van Persie BELGIUM BY COUNTRY EMEA Eden Hazard SWITZERLAND Josip Drmic CLICK ON INFO SIGNS for ENGLAND BOSNIA-HERZEGOVINA more about the athletes Wayne Rooney PLEASE NOTE THAT THOSE IN BLUE Miralem Pjanic HAVE PARTICIPATING TEAMS IN FRANCE Karim Benzema THE WORLD CUP, BUT WE HAVE RUSSIA ADDED INFORMATION IN YELLOW Igor Akinfeev ABOUT OTHER MARKET SUPPORT SPAIN Andres Iniesta IRAN Javad Nekounam PORTUGAL Christiano Ronaldo UAE, KSA, EGYPT Lionel Messi +Denmark, Sweden and +Latvia supports Turkey also support CROATIA ITALY Mario Mandžukić Andrea Pirlo

ALGERIA GREECE Sofiane Feghouli Kostas Mitroglou CAMEROON

IVORY COAST NIGERIA Yaya Toure Samuel Eto GHANA Kevin Prince Victor Moses Source: OMG Insights across 81 Markets. Fieldwork: 15th – 31st May, 2014. Boateng

CLICK ON BRAND FOR MORE INFORMATION

67% 62% 62% Please note small sample

Spontaneous recall sizes, under N = 200.

Prompted recall 39%

36%

30%

29%

25%

23%

15% 8%

Change in perception 2%

Fit with the World Cup

76%

68%

67%

50%

48%

46%

38%

35%

33% 33%

26% 26%

34%

18%

17%

8% 8% 0%

62%

60%

50%

47%

45%

26%

30% 30%

23%

31%

12% 12%

17% 17%

0% 0%

2% 2%

4% 4%

For ‘Change in perception’ and ‘Fit’, responses are based on 7+ on a scale of 1-10. Change in perception is based on respondent known sponsorship – Please rate how your perception Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork: 21st – 28th May, 2014 has changed as a result of their sponsorship of the 2014 World Cup? Regional samples: EMEA N = 1202 (approximately 200 for UK, Germany, France, Spain, Russia, Italy, South Africa). EXECUTIVE THE WORLD CUP – WHO IS GOING TO WORLD CUP 2014 GENERAL ONLINE & REGIONAL CONTACTS MAIN MENU SUMMARY LIVE IN BRAZIL FOLLOW THE WORLD CUP SPONSORS INTEREST SOCIAL MEDIA OVERVIEWS OTHER WORLD CUP ACTIVATIONS EMEA NON OFFICIAL SPONSORS

UK ITV, in association with Sony, is inviting people to share their #Goalface through videos and photos. They will then publish the best on Twitter and Facebook, as well as potentially on-air.

Source: OMG Insights across 81 Markets. Fieldwork: 15th – 31st May, 2014.

UK Middle East twitter.com twitter.com tripadvisor.com startimes.com forums.overclockers.co.uk forum.koora.com @BudweiserUK @Sports_wo TOP 5 TOPICS @FIFAWorldCup @ReNgo_Sport @luis16suarez @Almoj_alazra8 SQUAD SELECTIONS FOOTBALL FEVER 1 4 Spain France twitter.com twitter.com MY TEAM THE OPPOSITION juegalaroja.com Forum.hardware.fr 2 5 @M0tivacionesF sofoot.com @SeFutbol @CM2014_ @Todo_LigaBBVA @TotalFoot_ 3 HOSTING ISSUES @_TortueGeniale_ Germany Italy twitter.com twitter.com gutefrage.net gaming.ngi.it forum.speigel.de forum.sky.it @Mopdenhoevel @Mondiali_ @DFB_Team @BRAZIL2014 @DeinSkySport @ansacalciosport Russia South Africa twitter.com twitter.com otvet.mail.ru @newsWallCoZa @BestNewsSoccer @SuperSportBlitz @sportexpress @FifaWorldCup @sports_national

Source: OMG Antenna conducted in partnership with repindex Fieldwork: BBC Sport’s France has 719,143 24th – 30th May, 2014. local fans making Twitter account “During the last month this Official SUPER EAGLES them top of the (2.2m followers) video was in the top trending World Cup List Released nationalities list for Italy (45%), Portugal (2,000+Searches is using #FIFA following the page (60%) and Spain (53%)” in Nigeria)

Source: OMG Insights across 81 Markets. Fieldwork: 15th – 31st May, 2014.

EXECUTIVE THE WORLD CUP – WHO IS GOING TO WORLD CUP 2014 GENERAL ONLINE & REGIONAL CONTACTS MAIN MENU SUMMARY LIVE IN BRAZIL FOLLOW THE WORLD CUP SPONSORS INTEREST SOCIAL MEDIA OVERVIEWS WHAT’S HAPPENING? EMEA REGIONAL OVERVIEW Mediaset, the World Cup broadcaster is offering a multi-media coverage of the GERMANY championship through TV, online, radio, NETHERLANDS social network and mobile app. BELGIUM SWITZERLAND ENGLAND BOSNIA- Construction approval has been granted and the FRANCE HERZEGOVINA FIFA World Football museum is due to open in Zurich in 2016. The interactive, multimedia ‘world of experiences’ will demonstrate how football touches people’s lives and the world every day, while FIFA is also a major area of the exhibition concept.

SPAIN The Portuguese national team has taken a selfie with the President, during a reception before going off to the World Cup. It is being shared on social media and memes PORTUGAL have been created around the selfie. RUSSIA CROATIA A group of four English fans (and a dog) are walking the roads of South America towards the World Cup in Brazil. The ALGERIA 1,966km journey will take them across IRAN three South American countries on foot whilst raising money for charity. ITALY GREECE The much awaited announcement of the provisional Ghanaian World Cup Squad caused great surprise, especially the CAMEROON selection of Jeffrey Schlupp, David Accam IVORY and Afriyie Acquah. COAST NIGERIA

GHANA Source: OMG Insights across 81 Markets. Fieldwork: 15th – 31st May, 2014.

REGIONAL POPULATION “PELÉ is the youngest goal scorer in (Millions) FIFA World Cup history and the only player to have won three FIFA World 582 Cups”. “URUGUAY was the first home of the World Cup, in 1930. They played against Argentina in the finals winning the cup: 4 – Every World Cup 2 to Uruguay”. held in NUMBER OF latinoamerica, (6 in total) was MESSI’S COUNTRIES obtained by a “This is third appearance latinoamerican in the World Cup and, despite being team.” one of the world’s most loved players, PARTICIPATING he has only scored once - in 2006”. 9 “Although BRAZIL is the team that has won the most World Cups, they have never won the title at home.”

Source: OMG Insights across 81 Markets. Fieldwork: 15th – 31st May, 2014.

KEY MOTIVATIONS FOR FOLLOWING THE WORLD CUP HOW HIGHLY INTERESTED ARE THEY IN UPCOMING HOW LIKELY ARE THEY TO TALK ABOUT WORLD CUP SPORTING EVENTS?... SPONSORSHIP ACTIVITY?… 50.3% Responses based on 7+ on a 1-10 scale. Responses based on 7+ on a 1-10 scale. Support my national team 70% 49.7%

10% Support another national team BRAZIL 2014 WORLD CUP 69% 27% 10% Support a specific athlete have have 2016 RIO spoken talked Experience an international event 49% OLYMPICS 62% to others 87% very 39% Keep up to date with a major event EURO 2016 about positively FRANCE 32% recalled about

I just love football 43% sponsorship recalled MALE 2018 WINTER FEMALE OLYMPICS 38% activity activity 6% Will watch, but not by choice

1% Other WHERE PEOPLE PLAN TO FOLLOW THE 2014 WORLD CUP (excluding watching) AGE OF THOSE INTERESTED IN FOOTBALL HOW MANY ARE HIGHLY INTERESTED IN THE 2014 WORLD CUP?... INTEREST IN FOOTBALL Responses based on 7+ on a 1-10 scale. 70% 9% 12% 16-24 years old 91% 19% 25-34 years old 83% 60% 93% 79% 35-44 years old 63% will use laptops 35% 50% 45-54 years old 25% 55+ years old 40% 30% WHO THEY WILL BE WATCHING THE WORLD CUP WITH… 20% 77% 50% 10% 44% will use mobiles 84% A few friends Family 0% High Interest in football 2014 65% 76% are very interested in football 63% will use mobiles

Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork: 21st – 28th May, 2014 Regional samples: LATAM N = 606 (Mexico, Brazil and Argentina). EXECUTIVE THE WORLD CUP – WHO IS GOING TO WORLD CUP 2014 GENERAL ONLINE & REGIONAL CONTACTS MAIN MENU SUMMARY LIVE IN BRAZIL FOLLOW THE WORLD CUP SPONSORS INTEREST SOCIAL MEDIA OVERVIEWS HOW ARE THEY GOING TO FOLLOW IT? LATAM HOW THEY WILL FOLLOW THE HOW THEY WILL WATCH MEN AND WOMEN ARE EQUALLY MULTI-SCREENERS (USING will use 2014 WORLD CUP… sports LIKELY TO MULTI-SCREEN WHEN ANOTHER DEVICE WHILE 77% websites WATCHING THE FIFA 2014 WORLD WATCHING THE WORLD CUP) will use CUP USING A MOBILE PHONE (78%). official ARE GENERALLY 24-34 YEARS will listen to 72% websites radio 50% 50% OLD.

97% 71% 81% 71% 36% will watch live will use the will use news 57% 43% broadcasted press websites 98%

TV Will watch at Will watch at Will watch 24%

31% HOME WORK ON THE GO 20%

For TV For Desktops For Mobiles

VIDEO ON

48% 19% 12%

DEMAND 21% 9% 64% 22% Will watch a screening LIVE at a bar/pub/restaurant 26%

31% MALE STREAM 92% FEMALE 16-24 24-34 35-44 45-54 55+

CREATING, SHARING AND INTERACTING ONLINE DURING THE WORLD CUP PEOPLE PLAN TO USE THE FOLLOWING DEVICES WHILE WATCHING THE WORLD CUP 83% 51% 80% 72% 28% 86% e-readers are using their are using are using their are using their Will post a comment mobiles their tablets laptops desktops 90% 54% 71% 42% 33% 31% AND THEY PLAN TO CARRY OUT THE FOLLOWING ACTIVITIES: 84% Will post a photo 77% E-reader 11% 8% 10% 22% 17% 12% 12% 10% 80% Will post a link 76% Desktop 14% 10% 9% 21% 16% 13% 12% 5% Chat with friends 86% Play games Will comment on a post 79% Search for products to buy Tablet 16% 10% 8% 19% 15% 14% 13% 4% 85% Read news Will post a video 78% Look up information about the World Cup Mobile 22% 10% 6% 18% 14% 14% 12% 5% 81% Share their opinion about the event Will like an athlete (white bar) or brand page (orange bar) 81% Overall Interact with online World Cup content 16% 10% 9% 19% 16% 13% 13% 4% 79% Laptop Other Will use a FIFA World Cup App 78% (Colour) Brand interactions

Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork: 21st – 28th May, 2014 Regional samples: LATAM N = 606 (Mexico, Brazil and Argentina).

EXECUTIVE THE WORLD CUP – WHO IS GOING TO WORLD CUP 2014 GENERAL ONLINE & REGIONAL CONTACTS MAIN MENU SUMMARY LIVE IN BRAZIL FOLLOW THE WORLD CUP SPONSORS INTEREST SOCIAL MEDIA OVERVIEWS COSTA RICA TOP PLAYERS Bryan Ruiz Gonzalez LATAM HONDURAS BY COUNTRY LATAM COLOMBIA James Rodriguez CLICK ON INFO SIGNS for more about the athletes

Carlo Costly BRAZIL Neymar jr.

URUGUAY MEXICO Luis Suarez Rafael Marquez

ECUADOR Antonio Valencia

ARGENTINA Lionel Messi CHILE Alexis Sanchez

Source: OMG Insights across 81 Markets. Fieldwork: 15th – 31st May, 2014.

CLICK ON BRAND FOR MORE INFORMATION

85%

81%

66%

63% Please note small sample

Spontaneous recall sizes, under N = 200.

50%

41% 38%

Prompted recall 37%

26%

34%

4% 7%

Change in perception

Fit with the World Cup

89%

77%

72%

59%

54%

52%

48%

45%

37%

35%

28%

16%

10%

12% 12%

83%

77%

60%

59%

54%

48%

44%

43%

44%

20% 28%

32%

31% 18%

21%

18%

0% 0%

3% 3%

2% 2%

For ‘Change in perception’ and ‘Fit’, responses are based on 7+ on a scale of 1- Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork: 21st – 28th May, 2014 Regional samples: 10. Change in perception is based on respondent known sponsorship – Please LATAM N = 606 (Mexico, Brazil and Argentina). rate how your perception has changed as a result of their sponsorship of the 2014 World Cup? EXECUTIVE THE WORLD CUP – WHO IS GOING TO WORLD CUP 2014 GENERAL ONLINE & REGIONAL CONTACTS MAIN MENU SUMMARY LIVE IN BRAZIL FOLLOW THE WORLD CUP SPONSORS INTEREST SOCIAL MEDIA OVERVIEWS OTHER WORLD CUP ACTIVATIONS LATAM NON OFFICIAL SPONSORS

COLOMBIA ARIEL Ariel in Colombia is leveraging the attention gained by the World Cup by using the official shirt as their main protagonist in their new Ariel liquid ad.

COSTA RICA KOLBI The national Telecommunications brand in Costa Rica is using Facebook and Twitter to launch daily competitions centred on the World Cup. They have also launched a count down till the World Cup starts.

Source: OMG Insights across 81 Markets. Fieldwork: 15th – 31st May, 2014.

ARGENTINA twitter.com TOP 3 TOPICS taringa.net @elkaiser63 1 ARGENTINA MESSI IS COMING @VarskySports

BRAZIL ALL ABOUT ‘COPA DO MUNDO’ – THE WORLD CUP 2 BRAZIL twitter.com 3 MEXICO THE MEXICANS ARE COMING forum.esporte.uol.com.br @BarbiesemKen @veja @dilmabr MEXICO A Brazilian artist has twitter.com encapsulated the feelings taringa.net @EPN of the country's @miseleccionmx underclass in one @telenewsmex painting. In it, a crying child sits at a table, knife and fork in hand and a football on his plate. The message is clear: the Source: OMG Antenna conducted in country, known for its love partnership with repindex Fieldwork: 24th – 30th May, 2014. of football, does not need Brazil, Mexico and it. It needs support for its Argentina make up “During the last month this underclass. 30% of Coca-Cola’s video was in the top Facebook fans trending list for Columbia (35%), Mexico (35%) and Peru (24%)” Source: OMG Insights across 81 Markets. Fieldwork: 15th – 31st May, 2014.

EXECUTIVE THE WORLD CUP – WHO IS GOING TO WORLD CUP 2014 GENERAL ONLINE & REGIONAL CONTACTS MAIN MENU SUMMARY LIVE IN BRAZIL FOLLOW THE WORLD CUP SPONSORS INTEREST SOCIAL MEDIA OVERVIEWS WHAT’S HAPPENING? LATAM REGIONAL OVERVIEW BRAZIL COSTA RICA Brazil is a country that shows its feelings through graffiti. In the shadow of the World Cup, street artists are expressing themselves through spray paint and some of the art proudly celebrates Brazil and its football team. HONDURAS CHILE COLOMBIA A caravan left Santiago towards Brazil to experience the World Cup. More than 3000 Chileans are expected to arrive by land to be part of what is called “the red tide”. Chilean fans have bought almost 39000 tickets to events, ranking 7th for the countries who have purchased the most BRAZIL tickets.

ARGENTINA Social media in Argentina got massive, as a way to follow what’s going on. The AFA launched the official account @Argentina for twitter and Facebook through an OOH URUGUAY campaign where they share pictures, conferences, quotes and information about other teams. MEXICO

LATAM The official album stickers, a childhood revival for the World Cup, generates enthusiasm for people of all ages to complete the album engaging fans before the event begins. ECUADOR

LATAM A popular online article listing apps that citizens can use during the World Cup to a) be distracted by the event and ARGENTINA b) document potential abuses by the state as the event unfolds. CHILE

Source: OMG Insights across 81 Markets. Fieldwork: 15th – 31st May, 2014.

EXECUTIVE THE WORLD CUP – WHO IS GOING TO WORLD CUP 2014 GENERAL ONLINE & REGIONAL CONTACTS MAIN MENU SUMMARY LIVE IN BRAZIL FOLLOW THE WORLD CUP SPONSORS INTEREST SOCIAL MEDIA OVERVIEWS NORTH AMERICA INTERESTING FACTS REGIONAL OVERVIEW U.S & Canada TEAM USA has appeared in nine World POPULATION Cups. The best finish was third in 1930 (Millions)

TEAM USA met Germany once in the 351,307 group stage in 1998 losing 2-0. Current US coach Jurgen Klinsmann scored one of the goals Has a Soccer Power NUMBER OF US Index, an international STATES THAT ARE football ratings system, This will mark the third time that TEAM of 39.3% to advance USA has met Ghana in the World Cup BEING past the group stage REPRESENTED TEAM USA will have the worst travel 12 schedule, being forced to travel 9,000+ miles in between matches

Source: OMG Insights across 81 Markets. Fieldwork: 15th – 31st May, 2014.

KEY MOTIVATIONS FOR FOLLOWING THE WORLD CUP HOW HIGHLY INTERESTED ARE THEY IN HOW LIKELY ARE THEY TO TALK ABOUT WORLD CUP 60.1% UPCOMING SPORTING EVENTS?... SPONSORSHIP ACTIVITY?… Responses based on 7+ on a 1-10 scale. Responses based on 7+ on a 1-10 scale. Support my national team 42%

18% Support another national team BRAZIL 2014 39.9% WORLD CUP 51% 9% Support a specific athlete 34% 2016 RIO have have Experience an international event 38% OLYMPICS 64% spoken talked to others 95% very Keep up to date with a major event 42% EURO 2016 FRANCE 30% about positively

I just love football 28% recalled about MALE

FEMALE 2018 WINTER sponsorship recalled OLYMPICS 54% 12% Will watch, but not by choice activity activity

3% Other WHERE PEOPLE PLAN TO FOLLOW THE 2014 WORLD CUP (excluding watching) AGE OF THOSE INTERESTED IN FOOTBALL HOW MANY ARE HIGHLY INTERESTED IN THE 2014 WORLD CUP?... INTEREST IN FOOTBALL Responses based on 7+ on a 1-10 scale. 7% 16-24 years old 70% 82% follow in 31% 25-34 years old 9% 22% English only 60% 80% 35-44 years old 50% 48% will use laptops follow in 45-54 years old 46% 17% 23% 34% English 40% 55+ years old and Spanish 30% WHO THEY WILL BE WATCHING THE WORLD CUP WITH… 57% follow in 20% 48% Spanish only 26% will use mobiles 55% 33% 10% Family A few friends 0% High Interest in football 2014 51% 50% are very interested in football 43% will use mobiles

Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork: 21st – 28th May, 2014 Regional samples: NA N = 300 (USA: N = 200 non-Hispanic and N = 100 Hispanic). EXECUTIVE THE WORLD CUP – WHO IS GOING TO WORLD CUP 2014 GENERAL ONLINE & REGIONAL CONTACTS MAIN MENU SUMMARY LIVE IN BRAZIL FOLLOW THE WORLD CUP SPONSORS INTEREST SOCIAL MEDIA OVERVIEWS HOW ARE THEY GOING TO FOLLOW IT? NA HOW THEY WILL FOLLOW THE HOW THEY WILL WATCH MEN ARE MORE LIKELY TO MULTI- MULTI-SCREENERS (USING will use 2014 WORLD CUP… sport SCREEN WHEN WATCHING THE FIFA ANOTHER DEVICE WHILE 53% websites 2014 WORLD CUP USING A LAPTOP WATCHING THE WORLD CUP) will use (59%). 63% official ARE GENERALLY 35+ YEARS will listen to websites

radio OLD.

63%

66% 26% 95% 48% 25%

65% 23% will watch live will use press 34% 37% 37% broadcasted will use news 98% TV websites Will watch at Will watch at Will watch HOME WORK 38% ON THE GO 16%

For TV For Desktops For Mobiles

VIDEO ON

43% DEMAND 43% 15% 14% 9%

22% Will watch a screening LIVE at a bar/pub/restaurant 20%

19% MALE STREAM 89% FEMALE 16-24 24-34 35-44 45-54 55+

CREATING, SHARING AND INTERACTING ONLINE DURING THE WORLD CUP PEOPLE PLAN TO USE THE FOLLOWING DEVICES WHILE WATCHING THE WORLD CUP 52% 63% 49% 66% 61% 34% are using their are using are using their are using their e-readers Will post a comment mobiles their tablets laptops desktops 64% 44% 54% 34% 32% 26% AND THEY PLAN TO CARRY OUT THE FOLLOWING ACTIVITIES: 45% Will post a photo 44% E-reader 13% 11% 11% 22% 11% 12% 13% 7% 49% Will post a link 41% Desktop 12% 10% 10% 17% 20% 11% 13% 7% Chat with friends 51% Play games Will comment on a post 44% Search for products to buy Tablet 13% 10% 11% 17% 19% 12% 13% 5% 47% Read news Will post a video 42% Look up information about the World Cup Mobile 18% 11% 8% 16% 15% 15% 11% 7% 46% Share their opinion about the event Will like an athlete (white bar) or brand page (orange bar) 46% Overall Interact with online World Cup content 43% Laptop 13% 10% 11% 18% 18% 12% 13% 5% Other Will use a FIFA World Cup App 42% (Colour) Brand interactions

CLICK ON INFO SIGNS for more about the athletes

USA

Jozy Altidore USA

USA

Clint Dempsey

Tim Howard

Source: OMG Insights across 81 Markets. Fieldwork: 15th – 31st May, 2014.

CLICK ON BRAND FOR MORE INFORMATION

82% 69%

67% Please note small sample

58% 56%

Spontaneous recall 56% sizes, under N = 200.

50%

Prompted recall

28%

18% 18%

Change in perception 2%

Fit with the World Cup

79%

74%

72%

61%

60%

59%

55%

54%

46%

45%

43%

26%

22%

8% 5% 0%

4% 4%

75%

71%

67%

62% 62%

55%

54%

52%

51%

50%

44%

43% 43%

14%

17%

11%

8% 0% 0% 5% 0%

2% 2%

For ‘Change in perception’ and ‘Fit’, responses are based on 7+ on a scale of 1- Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork: 21st – 28th May, 2014 Regional 10. Change in perception is based on respondent known sponsorship – Please samples: NA N = 300 (USA: N = 200 non-Hispanic and N = 100 Hispanic). rate how your perception has changed as a result of their sponsorship of the 2014 World Cup? EXECUTIVE THE WORLD CUP – WHO IS GOING TO WORLD CUP 2014 GENERAL ONLINE & REGIONAL CONTACTS MAIN MENU SUMMARY LIVE IN BRAZIL FOLLOW THE WORLD CUP SPONSORS INTEREST SOCIAL MEDIA OVERVIEWS OTHER WORLD CUP ACTIVATIONS NA NON OFFICIAL SPONSORS

Source: OMG Insights across 81 Markets. Fieldwork: 15th – 31st May, 2014.

TOP 3 TOPICS USA - ENGLISH 1 OFFICIAL 2014 FIFA WC SONG - 54,490,384 YOUTUBE VIEWS twitter.com reddit.com tripadvisor.com 2 23 MAN ROSTER ANNOUNCEMENT - 18,482 FACEBOOK SHARES & TWITTER RETWEETS COMBINED @TVmixUSA @BetTheWorldCup @filmonlive 3 LANDON DONOVAN TWEET REGARDING BEING LEFT OFF TEAM - 63,009 FACEBOOK LIKES AND 882 RETWEETS USA - SPANISH twitter.com velocidadmaxima.com @2012MisterChip @miseleccionmx

Source: OMG Antenna conducted in partnership with repindex Fieldwork: 24th – 30th May, 2014.

Source: OMG Insights across 81 Markets. Fieldwork: 15th – 31st May, 2014.

EXECUTIVE THE WORLD CUP – WHO IS GOING TO WORLD CUP 2014 GENERAL ONLINE & REGIONAL CONTACTS MAIN MENU SUMMARY LIVE IN BRAZIL FOLLOW THE WORLD CUP SPONSORS INTEREST SOCIAL MEDIA OVERVIEWS WHAT’S HAPPENING? NORTH AMERICA REGIONAL OVERVIEW Team USA incites confidence and patriotism in those watching America’s national footballers by winning Sunday’s friendly game against Turkey, 2-1. Clint Dempsey took a goal against Turkey 52 minutes in, giving the US a 2 to nil lead. Critics saw vast improvement in comparison with an earlier game, especially since Turkey is a more experienced team, and are optimistic about the team’s ability to advance in the rankings. USA In recent years, football has grown to become the second most popular sport in the US among 12 to 24 year olds with 25 million Americans who tuned into the last World Cup - significantly more than the World Series or NBA finals. This increase is, perhaps, due to the growing Hispanic population in the USA whose love of football is well known. Many brands understand this and are focusing on Hispanic World Cup fans. For example, Spanish-language broadcaster Univision has seen digital ad spend doubled compared to the last World Cup. Additionally, on the US National football Team’s homepage, a Chips Ahoy ad is running in Spanish. Moreover, around 40% of brands are interested in advertising on the international football portal Goal.com to target their messages to a Hispanic audience.

Source: OMG Insights across 81 Markets. Fieldwork: 15th – 31st May, 2014.

EXECUTIVE THE WORLD CUP – WHO IS GOING TO WORLD CUP 2014 GENERAL ONLINE & REGIONAL CONTACTS MAIN MENU SUMMARY LIVE IN BRAZIL FOLLOW THE WORLD CUP SPONSORS INTEREST SOCIAL MEDIA OVERVIEWS APAC REGIONAL OVERVIEW Interesting facts REGIONAL POPULATION “SOUTH KOREA is one of the most successful Asian teams. They have (Millions) participated in 9 World Cup 2,188 tournaments overall”. ‘During the qualification rounds, is the only Asian country that have JAPAN’s Shinji Okazaki was the top made a tangible impact goal-scorer with 8 goals”. NUMBER OF in the World Cup, with COUNTRIES their advancement into the Semi-Finals in PARTICIPATING 2002.” “This will be the fourth World Cup outing for Australia who made an extraordinary comeback in 2006 after 3 an almost 40 year hiatus since their inaugural appearance in 1974.

Source: OMG Insights across 81 Markets. Fieldwork: 15th – 31st May, 2014.

KEY MOTIVATIONS FOR FOLLOWING THE WORLD CUP HOW HIGHLY INTERESTED ARE THEY IN HOW LIKELY ARE THEY TO TALK ABOUT WORLD CUP UPCOMING SPORTING EVENTS?... SPONSORSHIP ACTIVITY?… 52.2% Responses based on 7+ on a 1-10 scale. Responses based on 7+ on a 1-10 scale. Support my national team 36% 47.8%

16% Support another national team BRAZIL 2014 WORLD CUP 61% have 21% Support a specific athlete 37% talked 2016 RIO Experience an international event 40% OLYMPICS 59% have very spoken 83% positively

Keep up to date with a major event 42% EURO 2016 43% to others about FRANCE about I just love football 41% recalled

2018 WINTER recalled MALE

activity FEMALE OLYMPICS 49% sponsorship 16% Will watch, but not by choice activity 2% Other WHERE PEOPLE PLAN TO FOLLOW THE 2014 WORLD CUP (excluding watching) AGE OF THOSE INTERESTED IN FOOTBALL HOW MANY ARE HIGHLY INTERESTED IN THE 2014 WORLD CUP?... INTEREST IN FOOTBALL Responses based on 7+ on a 1-10 scale.

16% 13% 16-24 years old 79% 70% 78% 25-34 years old 74% 74% 60% 91% 14% 35-44 years old 59% will use laptops 32% 68% 50% 45-54 years old 61% 40% 24% 55+ years old 30% WHO THEY WILL BE WATCHING THE WORLD CUP WITH… 20% 73% 63% 36% 10% 41% will use mobiles A few friends Family 0% High Interest in 61% football 2014 78% are very interested in football 64% will use mobiles

Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork: 21st – 28th May, 2014 Regional samples: APAC N = 1202 (Australia, Thailand, Indonesia, China, Korea Republic, Japan). EXECUTIVE THE WORLD CUP – WHO IS GOING TO WORLD CUP 2014 GENERAL ONLINE & REGIONAL CONTACTS MAIN MENU SUMMARY LIVE IN BRAZIL FOLLOW THE WORLD CUP SPONSORS INTEREST SOCIAL MEDIA OVERVIEWS HOW ARE THEY GOING TO FOLLOW IT? APAC HOW THEY WILL FOLLOW THE HOW THEY WILL WATCH MEN ARE MORE LIKELY TO MULTI- MULTI-SCREENERS (USING will use 2014 WORLD CUP… sport SCREEN WHEN WATCHING THE FIFA ANOTHER DEVICE WHILE 76% websites 2014 WORLD CUP USING A MOBILE WATCHING THE WORLD CUP) will use PHONE (74%). will listen to official ARE GENERALLY 24-44 YEARS radio 67% websites 52% OLD. 48% 95% 84% 58% 35%

76% will watch live will use news 45% broadcasted will use press websites 98% 47%

TV Will watch at Will watch at Will watch 26%

37% HOME WORK ON THE GO

For TV For Desktops For Mobiles

VIDEO ON

14% 14%

48% DEMAND 49% 18% 28% 12%

26% Will watch a screening LIVE at a bar/pub/restaurant 19%

33% MALE STREAM 90% FEMALE 16-24 24-34 35-44 45-54 55+

CREATING, SHARING AND INTERACTING ONLINE DURING THE WORLD CUP PEOPLE PLAN TO USE THE FOLLOWING DEVICES WHILE WATCHING THE WORLD CUP 59% 80% 56% 78% 72% 33% are using their are using are using their are using their e-readers Will post a comment mobiles their tablets laptops desktops 69% 49% 63% 36% 28% 25% AND THEY PLAN TO CARRY OUT THE FOLLOWING ACTIVITIES: 55% Will post a photo 52% E-reader 12% 8% 11% 23% 17% 13% 11% 6% 56% Will post a link 51% Desktop 12% 11% 11% 18% 18% 12% 13% 5% Chat with friends 58% Play games Will comment on a post 52% Search for products to buy Tablet 13% 13% 10% 17% 16% 12% 13% 5% 62% Read news Will post a video 52% Look up information about the World Cup Mobile 19% 12% 8% 17% 15% 11% 11% 6% 57% Share their opinion about the event Will like an athlete (white bar) or brand page (orange bar) 54% Overall Interact with online World Cup content 13% 10% 11% 18% 17% 12% 13% 5% 53% Laptop Other Will use a FIFA World Cup App 52% (Colour) Brand interactions

CLICK ON INFO SIGNS for more about the athletes SON HEUNGMIN

JAPAN

TIM CAHILL

SHINJI KAGAWA

AUSTRALIA

Source: OMG Insights across 81 Markets. Fieldwork: 15th – 31st May, 2014.

CLICK ON BRAND FOR MORE INFORMATION

86%

77%

68%

65%

Spontaneous recall 55%

46%

Prompted recall 43%

30%

29%

16%

18%

Change in perception

Fit with the World Cup

74%

70%

62%

61%

53%

52%

50%

44%

40%

37%

31%

11% 11%

0% 5%

75%

72%

73%

69%

62%

60%

55%

54%

49%

48%

42%

39%

38%

26%

20%

14%

12%

0% 5%

4% 4%

1% 1%

For ‘Change in perception’ and ‘Fit’, responses are based on 7+ on a scale of 1- Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork: 21st – 28th May, 2014 Regional samples: 10. Change in perception is based on respondent known sponsorship – Please APAC N = 1202 (Australia, Thailand, Indonesia, China, Korea Republic, Japan). rate how your perception has changed as a result of their sponsorship of the 2014 World Cup? EXECUTIVE THE WORLD CUP – WHO IS GOING TO WORLD CUP 2014 GENERAL ONLINE & REGIONAL CONTACTS MAIN MENU SUMMARY LIVE IN BRAZIL FOLLOW THE WORLD CUP SPONSORS INTEREST SOCIAL MEDIA OVERVIEWS OTHER WORLD CUP ACTIVATIONS APAC

Source: OMG Insights across 81 Markets. Fieldwork: 15th – 31st May, 2014.

Australia twitter.com bigfooty.com TOP 3 TOPICS au.fourfourtwo.com @Socceroos 1 AUSTRALIA ALL ABOUT SOCCEROOS @FifaWorldCup @QantasAirways 2 CHINA ALL ABOUT FOOTBALL China 3 THAILAND ‘MAD’ FOR (EUROPEAN) FOOTBALL www.7po.com tieba.baidu.com bbs.zhibo8.cc @iFiFa2014 @nanyangpost

Thailand twitter.com @conceptzozo @goalthailand @krishofam

Source: OMG Antenna conducted in partnership with repindex Fieldwork: 24th – 30th May, 2014.

Indonesia and India together represent 10.4% of all Nike “During the last month this video was in the top trending brand page list for Indonesia (24%), India followers (27%) and Malaysia (17%)”

Source: OMG Insights across 81 Markets. Fieldwork: May 15 – May 31, 2014. EXECUTIVE THE WORLD CUP – WHO IS GOING TO WORLD CUP 2014 GENERAL ONLINE & REGIONAL CONTACTS MAIN MENU SUMMARY LIVE IN BRAZIL FOLLOW THE WORLD CUP SPONSORS INTEREST SOCIAL MEDIA OVERVIEWS WHAT’S HAPPENING? APAC REGIONAL OVERVIEW Singapore is possibly the most expensive place to watch the World Cup on television, with football fans paying US $90 for the month- REPUBLIC OF long event. This fee is due to an on-going bid by national television KOREA provider SingTel to outbid it’s competitor by providing a premium. Singapore reportedly forked out a sum equal to more than a tenth of what the world paid for rights to broadcast the tournament.

JAPAN The 2014 edition of the FIFA World Cup will quite possibly be the most socially active event to date. The number of digital sites and platforms have exploded in APAC since four years ago, and on average Asians are exposed to three or four screens a day.

South Koreans are among the most fervent football fans in the region. Coupled with a strong national team, and a positive World Cup streak thus far, we can expect a lot of buzz from this nation. In fact, popular football players are treated much like celebrities, or ‘idols’ in a country with a huge fan base and following.

Asians are ready to sacrifice their sleep amid World Cup fever, with over 75% stating that they intend to catch matches that will be likely to be broadcast between 3 – 6am in the region. 26% suggested that they plan to maintain their daily work schedule and catch the nightly matches, while 10% said they plan to call in sick and 8% intend to take annual leave.

Leaked emails reveal a $5m bribe used by Qatar to win the 2022 World Cup bid to host the event

AUSTRALIA

EXECUTIVE THE WORLD CUP – WHO IS GOING TO WORLD CUP 2014 GENERAL ONLINE & REGIONAL CONTACTS MAIN MENU SUMMARY LIVE IN BRAZIL FOLLOW THE WORLD CUP SPONSORS INTEREST SOCIAL MEDIA OVERVIEWS VIRGINIA ALVAREZ [email protected] TYSON HENLY CONTACTS [email protected] VERA SIMPLICIO [email protected] JED MEYER [email protected] CHELSEA HORNCASTLE [email protected] JOSH FARBER [email protected] LILIYA GRECHINA [email protected] JOSHUA MESSINGER [email protected]

KEBRINA ROBINSON KEBRINA.ROBINSONANNALECT.COM

GUY HEARN [email protected] GENEVIEVE CHEN KARINA BESPROSVAN [email protected] [email protected] YONG SHEL VEI [email protected]