"Moodvertising" During the World Cup - second half

Don’t just participate, go all the way!

Every four years the World Cup creates unparalleled global excitement. Due to the global scale of the World Cup, and the potential for mood influencing ad effectiveness, in the few days preceding the beginning of the tournament, Ipsos decided to measure the emotional impact of several World Cup ads in four different and important markets from the most traditional football schools in Europe and Latin America. This article explores how the mood swings can influence the ROI of an advertising campaign and provides recommendations on the best advertising winning strategy.

Download

Related news

  • KEYS: Screen time
    Media Measurement Webinar

    [WEBINAR] KEYS: Screen time

    At our first KEYS webinar of the year we’ll be looking at what’s really happening on screens these days. What’s changing? What’s enduring? And how can businesses do better when it comes to engaging with people on their screens, in real time?
  • [Webinar] KEYS: What can we learn from what happened in 2025?
    Brand Image Webinar

    [Webinar] KEYS: What can we learn from what happened in 2025?

    In this final KEYS webinar of the year, we’ll be looking at the last 12 months through the rear-view mirror.
  • [Webinar] KEYS: THE MIDDLE CLASS: In Crisis?
    Society Webinar

    [Webinar] KEYS: THE MIDDLE CLASS: In Crisis?

    At our next KEYS webinar, we’ll be sharing on-the-ground perspectives as people give us their in-the-moment takes on how they see their lives - and their status in life - these days. Along the way we’ll hear about freedom (in the US), familismo (in Mexico) and understatedness (in the UK).