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What difference does the mood make when advertising during sports events?

Discover just how much your advertising ROI can be impacted when a fan’s sport team is defeated.

ResearchWorld, July 1, 2019 – The potential that the mood induced from winning or losing may influence ad effectiveness is a topic of keen interest to Ipsos and our clients. After testing hundreds of ads during the World Cup in many different markets, our data suggest that a positive or a negative mood have indeed an influence over the communication impact. Hence, as the mood swings with the prospects of victory or defeat, how can advertisers maximize this effect (the event ROI) and reduce potential risk?

In this article, Ipsos’ Manuel Garcia-Garcia shares the detailed results of an Ipsos study measuring the emotional response of soccer fans in four countries during the World Cup. He also concludes with a few words of advice in advance of the 2022 World Cup.

The author(s)

  • Manuel Garcia-Garcia, PhD
    Global Lead of Neuroscience, Global Science Organization

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