In the second week of the World Cup, the other competition—the one for your attention during commercial breaks—stiffened.
Buoyed by an increase in programming that wasn’t actual game-play (e.g., studio commentators reviewing highlights), Gillette joined the top ten World Cup advertisers in the US last week. Microsoft $MSFT—which also led last week—ran 135 ads on ESPN and ABC and Bacardi ran 112.
On Univision—a Spanish-language network in the US—Budweiser ran the most ads, besting McDonald’s 86 units with 90. Hyundai surged from sixth to third while Nike $NKE fell to 10th after only airing one more ad than the previous week.
The data was collected by the media and marketing research organization Kantar Media.
