Carlos Fanjui of Havas Media: Investment in open signal TV in a World Cup year is a sure-fire bet

Havas Media released the results of its research into media habits in a World Cup year, which shows that despite the digitization process and growth of pay TV, when it comes to soccer, open-signal TV is still king.The research shows that the closer we get to the 2014 World Cup, the more advertisers want to know the best strategy to reach their respective targets during that time. But there’s no denying that any decision must start with an analysis of the facts.“Evidently and as we said earlier, the goals of each campaign must be analyzed in detail, but there’s no doubt that investment in open-signal TV in a World Cup year is a sure-fire bet” said Carlos Fanjui, research director at Havas Media Group.After an analysis of audiences watching sports programming on pay TV and on open-signal TV during recent years and World Cups, Havas determined that the basic investment ought to be in open-signal TV. Projects with limited budgets should only have a presence in sports programming on open-signal TV, while those with budgets that offer a little more room for diversification can use pay TV sports programming, but only as a reach extender for the main campaign on open-signal TV.