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WOMEN SAY WORLD CUP’S BIG PLAYERS ARE AN ADVERTISING TURN OFF

…as condoms come first in TV ad battle

According to new research(1), 38% of women in Britain are planning to watch the World Cup final, so the stakes couldn’t be higher for advertisers who have booked some of the year’s most expensive TV airtime. Unfortunately most brands seem to have forgotten that women will be watching the footie too, and are aiming their ads squarely at male viewers.

A study by London-based research company The Nursery has found that big World Cup advertisers who rely on the game and its stars in their creative treatments are leaving Britain’s women cold. But cheekier brands which don‘t take football too seriously, like condom maker Durex, are much more likely to score with female viewers.

“Advertisers such as Nike and Adidas are relying on the football and footballers in their commercials,” explained Alice Morgan, researcher at The...

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