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Few Major Sporting Events Equate to Global Gold for Advertisers

  • Reuters, Friday, December 30, 2005 10:45 AM
Initiative conducted a study which found that major sporting events such as the Super Bowl, European Soccer championships, and Formula One's Canadian Grand Prix may draw large audiences, but the audience is not as globally diverse as advertisers would hope. Ninety-three million people tuned in to last year's Super Bowl, but 98 percent of the audience was from North America. The Academy Awards also fail to boost the global draw it once touted; it estimates having "several hundred million" viewers, and has shied away from using the one billion number when discussing global viewership.

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