The global information provider surveyed more than 1100 UK adults to gauge consumer moods ahead of this summer's football tournament. The results suggest promotional activity surrounding the event has so far proved successful, with one in 10 consumers having already made a purchase in response to a World Cup promotion.
However, the findings also suggest that 44% of consumers are already tired of World Cup promotions.
This is particularly true in relation to companies that appear to have merely jumped on the World Cup bandwagon or brands that have little obvious connection to the event.
The research also found that Wayne Rooney's injured foot should be as much of a concern for advertisers as it is for football fans. Forty-one per cent of consumers said that they would be less inclined to respond to World Cup promotions if England were eliminated.
About 40% of respondents said companies should create promotions targeting consumers who have little or no interest in the World Cup.
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