ZenithOptimedia says that it expects the growth in the UK's advertising economy to be a relatively poor 1.2%, with the German advertising market expected to grow by 1.6% as a result of the tournament.
It has attributed the relative lacklustre performance to the fact that ITV1 has to share the tournament with the publicly funded BBC.
The media agency said that, as well as having to share the tournament with the BBC, ITV1 has been hit by a decline in viewing caused by the spread of digital television.
ZenithOptimedia said that the channel has not been able to extract the premium prices it would normally expect for World Cup viewers.
In the case of Germany the agency said that some of the extra growth in the ad market could be attributed to football-themed campaigns in print, online and outdoor.
However, most of the matches have been shown on Germany鈥檚 public channels, which are permitted to sell very little airtime, so advertisers have not been able to make much use of the television coverage.
The agency expects advertising revenue growth in Germany using television to decline slightly in 2006 to 1.5% this year from 1.8% in 2005.
Elsewhere in Europe, and especially Belgium, France and the Netherlands television, expenditure is expected to accelerate markedly in 2006.
It is the first time the tournament had been shown in northern Belgium, creating new opportunities for advertisers within the territory.
In the US, ZenithOptimedia says it expects a mild upturn in the advertising market on the back of the World Cup, but that it was more confident that the US would see an upturn due to the run-up to the mid-term US elections in November.
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In Asia, extra revenues stimulated by the World Cup in Asia had been particularly prevalent in Malaysia and South Korea.
The agency said it expects global advertising spend to be up by 6.1% worldwide in 2006, slightly upgraded from the 6% rise predicted by the group in April this year. ZenithOptimedia also predicted that the global advertising economy would expand by 5.3% in 2007 and 5.6% in 2008.
Advertising spend on the internet is also expected to overtake the spend on outdoor globally during 2006.
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