Comment: Making Science on CPMs during a World Cup/Black Friday clash

For the first time ever, the World Cup is taking place in winter, which means lots of unusual activity, not least the shock banning of beer announced today.

But on the tech front CPMs tend to rise around events like the World Cup and also Black Friday, which are both set to uniquely clash next week.

What it all means is that brands will need to keep their eyes on the ball… says Xavier Klein, Head of Performance, Making Science UK


“Last year we saw Black Friday weekend CPMs rise by up to 90%, and the same additional costs during the UEFA Euros 2020, with CPMs increasing by around 17% between 11 June and 11 July.

“With these figures in mind, it’s easy to understand why the next few weeks will be a playoff for marketers; the potentially huge opportunities to capture audience attention during key shopping events combined with the FIFA World Cup means brands will need a solid strategy to tackle the higher costs for advertising inventory and compete with rivals.

“To achieve their goals, marketers should be aiming for a broader audience, using omnichannel campaigns, and remaining agile by adjusting budgets to increase or decrease at the most competitive times.

“By pre-booking traffic in advance, costs can be minimised but still ensure effective spend.

“Brands will definitely need to keep their eye on the ball, but if they play strategically there could be an open goal to score.”