The road to Germany
In a year of such feverish anticipation, media owners are hoping to cash in on one of the biggest sporting events ever.
Amid all this hype, Mediaedge:cia's consumer insight and ROI division, MEC MediaLab, investigates the factors behind the popularity of the World Cup which make it such a showcase for advertisers here in the UK. And how it could be for those businesses who normally dread the onslaught of this football feast.
