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The joys of boosterism

A fascinating little boosterist gem from the Standard. First, it reports that Carat, 'one of Britain’s biggest media-buying agencies', says there was no boost in 2012 to advertising from the London Olympics. Well, that's in line with most other results and easy enough to understand. But then, second, we are told Carat expects higher growth in 2013, even though there are no mega events. Third, 2014 should be 'even stronger thanks to the football World Cup'. 'Even stronger'? Why 'even' stronger? 2012 showed no boost so what 'even stronger' growth can 2014 produce? And as the Olympics did not boost advertising in 2012 why should advertising grow in 2014 'thanks' to the World Cup? Fourth, the article rounds off saying Carat thinks 'Brazil and Russia should see double-digit increases as they host the World Cup and Winter Olympics.' London showed no boost in growth despite hosting the Olympics yet Brazil and Russia are expected to show double-digit growth because they are hosting these mega events?

Citius, Altius, Fortius - Boosterus!


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