By Thomas Hobbs

Joel Seymour-Hyde, VP of strategy EMEI for sports agency Octagan, says all marketing KPIs will take a hit from England’s premature exit from the Rugby World Cup.

“If England v Wales got circa 12 million viewers and the next biggest game was New Zealand v Argentina with 2.9m then it’s clear that UK brands now have a big problem,” he explains.

“As a sponsor your first point of measurement is eyeballs and then that leads to engagement and brand value. So against any metric, every single KPI will be affected by England going out.”

England-centric campaigns most at risk

Brands such as O2 and Read full story ›

Source: Marketing Week