First Winter World Cup Leaves Ad Industry Blowing Hot and Cold

Global brands contend with Qatar's festive "golden quarter" overlap

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While the temperature in Qatar, host of the 2022 FIFA Men’s World Cup, will fall between 73°F to 79°F, the marketing industry is facing a cold snap as advertisers tighten their belts.

The World Cup kicks off Sunday, Nov. 20 and will continue during the Thanksgiving and early Christmas period, with the final falling on Hanukkah Sunday, Dec. 18. Never has such a large sporting event been scheduled during advertising’s “golden quarter.”

Forecasters have predicted this timing may not play out so well in certain Western ad markets, which are already grappling with a cost of living crisis.



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