Bristol and Oxford researchers publish analysis of harmful branding across FIFA World Cup 26
1 Sep 22 · 1d ago · 1 article · 3 posts · 3 sources · development 1 of 1
The University of Bristol and University of Oxford released findings from the first study to examine harmful commodity branding across an entire FIFA World Cup. Using the UK's Isambard-AI supercomputer, the team analyzed all 172.6 hours of live play across 104 matches. Nearly six billion people globally engaged with the tournament, and researchers estimated harmful product advertising generated 267 billion impressions across 53 UK broadcasts.
“As one of the world's most watched sporting events, reaching billions of people, this year's FIFA World Cup provided an unparalleled platform for advertising.”
Dr Raffaello RossiDr Raffaello Rossi Senior Lecturer in Marketing, University of BristolDr Elisa Becker Researcher, University of OxfordUniversity of Bristol and University of Oxford Research institutions
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first by HN Frontpage, 1d ago
What people said 6 voices · verbatim
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Most comments may have ignored this so far, but this is an interesting AI based research.At the end of the article is this excerpt>> Results from this research were generated using an AI computer vision model developed by the research team on Bristol’s Isambard-AI, the UK’s most powerful AI supercomputer. Isambard-AI powered the analysis of 172.6…
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I'm actually surprised it's only that many ads? How can people even take a screenshot of the screen without a bunch of ads on it? You can't even take a look at a player, their jersey has basically ads on it, the ball, the shoes, the names of stadiums... Or do they not count the adidas/nike/reebok logos?
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It's not only the World Cup, it's everything, everywhere, all the time. We are drowning in marketing messages. It's gross.
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I'm sure this was already easily doable for years by using plain and boring computer vision
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I think people simply ignore the banners and logos all around so its not that much of a problem
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Marketing, the great value siphon. Marketing adds NOTHING of value of the world.
All 1 developments of Bristol study: FIFA World Cup 26 saturated with 9 ads per… →
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