<- Back
Comments (170)
- gps372Most 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 hours of live match footage from all 104 games played between 11 June and 19 July 2026.So, basically now merchandizers, auditors, compliance monitors, etc. have a tool using which they can quantify whether broadcaster complied with contractual requirements of showing their ads/merch/logos as per contract. And if they missed, then they can quantify the delta - to sue the broadcaster for the balance as well.Also, it can enable many countries, where certain content is not allowed, then this tool can simply give them data points without having to employ someone, or have someone review the output of the AI tooling.
- wateralienIt's not only the World Cup, it's everything, everywhere, all the time. We are drowning in marketing messages. It's gross.
- serial_devI'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?
- TychoIt was funny a few years ago when the English Premier League was all moralistic, having players “take the knee” before matches in solidarity with social justice, meanwhile all the stadiums and team shirts and television broadcasts were abound with online gambling ads and sponsorships.
- onaclov2000I've been wondering about building counter ad technology. I think we recall their being some patents I saw sometime in the last handful of years that talked about swapping items out in a live show during reruns. But like why couldn't we just do that on our side and removing the items I assume we just pipe the HDMI in run some algorithms and then pipe it out. And I know I'm saying it as if it's trivial but if someone can write an algorithm to find existing things and swap them out it's the exact same thing except you just swap them out with a patch of the original scene for the original scene without whatever product placement I suppose.
- boesboesMarketing, the great value siphon. Marketing adds NOTHING of value of the world.
- chistevAnd it seems the "hydration break" has been adopted by La Liga.
- Muhammad523I think people simply ignore the banners and logos all around so its not that much of a problem
- sailfastThis isn’t awesome generally but I don’t understand how this study is novel in the slightest?Ban goods or expect advertising for them, full stop.Seems like a perfect useless academic exercise to watch the World Cup and say you’re working.Bonus points for judgment on the health of the goods just for giggles.
- MWParkersonAt least it's not like the NFL, christ the constant interruptions to the broadcast are way worse than a spot on a jersey or on a barrier
- KellyCriterion- 9 ads per minute- approx. 1 logo per each 6,7 seconds
- justincormackTIL that Fifa made a movie that had the worst US box office of an movie ever, taking $918 in its opening weekend.
- hnisjafx40Worked on the ad insertion side for a league feed once, and hydration breaks exist because they're the only reliably schedulable stop in a 45 minute half.
- holodukeA bit of topic. But noaways even when having no time at all you can instruct your AI to setup DNS adguard at home and get rid of all (most) ads on any site or app. It took me literaly 10 minutes to set it up.
- shevy-javaIf I were to watch FIFA-controlled content, I would be annoyed about this.Also, if I were not use heroic ad-blockers. But as I neither watch FIFA's money laundering scheme nor its ad-pester business (all gets blocked here without mercy), it does not affect me in the slightest. Hopefully these clowns pay proper taxes to aid everyone, but I bet they park their money in offshore areas anway.
- ekianjowhich brand is non harmful?
- rob74> Our findings reveal the sheer scale of branding embedded throughout tournament broadcasts, making exposure to unhealthy food, alcohol and gambling brands both omnipresent and unavoidable for viewers.Do we really need an academic study to tell us that yes, there were ads on the sides of the football pitch at the World Cup, and that FIFA's choice of sponsors is questionable (but hey, questionable sponsors pay better than less questionable ones)?
- diego_moitaSo what? Did anyone expect it to be different?There is no "beautiful game". This show is only about manipulating people by exploiting their most basic and stupid instincts: aggression, tribalism, etc.Sports entertainment has always been like that since the Coliseum and Circus Maximus were the main attractions in town.The very expression "beautiful game" was born out of it. From the late 60s to the 70s, Brazil was one of the strongest contenders in the World Cup. They achieved that because they were able to select a roster of very skilled athletes among an huge national league. Because the country was ruled by an extremely nationalist military dictatorship, the government fully supported and promoted wrapping the country around the national team. Then the subservient sports press invented the name "jogo bonito" (beautiful game) to typify this game based on individual skills. From there, the propaganda term caught on. A similar thing happened in other countries ruled by dictatorships by then: Argentina, Chile, Portugal, Greece, Turkey,...My point is that football's tribalism (like the Roman circus) was always at the service of some power. Before, it was autocratic nationalism in dictatorships. Now, it is just bets, alcohol and junk food.
- brendanfinanFor many this was their first opportunity to invest in binary event contracts, so this is a win for financial liferacy