Table 3.
Location, frequency, and duration (seconds) of brand appearance during the thirteen selected matches of the 2018 FIFA World Cup
| Pitch side | MacDonald’s | Coca Cola | Powerade | Budweiser | Total |
|---|---|---|---|---|---|
| Total number of sideline appearances | 319 | 239 | 31 | 251 | 840 |
| Total number of goal line appearances | 69 | 59 | 14 | 90 | 232 |
| Total number of simultaneous side lines and goal line appearances | 214 | 166 | 144 | 210 | 734 |
|
Overall total number of appearances % of total |
602 33.3% |
464 25.7% |
189 10.5% |
551 30.5% |
1806 (100%) |
| Total duration of sideline appearances | 1892 s | 1319 s | 194 s | 1743 s | 5148 s |
| Total duration of goal line appearances | 371 s | 281 s | 55 s | 403 s | 1110 s |
| Total duration of simultaneous side lines and goal line appearances | 3003 s | 2675 s | 1994 s | 3079 s | 10,751 s |
|
Overall total duration of appearances % of total |
5266 s (30.9%) |
4275 s (25.1%) |
2243 (13.2%) |
5225 s (30.7%) |
17,009 s (100%) |