Connect with us

Business & Technology

World Cup final half-time show set to shake up ads

Published

on


World Cup organisers are set to introduce a Super Bowl-style half-time show for the final, a move that could extend the interval beyond the usual 15 minutes.

The change is prompting discussion among advertisers, broadcasters and media groups about how a music-led break could alter audience behaviour during one of sport’s biggest televised events.

Research cited by adtech company Adlook found that 56% of people in the UK planning to watch the tournament will be casual viewers. The study also found that 48% expect to stop watching once their team is eliminated, underlining how sharply audience numbers can shift as national interest fades.

Against that backdrop, marketing executives argue that an entertainment segment in the final could help keep occasional viewers watching for longer, particularly if the performers attract people with little interest in football.

Keith Arrowsmith, Global Marketing Director at Onetag, said the show could reshape campaign planning around the final and widen the range of content publishers produce around the event.

“Huge events like the World Cup always bring a spike in attention. Millions of people tune in, fully engaged, creating a substantial opportunity for advertisers across media. That will be especially true this summer following the introduction of an inaugural World Cup final half-time show. With megastar performers taking the stage, campaigns are likely to be planned differently to capture even more attention.

Audiences who might not usually engage with football will tune in for the show and consume online content around it. That creates new editorial opportunities for publishers and, in turn, broader coverage for advertisers: more content, more inventory, and more environments for effective campaign creative.

TV campaigns already in place for the tournament provide the appointment to view. Online advertising, alongside that, creates opportunities to engage. The latest programmatic technology gives brands easy access to highly immersive online advertising that audiences can interact with and explore at scale.

With just under a month to go until the tournament kicks off, there is still time to create strong brand experiences with programmatic creative technology. Combining the potential of appointment to view and appointment to engage will make brands that use both this year’s World Cup winners,” he said.

Audience split

For brands, the main issue is not simply the larger audience a half-time concert may draw, but that viewers may be watching for different reasons. A football audience focused on match tension and national rivalry may respond differently from viewers drawn in by celebrity performers.

Dan Ward, Deputy UK Country Manager at Seedtag, said the line-up could change assumptions about who is watching and what messaging will feel relevant during the break.

“The halftime lineup changes the conversation around who is actually watching. Madonna, Shakira and BTS bring in audiences with no particular interest in football, and that shift matters for how brands show up in that moment, in publisher content covering the event, and in the lead-up to it.

A campaign built around match tension and national pride reads very differently to an audience that switched on for the music and celebrities. The emotional context shifts completely. During the match, viewers are riding tension, nervous energy and the drama of every moment. Their attention is reactive and charged. The halftime show resets that entirely. Suddenly you have audiences in a completely different headspace: celebratory, open, and leaning in for a different kind of experience. Those are distinct emotional signals, and brands that understand the difference, using neuro-contextual insight to align their creative with what is actually driving engagement in that moment, are far less likely to feel out of place.

It will be interesting to see how brands adapt their messaging around the halftime window, and how audiences respond to the music format, particularly in markets where traditional punditry and match analysis are such a key part of the viewing experience,” he said.

His comments also point to a possible tension for broadcasters. In many markets, half-time has long been reserved for tactical analysis, highlights and studio discussion, and replacing or reducing that format may not appeal to supporters who expect a more conventional presentation.

No precedent

For media buyers and planners, the final presents an unusual problem because there is little comparable data on how audiences will behave during a World Cup final with a major live entertainment slot built into the interval.

Matt Longley, CEO at Mobsta, said the lack of historical precedent means brands may need to focus less on the match itself and more on audience movement in the surrounding hours.

“With the release of the anticipated half-time performers, the real story for advertisers is what it tells you about how audiences are going to behave. It will be interesting to see how the announcement starts shifting behaviour in the weeks before July 19: where people plan to watch, how footfall moves around cities on the day, and which areas see an unexpected surge.

There’s also a question of who tunes in who otherwise might not. Madonna, Shakira and BTS bring audiences that do not necessarily follow football, and that changes the profile of who is watching during that ad break.

This is the first World Cup final with a show at this scale, so there is genuinely no historical data to draw from. Brands focused mainly on the 90 minutes may find the more revealing picture lies in what happens in the hours around it, and whether their campaigns reflect how people are actually going to show up,” he said.



Source link

Continue Reading
Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

Business & Technology

New Banbury pottery cafe enjoys successful opening weekend

Published

on


Blossom Pottery Cafe opened on Friday, August 14 at 18 South Bar, bringing a new artistic opportunity to coffee, tea and cake lovers in the town.

Opening the cafe was a long-standing dream of owner Wendy, who began pottery as a personal hobby and gradually developed the idea of creating a space where people of all ages can enjoy the peaceful pass time.

Blossom Pottery Cafe BanburyPottery painting sessions of bisque fired pieces are hosted daily (Image: Blossom Pottery Cafe)

With every table full on opening weekend and dozens of beautiful pieces newly painted by guests, the owner said her ‘heart is so full’ to see the dream realised.

“So grateful to see so many of you coming to support us on our opening day,” she shared. “Thank you so much.”

Blossom Pottery Cafe BanburyOwner Wendy said her ‘heart is so full’ after the support shown during the opening weekend (Image: Blossom Pottery Cafe)

Wendy earlier said: “We’re incredibly excited to be opening Blossom Pottery Studio & Café and bringing something new to Banbury.

“We hope it becomes a place where people can take a break from their busy lives, enjoy being creative, and make lasting memories with family and friends.

Blossom Pottery Cafe BanburyCustomers who visited during the opening weekend got free cupcakes (Image: Blossom Pottery Cafe)

“The support we’ve received from the local community has been amazing, and we can’t wait to welcome everyone through our doors.”

As part of the grand opening, all customers who visited during the opening weekend or made a pottery painting booking within the next three months received a free cupcake from the cafe.

Blossom Pottery Cafe hosts family-friendly pottery painting sessions from 10am each day, with normal cafe opening hours 8am to 5pm.





Source link

Continue Reading

Business & Technology

Apprentices say AI is reshaping tech skills demand

Published

on


Atos highlighted the views of three apprentices entering the technology industry, focusing on apprenticeships as a route into tech as artificial intelligence reshapes workplace skills.

All three work as First Line Service Desk Apprentices and described a jobs market in which technical knowledge alone is not enough. Alongside coding and troubleshooting, they said communication, customer service, problem-solving and adaptability have become central to early careers in IT.

Kyle Brady said he moved into an apprenticeship after studying physics, maths and computer science at A level, then spending time in temporary work, including as a forklift driver, while building his technical skills independently. The apprenticeship, he said, offered a way to gain workplace experience while continuing to learn.

His account points to a common hurdle for new entrants: gaining practical experience before securing a first role. Brady said that challenge shaped his view of what employers value in technology jobs.

“After completing my A levels in physics, maths and computer science, I knew I wanted a career in technology. I’ve always enjoyed solving problems and understanding how things work, but I found it difficult to get my foot in the door. I spent some time in temporary jobs, including as a forklift driver, while building my technical skills in my own time. When the opportunity to start an apprenticeship came along, it felt like the perfect way to gain real workplace experience while continuing to learn.

“One of the biggest things my apprenticeship has taught me is that a career in tech is about much more than technical knowledge. Working on the helpdesk has shown me how important communication, customer service and problem-solving are. Being the first point of contact for users has completely changed how I see the industry and helped me develop skills I never realised I’d need. The experience has also shown me how quickly technology is evolving, especially with AI becoming part of more workplaces. That means the ability to keep learning and adapting is becoming just as important as technical skills. My apprenticeship has helped me build that mindset while giving me hands-on experience with the realities of working in IT.

“It’s also opened up opportunities I wouldn’t have had otherwise. Learning about career paths in cybersecurity and data engineering has shown me the range of opportunities available and given me confidence about where my career could go next. I’d encourage anyone thinking about a career in technology to keep an open mind and not feel like university is the only route. Apprenticeships give you the chance to earn while you learn, develop practical skills from day one and build the confidence to adapt as technology continues to change. In an industry being transformed by AI, that real-world experience is invaluable,” Brady said.

Ryan Cresswell said he studied IT at college and games design at university before working in sales to strengthen his people skills. He later returned to technology, but said employers often wanted practical IT experience as well as qualifications.

His experience reflects a wider issue for people seeking entry-level technology roles. Employers often ask for evidence of workplace readiness even for junior positions, making apprenticeships one way to bridge the gap between education and employment.

“After studying IT at college and games design at university, I began working in sales to hone my people skills before returning to technology. One of the biggest challenges I faced while applying for jobs in tech was that employers liked my qualifications but wanted candidates with hands-on IT experience. That made it difficult to get my foot in the door.

“My apprenticeship has given me the opportunity to earn, learn and gain practical experience at the same time. It’s allowed me to develop my technical troubleshooting skills, but I’ve also learned a lot about communication, problem-solving and handling different types of people. My advice to anyone considering a career in tech is to explore the different paths available. In the past it felt like university was the only choice, but that’s no longer the case. Also, speak to people already working in the industry and stay curious. Apprenticeships are a great way to build skills, confidence and hands-on experience, whether working individually or in a team, while discovering what’s right for you. The most important thing is to keep learning and not be afraid to take a different path if the first one doesn’t work out,” Cresswell said.

Skills shift

Zainab Hussain said she chose an apprenticeship because it offered immediate workplace experience and a path into more senior roles without student debt. She said the role had helped her develop both technical and interpersonal skills, including troubleshooting problems and explaining complex concepts clearly.

Her comments underscore how apprenticeships are being framed by employers and trainees as an alternative to university for some digital roles. In this case, the appeal lies in earning while learning, building professional networks and gaining direct exposure to the daily demands of IT support.

“I’m naturally drawn to tech and have always been IT literate, so I knew it was the right path for me. It’s an industry that’s constantly evolving, and I wanted to be part of that. I chose an apprenticeship because it felt like the best way to gain real experience from day one, and it sets you up to move into higher roles faster than if you go to university. I also wanted to build a career in the industry without taking on student debt.

“My time at Atos so far has helped me develop both my soft and technical skills, such as how to troubleshoot problems and communicate complex concepts clearly. I’ve also had the chance to earn, learn and build my experience, all of which are helping prepare me for the next stage of my career. The apprenticeship path has given me valuable opportunities to network with co-workers from different career backgrounds and skill sets, which you wouldn’t get at uni. The workplace experience has been incredibly valuable, so if you’re interested in tech, I’d encourage you to go for an apprenticeship, explore every opportunity available and keep an open mind,” Hussain said.

Taken together, the three accounts point to a shift in the skills mix associated with junior technology roles. As AI tools become more common in workplaces, the apprentices said the ability to keep learning, work with users and adapt to changing systems is becoming as important as formal technical training.

All three also described apprenticeships as a practical answer to the experience barrier that can prevent candidates entering the sector. They framed the route as a way to gain income, training and exposure to real workplace problems at the same time, while opening paths into areas such as cybersecurity, data engineering and wider IT support.



Source link

Continue Reading

Business & Technology

UK flight school collapsed into liquidation

Published

on


Liquidators have been instructed to wind down Go Fly Oxford, which provided lessons for commercial and private pilots licences.

Colin Wilson and Emma Mifsud, of Opus Restructuring & Insolvency, have been appointed as joint liquidators for Go Fly Oxford Ltd back in May 2025.

But new records filed by the liquidators have revealed an HMRC secondary preferential claim of £118,132.

Ten unsecured claims have been received by the liquidators totalling £60,314.

Further unsecured creditor claims estimated in the statement of affairs total £88,955, the published documents say.

(Image: Ed Nix)

Over the past year, liquidators say they investigated whether any recoveries could be made from directors or other parties, but concluded there were no further viable assets or claims.

Aircraft shown in the 2024 accounts at a book value of £238,181 had been sold before liquidation. The liquidators found the sales appeared to be at fair value and saw no basis for a claim over the transactions.

The aircraft sales happened about seven months before liquidation, outside the relevant period for a preference claim.

The aircraft were reportedly transferred to creditors and leased back so the company could continue trading.

A purchaser of a PA34-200 aircraft was said to owe £6,000. The liquidators received £4,980; the remaining £1,020 was treated as settled because the purchaser had paid a company liability instead.

Two employees were made redundant on 31 March 2025 and were given information to submit claims to the Redundancy Payments Service.

READ MORE: MOT centre and car shop collapses into administration

The flying school was based at Oxford Airport when it collapsed.

Its website, which has since been shut down, described the business: “At Go Fly Oxford we pride ourselves on offering a personal and tailored approach to pilot training.

“We know that people learn at different paces and in different ways, this makes catering for individual needs our main target.”

Oxford Airport’s main trade is pilot training. Flight schools at Oxford train pilots who go on to fly for more than 100 airlines in the UK and globally, including for British Airways.

Historically, the airport has been Europe’s foremost centre for professional pilot training with well over 40,000 students having started their careers there.

At one point, the airport’s runway was the busiest in the world with more than 235,000 movements a year (a take-off or landing) and up to 1,100 flights in a single day, its website says.

The business’ report says: “Over the course of 2025, the company will be complementing its Diamond DA40 fleet with a new fleet of Elixir aircraft, a safer and more efficient type of aircraft, which will provide a much reduced cost per flight hour.

“This, along with growth in enrolments and full utilisation of the European base will ensure the profitability of the business in the coming years.”





Source link

Continue Reading

Trending