Brazil Emerges as Clear World Cup Favourite in New Mindshare Survey

LONDON, June 9, 2010 - When it comes to the World Cup 2010, Brazil is by far the
favourite team of digitally-savvy soccer fans around the world, according to
a new study.

To view the Multimedia News Release, please click:

multivu.prnewswire.com/mnr/prne/mindshare/42439/

More than 40 percent of all fans analysed said they plan to
root for Brazil in the upcoming tournament, scheduled to begin June 11 in
host country South Africa. The next highest team was Argentina with 30
percent of respondents offering their support. So, while Spain are the
bookies' favourite to lift the trophy on July 11th, Brazil are the popular
favourite around the world.

In contrast, seven nations were tied for dead last with only 1
percent of respondents claiming support. They were Slovakia, Algeria,
Slovenia, Honduras, Serbia, South Korea, and North Korea.

The results were revealed in a new online survey conducted by
media and marketing services agency Mindshare as part of its "Mindreader"
series. The new study covers 29 markets with a representative sample of
29,000 internet users.

"Mindreader is a really powerful way of looking at what is
important to people across the globe." said Mindshare's Marco Rimini. "The
World Cup is the most popular event in the sporting calendar. Mindreader
helps us understand what it means to consumers."

Only four nations included in the analysis did not have teams
set to play in the tournament, and each said they will support the Brazilians
more than any other team. These included India, with 69 percent of the
respondents indicating their support for Brazil; Singapore (65%); Poland
(53%); and Canada (47%).

Additionally, Brazil easily came in second behind the home
team among a wide majority of nations with tournament representation. These
included France (37%), Germany (22%), Italy (36%), South Africa (53%), Spain
(41%), the U.K. (29%), and the U.S.A. (33%).

Not only was the Brazil the overwhelming fan favourite of the
32 national teams scheduled to play in the quadrennial event, but it was also
favoured more than any other team to play in the final. Fifty-seven percent
of the respondents picked Brazil for the final contest while 28 percent chose
Spain and 27 percent picked Argentina.

The survey also revealed the following:

    - Overall levels of interest in following the World Cup ranged
    widely from 92 percent of respondents in Argentina indicating they
    planned to follow at least some of the tournament to 23 percent in the
    U.S.A.

    - Twelve percent of all respondents said they would root for
    the host country, South Africa, in the tournament. Other levels of
    support ranged from Spain (29 percent; England (26 percent); and Germany
    (25 percent) on the high end, to Denmark, Paraguay and Japan with 2
    percent each on the lower end.

    - Fans in a handful of nations had the confidence to predict
    that their home team will make it all the way to the final match. They
    included Argentina, Germany, Italy, Spain, and the U.S.A. The team each
    group predicted as their opponent? Who else-Brazil.

The full Mindreader World Cup 2010 Report, complete with all
relevant market data, can be downloaded here.

ABOUT MINDSHARE

Mindshare is a global marketing and media services network with billings
in excess of $23 billion (source: RECMA). The network consists of 115 offices
in 82 countries throughout the USA, Latin America, Europe, Middle East, and
Asia Pacific; each dedicated to forging competitive marketing advantage for
businesses and their brands. Mindshare is a member of WPP, the world's
leading communications service group with $63.5bn in billings (source:
RECMA). For more information, please visit www.mindshareworld.com.

    For additional information contact:
    Ailsa Lochrie
    Mindshare
    Phone: +44(0)207-969-4211
    Email: ailsa.lochrie@mindshareworld.com

Video:
multivu.prnewswire.com/mnr/prne/mindshare/42439/

For additional information contact: Ailsa Lochrie, Mindshare, Phone: +44(0)207-969-4211, Email: ailsa.lochrie at mindshareworld.com