ESPN preps 3-D commercials for World Cup; DirecTV has 3-D coverage
The 3-D World Cup soccer pitch is getting awfully crowed with players on the eve of the first game tomorrow. DirecTV will be showing 25 3-D matches in partnership with ESPN, while ESPN has lined up three advertisers to strut their stuff in 3-D.
In addition to the 25 3-D matches, DirecTV will also give its subscribers across the nation and in Latin America access to every game live in HD. Other announced 3-D partners with ESPN include Comcast  and AT&T , while Canadian cable operator Shaw  announced yesterday it would carry two games in 3-D from CBC.
DirecTV’s World Cup coverage starts tomorrow, with the first matchup between Mexico and South America. In the U.S., each of the tournament's 64 matches, from the group phase to the final, will be available on DirecTV in both English and Spanish, live and in HD. ESPN, ESPN2 and ABC will televise the matches in English, while Univision, Telefutura and Galavision will broadcast the matches in Spanish.
ESPN 3-D is one leg of DirecTV’s 3-D lineup that will feature three dedicated 3=D channels, including Panasonic’s N3D, launching later this month.
ESPN’s 3-D coverage will be augmented by 3-D commercials from Proctor & Gamble, Sony and Disney’s Pixar, according to The Wall Street Journal. Walt Disney also owns ESPN Network.
The 30-second 3-D ads can cost 30 percent to 40 percent more than typical linear ads, which can cost between $500,000 to $1 million.