While the proposed move of the 2022 World Cup to the winter months to avoid Qatar's boiling summer temperatures has provoked a range of gripes from the key "yes but why are we having it there at all" to the practical "if we go to the final, we won't get home for Christmas dinner", but trust a media planner to see the upside. Zenith Optimedia says moving to the winter months will up the expected additional revenue for UK TV to £50 million (€68.5m) from the projected £38 million (€52m) if the games were to be held in the summer.

Part of the rationale is that viewing figures are typically higher in winter by 15-20 per cent as people mostly couldn’t be bothered going out in the cold and dark – so plenty of stay at home retention. And prices in the run-up to Christmas – the most important time of the year for advertisers anyway – are significantly higher in winter than in summer.

However, any projections about the media landscape seven years in the future – aeons in media terms – can only be speculative when you consider the explosion in digital advertising could not have been imagined seven years ago when Facebook and Twitter were in their infancy.