In an increasingly fragmented media landscape, brands are constantly seeking new ways to reach their target audiences. With the proliferation of touchpoints and the diversification of consumer behavior, television remains a powerful tool—especially when it comes to live sports broadcasts.
One prominent example is brand visibility during televised sporting events. These occasions allow advertisers to connect with hard-to-reach audiences that are often missed by traditional advertising channels.
A recent analysis by MediaMonitor highlights this dynamic, using the Portimonense vs. Sporting football match (October 18, 2024, broadcast live on SportTV) as a case study. Several brands were featured prominently during the event, including Express Glass, Generali, Placard, and Sagres.
Key exposure figures:
- Generali achieved over 37 minutes of exposure during the live broadcast, equating to an estimated €267,493 in media value at rate card pricing.
- Placard and Sagres had 23 and 24 minutes of exposure respectively, each yielding over €173,000 in equivalent media value.
Extended Brand Presence:
In addition to in-game exposure, these brands were also present during post-match flash interviews and press conferences. When combining all moments of exposure, Generali reached a total visibility of over one hour, with a corresponding media value exceeding €414,000.
Audience Demographics:
Generali’s exposure proved particularly effective in reaching specific audience segments:
- 32.8% of contacts were from social class B, and 38.3% from class D.
- 63.8% of the viewers were male, while 36.2% were female.
- 45.9% were aged 65 or older.
These figures reflect not just the reach, but also the demographic alignment between the brand’s visibility and its target audience.
Scope of Analysis:
The MediaMonitor report includes brand visibility on LED panels and static boards during the match, as well as coverage during interviews and press events. It does not include branding on player kits.
For further information or to request a tailored brand exposure analysis, please contact MediaMonitor.
