In a world where traditional advertising struggles to capture viewers’ attention, product placement and soft sponsoring have become key strategies for brands. A great success story is Mercadona, which has achieved significant television presence in Portugal without relying on conventional ads.
The Rise of Soft Sponsoring in Television
More and more brands are choosing to integrate their products and values into entertainment content. Instead of interrupting programming with commercials, the strategy is to become part of the content in a natural and organic way.
Morning talk shows are ideal for this strategy. Not only do they generate revenue for TV channels, but they also allow brands to emotionally connect with audiences.
Mercadona’s Presence in “Dois às 10”
One of the most remarkable cases in Portugal is Mercadona’s presence in TVI’s morning show, “Dois às 10”. The supermarket chain has leveraged this platform strategically, strengthening its brand image and reaching its target audience effectively.
A key figure in this strategy is Tia Cátia, who frequently appears on the show preparing recipes or broadcasting live from various Mercadona stores. These appearances have made the brand a familiar and trusted presence for viewers.
Impact and Results
The numbers confirm the success of this approach:
- Over 47 minutes of visual exposure between January and November 2024.
- An advertising return exceeding €1.7 million.
- 837 GRPs of audience impact.
- More than 1.47 million people engaged with the brand during the year.
What’s most interesting is that Mercadona did not invest in traditional TV advertising in 2024, proving that soft sponsoring can be a highly effective and profitable alternative.
Who Watched Mercadona on TV?
Audience analysis revealed that the brand’s exposure in “Dois às 10” particularly resonated with:
- Female audiences.
- The Northern region of Portugal.
- Socioeconomic classes D and E.
- People over 55 years old.
Although Mercadona also appeared on other shows like “Chefs da Nossa Terra,” “Somos Portugal,” and “Alô Portugal,” the primary and most effective focus was TVI’s morning talk show.
Conclusion
The case of Mercadona in “Dois às 10” is a great example of how product placement can generate high visibility, engagement, and return on investment. The key is seamless integration into the content, allowing the audience to discover and trust the brand authentically.
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