Copa America 2024: How much will advertising investment increase this year for sporting events? | Peru Team | Advertisement | Announcements | Consumption | economy

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Just as football moves emotions, this year is expected America’s CupFirst after infection, move the needle as well Advertising investment. Henceforth, it promises to boost the recovery of the sector and the growth of advertisements in this year 2024. Additionally, the most important tournaments in this part of the world will not come alone from this June. Euro Cup And in July the Paris 2024 Olympic and Paralympic Games.

“Though they are different audiences, these events take place within two months The end of the second semester and the beginning of the third quarter are expected to be important and important for the advertising market to grow at least 5% compared to 2023.says Antonio Miranda, president of the Association of Media Agencies (AAM Peru), which gathers 75% of the country’s media agencies.

Thus, the administrators have commented Advertising investment This year it will be very close to 2019. “The pandemic, in general, has created a significant setback in investment between 8 and 10 years, but the recovery is underway and we believe it will be higher this year”explains to Day 1. By his calculations, he’ll be within single digits of recovery this year.

Ana Laura Barrow, CEO of Kantar iPop Media exemplifies this America’s Cup It will be the first since the pandemic, the last in 2021, there was a specific warning due to the health crisis, and Brazil 2019. According to their statistics, in 2019, precisely, A total of 3,416 announcements were made during the tournamentIn 2021 these were 1,931 ads, including conventional ads, sponsorships and non-traditional ads.

Based on information from AAM, investment Advertising advertising related to Copa América Brazil 2019 was approximately US$4.2 million. Meanwhile, when Copa America 2021In other context, the approximate investment is US$1.4 million.

The Copa America is a tournament that attracts around 10 million Peruvian viewers who watch some of the matches for almost a whole month, as pointed out by Kantar iPop Media, Expectations for this year are high. This despite a poor start for the Peruvian team 2026 World Cup Qualifiers and constant uncertainty at the country level.

“The beginning of the year is complicated, so the focus is on the months of these sports events. We will play the games in June, July. Then, the qualifiers will resume at the end of the year. World Cup 2026 and year-end campaigns”, Miranda adds.

If the selection is good, it will help to increase the audience and generate more investment. For the second semester, he notes, there are good signs of growth, not to mention AFP deliveries enabling consumption.

He estimates that Copa America, EuroCup, Paris 2024 It contributes 20% to 25% of the year’s advertising investment.

Most of the existing departments

Until now, categories Sports betting and alcoholic beverages are the most advertisedLouis Heron, president of Outdoor Advertising Group, says: From Kantar Ibob Media, financials, education, retail and beverages appear to be strong sectors.

At the 2019 Cup, Barrow notes. Soft drinks was the strongest type, followed by Bank. And in 2021, the numbers changed. Mobile phone services, internet and betting companies were the most advertised.

“Some sponsors are already announcing what they’re going to contribute, and let’s remember that there are other brands that are going to join this period. Others, by category, are coming back shortly after these events.” says the Pharaoh. To coincide with the South American tournament series Father’s Day, Barrow notes that there are brands that can benefit from combining the two campaigns.