June 24 – Spain may have tumbled out of their World Cup defence in Brazil but broadcast viewing figures of Spanish clubs Barcelona and Real Madrid globally suggest that the appetite for their brand of football will not be diminished, and the opportunity for advertisers and sponsors similarly.
Of the 300 million viewers who tuned in to games featuring the Spanish giants from August to April during the 2013/14 season, 230 million were from outside Spain.
Looking at the figures regionallyEurope (not including Spain) was the top consumer of Spanish football at 133 million, Asia next at 68 million, Latin America 32 million and Greater China 26 million. The figures make an interesting comparison with the English Premier League which is a powerhouse in South-east Asia in particular but not so powerful across Europe.
But two Asian markets did lead the way by country. Indonesia topped the non-Spanish viewing figures with 42 million, followed by 25 million in China. The new football opportunity provided by India also stands out, with the market delivering 11 million viewers.
Commerically, La Liga delivered nearly 1000 minutes of pitchside messaging across the season providing access for 138 brands to up to six different regions via Supponor’s DBRLive technology which replaces traditional perimeter boards in live broadcast with digital content.
The technology not only allows for increased ad inventory but more importantly for brands it provides the opportunity to target more local national markets with specific messages replacing the pitchside billboards, including with video and animation possibilities.
Charlie Marshall, Supponor’s Chief Strategy and Business Development Officer. “Not all viewing data is available as it is not all captured – we have only included officially sourced data in our review so the actual numbers would be much higher.
When you add to that the thrilling end to the season in Spain and the amount of interest it generated during that last month we would expect to see quite a lift – so Supponor’s brand clients will have enjoyed a very successful end to the season.”
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