Букмекеры и пиво: что чаще всего рекламировали на ТВ во время Кубка Конфедераций

17 июля
Букмекеры и пиво: что чаще всего рекламировали на ТВ во время Кубка Конфедераций
Реклама производителей безалкогольного пива и букмекерских компаний составила более половины от всей рекламы на телевидении во время матчей Кубка Конфедераций, завершившегося недавно в России. Букмекеры «вышли вперед» с небольшим отрывом - 29% против 27% у пива. «Бронза» у производителей газированных напитков — 11%. Таковы результаты исследования Центра мониторинга и анализа «Смимонитор», которые изучили рекламу до, в перерывах и сразу после футбольных матчей.
 
Замыкают пятерку лидеров банковский сектор с 10% и автопроизводители с 6% от общего объема рекламы. Как правило, для каждой категории товаров и услуг выбирается один производитель, который получает права на рекламу.
 
В рамках исследования анализировались рекламные блоки на Первом канале и Матч ТВ, которые транслировали матчи Кубка Конфедераций.
 
«В отличие от традиционного подхода, когда рекламные блоки могут разделяться по регионам показа или меняться в зависимости от того, смотрит ли зритель канал по ТВ или через интернет, в случае крупных футбольных турниров с участием сборной показывают единую рекламу для всей страны», - уточняет Ольга Филиппенко, директор Центра мониторинга и анализа «Смимонитор».
 
Напомним, что российские вещатели долго не могли договориться с ФИФА о стоимости прав на показ футбольных матчей. Изначально речь шла о покупке прав сразу на 2 турнира — Кубок Конфедераций и Чемпионат мира в 2018 году, но позднее было принято решение продавать права по отдельности. Подтвержденная информация о достижении соглашения с российскими телеканалами появилась только 2 июня, при том что сами матчи стартовали 17 июня. Сумма контракта официально не анонсировалась.
 
 
Справка:
Центр мониторинга и анализа СМИ «Смимонитор» специализируется на профессиональных услугах в области мониторинга и анализа СМИ. С 2007 года проводит непрерывный, круглосуточный мониторинг СМИ по всем категориям, включая рекламные паузы на ТВ.
 



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