Sport plays a special role in people’s (men’s) life which
engages loads of emotions. It is also
the time where stream of money starts and involved companies’ count on profits.
Media owner’s benefits a lot of money form EURO 2012.
EURO 2012 in Poland brought a lot of positive emotions and
high level of consumer engagement. But did advertising agencies use their full
power during EURO 2012? Was this time successful for media?
According to many researches many advertising agencies
weren’t interested that much in having their ads in between football matches
which was caused by high prices of ads (90% higher) in between football matches ,that means that
many big companies didn’t want to take the risk to pay that much money in case
they will not get the money back BUT the amount of audience in front of the
television was surprisingly high. The
amount of people who watch the television during EURO 2012 is at the same level
of EURO 2008!! Time which people spent in from of television increased to 9,4%.
Polish television by transmitting advertisements during EURO
2012 earned £8. 000,000
PERCENTAGE OF
ADVERTS DURING EURO 2012 BY SECTOR:
During Euro 2012 there were:
-
INTERNATIONAL
SPONSORS such as: Coca-cola, Canon, Continental, Castrol, Carlsberg,
Hyundai – Kia, McDonald’s, Sharp, Orange
-
NATIONAL
SPONSORS such as: Wedel, Bank Pekao SA, Mastercard
Although many official sponsors there were many other
companies which used the power of EURO 2012. The example of such a brand is “Tyskie”
(advert‘s shown below) . The advert of this brand brought a huge success to the
company. Power of EURO 2012 also used:
Nike, Lidl , Lays (crisps) and T-Mobile. All of these brands weren’t scared of
official sponsors and they benefit from it.
SOME EXAMPLES OF ADVERTS FOR EURO 2012:
Nike
Tesco
Tyskie (beer)
Coca- Cola
Which one do you
think was the most successful one?
According to research Coca-Cola was the most successful brand.
This drink is associate the sports emotions.
Although everyone was talking about big event EURO 2012, not
many advertisements were bought during this time which was caused by high prices
during this time. Big brands which took
the risk of paying high prices of the adverts in between EURO 2012 matches
gained a huge success. These companies got the money back as the amount of
buying products increased and they built their brands awareness. 
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