A study carried out by Nielsen with Toluna showed that seven out of ten Brazilians are open to receiving advertising during the games
The Brazilian passion for football leads to a phenomenon every four years that the engagement with the FIFA World Cup. Only 12% say they do not intend to attend the competition. The data are from a Nielsen survey with Toluna in which they sought to understand the impact of the World Cup on Black Friday.
“Advertising during the World Cup is an opportunity to speak to 88% of the population at once,” stated Sabrina Balhes, measurement manager at Nielsen Brasil. According to the survey, the event is ‘more inclusive’ than the researchers themselves believed: 86% of LGBT+ people and 88% of black people declared that they will follow the Qatari edition.
The occasion can also represent a good time to create actions that connect with the public. Seven out of ten participants were open to receiving publicity during the games. Among the main initiatives expected, promotions via coupons (75%), discounts via QR code (55%) and access to products in advance (40%).
The 2,000 respondents also have a high degree of interaction with QR codes. 81% have already used the feature to make purchases and 55% scan when they appear on their screens.
Those who would not engage in advertising activities, which represent 32% of respondents, have as main justifications the fact that they do not pay attention to advertising (56%), do not find the advertisements attractive (22%) and consider that advertising hinders the experience (18%).
As a channel to watch the games, respondents have open TV (65%) as their central medium. This is followed by closed TV (22%) and streaming applications (13%), which will have their first experience with the transmission of World Cup games in Qatar.
Black Friday
The research was carried out in the “single wave” model, which does not allow a comparison of the direct impact of the World Cup on an increase in sales on this year’s Black Friday.
Anyway, it shows that 62% of the participants have the habit of shopping on Black Friday, with 58% in the age group between 25 and 44 years old. Women represent 53% of buyers.
For this year, the most sought after items are in the categories of household appliances (59%), cell phones/tablets (57%), fashion (56%) and personal (38%).
The brands most associated with the date are Americanas, Magalu and Samsung. “Black Friday is not a rush event, but an event that has a lot of planning, strategy and when you work on these values throughout the year, you end up gaining recognition”, explains Balhes, when analyzing the companies in the top of mind in light of the media investments.
