In the first days of September, Rock in Rio moved the national news with its shows, artists, pop culture and audience as well as all the brands that supported the biggest musical event of the year. According to the IQEM-V (Media Quality and Exposure Index – Valorado), proprietary indicator of the CDN communication agency, the value of brand exposure in spontaneous media in this year’s edition of the festival was R$ 111 million.
The study considers 23 major national press vehicles (print and digital), including two specialized in advertising and marketing, in the period between September 1 and 12. 583 reports were analyzed, categorized into 16 parameters and more than 30 classification criteria in order to qualify the company’s exposure. The result is measured using a proprietary CDN algorithm.
TOP 10
Among the brands that obtained the highest volume of media conquered during Rock in Rio are Itaú (R$ 12.7 million), TikTok (R$ 12.5 million), KitKat (R$ 8.9 million), Americanas (R$ 7.75 million), Natura (R$7.6 million), TIM (R$6.7 million), Heineken (R$6.63 million), Coca-Cola (R$6.12 million), Doritos ( R$5.8 million) and Gerdau (R$5.2 million). Itaú, the top brand in the ranking, was the event’s master sponsor.
The most frequent mentions were related to the distribution of gifts (20.5%), followed by strategic relevance and positioning at the festival (16.1%), box seats (9.4%) and initiatives related to recycling (8% ). Of the universe of 583 articles analyzed, 71% of the messages were related to the marketing strategies of the brands present at the festival. ESG ranked second with 15.6% of messages, followed by “culture promotion” with 10.2%.
SPEAKERS
Among the spokespeople most listened to are Adriana Knackfuss (Coca-Cola), Gustavo Werneck (Gerdau), Eduardo Picarelli (Heineken), Alex Carreteiro (Pepsico), Celso Fortes (Butcher Vegano), Pedro Torres (Gerdau), Morena Leite (Capim Santo), Leonardo Capdeville (TIM), Renato Huramura (Itaú) and Eduardo Tracanella (Itaú).
The communication vehicles that gave more visibility to the brands at Rock in Rio were: O Globo (37.7%), Folha (22.1%), Terra (8.1%), G1 (5.8%) and Estadão (5.3%).
“Measuring the return of media exposure at major events is always a challenge for participating brands. The IQEM not only qualifies the exposure, but also allows the establishment of goals for visibility and projection of messages and positioning that are important for brands”, says Fernanda Dantas, head of digital & data intelligence at CDN.
In total, the festival had 700 thousand tickets sold, 11 sponsors, 25 supporters and attracted more than 350 thousand tourists to Rio de Janeiro. The commercial model of Rock in Rio divided and evaluated the quotas of the event in the following modalities: Master Sponsor, Institutional Sponsor, Sponsors, Content Sponsor, Media Partners, Supporters and Partners.
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