Tunad study reveals that 56% of commercials are from brands and Mercado Livre is the leader in searches
A detailed analysis conducted by media platform Tunad reveals that theBlack Friday 2023, although more measured compared to previous years, witnessed a significant increase in retail presence. Brands that had already been showing growth further consolidated their position this year.
In the two weeks preceding Black Friday until the day of the event, open TV stations in So Paulo experienced a 6.4% increase in the number of commercials compared to the same period in 2022. The competition for the public’s attention on screens gained new protagonists, surprising spectators and analysts.
Until then,Shopee eAmazon were the dominant figures in terms of commercials broadcast on open TV, however, in 2023, the dynamics of the advertising scenario changed.Clear e Free market emerged as leaders in the number of insertions related to the most crucial date for retail, with 12.3% and 9.5%, respectively, in relation to the total announced.
The power of large retail was once again manifested, with the “Top 10 brands” representing a significant 56% of the total number of commercials about Black Friday on open TV. With regard to the “uplift”, the increase in searches for the brand on theGoogle In comparison to the average, Mercado Livre stood out nationally, achieving an average of 21.94% of uplift per insertion. This remarkable performance was identified based on more than 4 thousand insertions on the main open TV stations throughout Brazil. Then theMagazine Luiza recorded 20.23, followed by O Boticrio with 18.07.
Although Black Friday 2023 was timid, it is clear that brands like Mercado Livre and Magazine Luiza are transforming this date in Brazil into one of the most crucial for retail. Even in the face of a more restricted environment, these companies managed to not only maintain their presence, but also experience significant growth in average pressure compared to 2022, explains Ricardo Monteiro, COO of Tunad.
According to research by the Media Intelligence company, data reveals that advertising during Black Friday has become more than a marketing strategy; It is now an imperative necessity for brands looking to stand out and thrive in the competitive retail landscape.
To access the search, simply clickhere.
How was the study carried out?
Tunad has an audit team and a signal capture system for open TV and PayTV channels. The system developed by Tunad can identify the start time of commercials and perform automatic classification via audio-matching with an audit team carrying out the final conference to validate the results.
Today, we audited the open TV channels of So Paulo, Araatuba, Bauru, Campinas, Curitiba, Itapetininga, Ja, So Jos do Rio Preto for research. And PayTV channels: AXN, Cartoon NetworkCNN Brasil, Discovery Channel, Discovery H&H,Discovery Kids,ESPN2,ESPN4,ESPN Brasil, Fox/Star, FX ,Globo News,GNT,Megapix, Multishow, National Geographic, Sony, SporTV, TNT, Universal, Viva,Warner Channel. However, for customers, we are able to monitor most squares in Brazil.
Furthermore, the Tunad platform can use this data to cross-reference and identify whether these advertisements had an impact on any specific KPI. One of the KPIs that Tunad has integrated is Google searches. Tunad has an API that will load the keywords that are registered on the platform minute by minute. With this data, the platform will draw an average for the search for the keyword registered 5 minutes before each one to identify the ads, and draw a projection 10 minutes after the insertions of how many searches there would be without the ads, and this is called baseline. From this, we compare this projection with the real value of searches, everything that stands out from this generated baseline we call Uplift, being the main metric we use to evaluate whether or not an ad had an impact on the KPI.
*Cape photo: Repduo/Tunad
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