The survey, which analyzes the ROI in spontaneous media, pointed to the Folha de S. Paulo newspaper as the vehicle that gave greater visibility to the subject.
Smirnoff achieved the highest media exposure with the LGBT+ Parade, with its activation actions yielding BRL 12.3 million in monetary return. The brand was the sponsor of the official podcast of the program and was also highlighted at the Cultural Fair of Diversity, which preceded the event.
The data are from the IQEM-V, an indicator of the communication agency CDN, which measures the ROI (Return on Investment) of exposure in spontaneous media. The evaluation computed the publications in national media and specialized in advertising and marketing from the beginning of January of this year until the 20th of June. In total, the LGBT+ Parade obtained a return on exposure of R$ 57 million.
The other brands that stood out with their participation in the event were Amstel, generating R$ 9.9 million; Land, R$8.8 million; Burger King, R$7 million, and Vivo, R$5.4 million. For comparison purposes, the commercial model offered this year was divided into three categories: Presents (R$ 3.1 million), Sponsorship (R$ 1.5 million) and Support (R$ 1 million).
Among the main messages, the highlight was the defense and promotion of diversity, with 37.2% of approaches, followed by the perception of political awareness, with 26.5%.
The newspaper Folha de S. Paulo was the vehicle that gave greater visibility to the topic, representing 35% of the total published, with an emphasis on the political agenda, in 38% of the content. Terra appears in second place, with 30.3%, providing information on diversity and publicizing the event’s schedule.