Google and YouTube (31%), open TV (29%) and social media (18%) lead
preference for seeking information
The media urges the audience for the Qatar World Cup. Rede Globo will be responsible for broadcasting 64 games, 56 of them live. The others will be reprized. With around 500 professionals, the coverage promises more than 160 hours on TV Globo, under the We are together for the Cup, and 300 hours on SporTV. The Portuguese team, with Cristiano Ronaldo, was the subject of one of the eight films in the campaign stage that started in August.
On Globoplay, subscribers will be able to watch one game a day, narrated by Tiago Leifert and commented by Fernanda Colombo, coach Lisca and performance analyst Tomaz Freitas. While journalist Ana Thais debuts in the comments, Galvo Bueno says goodbye to the World Cups on TV Globo.
The narrator will make his last appearance in Qatar, in the company of Jnior and five-time champion Roque Jnior. Then, head to Play9, a content studio founded by youtuber Felipe Neto and digital entrepreneur Joo Pedro Paes Leme, according to an interview given to PROPMARK in April.
Another kick from narrators Renata Silveira, on TV Globo, and Natlia Lara, on SporTV. In the virtual stadium, they will have live images of Doha as a backdrop during the 28 days of the tournament. Cup Centerwith Alex Escobar, Lucas Gutierres, Jojo Todynho and ex-players Fred and Alosio Chulapa, complements the program, which also features the frame Que Doha this, conducted by Marcelo Adnet. The comedian gives voice to people’s feelings about the World Cup. J Lucas Gutierrez show the temperature of the fans in Qatar.
Magazine Luiza, sponsor of the Copa broadcast on Rede Globo, takes up the promotion created by Ogilvy to promote the sale of TVs. Exchange everything in Magalu encourages Brazilians to replace used devices with new ones.
The communication, which explores the typical soccer substitution management, complements the sponsorship package for broadcasts of the tournament made exclusively by the Globo TV and Sportv system, in addition to content broadcast on ge and Globoplay, acquired by Magalu.
Ambev, BRF, Claro, Ita and Pixbet are also among the sponsors of Globo’s broadcast. Even the Lek Trek, icon of Sadia, was summoned. The symbol of the BRF brand appeared dressed in hopscotch in the vignettes of the Brazilian team’s friendlies in September, on Globo and SporTV’s grid, commanding the preliminary strategy, which foresees unfolding on TV and digital. Covered by Africa, the shares explore the new signature Your day asks for Sadiaadapted to His fans ask for Sadia champions during the Cup.
Scream beyond the TV
The internet rushes into the embrace of the crowd. In June, more than 500,000 conversations on the subject were verified, up 59% compared to May, according to the Stilingue insights platform. Adidas and Nike were the most talked about sports. Alem, the first official sponsor of the Cup since 1970. It launched Al Rihla, the official ball of the games, on March 30th, and Arena Adidas Kufa Helipolis the tournament final On the day.
The winning trios female and male from the stages of So Paulo, Rio de Janeiro, Porto Alegre, Salvador, Goinia and Manaus faced each other on October 15th for the most awaited prize: a passport to Qatar with expenses paid. Al Rihla’s journey through street football in Brazil is on the channel’s web series consecrated. The project was created and executed by the EA Agency.
The North American, on the 7th of August, launched the uniforms used by the players in the search for the sixth championship with the CBF. Homage to the jaguar, the collection Brazilian Claw inspired the campaign wear the clawstarring goalkeeper Alisson Becker and players Richarlison, Rodrygo, Philipe Coutinho, Marquinhos, Matheus Cunha and Adriana Silva.
There is also sprinter Paulo Andr, former player Ronaldo Nazrio (R9), rapper Djonga, funk singer MC Hariel, streamers Gaules and Babi Loud, judoka Rafaela Silva, skater Leticia Bufoni and dancer Jonathan Santos. Raphael Martins, leader of the Meninos Bons de Bola collective; Endrick, Palmeiras player; and presenter Fred, from Desimpedidos, also make special appearances.
The trio of MCs Nina, Febem and Sodomite pack the grime played in the campaign, which was created by Wieden+Kennedy So Paulo. Nike is a partner of the teams from Brazil, England, Holland, France, Portugal, United States, Australia, Canada, Croatia, South Korea, Poland, Qatar and Saudi Arabia.
eye on the bid
A report organized by adtech Zygon estimates 2.8 billion online impressions during the World Cup period, confirming the trend of consumption of digital content. The survey considers data from the Brazilian Electronic Commerce Association (Abcomm). The sector is expected to earn around R$ 165 billion by the end of the year. Hope for victory and connection move the thermometer that measures the interaction of brands.
Of the Brazilians who will attend the World Cup, 65% are already engaged with the tournament since June, when Google concluded the Pulse of the Cup study. Social networks gained eight percentage points in relation to the reading obtained from June to May. Google and YouTube (31%), open TV (29%) and social media (18%) lead the preference for information search.
But trust still resides in traditional media, driven by word of mouth (91%), sponsorship (87%), newspaper advertisements (85%), TV (85%) and radio (84%), confirms Nielsen. In the research of Terra, another certainty. Of the percentage that watch the games (77%), TV (51%) leads the way, followed by the internet (36%).
The search for information also has TV (36%) as the main source. News sites (28%), social networks (23%), YouTube (9%) and influencers (4%) follow. Regretful Scenes (42%), Glove de Pedreiro (26%), That day was crazy (17%) and Casimiro (13%) are among the main mentions of respondents who follow influencers from the world of football (55%).
lost in the field
The battle for goals on the pitch gives way to a fight for audience in the media. But, according to Nielsen, it will not be easy to retain attention. The group of 56% of people disinterested in activities linked to the Cup does not care about advertising. Unattractive formats (22%), parts that hinder the experience (16%) and brands that do not connect (13%) are the main obstacles.
CBF recalls that football and global sport compete with the main entertainment alternatives. Data and content must guide the communication strategies of sports properties, tracking consumption preferences to establish genuine relationships, capable of surprising fans. The technology applied to the live experience cited by the CBF as one of the possibilities.
This is the most complex Cup project that we have ever put together due to its atypical characteristics, recognizes Julio Tortorello, head of monetization at Terra, who will take the channel regretful scenes to Qatar to cover the World Cup. Customized deliveries will be on social networks, mobile first, exploring the lightness of social, which twists, details Tortorello.
With 20% of the audience interested in sports, Terra estimates a production of more than one hundred video content, in addition to the news coverage of the tournament. For advertisers, mediatech adds a geolocation strategy for activations in bars and restaurants, which must be crowded on game days, held at 1 pm and 4 pm. Interaction with the content and unification of the Cup and Black Friday strategy are among the requirements, allowing sports and electronics to be worked on.
Terrabolists e Immediately of mine are among the highlights of Terra’s live content. Lance, Gazeta Esportiva, Estado, Reuters, OneFootball, Perform (Minute by Minute + Table), SportLife and Goal are the partners that will promote goalscoring guidelines for the next World Cup in Canada, the United States and Mexico, in 2026.
