According to research by Tunad, the date has an investment of R$11.6 million this year, compared to R$22.6 million in 2023.
Celebrated this Sunday (11), Father’s Day saw a substantial drop in the volume of advertising campaigns broadcast on television, compared to 2023.
The data presented by Tunad and which evaluated the first eight days leading up to the date showed a 48% reduction in advertising investments this year, totaling R$11.6 million — last year, this amount was R$22.6 million.
“Even though we know that most advertising investments tend to occur closer to the day of the event, especially in the three days leading up to it, we are less than a week away from Father’s Day and we have 50% of the retail volume compared to last year”, explained Ricardo Monteiro, COO of Tunad.
The study took into account the volume of insertions and the estimated investments related to Father’s Day, covering both open TV in São Paulo and pay TV channels.
Furthermore, the research also highlighted that, in the comparison between 2022 and 2023, the date saw a 74% increase in the number of insertions and a 51% increase in investments last year.
In terms of individual brand performance, Claro took the lead with an estimate of more than R$7.1 million invested in 2022, followed by Dolly with R$4.1 million, Bradesco with R$3.9 million, Vivo with R$8.2 million and Natura with R$2.4 million.
In 2023, Claro remained in first place, with a 40% increase and reaching the estimated R$10 million invested, but the rest of the list showed changes. In second place was Vivo with R$8.2 million, Dolly with R$6.6 million, Viva Sorte with R$4.3 million and, finally, Mercado Livre with R$4.2 million.
“This study shows that media pressure is below last year and is a warning to retailers about the strategic importance of the period leading up to Father’s Day for brands,” added Ricardo.
