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2021-07-19 10:16

#Euro2020 Sponsors. Reach analysis of the advertising campaigns from the FMCG industry in Germany

#Euro2020 Sponsors. Reach analysis of the advertising campaigns from the FMCG industry in Germany

#Euro2020 has come to an end. On Sunday, July 11, we met the winner of the tournament, which is an important event not only for fans, but also advertisers - sponsors and partners. Gemius presents an analysis of the advertising campaigns in Germany for the three companies from the FMCG sector that are sponsors of this year's tournament.

The analysis covers campaigns of Coca-Cola, Heineken and the Takeaway.com group.carried out just before or during the Euro - May 11-June 11 and June 11-July 11 in Germany.

The Coca-Cola Company

The company made its debut as a sponsor of the European football championship in 1988. It has been associated with UEFA for over 30 years! Under the new contract signed in 2019, the company was able to promote during Euro 2020 carbonated drinks, sports drinks, water, ready-to-drink coffee and fruit drinks.

According to the data obtained from the gemius AdReal research for Germany and the period May 11-June 11, and the age group 14-59, The Coca-Cola Company reached over 36 million real users with its advertising campaigns. It gained over 704 million contacts with advertising, the average time of which was almost 16 seconds. The company advertised through television, PC and Mobile. 

Source: gemius AdReal, The Coca-Cola Company, data: 11.05-11.06, TG 14-59, Media Type: ALL

Analyzing the data on building coverage in the same period, we notice that The Coca-Cola Company gradually increased its reach from May 11. On the first day in the analyzed period, the reach was around 13 million, while on June 11 - over 36 million. In the case of Germany the greatest share in building advertising reach on smartphones is noticeable.

Source: gemius AdReal, The Coca-Cola Company, Reach Building, data: 11.05-11.06, TG 14-59, Media Type: ALL

Source: gemius AdReal, The Coca-Cola Company, Reach building by media, data: 11.05-11.06, TG 14-59, Media Type: ALL

Fanta, Fuze Tea and Coca-Cola Zero were the brands of The Coca-Cola Company group that reached the largest number of real users from 11 to 30 May thanks to advertising campaigns. On May 30, the company launched an intensified advertising campaign for the Coca-Cola brand, which is noticeable in the peak in the chart below.

Source: gemius AdReal, The Coca-Cola Company, Real Users/brands, data: 11.05-11.06, TG 14-59, Media Type: ALL

What were the data for the period June 11 - July 11?

Analyzing the data for this period, we notice that despite a similar number of real users in a given period and the use of the same advertising channels, generated almost 250 million fewer contacts with advertising campaigns. During the analyzed period, the company reduced the intensity of promotion for brands other than Coca-Cola. The brand promotion intensified since May 31, reached the highest level on June 5 (over 10 million Real Users), and then, until July 11, it gradually decreased in value.

 

Source: gemius AdReal, The Coca-Cola Company, data: 11.06-11.07, TG 14-59, Media Type: ALL

Source: gemius AdReal, The Coca-Cola Company, Real Users for each brands, data: 11.06-11.07, TG 14-59, Media Type: ALL

Heineken

The beer producing brand is the "Official Beer Partner of UEFA EURO 2020". The owner of beer brands has been cooperating with UEFA for over 25 years. In the period of May 11 - June 11, the Heineken brand recorded almost 8.5 million real users, a reach of over 20% and over 17 million contacts with advertising campaigns (the average contact time was almost 6 seconds). Heineken only advertised in digital media (Mobile + PC).

Source: gemius AdReal, Heineken, data: 11.05-11.06, TG 14-59, Media Type: Mobile+PC

When analyzing the data obtained in the gemius AdReal study, it can be noticed that the daily number of real users is dynamic. For example - on May 14, this number was just over 400,000. people, while the next day - over 1.1 million. The advertiser's increased activity in this period could have been related to the football match between Bayern Munich and Freiburg on May 15. This peak is also noticeable when analyzing analogous data for range building. It can also be argued that the Heineken brand from May 14, in connection with the upcoming Euro 2020, increased the advertising dynamics. In the following days, a gradual increase in coverage is noticeable. On May 11, it was just over 190 thousand, and on June 11 it was almost 8.5 million.

Source: gemius AdReal, Heineken, Real Users – day by day, data: 11.05-11.06, TG 14-59, Media Type: Mobile+PC

Source: gemius AdReal, Heineken, Reach Building, data: 11.05-11.06, TG 14-59, Media Type: Mobile+PC

What were the data for the period June 11 - July 11?

Compared to the data for the previously analyzed month, Heineken recorded an increase in real users - it was over 12.3 million (+3.9 million) and contacts with advertising - over 36 million (+19 million). The average time of contact with the ad was 2 seconds longer and the total reach was higher by over 10%.

Source: gemius AdReal, Heineken, data: 11.05-11.06, TG 14-59, Media Type: Mobile+PC

When analyzing the data on the number of real users, we notice that the highest brand value was reached on June 23 (almost 2 million). This could be due to the match between the German national team and Hungary that took place that day. A similar situation took place on June 29 (Germany - England match). It is therefore noticeable that the increased range and number of users who have contact with the brand's advertising are related to Euro 2020 matches.

Source: gemius AdReal, Heineken, Real Users – day by day, data: 11.06-11.07, TG 14-59, Media Type: Mobile+PC

Takeaway.com - Lieferando.de

The youngest entity of the Euro 2020 sponsors from the FMCG industry is Takeaway.com, of which Lieferando.de is a part. The company is the Official Partner Service for Ordering Food during the championship. The Takeaway.com group, through the sponsorship of the competition, promoted its European brands. In the same period, according to Data from the gemius AdReal study, the Lieferando.de brand reached over 42 million real users who generated over 500 million contacts with advertising. The average contact time was 12 seconds. On the other hand, the reach increased to almost 80 /%. The brand advertised itself through television and digital media.

Source: gemius AdReal, Lieferando.de, data: 11.05-11.06, TG 14-59, Media Type: ALL

In the case of this brand, after analyzing the data related to the number of real users, there is also a noticeable peak around May 13-16, related to the aforementioned football event. Building coverage is carried out in a manner comparable to the Heineken brand - a stable, upward trend is noticeable. Lieferando.de on May 11 recorded a reach of just over 2.6 million, while on June 11 this figure was almost 35 million.

Source: gemius AdReal, Lieferando.de, Real Users – day by day, data: 11.05-11.06, TG 14-59, Media Type: ALL

Source: gemius AdReal, Lieferando.de, Reach building, data: 11.05-11.06, TG 14-59, Media Type: ALL

The Lieferando.de brand in the period May 11 - June 11 conducted advertising activities via television, Mobile and PC. The greatest reach was generated by TV campaigns (73.76%). PC - 14.08% and Mobile - 47.75%. The last two channels added coverage to television (+13%).

Source: gemius AdReal, Lieferando.de, Reach building by media, data: 11.05-11.06, TG 14-59, Media Type: ALL

Between June 11 and July 11, the brand reached over 35 million real users with its advertising campaigns, which generated over 480 million contacts with the advertisement. These values ​​are comparable to the period from May 11 to June 11. Also, advertising channels and their percentage share in generating reach did not change significantly. As in the case of other, Lieferando.de brands analyzed, the highest number of real users who had contact with advertisements was recorded on July 11.

Source: gemius AdReal, Lieferando.de, data: 11.06-11.07, TG 14-59, Media Type: ALL

Source: gemius AdReal, Lieferando.de, Real Users – day by day, data: 11.06-11.07, TG 14-59, Media Type: ALL

Gemius AdReal in Germany uses the single source panel to measure all advertising activities across linear TV (38 channels) as well as in digital on PC and smartphones, including mobile in-app for Facebook, YouTube and Instagram, both video and non-video formats. 

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