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2021-07-21 14:00

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

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

Gemius presents an analysis of the advertising campaigns of three companies from the FMCG sector that are sponsors of this year's Euro 2020 games - Coca-Cola, Heineken and the Takeaway.com group. The analysis covers campaigns carried out just before or during the Euro - May 11-June 11 and June 11-July 11 in Poland.

The Coca-Cola Company

The company made its debut as a sponsor of the European football championship in 1988. So she has been associated with UEFA for over 30 years! Under the new contract signed in 2019, the company was able to promote carbonated drinks, sports drinks, water, ready-to-drink coffee and fruit drinks during Euro 2020. What was the reach of the company's advertising campaigns in the period from May 11 to June 11 compared to the period from June 11 to July 11?

From May 11 to June 11, Coca-Cola, through its advertising campaigns, reached almost 32 million users aged 7 to 75, recording almost 800 million contacts with the campaigns. Noteworthy is the achieved reach - over 94%, as well as the average time of contact with the ad - over 15 seconds. The analysis of data for the reach of the campaign shows that Coca-Cola builds the greatest reach through television advertising (over 91%).

Source: gemius AdReal, The Coca-Cola Company, data: 11.05-11.06, TG 7-74, Media Type: TV+Digital

From May 11 to June 11, Coca-Cola, through its advertising campaigns, reached almost 32 million users aged 7 to 75, recording almost 800 million contacts with the campaigns. Noteworthy is the achieved reach - over 94%, as well as the average time of contact with the ad - over 15 seconds. The analysis of data for the reach of the campaign shows that Coca-Cola builds the greatest reach through television advertising (over 91%).

 

Source: gemius AdReal, The Coca-Cola Company, Reach Building by media, data: 11.05-11.06, TG 7-74, Media Type: TV+Digital

Source: gemius AdReal, The Coca-Cola Company, Real Users – day by day, data: 11.05-11.06, TG 7-74, Media Type: TV+Digital

The company's advertising campaigns in the analyzed period reached a constant number of recipients. Their number rarely dropped below 9 million, but often reached the results of 15 million real users a day.

Analyzing the data with the same characteristics for the period from June 11 to July 11, we see that The Coca Cola Company reached over 31 million real users with its advertising creations, recording almost 700 million contacts with advertising with an average time of 16.5 seconds. each. Thus, these data are comparable to the period from May 11 to June 11. As in the previous month, the company advertised itself through television and digital media.

Source: gemius AdReal, The Coca-Cola Company, data: 11.06-11.07, TG 7-74, Media Type: TV+Digital

Analyzing the data for the same period, regarding the number of real users, we notice an upward trend around the weekends, when the games were most often played. The largest number of real Users - over 17 million – company reached on July 11 (final of Euro 2020). It is also noticeable in the analysis of reach building. We are observing a steady, stable growth from 9 million (June 11) to over 31 million (July 11). Reach building within individual media is distributed in a similar way as in the case of the previously analyzed period. The greatest % of reach is provided by advertising creations on television, then successively on smartphones and on computers. The Coca-Cola Company did not advertise itself via radio in the analyzed periods.

Source: gemius AdReal, The Coca-Cola Company, Real Users – day by day, data: 11.06-11.07, TG 7-74, Media Type: TV+Digital

Source: gemius AdReal, The Coca-Cola Company, Reach Building, data: 11.06-11.07, TG 7-74, Media Type: TV+Digital

Heineken

The beer producing company is the "Official Beer Partner of UEFA EURO 2020". The owner of beer brands has been cooperating with UEFA for over 25 years. In connection with this year's tournament, the company focused on the promotion of two entities - Heineken and Heineken 0.0 - non-alcoholic beer. In the period of May 11 - June 11, the Heineken recorded almost 4.6 million real users, a reach of 83% and almost 250 million contacts with advertising campaigns (the average contact time was almost 13 seconds). Heineken advertised on both television and digital media. In the case of Heineken 0.0, marketers focused on advertising exclusively within digital media. In the same period, the brand recorded almost 30 million real users, a reach of almost 14% and almost 8 million contacts with advertising creations (average contact time - almost 10 seconds).

 

Source: gemius AdReal, Heineken, data: 11.05-11.06, TG 7-74, Media Type: TV, Digital

Source: gemius AdReal, Heineken 0.0, data: 11.05-11.06, TG 7-74, Media Type: Digital

When analyzing the data obtained from the gemius AdReal research for the period from May 11 to June 11, it can be noticed that the advertising promotion of the Heineken 0.0 brand in the media began on May 25. Previously, the brand was not promoted in this way at all. At the start of the promotion, the brand gradually and regularly increased its reach and the number of real users (from almost 50 thousand on the first day of the promotion to over 4.5 million on June 11). Analyzing the data on the Heineken brand, we notice that the brand increased its promotional activities in the period May 16-22. During this period, the number of real users increased from almost 5 million to almost 20 million. Later, Heineken recorded a stable, albeit much slower, growth (+500,000 - 1 million real users per day).

Source: gemius AdReal, Heineken, Heineken 0.0, Real Users – day by day, data: 11.05-11.06, TG 7-74, Media Type: TV+Digital

Source: gemius AdReal, Heineken, Heineken 0.0, Reach building, data: 11.05-11.06, TG 7-74, Media Type: TV+Digital

Gemius AdReal data shows a significant share of television (almost 80%) in building coverage in the period May 11-June 11 for both brands. During the analyzed period, they did not conduct any advertising activities on the radio.

Source: gemius AdReal, Heineken, Heineken 0.0, Reach Building by media, data: 11.05-11.06, TG 7-74, Media Type: TV+Digital

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

In the case of the Heineken brand, both the number of real users reached by the ads and the reach building are very similar to the previously studied period. The visible difference is noticeable in the case of the Heineken 0.0 brand. In the period May 11 - June 11, the brand was advertised exclusively through digital media, reaching less than 5 million real users and generating approx. 8 million contacts with advertising. In the period from June 11 to July 11, the company focused on extending the promotion channel with television. Both channels built a reach of almost 86%, over 28 million real users, who generated 190 million contacts with the ads (average duration of approx. 14 seconds).

Source: gemius AdReal, Heineken, data: 11.06-11.07, TG 7-74, Media Type: TV+Digital

When analyzing the data on the number of real users, an interesting situation is noticeable. During analyse of the data for the earlier period, it can be noticed that the Heineken 0.0 brand began to be advertised on May 25. In the chart presenting the data for the period from June 11 to July 11, we notice that this brand has several times recorded a greater number of users who received the advertising message than the "mother" brand - Heineken. This situation took place several times (from June 21 to July 10). The biggest disproportion is noticeable on July 7. At that time, Heineken 0.0 recorded the number of real users at the level of almost 10 million, while Heineken only 700 thousand. Four days later (on the day of the Euro 2020 finals) we notice the opposite. It was Heineken who took the lead (almost 10 million real users; jump from 200,000 on 10.07). Heineken 0.0 recorded 2.7 million on the same day.

Source: gemius AdReal, Heineken, Heineken 0.0, Real Users – day by day, data: 11.06-11.07, TG 7-74, Media Type: TV+Digital

Source: gemius AdReal, Heineken, Heineken 0.0, Reach building, data: 11.06-11.07, TG 7-74, Media Type: TV+Digital

In a comparative analysis of the results of both entities, it can be noted that the Heineken 0.0 brand, which began to be advertised on May 25, generated very similar real Users and reach indicators to the Heineken brand, continuously advertised from May 11 to July 11. Moreover, in the period from June 11 to July 11, Heineken 0.0 achieved a higher advertising contact time rate.

Source: gemius AdReal, Heineken, Heineken 0.0, porównanie, data: 11.06-11.07, TG 7-74, Media Type: TV+Digital

Takeaway.com  - Pyszne.pl

The youngest company of analysed in this article Euro 2020 sponsors from the FMCG industry is Takeaway.com, of which Pyszne.pl 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, which were part of the group. In Poland, it was Pyszne.pl. In the period from May 11 to June 11, the brand reached over 30 million real users, recording almost 500 000 contacts with advertising creatives, the average time of which was almost 12 seconds. Pyszne.pl advertised itself - just like the previously discussed entities - on television and digital media.

Source: gemius AdReal, Pyszne.pl, data: 11.05-11.06, TG 7-74, Media Type: TV+Digital

Analyzing the gemius AdReal data for the period from May 11 to June 11, we notice that the Pyszne.pl brand has intensified its promotion in television and digital media since May 13. We can observe a sharp peak related to the number of real users. On May 13, the brand recorded less than 900,000 of them, while three days later - on May 16 - already over 9.5 million.

Source: gemius AdReal, Pyszne.pl, Real Users – day by day, data: 11.05-11.06, TG 7-74, Media Type: TV+Digital

Analyzing the gemius AdReal data for the same period, concerning the building of coverage in individual media, we notice that the brand has built its greatest coverage by means of advertising TV campaigns, which it started on May 12-13. A month later, on June 11, TV commercials accounted for almost 88% of the reach. (6.5% Mobile, PC less than 1%). Since the launch of advertising campaigns, a steady but slow increase in reach has been noticeable.

Source: gemius AdReal, Pyszne.pl, Reach Building by media, data: 11.05-11.06, TG 7-74, Media Type: TV+Digital

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

In the analyzed period, the brand's advertising campaigns generated over 30.5 million real users, recording over 600 million contacts with advertising (+ 156 million compared to the previous month).

Source: gemius AdReal, Pyszne.pl, data: 11.06-11.07, TG 7-74, Media Type: TV+Digital

Data for the same period showing the dynamics of the number of real Users. As in the case of the brands analyzed earlier, show jumps on the days when the matches of the Polish national team were played. It is clearly visible, for example, on June 19 (Poland-Spain match); over 13 million real users compared to 6.7 million the day before; and near July 11 (11.3 million). However, both the coverage building index and media share are comparable to the previous month.

Source: gemius AdReal, Pyszne.pl, Real Users – day by day, data: 11.06-11.07, TG 7-74, Media Type: TV+Digital

About gemiusAdreal

gemiusAdreal is a market intelligence tool revealing all brands’ activities, both in digital and cross-media world. The study allows for in-depth insight of competitors media activity across all three platforms: TV, PC and mobile including not only top application: Facebook, Instagram and YouTube but also web browsers: Chrome, Firefox and others. The comprehensive knowledge about advertising market provided by gemiusAdReal, helps all media-players such as brand owners, media agencies and publishers in better planning their marketing strategies and media-mix optimizing.

 

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Type of Content

analysis

Country

Polska

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