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SBD Global/January 27, 2014/Marketing and Sponsorship

World Cup Sponsors Spending $600 Million On Brazil TV Network Globo

When Brazil hosts the World Cup later this year, "it will be like having the Super Bowl every day for an entire month," according to Laurel Wentz of AD AGE. Eight marketers "are paying Brazil's dominant TV network Globo" a total of $600M for a TV presence around the football games and related coverage. At $75M per sponsor, that is the equivalent "of almost 20 thirty-second Super Bowl spots each for AmBev, Coca-Cola, Banco Itau, Johnson & Johnson, Hyundai, Nestle, wireless business Oi and local retailer Magazine Luiza." What "does a 20-Super-Bowl-spot budget buy you on Brazil's TV Globo?" Marketing Dir Anco Saraiva "breaks it down." He said that "each of the eight marketers will get a minimum of 1,120 video insertions." That includes 451 thirty-second TV commercials, hundreds of quick mentions with visuals when announcers talk about World Cup games, and 359 vinhetas, five-second commercials created by Globo "that feature four marketers at a time and run at the beginning and end" of football games and other programming, and during commercial breaks. Although ads "will not get the kind of wild acclaim and intense scrutiny that Super Bowl spots draw in the U.S.," Brazilian ad agencies for World Cup sponsors "are in overdrive churning out enough new TV ads so viewers do not get bored." For marketers in Brazil "who really want to double down" on their football, Globo also offers a separate package for non-World Cup football this year (AD AGE, 1/22).

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