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SBD Global/April 21, 2017/Marketing and Sponsorship

December Clásico Between Real Madrid, Barça Generated $42.5M In Value For Sponsors

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When Barcelona takes on Real Madrid in Sunday's Clásico at the Santiago Bernabéu, Lionel Messi, Cristiano Ronaldo and Co. will once again have the attention of football fans all over the planet. Research from Nielsen quantified the value generated by the teams' clash in Barcelona on Dec. 3, which ended in a 1-1 draw.

The data compiled by Nielsen shows that: 
  • The December Clásico generated $42.5M in total TV and social media value.
  • Of that $42.5M, social media accounted for 12% for sponsoring brands.
  • Barcelona generated a total of $37.4M in media value for brands, while Real Madrid generated $5.1M.
  • Social media accounted for almost half of Real Madrid's total media value (41%).
  • Facebook generated $2.9M in value, more than Sport TV Panel shows.
Nielsen Sports Head of Digital Max Barnett said, "With social media adding over $5 million in total value to sponsors, this shows just how critical a medium it has become. When we measure its value in context, we can see with accuracy its growing worth. In today’s fragmented media market, brands and rights owners are grappling to understand the value of their partnerships and El Clásico offers the perfect example of why a unified measurement is so important. The analysis also highlights the importance of social media for an away team as a tool to generate value for partners when there is no possibility for exposure through traditional in-stadium advertising inventory. We’ll likely see the away team this weekend, FC Barcelona, invest in engaging, relevant content for their global fan base." The most valuable social media post from the draw in December was "[FULL TIME | FINAL]" on Barcelona's Facebook Live page, which drew more than 4.3 million viewers and generated over $186,000 for sponsoring brands. Barnett added, "Video was a key driver of social media value for this match [in December]. Over 64% of media value came from video which compares to European football's average of 44% from this season so far. Facebook Live was also leveraged extremely effectively in the buildup, during, and after this match, driving 27 million views from over five hours of content broadcast by the two teams."

Source: Nielsen
Source: Nielsen
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