Congested sporting calendar hikes cost of sponsors’ adverts
A CONDENSED sports season means a GAA sponsor running a TV campaign will now pay almost double for their TV spot in November than they could have in July, according to a new report from agency Core Sponsorship.
Autumn is a more expensive period for TV advertising than the summer. In addition to this, the sporting calender is usually well spaced out through the year — ensuring GAA and rugby promotions do not overlap.
Therefore, advertising will be more cluttered with additional sports events, which means that the extra money spent may not yield an equivalent impact for the sponsor.
“At a time when it feels like budgetary pressures are coming from all angles and every cost is under the spotlight, the timing of a condensed sporting calendar is far from ideal, as media costs significantly increase in September,” states the ‘State of Play’ report.
“Patient sponsors expected that their sponsorship exposure value would eventually be delivered this year. The reality is that some tournaments and events have had to progress with altered formats or more condensed seasons.
“This, in addition to the cluttered calendar, will see some exposure values being diminished.”
Earlier research suggested that consumers would think less of a brand which pulled its sponsorship during Covid-19.
The report also concedes that some fans will not be as engaged with events played behind closed doors. It will fall to brands to find creative ways to appeal to these people, said Core.
While budgets are under pressure and uncertainty about a second wave remains in place, Core said there would be opportunities for sponsors to create goodwill during this time.
“This is a time when absence definitely won’t make the heart grow fonder. Uncertainty will hurt the best-laid plans and activations which depend solely on play could be off target if another lockdown occurs.”