Be a media club partner is not necessarily economic

Affimatch is aimed at advertisers but at clubs wishing to optimize their media in soccer stadiums. The idea is to bring new brands to the football, and allow them to be present at the TV without spending a big budget. The principle of this tool As with traditional media, to allow trademarks to potentiate the benefits of their investments. The number of spectators and television viewers watched the match allows to estimate a hearing for each Panel. It allows to implement the optimization rules to the traditional media, today absent on the market of sports panneautique.

At the end of the 2005-06 Ligue 1 season, Carat Sport, which is developing the tool, has established a budget whether for same visibility support (here a rotary located along the key behind the goals) what was the most "cost-effective" club in terms of economy and hearing. This balance does take into account here that the broadcast matches live and home .

Obviously, this first assessment is contrary to conventional wisdom.Be a media club partner is not necessarily economic. First of all, matching of tariffs raw devices of panneautique clubs and their coverage on TV (broadcast by channel and channel Sport Games) reveals the ranking of teams the most and least expensive to sponsor. More broadcast clubs generate mechanically the largest number of contacts but with levels are uneven: while on average a League 1 club has 6.1 million of contacts on the season, OM broadcasts have generated 18 million. Metz is 1.5 million.Other notable differences lie for 5 clubs who received 5 broadcast matches: ASSE retransmissions gathered 7.8 million contacts against 3.3 for FC Nantes.

Performance of TV being known, retransmissions hearing remains whether perimeter equal (same panneautique device) what was the economic club. An observation is required: the most followed by clubs on TV are not necessarily those that ensure the best return on investment. A mark will be paid 7 euros for OM to reach 1000 individuals, 11 euros in Nice, 3 euros to Lille or even 27 euros in Strasbourg. On average, a mark will be spent 11 euros to reach 1000 individuals, spectators of Ligue 1 matches.

If the economy is not the sole criterion of choice for the advertiser, the duration of potential visibility of the mark may be paramount. Duration of exposure could depend on its level of storage, its emergence from the other partners of the football clubs brands. On the season, potentially a this mark on our device was seen for 9 minutes and 32sec. The duration of visibility of this brand of the differences between the more distributed teams and neglected by the TV 1 to 6.

The impact of the partnership is also the potential of a club to be seen throughout the season.

The panneautique offers the opportunity for advertisers to be also seen during the magazines sports and news, necessary complement to any partner who wishes to also apply to a category of customers not necessarily buffs football to increase its coverage of hearing but especially to achieve a not necessarily "captive" audience. If it refers to the coverage of the clubs in Ligue 1 season 2005-2006, over 8 hours of off direct were devoted on average to different clubs, with a magnitude between clubs the most and the least followed ranging from 1 to 8.

The analysis of this "non direct" airtime (matches played at home) shows that if clubs are not equal before the TV programming, they are not in the JT and sports programs. Their rankings are not a guarantee of interest from the TV media. For example, (4th) Lens, poster 2 hours 30 of benefits out of direct, or as much as Ajaccio (18th) and two times less than Toulouse (16th). While this low TV coverage "off direct" is offset by a strong programming (17 meetings on Canal and Canal Sport) but the partners of the club are deprived of a not insignificant impact less "specialized" than that of the direct audiences. Bordeaux is very much at the top of the clubs most SUVs (16 hours off direct) with specific emissions programmed by M6.

Affimatch allows to analyze the strengths and weaknesses of the devices offered by the clubs, and to recommend specific devices based on the objectives of the marks. In addition this tool the advantage of being able to "predict" the effectiveness and potential return on investment of the display in football stadiums explains in Carat Sport.

Philippe Bertrand