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- The Goal Mainstream Media Misses
Recently, I watched the Brazilian national soccer team compete in the 2026 World Cup qualifiers. For many of us, matches featuring legends like Ronaldo, Rivaldo, Ronaldinho, and Roberto Carlos were once highlights of our childhood. The anticipation was electric; it was not uncommon to think, “How many goals will we score today?” However, the current sentiment surrounding the team is markedly different. Today, we face uninspiring performances and a lack of charisma that diminish the once-iconic allure of the yellow jersey.
This shift reflects broader changes in how both soccer and advertising operate in a highly interconnected world. As the sport has matured into a lucrative industry, players and teams have adopted a more business-oriented approach. Observing a recent game broadcast on Globo, Brazilian TV, I was struck by a telling phenomenon: during halftime, only two out of ten advertising slots were filled—one by a bookmaker and the other by a payment company. The remaining slots were taken by promotions for soap operas and other network programming. This startling statistic—only 20% of advertising capacity sold during a prime-time match—raises critical questions: Has the national team lost its charisma with sponsors? Where is the money that once flowed into soccer advertising?
This scenario illustrates a broader trend: the migration of advertising investments from traditional media to digital platforms, especially social networks and niche channels. A recent report from eMarketer predicts that digital ad spending in Brazil will surpass $8 billion by 2024, highlighting the shift in where brands choose to invest their marketing dollars. This shift is largely driven by the need for brand activation—a concept that emphasizes engaging consumers in meaningful ways rather than simply broadcasting a message.
In the digital landscape, brand activation can take various forms. Social media platforms like Instagram, TikTok, Facebook, and Twitter, offer unique opportunities for brands to connect with their target audiences in real time. For example, a 2023 study found that 70% of consumers are more likely to purchase a product after seeing it promoted by an influencer on social media. This statistic underscores the growing importance of influencer marketing as a powerful tool for brand activation.
Moreover, niche channels allow brands to target specific demographics more effectively. For instance, platforms like Twitch cater to gaming audiences, while Pinterest attracts a largely female user base interested in DIY and lifestyle content. By tailoring messages to these distinct audiences, brands can achieve higher engagement rates and conversion levels compared to traditional media. According to a survey by Nielsen, digital ads are 2.5 times more likely to be viewed than their TV counterparts, making the case for a strategic pivot towards digital.
Another key advantage of digital advertising is the wealth of analytical data available. Brands can track consumer interactions, measure engagement, and assess the effectiveness of campaigns in real time. This data-driven approach not only enhances marketing intelligence but also allows brands to pivot strategies quickly based on consumer behavior. A report from HubSpot indicates that businesses that prioritize data-driven marketing are six times more likely to be profitable year-over-year.
As the Brazilian national team struggles to maintain its previous glory, it serves as a metaphor for the challenges faced by traditional media in a rapidly evolving advertising landscape. The allure of significant audience numbers is no longer sufficient to command high advertising contracts. Today, advertisers demand not only reach but also measurable engagement and conversion—a challenge that traditional TV has yet to fully address.
To remain competitive, media outlets and advertisers must embrace digital transformation and leverage the power of brand activation through social networks and niche channels. By prioritizing data-driven strategies and fostering genuine engagement with consumers, brands can create meaningful connections that go beyond mere visibility.
In conclusion, as Brazilian soccer navigates its current phase, the dynamics of advertising are shifting in parallel. The future lies in understanding the science behind brand activation, particularly through digital channels. Both the national team and the advertising industry must adapt to these changes to reclaim their former prominence in the hearts and minds of consumers. The road ahead will require innovation, agility, and a deep understanding of the ever-evolving landscape of digital engagement.
Are you ready to score your own goals in this dynamic environment and redefine how brands and performers engage with fans?
Visit us at Decensat Design an let’s start to make an impact!
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Today, we would like to share this text and all our support for the Valencian community of that has suffered from devastating Spanish floods in recent days. We hope that the families are well and that they have all the support they need to rebuild their homes and lives in this wonderful city. Do you want to help Valencia get back on its feet? Donate using the link below with whatever amount you can.
A on hi ha volentat, hi ha camí. Ànim!
Thanks for your attention and help.
att Decensat Team
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