In the advertising ecosystem at the end of the year, the most prominent element has been, in an almost traditional way, that of the last advertisement of the year. Tradition is a kind of key piece in the Spanish advertising industry, whose origins are closely linked to the history of television in Spain.The pull started first with the fact that there was a single broadcasting network (public television) and that this ensured millionaire audiences before the New Year’s Eve chimes. When the private ones appeared in the 90s, the idea should have played, but it didn’t. The last ad of the year became a spending competition between brands and television channels. The last ads of the year (and in a way the first ones as well) have continued to be one of those ad event-moments of the year that advertisers feel are worth paying a lot for. The big question is what will happen this year. Will the price race and the peak of interest from brands continue despite this being such a difficult year?

What is quite clear is that they have the certainty that consumers are at home.For now, nothing is Paraguay Email List known about what will happen with the last announcement of the year (it is usual, in a few days the names of the leading brands may begin to appear), although the truth is that the data coming from other markets already make it clear that the moment-event in television advertising terms has, this year and next, a complicated situation.The coronavirus has created a very complex year for television (peaks in audiences, drops in advertising, worsening problems in recent years) and it seems that it will also affect the elements that were maintained as a kind of safe value in terms advertising. This year’s US upfronts negotiations were already difficult.The upfronts are that pre-season moment in which the heads of the US networks show marketers the star programs they will have. Advertisers buy ad space at a glance, ensuring that they will have the important window of the year. The model is very ‘from another era’, but it still stuck.

Until this year: Advertisers weren’t willing to make such compromises when they had no idea what might happen in the future and without guaranteed exit routes.No matter how American the upfronts are, this situation made it very clear what was coming to television and what television officials in the rest of the world should expect. Even those elements more traditionally armored before incidents dragged problems.And the latest example of all this is in the Super Bowl. The Super Bowl, the final of the American football league, is one of those great events with incredible advertising power. In fact, outside the United States, it is generally paid attention to advertisements rather than sports scores. Big brands spend huge amounts on advertising, buy ad space in advance and tend to set advertising trends for the rest of the year with their ads.The 2020 announcements were saved because the final was just before the global crisis broke out.

The 2020 Super Bowl had the most expensive commercials in the history of television and that was something that was already known in December. At the beginning of December, the channel that was broadcasting that year was already anticipating not only that they had sold the most expensive ad, but also that they had exhausted their advertising inventory . They even recognized that some brands had been left out, without advertising space.Dozens of unsold adsOne year later, the difference is overwhelming. In the final stretch of December, CBS, the network that has the broadcast this year, has not sold all the available advertising space yet. As explained in The New York Times , many brands are reluctant to pay the overwhelming amounts they ask for 30 seconds of advertisement in the year of the coronavirus.

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