Mediaset develops new advertising formats for Euro 2020

Euro 2020 will host innovative advertising formats driven by Mediaset Spain. They will be available for both linear formulas and applications and services.

Mediaset Spain and its advertising subsidiary Publiepaña have prepared a commercial proposal that includes 900 “Golden Spots” in HQ blocks, the block “Golden Penalty”, an application for HbbTV with which brands can associate and a wide digital offer for non-linear media.

Each of the matches broadcast by Telecinco and the rest of the channels will have a series of “Golden Spots”, maximum blocks 60 seconds that will be located in the moments of maximum attention and audience: justo antes del pitido inicial de cada partido y después de los himnos; justo al finalizar el primer tiempo, al empezar el segundo tiempo y a la finalización del partido. Además, los anunciantes dispondrán de until cuatro “Bloques HQ” por partido, ubicados también en una posición preferente cercana al transcurso del juego y con una duración máxima de cuatro spots.

Espacio premium en penaltis

A esta oferta de bloques cualitativos se suma, “por primera vez en la historia de la competición”, el bloque “Golden Penaltis”. Este espacio premium, de máxima audiencia y atención, se emitirá en un espacio habilitado expresamente por la UEFA for this purpose in the few seconds that elapse between extra time and the penalty shot.

Mediaset points out that the Eurocup is considered the best event of the year for advertisers due to its wide coverage: almost 90% of Spaniards will watch the competition at some point. Spain's matches in the Euro 2016 They achieved an average of 9.5 million viewers per game, while in the 2018 World Cup The figure rose to almost 12 million.

Digital coverage

Publiepaña has also drawn a digital proposal composed of several packages that allow advertising presence in all websites and apps in the digital environment of Mediaset España. This area also includes the microsite of the Euro 2020, as well as the possibility of insert display and video formats both in live matches and in the VOD or in the match summaries.

These technological developments will also be adapted to the initiative Eurotubers, an alternative channel in Mitele.es which will offer the matches commented by well-known sports YouTubers.

Euro Cup app on HbbTV

Finally, Mediaset has developed a app for HbbTV that will contain throughout the entire competition relevant and up-to-date information in real time of the matches, in addition to the videos of the best plays and goals from live matches. The application will be available in more than 6 million homes connected to the Internet thanks to HbbTV technology.

Advertisers will also have the possibility of including advertising presence inside.