{"id":54824,"date":"2016-06-15T14:12:53","date_gmt":"2016-06-15T12:12:53","guid":{"rendered":"https:\/\/ipmark.com\/?p=54824"},"modified":"2016-06-15T14:12:53","modified_gmt":"2016-06-15T12:12:53","slug":"roi-patrocinadores-champions-league","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=54824","title":{"rendered":"El ROI de los patrocinadores de la final de la Champions"},"content":{"rendered":"<figure id=\"attachment_54825\" aria-describedby=\"caption-attachment-54825\" style=\"width: 690px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-54825\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2016\/06\/Heineken-Patrocinio-Champions-League.jpg\" alt=\"ROI-patrocinio-Champions-League\" width=\"690\" height=\"350\" \/><figcaption id=\"caption-attachment-54825\" class=\"wp-caption-text\">Heineken fue la marca que m\u00e1s ROI obtuvo por sus acciones de patrocinio en la final de la Champions League.<\/figcaption><\/figure>\n<p><strong>Un an\u00e1lisis del ROI de los patrocinadores de la final de la final de la Champions League de f\u00fatbol, celebrada el pasado 28 de mayo en Mil\u00e1n, se\u00f1ala a Heineken como la marca que obtuvo un mayor retorno de su inversi\u00f3n publicitaria, con un valor cercano a los dos millones de euros. <\/strong><\/p>\n<p>El estudio, realizado por Viewmetric, compa\u00f1\u00eda especializada en el an\u00e1lisis del ROI de las acciones de <strong>patrocinio en el mundo deportivo<\/strong>, sit\u00faa a <strong>Lays<\/strong> como la segunda marca con un mejor ROI tras su inversi\u00f3n en el encuentro futbol\u00edstico, con 1.011.708 euros, seguida de <strong>Fly Emirates<\/strong>, patrocinador de la equipaci\u00f3n del Real Madrid con 994.587euros, y <strong>Plus 500<\/strong>, principal marca de la camiseta del Atl\u00e9tico de Madrid, con 984.280 euros.<\/p>\n<p>Seg\u00fan los datos del estudio, el valor econ\u00f3mico equivalente obtenido por estas cuatro marcas en esta final <strong>roz\u00f3 los cinco millones de euros<\/strong>, en concreto 4.943.547 euros. Si a este importe se le a\u00f1ade la audiencia no medida por los aud\u00edmetros (personas que vieron el partido en bares, pe\u00f1as), habr\u00eda que a\u00f1adir a dicha cifra, al menos, un importe de 1.716.797 euros, lo que supondr\u00eda un montante final total de 6.660.344 euros.<\/p>\n<p><strong>Mejores soportes<\/strong><\/p>\n<p>Para la obtenci\u00f3n de estos datos se analizaron durante las retransmisiones del partido, a trav\u00e9s de Antena 3 y Televisi\u00f3 de Catalunya (TV3), las presencias de las marcas analizadas en los diferentes soportes utilizados: U televisiva, fotocall, carteles de patrocinadores y equipaci\u00f3n deportiva de los jugadores.<\/p>\n<p>La <strong>U televisiva<\/strong> alcanz\u00f3 el mejor retorno econ\u00f3mico (46% del share), adem\u00e1s de obtener el mayor ratio de logos propios por presencia (una media de 5,7 logos propios por cada toma de c\u00e1mara) y el mayor n\u00famero de segundos en pantalla. Estos resultados econ\u00f3micos son muy cercanos a los conseguidos por el equipamiento deportivo (40%). Por otro lado es de destacar que el fotocall de prensa continua siendo el medio con mayor permanencia (una media de 27,9 segundos en pantalla).<\/p>\n<p><strong>Cuota de pantalla<\/strong><\/p>\n<p>La retransmisi\u00f3n televisiva de la final de la Champions League, obtuvo un share de pantalla medio, seg\u00fan los aud\u00edmetros (Antena 3 + TV3) del 62,0%, y fue seguida por 10,6 millones de espectadores de media. Las cuatro marcas en estudio alcanzaron un total de <strong>821 presencias \u00fatiles<\/strong>, con algo m\u00e1s del 19% de ocupaci\u00f3n en pantalla.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Un an\u00e1lisis del ROI de los patrocinadores de la final de la final de la Champions League de f\u00fatbol, celebrada<\/p>\n","protected":false},"author":21,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[38,44],"tags":[],"class_list":["post-54824","post","type-post","status-publish","format-standard","hentry","category-marcas","category-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>ROI de patrocinadores final Champions League<\/title>\n<meta name=\"description\" content=\"Estudio sobre el ROI obtenido por las patrocinadores de la final de la Champions League, con Heineken como la que m\u00e1s retorno logr\u00f3\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ipmark.com\/?p=54824\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"ROI de patrocinadores final Champions League\" \/>\n<meta property=\"og:description\" content=\"Estudio sobre el ROI obtenido por las patrocinadores de la final de la Champions League, con Heineken como la que m\u00e1s retorno logr\u00f3\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ipmark.com\/?p=54824\" \/>\n<meta property=\"og:site_name\" content=\"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\" \/>\n<meta property=\"article:published_time\" content=\"2016-06-15T12:12:53+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ipmark.com\/wp-content\/uploads\/2016\/06\/Heineken-Patrocinio-Champions-League.jpg\" \/>\n<meta name=\"author\" content=\"ipmark\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"ipmark\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=54824#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=54824\"},\"author\":{\"name\":\"ipmark\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/27bd0ad78d511e9ab12d06f6568067e1\"},\"headline\":\"El ROI de los patrocinadores de la final de la Champions\",\"datePublished\":\"2016-06-15T12:12:53+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=54824\"},\"wordCount\":435,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=54824#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/2016\\\/06\\\/Heineken-Patrocinio-Champions-League.jpg\",\"articleSection\":[\"Marcas\",\"Marketing\"],\"inLanguage\":\"es\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=54824\",\"url\":\"https:\\\/\\\/ipmark.com\\\/?p=54824\",\"name\":\"ROI de patrocinadores final Champions League\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=54824#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=54824#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/2016\\\/06\\\/Heineken-Patrocinio-Champions-League.jpg\",\"datePublished\":\"2016-06-15T12:12:53+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/27bd0ad78d511e9ab12d06f6568067e1\"},\"description\":\"Estudio sobre el ROI obtenido por las patrocinadores de la final de la Champions League, con Heineken como la que m\u00e1s retorno logr\u00f3\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=54824#breadcrumb\"},\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/ipmark.com\\\/?p=54824\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=54824#primaryimage\",\"url\":\"\",\"contentUrl\":\"\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=54824#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Portada\",\"item\":\"https:\\\/\\\/ipmark.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"El ROI de los patrocinadores de la final de la Champions\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#website\",\"url\":\"https:\\\/\\\/ipmark.com\\\/\",\"name\":\"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\",\"description\":\"Creaci\u00f3n de contenidos y eventos relevantes en torno a las marcas, las agencias, servicios de marketing y medios, \u00fatiles para la toma de decisiones en el d\u00eda a d\u00eda de los profesionales del marketing\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/ipmark.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"es\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/27bd0ad78d511e9ab12d06f6568067e1\",\"name\":\"ipmark\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/386009538b8cc7d7f1fd9eb965ed74cc85c95ce0765d3dbe671542b85d6a9bae?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/386009538b8cc7d7f1fd9eb965ed74cc85c95ce0765d3dbe671542b85d6a9bae?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/386009538b8cc7d7f1fd9eb965ed74cc85c95ce0765d3dbe671542b85d6a9bae?s=96&d=mm&r=g\",\"caption\":\"ipmark\"},\"url\":\"https:\\\/\\\/ipmark.com\\\/?author=21\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"ROI de patrocinadores final Champions League","description":"Estudio sobre el ROI obtenido por las patrocinadores de la final de la Champions League, con Heineken como la que m\u00e1s retorno logr\u00f3","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/ipmark.com\/?p=54824","og_locale":"es_ES","og_type":"article","og_title":"ROI de patrocinadores final Champions League","og_description":"Estudio sobre el ROI obtenido por las patrocinadores de la final de la Champions League, con Heineken como la que m\u00e1s retorno logr\u00f3","og_url":"https:\/\/ipmark.com\/?p=54824","og_site_name":"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales","article_published_time":"2016-06-15T12:12:53+00:00","og_image":[{"url":"https:\/\/ipmark.com\/wp-content\/uploads\/2016\/06\/Heineken-Patrocinio-Champions-League.jpg","type":"","width":"","height":""}],"author":"ipmark","twitter_card":"summary_large_image","twitter_misc":{"Escrito por":"ipmark","Tiempo de lectura":"2 minutos"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/ipmark.com\/?p=54824#article","isPartOf":{"@id":"https:\/\/ipmark.com\/?p=54824"},"author":{"name":"ipmark","@id":"https:\/\/ipmark.com\/#\/schema\/person\/27bd0ad78d511e9ab12d06f6568067e1"},"headline":"El ROI de los patrocinadores de la final de la Champions","datePublished":"2016-06-15T12:12:53+00:00","mainEntityOfPage":{"@id":"https:\/\/ipmark.com\/?p=54824"},"wordCount":435,"commentCount":0,"image":{"@id":"https:\/\/ipmark.com\/?p=54824#primaryimage"},"thumbnailUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/2016\/06\/Heineken-Patrocinio-Champions-League.jpg","articleSection":["Marcas","Marketing"],"inLanguage":"es"},{"@type":"WebPage","@id":"https:\/\/ipmark.com\/?p=54824","url":"https:\/\/ipmark.com\/?p=54824","name":"ROI de patrocinadores final Champions League","isPartOf":{"@id":"https:\/\/ipmark.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/ipmark.com\/?p=54824#primaryimage"},"image":{"@id":"https:\/\/ipmark.com\/?p=54824#primaryimage"},"thumbnailUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/2016\/06\/Heineken-Patrocinio-Champions-League.jpg","datePublished":"2016-06-15T12:12:53+00:00","author":{"@id":"https:\/\/ipmark.com\/#\/schema\/person\/27bd0ad78d511e9ab12d06f6568067e1"},"description":"Estudio sobre el ROI obtenido por las patrocinadores de la final de la Champions League, con Heineken como la que m\u00e1s retorno logr\u00f3","breadcrumb":{"@id":"https:\/\/ipmark.com\/?p=54824#breadcrumb"},"inLanguage":"es","potentialAction":[{"@type":"ReadAction","target":["https:\/\/ipmark.com\/?p=54824"]}]},{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/ipmark.com\/?p=54824#primaryimage","url":"","contentUrl":""},{"@type":"BreadcrumbList","@id":"https:\/\/ipmark.com\/?p=54824#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Portada","item":"https:\/\/ipmark.com\/"},{"@type":"ListItem","position":2,"name":"El ROI de los patrocinadores de la final de la Champions"}]},{"@type":"WebSite","@id":"https:\/\/ipmark.com\/#website","url":"https:\/\/ipmark.com\/","name":"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales","description":"Creaci\u00f3n de contenidos y eventos relevantes en torno a las marcas, las agencias, servicios de marketing y medios, \u00fatiles para la toma de decisiones en el d\u00eda a d\u00eda de los profesionales del marketing","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/ipmark.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"es"},{"@type":"Person","@id":"https:\/\/ipmark.com\/#\/schema\/person\/27bd0ad78d511e9ab12d06f6568067e1","name":"ipmark","image":{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/secure.gravatar.com\/avatar\/386009538b8cc7d7f1fd9eb965ed74cc85c95ce0765d3dbe671542b85d6a9bae?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/386009538b8cc7d7f1fd9eb965ed74cc85c95ce0765d3dbe671542b85d6a9bae?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/386009538b8cc7d7f1fd9eb965ed74cc85c95ce0765d3dbe671542b85d6a9bae?s=96&d=mm&r=g","caption":"ipmark"},"url":"https:\/\/ipmark.com\/?author=21"}]}},"_links":{"self":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/54824","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/users\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=54824"}],"version-history":[{"count":0,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/54824\/revisions"}],"wp:attachment":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=54824"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=54824"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=54824"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}