Omg e Lega Serie A presentano studio su attenzione pubblicità durante eventi calcistici

adnkronos

(Adnkronos) - La Sala Assemblee della Lega Serie A a Milano ha fatto da cornice alla conferenza stampa 'Quando la comunicazione fa goal. L’attenzione ai messaggi pubblicitari nello sport più amato d’Italia’, organizzata da Omnicom Media Group (Omg) e Lega Serie A per il lancio del primo studio che misura l’attenzione agli stimoli pubblicitari inseriti nel mondo del calcio. L’indagine è parte del primo studio in Europa che ha integrato machine learning, AI e neuroscienze per misurare l’attenzione agli stimoli pubblicitari ‘Beyond Visual Attention’, di Omg.

Transcript

00:00It's not a mystery that Italians love football, but with what modality and with how much dedication do they follow it?

00:10What is the level of attention to advertising stimuli?

00:13To reveal it to the study promoted by Omnicom Media Group and Lega Serie A,

00:17whose results were illustrated in the press conference

00:20when La Comunicazione scored the attention to advertising messages in the most beloved sport in Italy,

00:25held at the Milanese headquarters of the highest Italian football category.

00:29The investigation is part of the largest project of Omnicom Media Group, Beyond Visual Attention,

00:34the first study in Europe that has integrated machine learning, AI and neuroscience

00:38to measure the attention to advertising stimuli.

00:41We focus on how we can really bring to success

00:45the marketing and communication projects of our customers.

00:50We can only do this if the communication we bring to people is truly effective.

00:58One of the fundamental elements of the effectiveness of communication is attention.

01:04And in 2024, given the Europeans, there could not be a better opportunity

01:08to deepen attention in the context of sport and particularly football.

01:15Football is in fact a sport that represents a universal language,

01:19transversal to generations and the media of fruition.

01:22For these reasons, football is also a very effective ecosystem to invest in communication.

01:27The research comes from the need to demonstrate to the market, to investors,

01:32how football is in fact a media comparable to television.

01:36And what the research shows perfectly is that the level of constant attention

01:42over time, during fruition, is particularly high.

01:45And so, in a way, a system of tools is being built that media centers, companies,

01:51will be able to use to somehow support the logic of investment.

01:56To lead the study, which involved a champion of 4,000 senior Italians,

02:00was ANALECT, the Intelligence and Data Analytics division of Omnicom Media Group.

02:05Here are the main results.

02:07Consider that about 34 million Italians follow football,

02:11that is to say 69% of the senior population.

02:15All generations follow football.

02:18Each generation obviously has peculiar means, elective means,

02:23for which television dominates with 82% of people who follow football on television.

02:29But we have a large population that follows football on the radio,

02:34reads the newspapers and follows it through social media.

Category

Transcript

Recommended