FLASH
Shkruar nga Pamfleti
With Albania in the "fire group", this year's European Championship guarantees a spectacle. The audience is expected to be maximum, not only in the group stage, but until the grand final. Businesses will capitalize on this attention, allocating marketing budgets as record audiences are expected.
When Germany won the World Cup in 2014, the streets of Albanian cities, especially Shkodra, were filled with fans who came out to celebrate with flags and cheers and German national team clothing.
It would be impossible for a foreigner to tell whether he was in Germany, or in a small country that has traditionally been noted for its high level of support for the big teams, in European or world competitions, including Brazil, Italy, Holland, England, or Spain from the younger generation.
"Historically, we have become fans of strong teams", says Alban Xjihani, sports commentator. "The World and European Championships are special events around the globe, which take place once every four years, they have a high audience, as they become a traditional celebration for all countries, even those that are not participating," he says. he.
This year, as the European Championship is approaching, the interest is much higher for another reason. For the second time in history, Albania has managed to qualify for "Euro 2024".
A team with strong players, with quality matches and clean victories, that managed to qualify with merit one match before the qualifiers ended, has excited everyone.
These emotions are expected to culminate with the start of the European Championship that will take place in Germany, from June 14 to July 14, 2024.
"The fans are like salt in the dish. Without them, the games would have no meaning. For example, Hasan's goal against Poland wouldn't have been so cool if it weren't for the fans", says the sports commentator who himself became hoarse shouting for the spectacular shot, which unlocked the result against a direct rival to be at the head of the group, in the presence of 22,000 fans who burst into the "Air Albania" stadium.
"Albanian fans know how to bring atmosphere and fill the stadium full at any time, even on rainy days", says Mr. Jihan. "When they cheered to madness in Shkodër in 2014 and the city was dressed in the colors of Germany, imagine what they will do for the Albanian national team."
The groups of "Red and Black Fans", "Plisat", the Albanians of North Macedonia, are expected to be more fiery than ever.
The location of the championship is an additional element in favor of the National Team. "This time, unlike France, we are in the hearts of all Albanians who have emigrated and are in Germany, or those who will come from the surrounding countries. This makes this competition more special for the fans and fans".
The commentator is confident that the attendance at the stadiums and the audience on Klan Television, which has the exclusive broadcast, will be maximum throughout the month. "When Albania plays, not even a fly will bite.
It will be a spectacle, also due to the fact that in the group we have teams with names like Italy, with which historically half of Albania has been, or Spain, which has gone down in history, or Croatia, Luka Modrić's strong team. Even if we were to solve them by hand, we would not have a group with such greatness".
At least for 10 days, the maximum attention will be on the national team, whose red and black colors are expected to unite and make everyone their own.
Even after Albania, which we hope will go as far as possible, the elimination phase will bring together the best teams, the competition will increase and the fans will return with their favorite teams, who will probably leave them a little aside in beginning.
"It is certain that this European will be the most unique, the most spectacular and the most followed so far", says Mr. Jihan.
Maximum audience is expected for the National Team
If there is an event that increases the national pride of Albanians and gives them a lot of emotions, it is football. As the hopes of qualification increased match after match during the Eliminator phase, the interest in following the game of the red and black team only increased.
The audience data, measured by "AdvanTech", the company that created the "My Clan" application, show that the audience for the elimination phase began to increase significantly at the moment when the National Team was climbing to the top of the group standings. The highest viewership reached the match Albania - Czech Republic. Even though the qualification was certain after that, the fans did not "abandon" the team of their hearts.
"Compared to other events, every time there is a football match, there is 50% more than the maximum audience on a normal day", says Oltjon Bushi, from the company "AdvanTech", which deals with the distribution and broadcasting of channels (content delivery network)
He explains that the "My Clan" application system itself contains an audience measurement unit, where it is seen how much the user reaches and the data is extracted from the measurement of that time slot.
"The broadcasting of football matches attracts a wide audience", says Ardian Mullahi, from the media monitoring company, "Media Intel". "For example, during the World Cup in 2022, the interest was quite high both in the audience and in the attraction of advertisers.
This interest translated into a 50.2% increase in advertising." It adds that during European Championship qualifiers broadcast in 2023, audiences were on average 39% higher than the 2023 average during the same time slot.
Një audiencë e lartë ka tërhequr dhe më shumë reklamues. Të dhënat e “Media Intel” tregojnë se sektori kryesor, që zuri hapësirën kryesore të reklamave, ishte ai bankar e financiar, me gati 28% të totalit, i ndjekur nga shitjet me pakicë (16.5%), ushqime (10.8%), pije, (10.6%), telekomunikacioni (9.1%).
Kampionati Europian pritet të ketë të njëjtin trend në audiencë, thotë z. Mullahi, si rezultat dhe interesi i reklamuesve parashikohet të jetë i lartë.
Këtë vit, Europiani do të ketë transmetim ekskluziv
Ndryshe nga vitet e kaluara, kur transmetimi i Kampionatit Botëror apo Europian ndahej mes dy televizioneve, apo një televizioni dhe një platforme me pagesë, këtë vit, UEFA Euro 2024 do të shihet vetëm në “TV Klan”, i cili ka fituar ekskluzivitetin dhe blerjen e të drejtave.
“‘Klan TV’, me investimin që bëri para dy vitesh, ka zgjedhur t’u sjellë të gjithë shqiptarëve kombëtaren pa pagesë. Ky është një rrugëtim të cilin e nisi me qëllimin e një gjithëpërfshirjeje emocionale e natyrisht me shpresën e konsolidimit të një krenarie kombëtare.
E vërteta është që çunat tanë na bënë krenarë e urojmë që përballja e tyre të jetë sa më dinjitoze dhe pse jo, të vijnë me fitore”, pohon znj. Eglantina Lamaj), Administratore e “TV Klan”.
Po si u arrit në blerjen e të drejtave ekskluzive e përse “Klan TV” do e sjellë UEFA Euro 2024 falas?
“Procesi i blerjes së të drejtave është një procedurë e gjatë dhe e komplikuar, po televizioni Klan zgjodhi të investojë për një emocion më shumë, për një produkt televiziv, i cili provoi gjatë dy vitesh se kurioziteti, mbështetja dhe interesi për të shtohej dhe sepse diversifikimi i programacionit është përherë një zgjedhje e shëndetshme për çdo televizion.
Por, edhe sepse shqiptarët kanë pasur pak raste suksesi të tillë në sport, sepse kombëtarja duhet parë e duhet brohoritur, sepse kombëtarja ka nevojë për mbështetje, sepse kombëtarja është e vetmja që na bën bashkë të gjithë në një moment të caktuar, pa asnjë dallim”, thotë znj. Lamaj.
Interes i lartë nga reklamuesit, ka nisur procesi i ofertave të hershme
Kompanitë janë gjithnjë në kërkim të audiencës së lartë, që e kanë të garantuar me Europianin.
Znj. Alma Mera, Drejtore e Departamentit Marketing në “TV Klan”, pohon se prej datës 28 shkurt ka nisur procesi i prenotimit të hapësirave reklamuese, ku qëllimi është t’iu ofrohen të gjithë subjekteve hapësirat e reklamimit.
“Natyrisht kush angazhohet më herët do të ketë mundësinë të rezervojë vendin dhe të përfitojë kështu nga ‘Early Bird’ me çmimin preferencial. Gongu ka rënë!”, thotë znj. Mera.
Agjencitë e marketingut po përgatiten tashmë të menaxhojnë planet e mediave dhe buxhetet e marketingut.
“Futbolli është sporti më popullor në Shqipëri. Kampionati Europian që po afron do të jetë një mundësi e shkëlqyer për markat, për t’u ekspozuar para një publiku të madh dhe të vëmendshëm”, thotë Oliver Petrovski, CEO i “New Moment”.
"The great power that football has to bring together so many people, stories from different backgrounds in a certain place or time of strong experiences, offers a golden opportunity for businesses to increase their presence or knowledge about services and their products", says Arbri Veliaj, Executive Director of "Gogel Publicis".
"Sports has been and remains one of the most interesting sectors for audiences", says Adrian Bunguri, CEO of "Trium Communications".
He adds that there is a clear increase in budgets, both in advertising during sports competitions and in sponsoring teams in both directions, and this is also due to the various achievements of our athletes at the international level, such as in athletics, football , boxing etc.
"Their good results translate into high interest and audiences, which translate into high advertising budgets."
"Expectations for the advertising market are high, influenced by the fact that the championship will be broadcast at the beginning of summer, which favors even more the creation of outdoor activities and special fun zones for fans, where advertisers with specific products, such as alcoholic beverages and non-alcoholic, snacks, services and not only, create offers dedicated or related to this event", says Juliana Bregasi, Managing Director, "Direct Media".
Edlira Mali, Lecturer of Marketing and Brand Management, "Bedër University College", says that sponsoring major sports events such as Euro 2024 is a strategic marketing tactic for brands. “Through the presentation of their logos on team uniforms, banners and broadcast television commercials, brands gain broad exposure and global recognition.
This can lead to increased brand awareness and increased sales,” she adds.
Television continues to take the major share of advertisers' budgets
Digitization, the development of social media, influencers have not succeeded in dimming the brilliance of television, it still remains the most preferred both for attracting audiences and advertisers.
"In the Albanian media market, television receives the vast majority of advertising revenue. This trend has been and continues to be the same. During the year 2023, it is estimated that TV had about 91.9% of the value of the media space occupied by advertisements", asserts Mr. Mullah from "Media Intel".
The data was extracted from the monitoring of 58 television channels, 11 radio stations, 14 newspapers and magazines, 92 portals and 1634 outdoor advertising structures (OOH).
"During 2023, the duration of advertisements on 58 TV channels was slightly smaller compared to 2022, while for national TV there was an increase of 17% compared to 2022"./ Monitor
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