Audience measurement: the best league in the world, sleeve by shoulder

Yes out of every four spectators, one sees it at home and three at the bar, Why don't we measure the audiences of bars?? Ramon Cobos, director of TruMedia, In this interesting Tribune he reflects on a true fact: in Spain there are 340.000 bares, and of them, 185.000 They have Gol T or Canal+ Liga, which would give audience figures in public establishments above seven million viewers.

I think that in the world there is no one who has the slightest doubt that the best professional soccer league is played in Spain. I have reported in different international media that last Monday's game 29 at 21 hours between Barça and Madrid saw him more than 400 millions of people around the world. Only on Al-Jazeera did they see it 80 millions of people. This same year, between TV3 and LaSexta, Real Madrid-Barça on Saturday 10 in April they saw it 10.182.000 of people according to TNS–Sofres, now Kantar. And this week I read as if it wanted to be a very bad joke, because it demonstrates the deficiencies of our audience measurement systems and their distance from the social reality of the country that “Barça-Real Madrid has become the most watched football event in the history of our television in the pay-per-view modality with 2.488.000 viewers and a screen share of 13.6%”. The most viewed minute was reached at 22:46 hours, when both chains added 2.722.000 spectators (14,6 of quota). Throughout the year I have read very interesting articles that claim that football is watched in bars. I have hundreds of photographs of blackboards of the daily menus of bars and restaurants saying “Today soccer match between x vs Y”. Especially during the World Cup, but also now on the occasion of the BBVA League and the European Competitions. In Spain there are 340.000 bars and 185.000 and of them, 185.000 They have Gol T or Canal+ Liga. Maybe some paying house rate instead of bar rate. 10%?, likely. Of these 185.000 there are bars who have 10 spectators and there are those who manage to gather more than 120 personas. Let's be conservative and believe that the average number of spectators per bar is 40 people which would give us a total of spectators in bars of the last Barça-Madrid of 7.400.000 personas. This audience in bars plus those who saw it at home 2.488.000 viewers gives us the superconservative figure of 9.888.000 spectators. With this audience we almost equaled the amount of Barça-Madrid in April where the BBVA league was decided 2009-2010. Without considering that there were the two best coaches in the world and ten world champions on the field.. Yes out of every four spectators, one sees it at home and three at the bar, Why don't we measure the audiences of bars?? I think there are many marketing and communication professionals who would pay to know this information since now they are making marketing plans for next year and would like to know where to make their advertising investments.. They know that football is the king of content. And audience record, But their bosses, without numbers and measurements that certify where they are going to put the money from their advertising budget, are not going to approve anything.. Could it be that we are facing a football bubble like the Internet and real estate bubbles previously were?? Whether the answer is affirmative or wrong, we must find out as soon as possible..

Ramon Cobos

Director of TruMedia for Spain and Portugal