Canceling festivals and summer events could mean a loss of media return of over 190 million euros
[dropcap]T[/dropcap]omorrow, Thursday, after the Council of Ministers, António Costa may announce measures regarding summer festivals in Portugal, taking into account the pandemic context. According to an analysis by CISION, the cancellation will represent for the brands that sponsor the ten most popular Portuguese festivals, a loss of media return exceeding 190 million euros.
The end of the state of emergency marked the beginning of the lack of definition and the gradual reopening of the economy, which now seeks to respond to the crisis caused by the new coronavirus. In reality, as the Prime Minister said last week, “as long as there is COVID, there will be no normal life”.
It is in this context of rebirth for the country and the different activities that António Costa may announce, tomorrow, after the Council of Ministers meeting, measures related to summer festivals, after having met with the main promoters, last week. According to an analysis by CISION, the cancellation of these initiatives will mean a loss of more than 190 million euros (ME) of media return for the brands that sponsor the ten most popular Portuguese festivals in Portugal.
According to a projection by CISION, in normal conditions, in 2020, the most popular festivals would be Rock in Rio, NOS Alive, MEO Sudoeste, Super Bock Super Rock, Vodafone Paredes de Coura, O Sol da Caparica, NOS Primavera Sound, EDP Vilar de Mouros, MEO Marés Vivas and EDP Cool Jazz.
NOS Alive, the big winner of the Summer Festival Marathon – Ranking CISION 2019, was mentioned in almost six thousand news, between September 2018 and August 2019, reaching a presence of over 23 hours on national radio and television. In addition to a CISION 2019 Rating of 99, placing it in the Gold category, the festival also holds the Top Media and Top Social Media labels, attributed to the initiatives with the best performance in the media and social networks, respectively.
Rock in Rio Lisboa, which has already postponed the next edition to 2021, matches the rating, category and stamps of the Algés festival; such as the Super Bock Super Rock, which differs only in the CISION 2019 Rating, from 91.
In second place in the Summer Festival Marathon – CISION Ranking 2019, Vodafone Paredes de Coura was mentioned in almost three thousand articles. With a CISION 2019 Rating of 91, it is a Gold event and still holds the Media seal.
Known for marking the start of the summer festival season, NOS Primavera Sound has postponed the performance from June to September. It remains to be seen how the proposal for the organization of the festival in the Parque da Cidade do Porto will fall within the scope of the Government’s final decision.
