An exclusive right to sell advertising in blocks during the broadcast of EURO 2012 matches went to the sales house Mediapartnership, which is a media holding of Media Group Ukraine, UKRINFORM reported citing the Delo newspaper.

Mediapartnership will be selling advertising on all channels, broadcasting UEFA EURO 2012: Ukraine national channel, First National (National Television Company of Ukraine), and the dedicated cable channel Football.

"The cost of advertising depends on the place in the advertising unit. UEFA terms in this respect are quite tight - the right to be placed first in the block belongs only to official sponsors of the championship, and the cost of advertising for non-sponsors should not be lower than that of the official sponsors," says Mediapartnership director Viacheslav Bulavin.

Mediapartnership reported that negotiations are in progress with several companies that are official sponsors of the tournament, as well as those who are not. A reminder that, for example, the broadcast of EURO 2008 cost the National Television Company EUR 4 million.

UEFA owns not only the exclusive rights to broadcast the championships, but also the right to most of the commercials during the games. Selling the rights to air the championship will enrich UEFA by EUR 840 million, which represents 62% of the projected income of the organizer.

"As a rule, it is brand advertising - official sponsors of the games... The agency, which places advertising in the broadcast of EURO 2012, enters into an agreement with UEFA on the amount of air time it has," says PR- specialist at the VARTO communications agency Kateryna Shvitina.

A minute of a commercial during the broadcast of UEFA EURO 2012 in Ukraine will cost about UAH 3 million (USD 1 - UAH 7.99).

For comparison, the cost of a 30-second commercial on Inter TV channel (depending on air time) ranges from USD 2,000 to USD 24,000 (primetime).

"One should not forget that at the same time, advertising on the channels not broadcasting at this time football, will cost very cheap, because it does not foresee the audience," reminds Anton Beletsky, director and owner of marketing and consulting agency Business2People.

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