Why marketers and retailers should tune into Eurovision

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The news: Eurovision, the annual international singing contest that concludes on Saturday, has become increasingly popular with brands that are drawn by its celebration of inclusion and high viewership that tops the Super Bowl.

  • This year’s big sponsors include Moroccanoil, Philadelphia cream cheese, spirits company Baileys, the travel site Booking.com, and social platform TikTok.

  • A younger audience also boosts the contest’s marketing allure. A quarter of viewers who tuned into last year’s grand final were ages 4 to 34, per the European Broadcasting Union, the event’s organizer.

The marketing opportunity: Eurovision, which is taking place in the UK city of Liverpool this year, affords marketers and retailers many ways to engage consumers, our recent report notes.

  • Themed promotions. Retailers—specifically those in the food and beverage space—can hold flash sales and offer discount codes to shoppers who visit their websites or physical stores during the event.

  • Multiple screen viewing. Although millions of fans will watch the grand final on linear TV, today’s consumers often simultaneously use a second screen. Marketers can benefit by creating social media content on YouTube, Facebook, Instagram, and TikTok with the hashtag #Eurovision.

  • New influencers come to the fore. Eurovision competitors are remembered long after the contest ends, and brands can capitalize on this by including these new stars in ad campaigns. Companies like Lexus, Gucci, and Burberry have all recently featured past Eurovision finalists in promotions with great success.

Go further: For more information about the singing competition, read our report, The Eurovision Song Contest 2023.