According to the report, which was produced at the request of the RTA, the Algarve Tourism Board, the appearance of the “Algarve Convida” (The Algarve Invites) tourism fair in the media generated a return of 598,835 euros in news items and advertisements. During the period being analysed, from 1st January to 18th April, the event appeared in 498 news items and adverts in the press, radio and television, representing an Advertising Equivalence Value of 598,835 euros.

Newspapers and magazines published 108 reports, while the radio broadcast six and the television five. Adverts alone were responsible for 379 instances of the fair being mentioned, according to Cision, the company which drew up the report.

The magazine “Algarve Mais” and the newspapers “Destak”, “Correio da Manhã” and “Expresso” were those that contributed most to the AEV derived from the press. Together the return amounted to a total of 77,941 euros.

On the radio, TSF, Rádio Clube Português and Antena 3 were the top three stations mentioning or advertising the event. According to the report, the AEV derived from these three stations amounted to 36,764 euros.

The general and thematic channels that gave greatest emphasis to the fair were RTP1, RTP2 and SIC Notícias. Cision says that the editorial and advertising broadcasting was equivalent to a return of 372,341 euros.

For the study, 1000 examples of the national and regional written press were analysed, eight TV channels (RTP1, RTP2, SIC, TVI, SIC Notícias, Sport Tv 1, Sport Tv 2, RTPN) and six radio stations (Rádio Renascença, Rádio Comercial, Rádio Clube Português, Antena 1, Antena 2 and TSF).

It is important to point out that these “returns” are virtual and do not translate into income generated by the event.

Advertising equivalence value is the amount corresponding to the sums that a specific event or company would have to pay for publicity or space or time for the promotion of the event.

In this case, the "Algarve Convida" fair got free promotion in the media mentioned above, corresponding to 598,835 euros if it had had to buy the space for advertising purposes.

 

source: Algarve Observer