We’ve launched the micro-site Copa 2010 and have already had a good response from football fans here in Brasil. The site primarily hosts our football fan survey but will increasingly grow to track fan behaviour here in Brasil during the up-coming World Cup. We welcome all comments and please feel free to take the survey of course!
]]>According to a recent study on behalf of the State government and The Brazilian Health Ministry, 19.4% of respondents did not meet the recommendations of the World Health Organization (WHO) for the accumulation of 30 minutes of physical activities, at least five days a week. However there appears to simultaneously be a divide between those who do little or no excercise and those who are extremely active – where nubers have grown since 2006. Result from Sao Paulo were replicated in the control sample of Curitiba where those doing minimal excercise grew from 3.9% to 9.8% and the very active rose from 11.8% to 16.8%. The research showed also that women remain more physically active than men.
The results come from research conducted in 2008 with 2,600 people of both sexes, over 14 years, of different ages, education, social classes and occupations in the city of São Paulo and 13 other regions of the state.
]]>According to the contract signed for the triênio 2009-2011, there will be a new round of the poll in June. The parameters will be used for the distribution of quotas between July 2009 and June 2010.
In the survey, the two institutes spoke to 8193 people in 11 capitals of the country. Check out the list of percentage of the 10 clubs most often mentioned by respondents in October only between subscribers of the channel PFC:
1. Flamengo – 13.84%
2. Corinthians – 9.77%
3. Sao Paulo – 9.21%
4. Palmeiras – 8.23%
5. Grêmio – 8.17%
6. Inter – 6.87%
7. Cruzeiro – 6.56%
8. Vasco – 6.46%
9. Atletico-MG – 5.94%
10. Fluminense – 5.55%
To mark the UN Environment Day, TWRAmericas undertook a series of discussion groups with Brazilians to look not only at the issues as they relate to consumers in Brazil but also broader issues of sustainable development and ethical consumerism. The groups approached a broad range of subjects including current behaviours and responses to a range of ‘green’ advertising and activities by brands. Their are a series of 5 video clips with the thoughts of the participants. Please feel free to add your own own comments or thoughts on the issues discussed.
These first two clips are focused on experiences as they relate to the culture here in Brazil and the Brazilian consumer.
As is evident, there are a number of issues which give this global issue a local inflection: the broader issue of how citizens both see themselves as consumers and how they belive they are treated as consumers by brands and by government bodies. Education and the poor state of the public education system is a key problem that needs to be addressed in any attempts at modifying consumer behaviour. As respondents discussed there are certain practices, such as recycling that are nothing new in the Brazilian context, however they have in the past been driven by economic neccesity. As the country continues to grow economically one wonders how this will affect such behaviour and attitudes. Finally, there are other unique factors including the great imapct of social network communities such as Orkut, whch anyone wishing to understand the Brazilian experience should be aware of… The clips can be viewed with annotations by clicking here
]]>
The Brazilian media is less dependent on the constant flow of meaningless PR-driven surveys that seem to swell the pages of the press in other countries. It is however equal to most nations in that the findings of a quantitative survey rarely become the focus of discussion beyond those most immediately involved. How nice it has been this week therefore to follow the reaction to the findings of a piece of research conducted by Gallup on behalf of Editora Ática S/A. Not only have the methods and the validity of the research been queried by media commentators but hundreds of Brazilians, mainly males (we assume not statisticians or researchers) have joined the debate about the theoretical underpinning of the research methodology.
On understanding the subject of the research, the reason for the chatter evident on Orkut pages and beyond is perhaps understandable. The research aimed to discover which Brazilian football team has the most fans. This type of study is actually very common in Brazil, but this particular study billed by Gallup as the “Biggest Research in History” differed in that it aimed to take into account the different nature of fan relationships to clubs amongst the Brazilian public.
Topline findings were as follows:
- Flamengo remain the most supported team in Brazil as is generally accepted and found in most research studies of this type.
- Following on the heels of Flamengo come Corinthians, Sao Paulo, Palmeiras and Vasco
- Teams from the south and south east of Brazil are losing their appeal amongst fans outside of their immediate regions
- – clubs in the interior of Brazil continue to show the biggest increases in support
- the number of Brazilians who claim not to support a team is falling to just 10% (though still more than the fanbase of any individual team
Comments from fans on various sites (one example can be found here on Orkut) seem to question the validity of the findings…and not surprisingly in many cases reflecting the supposed fortunes of their teams in the results of the research. There are claims of a hoax. Elsewhere the biggest debate seems to be over the decision to focus on the first team supported by respondents rather than allowing them to state a supporting preference for a number of teams. A common comment was that men would only believe the results, the day they were asked to be a respondent in this type of survey.
]]>
One of Brazil’s longest standing brands announced a makeover in its visual look last week in an attempt to “rescue an identity lost in recent years”. With a campaign set to run across different media platforms, Caloi aims to return to its once dominant position in the Brazilian bicycle market. With the launch of a new website and campaigns across the Cartoon Network and Telecine, Caloi also aims to launch events at airports to promote its 110 years of bicycles in Brazil. The brand was born in 1898 when the Italian Luigi Caloi arrived in Brazil and founded the company in Sao Paulo, originally importing bicycles from Italy but after difficulties experienced during the Second World War the company began making their own bikes. The company reached its peak in terms of public awareness during the 1970’s with TV ad campaigns such as this here…
In the 1980s Caloi were joined in the national market by Monark whose target market was more the adult cyclist while Caloi focused on the youth market. Though having a limited public profile the brand has increasingly attempted to use niche marketing techniques and sponsored sporting events aimed at young people. The company ceased to be a family owned entity in 1999 when the company was sold. The brand now incorporates not only bicycles but a range of fitness products. The company also has a US subsidiary opened in the 1990s and based in Florida. The US based Caloi, now big in the cruiser market, moved from mountain biking into the road-racing market and for some time co-sponsored the Motorola-Caloi team. Among those cyclists who rode Caloi bicycles designed by Eddie Mercx, was Lance Armstrong, as the main athlete.
Source – Geocorp
Much of the media coverage this week in the Brazilian football press has focused on horrific scenes at the end of the match last Sunday between Avai and Criciuma. When a flare thrown into the Criciuma fans exploded leading to a retired 62 year old fan losing his right hand. There have been many attempts to analyse the roots of the violence that’s still exists within elements of Brazilian football support. TWResearch have worked extensively in England exploring this issue with specific reference to the problems of hooliganism associated with elements of England’s fan base. One of the consequences of FA efforts aligned to broader societal shifts was the increasing presence of female football fans within stadia and more broadly amongst the games customer base. The potential for a broader and more societally representative fan base has been lacking in the weeks media debate here in Brazil. We have reported elsewhere on the continued development of the women’s game in South America and will continue to do so. However, when female officials are accused of throwing matches due to their menstrual cycle by Senior Club Officials and subsequently attacked in public (as happened last year after a game involving Botafogo and Figueirense) , one wonders how the game will attract increasing numbers of women and families into stadiums. On a related topic of violence in football, another issue close to our hearts is the relationship between parental (mis)behaviour on the touchlines and its implications to football at he grassroots level. This clip from the ITV website in the UK (sorry no imbed available) emphasises the global nature of this problem and we hope to have more to follow this up from the Americas soon…
]]>
Man smokes pipe at football match.
As spotted yesterday during Avai’s 4-0 demolition of Ituno.
]]>74 million occasional sports participants
10.8 million regular sports participants
750,000 extremely active sports participants
870,000 people working in sports related jobs
More details and stats on sports participation can be found here
]]>
A second football launch this week saw ESPN via Neogama/BBH employ a very Nike Scoripion’esque graffiti style press campaign for its ongoing football coverage of overseas leagues in 2007/8. The campaign which will start to be visible in the Brazilian media and urban centers as of early 2008 focuses heavily on Ronaldinho and Manchester United to promote the channels coverage of overseas leagues and the UEFA Champions League. More details on portaldapropoganda.com
