It was at the last minute that the CBF decided to buy the rights to the national team’s game with Peru and pass them on to TV Brasil. His expectation was that a private broadcaster would close the acquisition for broadcast on Open TV. The emergency solution will represent a loss for the confederation if it is repeated in other matches, being beneficial only to the government of Jair Bolsonaro.
There are seven games of the national team in qualifiers for the World Cup with no defined transmission to Brazil, the first of which was against Uruguay in November. These games have the rights linked to Mediapro, which charged US $ 2.5 million per game, an amount that neither Globo, SBT nor Band would pay.
CBF decided to buy the cheapest game and give the images to TV Brasil in agreement with the federal government. Folha reported that the game against Peru is part of a plan by the federal government for the political use of the national team. But, for CBF, the repetition of the scenario can generate losses. See why:
Spend instead of profit
CBF is a seller of game rights, not a buyer. Their home qualifying matches were negotiated with Globo for between $ 2 million and $ 3 million, in an agreement that also involves friendlies. In its balance sheet, there are gains of more than R $ 100 million in television rights, depending on the year.
In the match against Peru, the CBF had to spend on the purchase of the rights, albeit less than what Globo would pay. In addition, he had to do a production of the transmission. That is, he lost money on the match.
Quota value per game affected
The fact that no Open TV broadcaster has closed an agreement to broadcast the game is explained by the high dollar, Mediapro’s request and the economic crisis of the coronavirus. However, when paying a lower price for the game, a new reference is created even if only public TV is shown. And if nobody wants to buy a right at market value, it means that it has devalued.
CBF has already sold its games at home until 2022 in a contract with Globo. But, from there, there will be new negotiation and competition from televisions that can be influenced by the platform where the team is being shown.
It is important to note that Esporte Interativo Plus had a record of subscription and audience in one day with the selection game. That is, this indicated that CBF can explore other platforms in parallel. But there is still no model to generate income with game broadcast that surpasses Open TV for the selection. It may happen in the future.
Policy involving selection
TV Brasil was a platform that fit CBF’s emergency solution as its reach is nationwide. But at the same time, the selection was used as a piece of political propaganda by President Jair Bolsonaro’s government. This never happened in a democratic Brazilian government, only during the dictatorship in the 70s.
Well, the selection lives on image and associating it with a politician will please its supporters and irritate those who don’t like it. Bolsonaro is experiencing a period of popularity according to the latest public opinion polls. But there is still rejection of the population in the range of 30%, a number that can rise or fall during his term. With the association, the selection can generate discontent in this slice of the population.
Less sponsor exposure
The national team’s games are usually shown by Globo, which bought its rights until 2022. At the station, audiences revolve around numbers just below 30 points. At TV Brasil, the measurement was an average of 3 points per Ibope, that is, 10 times lower. An advance disclosure could improve this number, but it does not cover this huge difference.
CBF sponsors were pleased that the game against Peru was broadcast on Open TV. But, if the team starts to have more TV screenings with low audience, they will be affected.