Outside of the U.K. (where the show is hosted on the ad-break-free channel BBC One), the show offers advertisers various routes to reach local audiences, including TV ads, idents and on-screen branding of elements such as the main scorecard.
In recent years, the show has adopted online platforms, including YouTube and social media, to amplify its content, with TikTok now an official sponsor.
TikTok is the Official Entertainment Partner for Eurovision, launching its “Where Stars Get Started” ad campaign, featuring Sam Ryder, the platforms Eurovision ambassador and last year’s runner up artist representing the U.K. Ryder himself was discovered through singing on the platform and building a loyal audience.
The campaign will run on billboards across Liverpool while a 30-second ad will run across digital and out-of-home locations during the first half of May, as well as in the app too.
Appearing now on billboards across Liverpool, the campaign shines a light on how stars get started, like TikTok superstar Sam Ryder who represented the U.K. last year. The 30-second ad will run on video-on-demand services, digital media and out-of-home locations May 1-14, as well as in-app on TikTok.
Small businesses across Liverpool will be promoted through TikTok’s billboard campaign to promote places for incoming fans to the city to visit for gifts and food.
Before the campaign had even begun, TikTok claimed that it had already received over 1 billion video views through #Eurovision2023 on the app.
Tapping into the number of people who travel to attend the contest, online hotel reservation maker Booking.com has become another supporter, now entering its third year as the official travel partner of the contest.
“Booking.com is tapping into this unique moment to spark people’s curiosity and inspire them to discover the people and places that make the Eurovision Song Contest so magical,” said Arjan Dijk, senior vp and chief marketing officer at Booking.com.
With the U.K. stepping in as host nation though, Dijk also highlights this year’s message around unity, which claims aligns with the brand’s own values reaching a global audience.
“Booking.com is proud to play a role in making it easier for millions of Eurovision fans to come together and celebrate Europe’s most popular and diverse music event, demonstrating that unity comes in a variety of forms in both music and travel,” he added.
The emergence of digital platforms has been revelatory for ESC, having struggled to attract a single headline sponsor less than 20 years ago, the growth in its audience has been undeniably alluring to international brands in recent years.
Diageo is the latest major sponsor to come on board having signed a three year deal for Baileys to become a partner and being sold at the Liverpool Arena.
