{"id":351027,"date":"2026-09-03T16:55:39","date_gmt":"2026-09-03T14:55:39","guid":{"rendered":"https:\/\/rtrsports.com\/iklan-vs-sponsorship-mengapa-sebaiknya-memilih-sponsorship\/"},"modified":"2026-09-03T16:55:50","modified_gmt":"2026-09-03T14:55:50","slug":"iklan-vs-sponsorship-mengapa-sebaiknya-memilih-sponsorship","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/id\/blog\/iklan-vs-sponsorship-mengapa-sebaiknya-memilih-sponsorship\/","title":{"rendered":"Iklan vs Sponsorship: Mengapa Sebaiknya Memilih Sponsorship"},"content":{"rendered":"

Perbedaan antara Biaya Iklan dan Sponsorship. <\/span><\/h2>\n

Efisiensi biaya dan nilai balik ekonomi dari visibilitas merek<\/em><\/p>\n

Beberapa hari lalu, di halaman ini, kami mulai membahas perbedaan antara iklan dan sponsorship<\/strong><\/a>. <\/span><\/p>\n

Mengapa sebuah merek sebaiknya memilih sponsorship dibanding iklan?<\/strong> Mengapa memilih kemitraan olahraga dibanding gempuran kampanye iklan di media utama? Pada artikel sebelumnya, kami telah membahas tiga alasan utama: inklusi versus intrusi, penguatan nilai merek, dan peluang storytelling.<\/span><\/p>\n

Berapa nilai sebuah sponsorship?<\/b><\/span><\/h3>\n

Kali ini kita akan membahas aspek lain yang tak kalah penting, yaitu efisiensi biaya<\/strong> dan nilai balik visibilitas.<\/span><\/p>\n

Pertama-tama, penting untuk menghilangkan anggapan lama yang keliru: di era modern, sponsorship<\/strong> dapat diukur secara sangat presisi, bukan hanya dari sisi dampak emosional, tetapi juga dampak ekonomi yang nyata. <\/span><\/p>\n

Dengan alat dan teknologi terkini, kini memungkinkan untuk membuat pelaporan yang sangat akurat mengenai dampak terhadap penjualan dan nilai citra yang dihasilkan oleh sebuah sponsorship.<\/span><\/p>\n

\"sponsorizzazione<\/p>\n

Sebagai contoh, mudah dipahami bagaimana sponsorship<\/strong> mampu menghasilkan efisiensi bagi perusahaan yang ingin menampilkan mereknya<\/strong> dan meningkatkan brand awareness. Sebab, selain hasilnya kurang maksimal, biaya iklan konvensional sangatlah mahal.<\/span><\/p>\n

Mari kita lihat beberapa angka. Menurut Calcio Finanza edisi 30 Maret 2017, selama pertandingan Juventus – Barcellona<\/strong> yang disiarkan Mediaset pada musim semi tahun sebelumnya, satu slot iklan berdurasi 30 detik dihargai 200.000\u20ac, sementara 165.000\u20ac dibutuhkan untuk mendapatkan “superspot” 30 detik (1). Artinya, lebih dari 6.000\u20ac per detik. Angka ini sebanding dengan Festival Sanremo<\/strong> 2018, di mana -menurut data Wired- setengah menit iklan dijual rata-rata seharga 219.000\u20ac (2). Angka yang jauh lebih fantastis terlihat pada ajang olahraga terbesar di dunia: biaya satu jeda iklan 30 detik selama Superbowl 2018<\/strong> antara Eagles dan Patriots bahkan mencapai 5 juta Dolar AS (3). Jadi, kita berbicara tentang nominal yang sangat besar.<\/span><\/p>\n

Sponsorship olahraga: angka-angkanya<\/b><\/span><\/h3>\n

Lalu bagaimana dengan sponsorship?<\/strong> Mari kita ambil contoh yang dekat dengan bidang yang ditangani RTR Sports Marketing<\/strong>, yaitu sponsorship MotoGP<\/strong><\/a>. Kami mengambil satu Grand Prix Eropa dari tahun sebelumnya sebagai acuan untuk mengukur eksposur dan nilainya. Untuk ilustrasi ini kami menggunakan sebuah merek (yang tentu saja namanya tidak dapat kami ungkapkan), sponsor kelas menengah dari tim papan atas (bukan main sponsor atau title sponsor), dengan visibilitas terbatas pada: logo di kubah motor (cupolino), logo di lengan baju balap pembalap, logo di seragam tim, logo di truk, di fasilitas, dan di materi komunikasi. <\/span><\/p>\n

Selama akhir pekan balapan<\/strong>, yang berlangsung Jumat, Sabtu, dan Minggu, merek tersebut tampil selama total 1391 detik, atau sekitar 23 menit, dalam bentuk “on screen time<\/strong>” (dalam sponsorship olahraga, on screen time didefinisikan sebagai jumlah detik saat sebuah merek terlihat jelas, tajam, dan mudah dikenali penonton selama siaran televisi acara tersebut). Berapa nilai visibilitas ini, terutama jika mempertimbangkan bahwa angka tersebut harus dikalikan di 52 negara tempat MotoGP<\/strong> disiarkan, dan di beberapa negara (seperti Italia, Spanyol, Malaysia, Indonesia, dan Inggris) jutaan penonton menyaksikannya setiap hari Minggu?<\/span><\/p>\n

Untuk merek dalam contoh kita ini, visibilitas global tersebut bernilai 1,6 juta Poundsterling<\/strong> (4). Apa artinya? Artinya, jika merek ini ingin membeli iklan konvensional di negara-negara tersebut untuk periode waktu yang sama, mereka harus mengeluarkan 1,6 juta Poundsterling.<\/span><\/p>\n

Angka ini dihasilkan dari perkalian antara (detik on screen time) x (nilai rata-rata iklan di negara tersebut pada waktu tertentu dalam sehari\/minggu)<\/strong>. Terlepas dari penyederhanaan ini, perhitungannya sesungguhnya sangat kompleks dan mempertimbangkan ratusan faktor berbeda (5), namun untungnya data ini diproduksi setiap minggu dengan presisi tinggi oleh lembaga khusus dan kemudian didistribusikan kepada sponsor dan agensi<\/strong>.<\/span><\/p>\n

Sponsorship MotoGP: angka dan efisiensi ekonomi yang mengesankan<\/strong><\/h2>\n

Untuk menutup contoh kita, dan untuk menunjukkan besarnya kekuatan sponsorship<\/strong> dari sisi efisiensi ekonomi ketika berbicara soal visibilitas merek, perlu diketahui bahwa sponsorship dalam contoh kita (yang menghasilkan nilai 1,6 juta Poundsterling hanya dari satu Grand Prix) biayanya kurang lebih setara dengan nilai tersebut. Artinya, hanya dengan satu balapan Kejuaraan Dunia MotoGP, sponsor sudah balik modal, dan seluruh seri balapan lainnya sepanjang musim menjadi keuntungan bersih.<\/span><\/p>\n

Jika hal ini benar, berlaku, dan sudah cukup signifikan dengan sendirinya, perlu diingat bahwa angka-angka tersebut dihasilkan dari visibilitas langsung, yaitu dari penonton televisi<\/strong><\/a> yang selama akhir pekan -melalui kanal televisi yang disiarkan secara nasional- mengikuti perkembangan jagoan mereka.<\/span><\/p>\n

Namun bagaimana dengan apa yang disebut visibilitas asinkron<\/strong>, yaitu visibilitas yang tercipta di waktu, tempat, dan kanal yang berbeda dari siaran langsung?<\/span><\/p>\n

\"\"<\/p>\n

Mudah dipahami bahwa aspek ini semakin relevan seiring waktu, di era ketika konsumsi konten audio\/video semakin terpisah dari waktu produksi dan penayangannya secara real time. Singkatnya: apa yang terjadi pada visibilitas merek ketika seorang remaja di S\u00e3o Paulo, Brasil, menonton momen-momen terbaik sebuah balapan motocross di YouTube yang berlangsung di Stockholm lima bulan sebelumnya?<\/strong> Atau ketika seorang gadis di Turin membagikan di Facebook lompatan-lompatan snowboard terbaik yang terjadi di kejuaraan dunia di Sierra Nevada, Spanyol?<\/span><\/p>\n

Iklan atau sponsorship?<\/strong><\/p>\n

Jelas bahwa dalam situasi seperti ini, iklan konvensional kehilangan relevansinya<\/strong>, sementara sponsorship justru semakin bernilai<\/strong>: ia hadir di momen dan tempat yang relevan, di dalam klip yang secara sukarela dicari oleh penonton, dan dikaitkan dengan momen keberhasilan serta kebahagiaan. <\/span><\/p>\n

Untuk mengarahkan dan mengendalikan visibilitas asinkron ini dengan lebih presisi, sponsor dan perusahaan besar dunia kini semakin bertransformasi menjadi media house sesungguhnya, memproduksi klip dan konten digital yang kemudian didistribusikan secara gratis di internet untuk menghasilkan visibilitas. Ini adalah strategi yang telah lama digunakan dengan sukses oleh Red Bull, Monster, Nilox, Petronas, dan lain-lain. Fenomena viral seperti video Ken Block dengan Gimcane-nya yang terkenal telah menghasilkan visibilitas dan nilai citra bagi Monster yang mustahil dicapai lewat strategi iklan konvensional.<\/span><\/p>\n

 <\/p>\n

 <\/p>\n

(1) - http:\/\/www.calcioefinanza.it\/2017\/03\/30\/juventus-barcellona-pubblicita-su-mediaset\/\n(2) - https:\/\/www.wired.it\/economia\/business\/2018\/02\/08\/sanremo-2018-spot-pubblicita\/\n(3) - https:\/\/quifinanza.it\/soldi\/quanto-costano-30-secondi-pubblicita-durante-super-bowl\/169452\/\n(4) - Data Clearsight, Dorna.\n(5) - <\/span>Sebab, selain perhitungan tepat on-screen-time yang dilakukan dengan perangkat lunak khusus, diperlukan juga data audiens dari semua negara yang tersambung, nilai iklan di setiap waktu dan setiap negara, serta pembagian momen dalam sehari dengan nilai yang berbeda-beda (misalnya, jelas bahwa iklan akan lebih mahal pada Minggu sore dibanding Jumat pagi)<\/span><\/pre>\n    
\r\n\r\n                    
Pertanyaan yang Sering Diajukan<\/b><\/h2>\r\n        \r\n            
\r\n\r\n        
\r\n            Mengapa sponsorship olahraga lebih murah dibanding iklan konvensional untuk visibilitas yang setara?<\/b>\r\n        <\/h3>\r\n\r\n        
\r\n            
\r\n                
Karena sponsorship menghasilkan visibilitas yang dapat diukur melalui ‘on screen time’ (jumlah detik saat merek terlihat selama siaran), yang jika dikalikan dengan nilai iklan di negara dan waktu tertentu menghasilkan nilai ekuivalen iklan (advertising value) yang sering kali lebih tinggi dibanding biaya riil sponsorship itu sendiri.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n        
\r\n\r\n        
\r\n            Apa itu visibilitas asinkron dalam sponsorship olahraga?<\/b>\r\n        <\/h3>\r\n\r\n        
\r\n            
\r\n                
Visibilitas asinkron adalah visibilitas yang tercipta di luar siaran langsung televisi: konten yang ditonton ulang di YouTube, dibagikan di media sosial, atau dilihat kembali setelah waktu berlalu. Berbeda dengan iklan konvensional yang kehilangan efektivitasnya dalam konteks tersebut, sponsorship tetap bernilai karena terhubung dengan momen keberhasilan yang secara sukarela dicari oleh penonton.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \r\n    <\/div>\r\n    \n","protected":false},"excerpt":{"rendered":"
Sponsorship olahraga menawarkan efisiensi biaya dan nilai balik ekonomi yang lebih terukur dibanding iklan konvensional. Simak angka dan studi kasus MotoGP.<\/p>\n","protected":false},"author":2,"featured_media":157562,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20111],"tags":[],"class_list":["post-351027","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sponsorizzazioni-sportive-id"],"acf":[],"contentshake_article_id":"","yoast_head":"\nIklan vs Sponsorship: Mengapa Pilih Sponsorship Olahraga<\/title>\n<meta name=\"description\" content=\"Sponsorship olahraga lebih efisien dan terukur dibanding iklan konvensional. 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