Manufacturers bet on big screen TVs for FIFA’s World Cup
For TV manufacturers, FIFA’s World Cup year means boosting sales of larger-screen, more expensive TVs to fans.The World Cup will take place out of season - between November 20 and December 18, instead of June and July as usual -, close to the Black Friday and the payment of the first part of the 13th salary (a mandatory year-end bonus for formally employed workers), which means one more stimulus to the manufacturers’ projections.Screens starting at 55 inches, with advanced image and sound technologies, are in the sales focus of the main suppliers of the Brazilian market consulted by Valor.Sellers expect to overcome 2021, a weak year for the sector with a drop of 4.5% in sales and 22.2% in televisions sold compared to 2020.Although demand for TVs increased while social distancing measures were in place in 2020, when the industry saw its revenue grow 15.6% over 2019, manufacturers believe that demand driven by the World Cup is different."At the height of the pandemic, people were looking to increase the number of TVs, with screens as large as 50 inches, to meet the need for more people at home at the same time," said Maximiliano Dominguez, head of product at TCL. "Now, the person will exchange the main TV for a more advanced model with a larger screen to bring people together during the games."According to Mr. Dominguez, the Chinese company, which sells TVs of the Semp TCL brand with screens of up to 98 inches, the local production will reach 1.55 million sets this year, 25% more than in 2021.Although the focus of the brands is on more advanced models, there is still a significant demand for smaller screens in the market, which has stimulated offers of models directly by retailers, such as the Magazine Luiza chain.Between January and August, TVs from 32 to 43 inches represented more than 60% of the units sold by the Brazilian retail market. Larger screens, up to 55 inches, accounted for 30.1% of sales, according to data collected by GfK consultants for Valor.With the sale of more premium TVs, South Korea’s Samsung, which leads the market in the country, estimates an 11% increase in revenues this year, compared to 2022. "The 50-inch segment still generates the highest sales volume, but the bet is on 55-inch to 65-inch models for this year," said Erico Traldi, head of the TV and audio division at Samsung in Brazil.Observing the increase in demand for TVs since September, Mr. Traldi says that Brazilians will not wait for Black Friday, on...
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