{"id":5920,"date":"2025-08-07T14:32:12","date_gmt":"2025-08-07T12:32:12","guid":{"rendered":"https:\/\/www.xarxalia.com\/news\/generation-z-marketing\/"},"modified":"2025-10-29T12:26:12","modified_gmt":"2025-10-29T10:26:12","slug":"generation-z-marketing","status":"publish","type":"post","link":"https:\/\/www.xarxalia.com\/en\/news\/generation-z-marketing\/","title":{"rendered":"Generation Z Marketing"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"5920\" class=\"elementor elementor-5920 elementor-5876\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-078b137 e-grid e-con-boxed e-con e-parent\" data-id=\"078b137\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-4c72d76 e-con-full e-flex e-con e-child\" data-id=\"4c72d76\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-c04f519 elementor-widget elementor-widget-heading\" data-id=\"c04f519\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">\"La Velada del A\u00f1o 5\" and Marketing for Generation Z<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fed1cc4 elementor-widget elementor-widget-text-editor\" data-id=\"fed1cc4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Although television still retains its place among certain popular formats (such as reality shows or major sporting events), content consumption among Generation Z and young millennials has radically diversified. Today, a large part of this audience spends more time on platforms like <strong>Twitch<\/strong>, <strong>YouTube<\/strong>, or <strong>TikTok<\/strong>, where they not only watch content but also comment on it, experience it, and turn it into part of their digital identity. <\/p><p>Events like<strong> &#8220;La Velada del A\u00f1o V&#8221;<\/strong>, organized by streamer <strong>Ibai Llanos<\/strong>, are a reflection of this paradigm shift. With <strong>over 9 million concurrent viewers and 80,000 people attending live<\/strong> at La Cartuja (Seville), this event has shattered all previous records on <strong>Twitch<\/strong> and has proven that digital entertainment can compete with \u2014and sometimes surpass\u2014 traditional television in reach, engagement, and connection with young audiences. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-f73a36f e-con-full e-flex e-con e-child\" data-id=\"f73a36f\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-8f4240b elementor-widget elementor-widget-image\" data-id=\"8f4240b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"500\" height=\"500\" src=\"https:\/\/www.xarxalia.com\/images\/marketing-generacion-z-logo-velada.png\" class=\"attachment-large size-large wp-image-5879\" alt=\"Marketing para la generaci\u00f3n Z, logo de la velada del a\u00f1o V\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-b5c742c e-flex e-con-boxed e-con e-parent\" data-id=\"b5c742c\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-059234a elementor-widget elementor-widget-text-editor\" data-id=\"059234a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Beyond the numbers, what matters most for the world of marketing is <strong>how these new audiences engage with content<\/strong> <strong>and brands<\/strong>. In this new ecosystem, the rules are different, and &#8220;La Velada&#8221; has become a high-impact laboratory for understanding them. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-c6bcca7 e-flex e-con-boxed e-con e-parent\" data-id=\"c6bcca7\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-d4d3cc0 elementor-widget elementor-widget-heading\" data-id=\"d4d3cc0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">How Brands Connect with Generation Z<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a81ffff elementor-widget elementor-widget-text-editor\" data-id=\"a81ffff\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>One of the biggest takeaways from <strong>&#8220;La Velada del A\u00f1o V&#8221;<\/strong> is that it&#8217;s not just about reaching record-breaking audience numbers, but about <strong>how the connection between brands and that audience is established<\/strong>. In the digital streaming ecosystem, the rules of the game have changed radically. It&#8217;s no longer enough to simply be present: <strong>brands must become part of the experience<\/strong>.  <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-36b6e83 e-flex e-con-boxed e-con e-parent\" data-id=\"36b6e83\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-3ea053b e-con-full e-flex e-con e-child\" data-id=\"3ea053b\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2c360c3 elementor-widget elementor-widget-video\" data-id=\"2c360c3\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;video_type&quot;:&quot;hosted&quot;,&quot;autoplay&quot;:&quot;yes&quot;,&quot;play_on_mobile&quot;:&quot;yes&quot;,&quot;mute&quot;:&quot;yes&quot;,&quot;loop&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"e-hosted-video elementor-wrapper elementor-open-inline\">\n\t\t\t\t\t<video class=\"elementor-video\" src=\"https:\/\/www.xarxalia.com\/images\/marketing-generacion-z-logo-velada.mp4\" autoplay=\"\" loop=\"\" muted=\"muted\" playsinline=\"\" controlsList=\"nodownload\"><\/video>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-aaeef3e e-con-full e-flex e-con e-child\" data-id=\"aaeef3e\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3154232 elementor-widget elementor-widget-text-editor\" data-id=\"3154232\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>On <strong>Twitch<\/strong>, the audience is not passive. They actively participate in chats, share memes, comment on social media, and become amplifiers of the content. This environment creates fertile ground for <strong>much more organic advertising<\/strong>, where marketing messages don\u2019t interrupt but instead blend naturally into the event\u2019s narrative.  <\/p><p>Brands like <strong>Mahou<\/strong>, <strong>Grefusa<\/strong>, <strong>Vicio<\/strong>, and <strong>Revolut<\/strong> have understood this perfectly. Their activations during &#8220;La Velada&#8221; went beyond logos or mentions: they involved creativity, humor, and closeness. From selecting content creators to cover the event (Mahou + InfoJobs) to launching exclusive products (such as Vicio\u2019s Oklahoma Burger), each campaign was designed to be part of the show.  <\/p><p>This approach not only avoids rejection of advertising but also <strong>generates emotional affinity and spontaneous conversation<\/strong>. The digital community comments, shares, and takes ownership of the messages, turning them into part of their cultural narrative. The brand, far from being just an ad, becomes a <strong>relevant agent within the collective experience<\/strong>.  <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-6b4f5cb e-flex e-con-boxed e-con e-parent\" data-id=\"6b4f5cb\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-684e287 elementor-widget elementor-widget-text-editor\" data-id=\"684e287\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>And <strong>this phenomenon isn\u2019t exclusive to &#8220;La Velada&#8221;:<\/strong> it\u2019s part of a growing trend where brands that invest in digitally-driven events achieve a distinctive positioning among younger consumers. In a world saturated with advertising, genuine attention is a scarce commodity. Here, success is earned not with money, but with creativity and authenticity.  <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-06d9e71 e-flex e-con-boxed e-con e-parent\" data-id=\"06d9e71\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-1f13572 elementor-widget elementor-widget-heading\" data-id=\"1f13572\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Digital Sponsorship as a Strategic Investment<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2b942a7 elementor-widget elementor-widget-text-editor\" data-id=\"2b942a7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>One of the big questions companies ask when considering sponsoring an event like &#8220;La Velada&#8221; is: <em>is it really worth it?<\/em> And the answer, in light of the data, clearly leans toward yes\u2014especially when compared to what traditional television offers today.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-8e17673 e-grid e-con-boxed e-con e-parent\" data-id=\"8e17673\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-b543513 e-con-full e-flex e-con e-child\" data-id=\"b543513\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4252f17 elementor-widget elementor-widget-heading\" data-id=\"4252f17\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">And how much does it cost to sponsor \"La Velada\"?<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c7ca2aa elementor-widget elementor-widget-text-editor\" data-id=\"c7ca2aa\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Although individual deals are not always public, the overall sponsorship of &#8220;La Velada V&#8221; \u2014featuring brands like <strong>Revolut<\/strong>, <strong>Coca-Cola<\/strong>, <strong>Vicio<\/strong>, and <strong>Mahou<\/strong>\u2014 is estimated to have reached around 3 million euros. In return, brands were present throughout more than <strong>7 hours of live streaming<\/strong>, with mentions, logos, activations, products, interviews, and organic content on social media. <\/p><p>A sponsorship in this context offers:<\/p><ul><li>Prolonged, non-intrusive exposure.<\/li><li>An audience of up to 9.1 million concurrent viewers.<\/li><li>Viral content that is talked about for days.<\/li><li>Integration into the event\u2019s narrative, generating emotional connection.<br><br>The cost per actual impact is much lower, and audience affinity is significantly higher.<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-952e080 e-con-full e-flex e-con e-child\" data-id=\"952e080\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-047977f elementor-widget elementor-widget-text-editor\" data-id=\"047977f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>In Spain, a 20-second prime-time spot on a national TV channel can cost between <strong>\u20ac20,000 and \u20ac25,000<\/strong>, depending on the network and time slot. If it\u2019s a high-audience event \u2014such as a sports final\u2014 that figure can multiply. And to achieve brand recall, it\u2019s common to repeat the ad multiple times, which drives the total budget even higher.  <\/p><p>Moreover, television faces a structural problem: audience fragmentation and aging. Younger consumers are no longer there. <strong>Over 99% of people aged 16 to 30 consume online content daily<\/strong>, and many have completely abandoned linear television. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-eb81cc6 elementor-widget elementor-widget-heading\" data-id=\"eb81cc6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">How much does it cost to advertise on television?<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-28b0dd4 e-flex e-con-boxed e-con e-parent\" data-id=\"28b0dd4\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-b472393 e-con-full e-flex e-con e-child\" data-id=\"b472393\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-69276dc elementor-widget elementor-widget-heading\" data-id=\"69276dc\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">More Efficiency, More Engagement<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-03e1bbe elementor-widget elementor-widget-text-editor\" data-id=\"03e1bbe\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Where television offers interruptions, Twitch offers participation. While a TV spot can be ignored or muted, in events like &#8220;La Velada&#8221; the audience looks forward to seeing what the sponsors will do. Advertising becomes content.<\/p><p>This dynamic makes digital sponsorship not only deliver better <strong>immediate returns<\/strong>, but also have a greater <strong>long-term impact<\/strong> in terms of brand image, recall, and cultural positioning.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-63821e3 e-flex e-con-boxed e-con e-parent\" data-id=\"63821e3\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-66d8a6f elementor-widget elementor-widget-heading\" data-id=\"66d8a6f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">An Opportunity Brands Shouldn\u2019t Miss<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a761aca elementor-widget elementor-widget-text-editor\" data-id=\"a761aca\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>&#8220;La Velada del A\u00f1o&#8221;, organized by Ibai Llanos, has not only broken audience records but also confirmed a profound shift in the content consumption habits of millions of people, especially among young audiences. In a landscape where attention is an increasingly scarce commodity, events like this manage to gather crowds around a shared, interactive, and emotionally meaningful experience. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-e5f192a e-grid e-con-boxed e-con e-parent\" data-id=\"e5f192a\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-db21a15 e-con-full e-flex e-con e-child\" data-id=\"db21a15\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-19fe28f elementor-widget elementor-widget-text-editor\" data-id=\"19fe28f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>For Spanish companies, sponsoring events of this kind is not just a one-off visibility action: it&#8217;s a gateway to <strong>cultural relevance<\/strong>. It\u2019s the opportunity to truly connect with a generation that doesn\u2019t want to be interrupted, but inspired. A generation that doesn\u2019t want to watch ads, but to live experiences where brands are authentically integrated.  <\/p><p>Marketing today \u2014and in the future\u2014 is not measured only in impressions, but in <strong>engagement<\/strong>, <strong>virality<\/strong>, and <strong>brand perception<\/strong>. &#8220;La Velada&#8221; has shown that, with creativity and a well-thought-out strategy, a brand can make a lasting impact for hours in front of millions of eyes&#8230; and remain part of the conversation long after. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-c8d6f55 e-con-full e-flex e-con e-child\" data-id=\"c8d6f55\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7bdebed elementor-widget elementor-widget-image\" data-id=\"7bdebed\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/www.xarxalia.com\/images\/xarxalia-favicon-alt.png\" class=\"attachment-medium size-medium wp-image-19\" alt=\"Xarxalia Network Logo\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-428f30c elementor-align-center elementor-widget elementor-widget-button\" data-id=\"428f30c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/www.xarxalia.com\/en\/contact-us\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">CONTACT<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-aad70a2 e-flex e-con-boxed e-con e-parent\" data-id=\"aad70a2\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-c71aa0f elementor-widget elementor-widget-text-editor\" data-id=\"c71aa0f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>At <strong>Xarxalia<\/strong>, we closely follow this evolution of digital marketing and the impact of new forms of entertainment. Because we understand that true value lies in <strong>knowing where audiences are<\/strong> \u2014and how to build a meaningful and lasting connection with them. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-4ff3221 e-flex e-con-boxed e-con e-parent\" data-id=\"4ff3221\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-b8a4131 elementor-widget elementor-widget-heading\" data-id=\"b8a4131\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">FAQs<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-16828f2 elementor-widget elementor-widget-n-accordion\" data-id=\"16828f2\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;default_state&quot;:&quot;expanded&quot;,&quot;max_items_expended&quot;:&quot;one&quot;,&quot;n_accordion_animation_duration&quot;:{&quot;unit&quot;:&quot;ms&quot;,&quot;size&quot;:400,&quot;sizes&quot;:[]}}\" data-widget_type=\"nested-accordion.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"e-n-accordion\" aria-label=\"Accordion. Open links with Enter or Space, close with Escape, and navigate with Arrow Keys\">\n\t\t\t\t\t\t<details id=\"e-n-accordion-item-2360\" class=\"e-n-accordion-item\" open>\n\t\t\t\t<summary class=\"e-n-accordion-item-title\" data-accordion-index=\"1\" tabindex=\"0\" aria-expanded=\"true\" aria-controls=\"e-n-accordion-item-2360\" >\n\t\t\t\t\t<span class='e-n-accordion-item-title-header'><div class=\"e-n-accordion-item-title-text\"> What is Ibai Llanos\u2019 \"La Velada del A\u00f1o\"? <\/div><\/span>\n\t\t\t\t\t\t\t<span class='e-n-accordion-item-title-icon'>\n\t\t\t<span class='e-opened' ><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-minus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h384c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t\t<span class='e-closed'><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-plus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H272V64c0-17.67-14.33-32-32-32h-32c-17.67 0-32 14.33-32 32v144H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h144v144c0 17.67 14.33 32 32 32h32c17.67 0 32-14.33 32-32V304h144c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t<div role=\"region\" aria-labelledby=\"e-n-accordion-item-2360\" class=\"elementor-element elementor-element-3347ad6 e-con-full e-flex e-con e-child\" data-id=\"3347ad6\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-571dca0 elementor-widget elementor-widget-text-editor\" data-id=\"571dca0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>&#8220;La Velada del A\u00f1o&#8221; is an annual amateur boxing event organized by the Spanish streamer Ibai Llanos. It combines fights between content creators with live musical performances, creating an unprecedented digital entertainment spectacle in the Spanish-speaking world. Its main broadcast takes place on Twitch, where it set world audience records with over 9 million devices connected simultaneously during its fifth edition (2025). It has established itself as the most-watched event in the platform\u2019s history, demonstrating the drawing power of streaming compared to traditional media.   <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t\t<details id=\"e-n-accordion-item-2361\" class=\"e-n-accordion-item\" >\n\t\t\t\t<summary class=\"e-n-accordion-item-title\" data-accordion-index=\"2\" tabindex=\"-1\" aria-expanded=\"false\" aria-controls=\"e-n-accordion-item-2361\" >\n\t\t\t\t\t<span class='e-n-accordion-item-title-header'><div class=\"e-n-accordion-item-title-text\"> Why are brands investing in events like \"La Velada\"? <\/div><\/span>\n\t\t\t\t\t\t\t<span class='e-n-accordion-item-title-icon'>\n\t\t\t<span class='e-opened' ><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-minus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h384c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t\t<span class='e-closed'><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-plus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H272V64c0-17.67-14.33-32-32-32h-32c-17.67 0-32 14.33-32 32v144H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h144v144c0 17.67 14.33 32 32 32h32c17.67 0 32-14.33 32-32V304h144c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t<div role=\"region\" aria-labelledby=\"e-n-accordion-item-2361\" class=\"elementor-element elementor-element-719495f e-con-full e-flex e-con e-child\" data-id=\"719495f\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-bd78522 elementor-widget elementor-widget-text-editor\" data-id=\"bd78522\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Brands invest in events like &#8220;La Velada del A\u00f1o&#8221; because they offer massive exposure to young, highly engaged audiences, especially Generation Z and digital millennials. Unlike traditional advertising on television or print, sponsorship in these types of events allows for organic integration within the content, which improves brand perception and engagement. Additionally, Twitch\u2019s interactive environment enables campaigns to go viral, generate conversation, and naturally and effectively increase audience affinity with the brands.  <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t\t<details id=\"e-n-accordion-item-2362\" class=\"e-n-accordion-item\" >\n\t\t\t\t<summary class=\"e-n-accordion-item-title\" data-accordion-index=\"3\" tabindex=\"-1\" aria-expanded=\"false\" aria-controls=\"e-n-accordion-item-2362\" >\n\t\t\t\t\t<span class='e-n-accordion-item-title-header'><div class=\"e-n-accordion-item-title-text\"> How much does it cost to sponsor an event like La Velada? <\/div><\/span>\n\t\t\t\t\t\t\t<span class='e-n-accordion-item-title-icon'>\n\t\t\t<span class='e-opened' ><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-minus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h384c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t\t<span class='e-closed'><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-plus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H272V64c0-17.67-14.33-32-32-32h-32c-17.67 0-32 14.33-32 32v144H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h144v144c0 17.67 14.33 32 32 32h32c17.67 0 32-14.33 32-32V304h144c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t<div role=\"region\" aria-labelledby=\"e-n-accordion-item-2362\" class=\"elementor-element elementor-element-71380c2 e-con-full e-flex e-con e-child\" data-id=\"71380c2\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-74efea0 elementor-widget elementor-widget-text-editor\" data-id=\"74efea0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The cost of sponsoring La Velada del A\u00f1o varies depending on the level of visibility and type of activation contracted. According to recent estimates, major sponsors like Mahou, Revolut, and Coca-Cola collectively invested around 3 million euros in the 2025 edition. This budget includes prominent presence in the broadcast, ring integration, mentions by presenters, and social media actions. Compared to traditional television, where a 20-second prime-time commercial can cost over \u20ac20,000, the return on digital sponsorship can be higher in terms of impact, engagement, and audience targeting.   <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t\t<details id=\"e-n-accordion-item-2363\" class=\"e-n-accordion-item\" >\n\t\t\t\t<summary class=\"e-n-accordion-item-title\" data-accordion-index=\"4\" tabindex=\"-1\" aria-expanded=\"false\" aria-controls=\"e-n-accordion-item-2363\" >\n\t\t\t\t\t<span class='e-n-accordion-item-title-header'><div class=\"e-n-accordion-item-title-text\"> What advantages does streaming marketing have over television advertising? <\/div><\/span>\n\t\t\t\t\t\t\t<span class='e-n-accordion-item-title-icon'>\n\t\t\t<span class='e-opened' ><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-minus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h384c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t\t<span class='e-closed'><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-plus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H272V64c0-17.67-14.33-32-32-32h-32c-17.67 0-32 14.33-32 32v144H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h144v144c0 17.67 14.33 32 32 32h32c17.67 0 32-14.33 32-32V304h144c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t<div role=\"region\" aria-labelledby=\"e-n-accordion-item-2363\" class=\"elementor-element elementor-element-5c82aa7 e-flex e-con-boxed e-con e-child\" data-id=\"5c82aa7\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-e1864cc elementor-widget elementor-widget-text-editor\" data-id=\"e1864cc\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Marketing on streaming platforms like Twitch offers several key advantages over traditional television advertising:<\/p><ul><li>Segmented audience: allows targeting specific groups, such as digital young adults.<\/li><li>Greater interaction: viewers participate in real time, increasing engagement.<\/li><li>Prolonged exposure: events can last several hours, with constant brand presence.<\/li><li>Organic integration: brands are presented as part of the content, not as interruptions.<\/li><li>Virality: highlight moments spread through social media, multiplying their reach.<\/li><\/ul><p><br>In contrast, television offers a more general audience, with less capacity for segmentation and fewer options to interact with viewers.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t\t<details id=\"e-n-accordion-item-2364\" class=\"e-n-accordion-item\" >\n\t\t\t\t<summary class=\"e-n-accordion-item-title\" data-accordion-index=\"5\" tabindex=\"-1\" aria-expanded=\"false\" aria-controls=\"e-n-accordion-item-2364\" >\n\t\t\t\t\t<span class='e-n-accordion-item-title-header'><div class=\"e-n-accordion-item-title-text\"> What is marketing for Generation Z? <\/div><\/span>\n\t\t\t\t\t\t\t<span class='e-n-accordion-item-title-icon'>\n\t\t\t<span class='e-opened' ><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-minus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h384c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t\t<span class='e-closed'><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-plus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H272V64c0-17.67-14.33-32-32-32h-32c-17.67 0-32 14.33-32 32v144H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h144v144c0 17.67 14.33 32 32 32h32c17.67 0 32-14.33 32-32V304h144c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t<div role=\"region\" aria-labelledby=\"e-n-accordion-item-2364\" class=\"elementor-element elementor-element-fda170c e-flex e-con-boxed e-con e-child\" data-id=\"fda170c\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-14031bc elementor-widget elementor-widget-text-editor\" data-id=\"14031bc\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Marketing for Generation Z is based on understanding the preferences, digital habits, and values of those born roughly between 1997 and 2012. This segment especially values authenticity, creativity, inclusion, and real-time interaction. They reject invasive advertising messages and are more attracted to content that emotionally connects with their interests. That\u2019s why strategies like branded content, influencer marketing, participatory digital events, and social media campaigns are essential to capture their attention and build a trusting relationship with the brand.   <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>&#8220;La Velada del A\u00f1o 5&#8221; and Marketing for Generation Z Although television still retains its place among certain popular formats (such as reality shows or major sporting events), content consumption among Generation Z and young millennials has radically diversified. Today, a large part of this audience spends more time on platforms like Twitch, YouTube, or<a href=\"https:\/\/www.xarxalia.com\/en\/news\/generation-z-marketing\/\">Continue reading <span class=\"sr-only\">&#8220;Generation Z Marketing&#8221;<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":5907,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[31],"tags":[],"class_list":["post-5920","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.xarxalia.com\/en\/wp-json\/wp\/v2\/posts\/5920","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.xarxalia.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.xarxalia.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.xarxalia.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.xarxalia.com\/en\/wp-json\/wp\/v2\/comments?post=5920"}],"version-history":[{"count":5,"href":"https:\/\/www.xarxalia.com\/en\/wp-json\/wp\/v2\/posts\/5920\/revisions"}],"predecessor-version":[{"id":5927,"href":"https:\/\/www.xarxalia.com\/en\/wp-json\/wp\/v2\/posts\/5920\/revisions\/5927"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.xarxalia.com\/en\/wp-json\/wp\/v2\/media\/5907"}],"wp:attachment":[{"href":"https:\/\/www.xarxalia.com\/en\/wp-json\/wp\/v2\/media?parent=5920"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.xarxalia.com\/en\/wp-json\/wp\/v2\/categories?post=5920"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.xarxalia.com\/en\/wp-json\/wp\/v2\/tags?post=5920"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}