Roshen League Derby Round Sees 140% Increase in Ad Value to $219 Million

The advertising equivalent value (AVE) for the derby round in the first round of the Saudi Roshen League saw a significant 140% increase, reaching $219.22 million, compared to the average $91.17 million per round during the first half of the season. The total number of impressions across digital platforms reached 1.34 billion, making the derby round the most viewed to date, strengthening the Saudi league’s position as a strong competitor in the media and sports arena.

This is the first time the Saudi Professional League has dedicated two entire rounds to several prominent derby matches, in a move aimed at highlighting the competitive, cultural, and tourism aspects of these matches and highlighting the intense rivalry between clubs across the Kingdom. The second edition of the derby round, scheduled for April 4 and 5, will feature three matches between several clubs in Riyadh, Jeddah, and the Eastern Province. This will be a backdrop of heightened media interest and fan engagement, with the competition between the participating teams becoming increasingly close.

The derby round in the first round of the Roshen League recorded a significant increase in fan engagement on social media. The number of interactions increased by 129.2%, reaching 5.5 million interactions, compared to an average of 2.4 million interactions in previous rounds. This is according to a report by the Saudi Professional League, in collaboration with CARMA, a media content analysis agency. The report covered the first 17 rounds of the current season, monitoring media coverage for each round over an average of six days.

The first round of derbies witnessed a significant increase in media coverage compared to the average for previous rounds of the season. The number of news and reports in traditional media increased to 17,700, compared to an average of 8,500 during the round, representing a 108% increase. On social media, mentions of the Saudi League increased by 71%, with 303.9 thousand posts during the derby round, compared to 177.7 thousand posts during previous rounds. Traditional media reach also increased by 124.7%, while social media reach increased by 110.1%, reflecting the significant public engagement with this special round.

The derby round outperformed all other rounds of the season in most indicators, but it was not the most widely discussed round by all measures. For example, the derby round ranked second in the number of social media posts, reaching 303.9 thousand, a number 12% lower than Round 17, which saw increased activity due to the winter transfer window. However, the derby round recorded the highest public engagement, with 5.5 million interactions, 36% more than the nearest rival round. The Derby Round also achieved the highest number of impressions across digital platforms, surpassing the next closest round by 52%, making it the most-watched round this season.

The Derby Round was not just a sporting event; it also served as a window into the cultural diversity of football in Saudi Arabia. Its three matches embodied a distinct football identity, reflecting the diversity of playing styles and the passion of fans across the Kingdom’s various regions.

In Riyadh, the Al-Hilal and Al-Nassr derby offered a global clash that attracted widespread international attention, benefiting from the presence of international stars in both teams’ ranks. The Jeddah derby between Al-Ittihad and Al-Ahli embodied the strong traditional rivalry between the two clubs, which boast two of the largest fan bases in the Kingdom. The derby distinguished itself by its focus on the historical authenticity of the confrontations between the two clubs. In Dammam, the Al-Ettifaq and Al-Qadisiyah derby represented an extension of the football identity of the Eastern Province, highlighting the regional rivalry that forms an important part of Saudi football.