Olympics raises sales of television sets, but is well behind the World Cup

Sao Paulo-the unexpected success of the Rio de Janeiro Olympics helped some electronic retail networks to increase sales of televisions during the event. However, due to the crisis and the initial disbelief with the games, trade of this type of equipment was well below the observed in the period of the World Cup in 2014.
According to the price comparison site, between the months of July and August this year, for example, consumer demand for TVs was 44.5% lower than that registered between May and June 2014, run-up to the football tournament.
To the President of the Brazilian Society of retail and consumption (SBVC), Edward Land, three factors explain the bad sales during the Olympic Games: crisis, discredited and the planned purchase.
"In the last two years, due to the economic crisis, sales of durable goods retreated more than 30%. It is the biggest drop in decades. It certainly affected sales of televisions to the coverage of the Olympics. In addition, until the start of the event, few people believed in the success of the games were, "says Land.
On account of this disrepute of the population, in his vision, sales were also affected. In addition, the expert cites the purchase planned as another factor for the failure of the television sets in this period. "During the World Cup, the sales of this product type have increased considerably. The crisis was still at the beginning and the consumers who have purchased this product possibly already thought in follow this Olympic apparatus. It''s not the kind of purchase that takes place every two years, "he explains.
According to the consultancy Gfk, sales of televisions increased by 39% in Brazil in 2014, driven mainly by the World Cup.
For this year, the consultancy predicts a fall of 28% in sales volume and 6% in turnover resulting from the sale of television sets.
In the first quarter of this year, according to the Gfk, sales of these devices retreated 28%, in comparison with the same period last year.
"In Brazil, the World Cup was responsible for strong impact on sales of TVs, something that was not the case with the Olympics this year. This event [Olympics] is not as appealing with the Brazilians as the world ", commented the tv market expert of Gfk, Rui Aaa.
High light
Despite the negative Outlook, companies such as Via retail, Grupo Pão de Açúcar arm that controls the flags and Pontofrio, Casas Bahia recorded an increase of 10% in selling televisions in its stores because of the Olympic Games in Rio de Janeiro.
"The increase is related to the average sale recorded in the last quarter of 2016. Compared to July 2015, this percentage goes up even more: a 17% increase in sales Via Retail, "said the INN, in a note.
The increased demand, according to the retailer, big screen TVs, up to 48 inches. "The network has increased its inventory to account for the demand. The growth in demand for appliances started about 30 days ", he adds.
To the Executive Director of the price comparator site Zoom, Thiago Flowers, sales could be even better.
"There are other factors justifying the 2014 World Cup have made the Brazilians seek change your TV. The Brazil is the country of soccer and the Economic Outlook was more positive, "examines the Executive. "It is much more common that people gather the friends over to watch the matches of the World Cup than follow involving various sports", he comments.
Optimistic projection
Even with the pessimistic projection of Gfk for a annual fall in sales of television sets, Edward land, SBVC, believes the low period is far from over.
For him, it is possible that the end of the last quarter of this year the indices show the first signs of recovery and high sales of durable goods, including televisions.
"In this third quarter light might be high, but still should not be such good numbers. At least, we should stop falling. I believe that a great resume alone should happen early in 2017, but the end of the year should show promising signs. "
This, consumer confidence and business, which according to Earth, rose in the last three months, should be extended after the organisation of the Olympic Games. "The Olympics helped create a climate of more encouragement, and you realize this is widespread. Overcome the end of the impeachment process, we should go into the month of September with mood and even better trusts ", indicates Land.