Catalan audio-visual media group Mediapro is planning to broadcast its 100% Football pay-channel Gol T (Goal TV) in shopping centres across Spain.

The project, known as “Goal TV Shopping Centres”, and which was presented at ISE on the stand of their partner DS Digital Screens, is based on the installation of two screens in the food courts of the malls. During the day-time, the screens show traditional content linked with the centre (ads, service messages, etc.). However, on match evenings, one of the screens is taken over by Gol TV and shows the game (the other continues to display advertising).

Mediapro’s DOOH strategy is based on four observations: football’s popularity in the country, the increasing number of games (almost a match per day, between national competitions, European and foreign games), the low penetration of digital signage installations in the 530 shopping malls in Spain and the fact that they stay open late.