El Clasico generates over $40 million in media value for sponsors but live TV broadcasts for less than half of that figure.
The combined TV and social media value of the last El Clasico in December 2016 generated around $42.5 million for sponsors.
Social media made up 12 percent of that figure.
“With social media adding over $5 million in total value to sponsors, this shows just how critical a medium it has become,” said Max Barnett, Nielsen Sports’ head of digital.
Via The Drum