audi fis ski world cup 2018/19 · 2019. 6. 11. · global overview live non-live audi fis alpine...
TRANSCRIPT
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Expertise by Nielsen Sports
Your contacts: Akanimoh Umoh, Benedikt Neumayer
AUDI FIS SKI WORLD CUP 2018/19 TV Media Evaluation – Event Summary
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2 TV Media Evaluation - Audi FIS Ski World Cup 2018/19
INTRODUCTION
STUDY BRIEF
SPONSORS Audi, Longines, Resort
ANALYSIS PERIOD 2018/19 Season
EVENT Audi FIS Ski World Cup 2018/19 (M/L)
MARKETS
Austria, Bulgaria, Canada, China, Croatia, Czech Republic, Denmark, Finland,
France, Germany, Italy, Japan, Netherlands, Norway, Poland, Russia, Slovakia,
Slovenia, South Korea, Spain, Sweden, Switzerland, United Kingdom, USA
TV PROGRAMME TYPES Live, Delayed, Relive, Highlights, Sport Magazines, Magazines, News
AUDIENCE SOURCES Mediametrie/Eurodata TV, The Nielsen Company, MMS, TNS Gallup | Adults 3+ |
Estimations by Nielsen Sports
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SEASON SUMMARY
Copyright © 2019 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 4
GLOBAL OVERVIEW
LIVE NON-LIVE
AUDI FIS ALPINE SKI WC
Cumulative Audience (M)
388,76 2.742,28
Broadcast Time (hh:mm:ss)
3655:55:20 9421:15:01
Event Impressions (M)
44.058,68 20..242,13
SPONSORSHIP ANALYSIS
Visibility (hh:mm:ss)
2641:32:53 7265:55:16
Sponsorship Impressions (M)
321.761,86 12.337,36
QI Media Value (€)
134.971.616 37.273.135
3.131,04
13077:10:22
64.300,82
9907:28:09
45.099,22
172.244.751
Copyright © 2019 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 5
GLOBAL OVERVIEW
LIVE NON-LIVE
AUDI FIS ALPINE SKI WC
Cumulative Audience (M)
236,75 1.819,01
Broadcast Time (hh:mm:ss)
1980:44:35 5304:51:04
Event Impressions (M)
25.032,13 11.720,00
SPONSORSHIP ANALYSIS
Visibility (hh:mm:ss)
1410:12:45 4030:32:59
Sponsorship Impressions (M)
18.340,71 6.969,22
QI Media Value (€)
75.208.319 21.086.656
2.055,77
7285:35:40
36.752,13
5440:45:44
25.309,93
96.294.975
Copyright © 2019 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 6
GLOBAL OVERVIEW
LIVE NON-LIVE
AUDI FIS ALPINE SKI WC
Cumulative Audience (M)
182,01 1.440,71
Broadcast Time (hh:mm:ss)
1636:25:57 4042:43:35
Event Impressions (M)
18.867,98 8.470,80
SPONSORSHIP ANALYSIS
Visibility (hh:mm:ss)
1174:39:35 3119:11:19
Sponsorship Impressions (M)
14.185,88 5.301,63
QI Media Value (€)
58.275.124 15.978.000
1.622,72
5679:09:33
27.338,78
4293:50:54
19.487,52
74.253.123
Copyright © 2019 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 7
KEY INSIGHTS
CUMULATIVE AUDIENCE
• Increased by more than 150 M
compared to 2017/18. This
corresponds to an increase of 5%.
• Most of the increase can be attributed
to non-live broadcasts.
BROADCAST TIME
• 3.656 hours of live coverage mean a
share of 28% of the total broadcast time.
• 75% of broadcasting taking place on
Eurosport, but only 13% of media
impact.
VISIBILITY
• Combined all brands were visible for
9.900 hours.
• Most visibility generated in
Switzerland, through multi-channel
broadcasting on SRG channels.
SPONSORSHIP IMPRESSIONS
• 32.8 billion sponsorship impressions
generated through live coverage.
• Germany & Austria account for most
sponsorship impressions.
QI MEDIA VALUE
• More than €134M out of the total €172M was generated during live
broadcasts (78%).
• Naming partner Audi generated a QI media value of € 59,8M, whereas
Longines generated €54,5M.
Copyright © 2019 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 8
TV COVERAGE TREND
2,722 2,990 3,321
2,736 2,977
3,131
54,633
61,754
71,123
57,369 62,254 64,301
-10,000
10,000
30,000
50,000
70,000
90,000
110,000
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
2013/14 2014/15 2015/16 2016/17 2017/18 2018/19
Broadcast Time (h) Audience (M) Media Impact (M)
YEAR-ON-YEAR DEVELOPMENT
• Broadcast time reached an all-time high in the season 2018/19, thanks to
an increase of broadcasts on Eurosport, while national broadcasters
declined in broadcast time.
• After a decline in the season 2016/17, a steady increase of the media
impact continues until the current season 2018/19.
• Cumulative audience develops in a similar way as the media impact, the
value of 2018/19 almost reaching the peak registered in 2015/16.
*Source: Mediametrie/Eurodata TV, The Nielsen Company, MMS, TNS Gallup /Adults 3+/Estimations by Nielsen Sports
Copyright © 2019 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 9
MARKET RANKING – EVENT IMPRESSIONS (M)
MANAGEMENT SUMMARY Media Monitoring
• Unlike in the last seasons, live coverage of the world cup final
drew the highest audience of all world cup stages.
• Germany, as in previous years, leads by far the table in term of
media impact – mostly due to its sheer size. Compared to
2017/18 the media impact decreased by approx. 1.300 M event
impressions.
• The media impact of Austria shows almost no changes, while
nearly all other countries increased their media impact compared
to the previous season.
• Media impact along the season peaks one first time around
calendar week 51, reaching the highest point around Wengen,
Cortina and Kitzbühel in the second half of January.
18,023
12,722
6,029
5,954
4,671
2,698
2,092
1,729
1,383
1,209
1,155
1,103
1,055
924
679
673
650
532
509
152
151
136
72
0
Germany
Austria
Italy
Switzerland
Sweden
Norway
Slovenia
Finland
Slovakia
France
Poland
Croatia
Czech Republic
USA
China
Russia
Bulgaria
United Kingdom
Netherlands
Spain
Japan
Canada
Denmark
South Korea
LIVE AUDIENCE BY VENUE (TOP 5) – CUMULATIVE AUDIENCE (M)
35.23
26.28 24.59 22.82 21.91
Soldeu Zagreb Kitzbuehel Wengen Adelboden
2.593
2.500
1.488
5.130
1.603
1.644
1.767
1.039
1.406
2.559
864
1.221
1.318
273
124
814
1.219
641
909
721
214
75
596
3
BROADCASTS
*Source: Mediametrie/Eurodata TV, The Nielsen Company, MMS, TNS Gallup /Adults 3+/Estimations by Nielsen Sports
Copyright ©2019 The Nielsen Company. Confidential and proprietary. 10
Media Monitoring
MANAGEMENT SUMMARY
CHANNEL RANKING BY BROADCAST TIME (TOP 5) (hh:mm:ss)
CHANNEL RANKING BY EVENT IMPRESSIONS (TOP 5) (M)
WORLD CUP EVENT IMPRESSIONS TREND (M)
380:38:04
360:36:25
300:04:22
299:36:42
293:48:20
EurosportFrance (FRA)
ORF Sport+(AUT)
Eurosport IT(ITA)
Eurosport Spain(ESP)
Eurosport 2 UK(UK)
61,754 71,123
57,369 62,254 64,301
2014/15 2015/16 2016/17 2017/18 2018/19
11,814.41
8,207.44
6,526.91
4,328.74
4,264.23
ORF 1 (AUT)
ZDF (GER)
ARD (GER)
SRF 2 (CH)
Rai Sport (ITA)
*Source: Mediametrie/Eurodata TV, The Nielsen Company, MMS, TNS Gallup /Adults 3+/Estimations by Nielsen Sports
• Austrian channel ORF Sport+ was unlike previous seasons not
the channel with the broadest coverage anymore. Although the
channel aired only 5 hour less than 2017/18.
• ORF 1 is once again the channel with the highest media impact,
with a 3.5% increase in event impressions, clearly indicating an
unprecedented enthusiasm of Austrians for Alpine Skiing and
especially men’s races.
• The French Eurosport feed conquered first place by an increase
of broadcast hours in the amount of 24 hours, its media impact
being almost inexistent though.
• German channel ARD lost nearly half of its event impressions,
while ZDF filled this gap by increasing its event impressions by
approx. 2.300 M.
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11
794.85
411.82
360.52
179.02
222.98
150.56
81.62
876.32
362.87
375.94
152.29
167.40
155.38
62.21
2019/18 2017/18
18,022.76
12,722.24
6,028.92
5,954.27
4,671.29
2,698.02
2,091.57
19,385.94
12,271.73
6,100.23
5,443.52
4,833.79
2,839.91
1,817.40
2018/19 2017/18
550:16:10
1031:12:43
741:13:23
1197:35:22
612:29:18
558:52:54
706:50:54
530:31:58
960:03:16
728:50:18
1067:44:35
541:14:58
517:44:50
670:26:36
Germany
Austria
Italy
Switzerland
Sweden
Norway
Slovenia
2018/19 2017/18
TV Media Evaluation - Audi FIS Ski World Cup 2018/19
By Country Trend (Top 7 by Event Impressions 2018/19)
MEDIA MONITORING
BROADCAST TIME (hh:mm:ss)
EVENT IMPRESSIONS (M)
CUMULATIVE AUDIENCE (M)
MEDIA IMPACT
TREND
*Source: Mediametrie/Eurodata TV, The Nielsen Company, MMS, TNS Gallup /Adults 3+/Estimations by Nielsen Sports
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12 TV Media Evaluation - Audi FIS Ski World Cup 2018/19
By Channel (Top 10)
MEDIA MONITORING
380:38:04
380:38:04
360:36:25
300:04:22
300:04:22
300:04:22
299:36:42
293:48:20
281:10:24
281:10:24
Eurosport France (FRA)
Eurosport France (CH)
ORF Sport +
Eurosport IT (CRO)
Eurosport IT (ITA)
Eurosport IT (SLO)
Eurosport Spain (ESP)
Eurosport 2 UK (UK)
Eurosport CZ (CZ)
Eurosport CZ (SVK) 1,646
1,860
2,051
2,628
3,979
4,264
4,329
6,527
8,207
11,814
YLE 2 (FIN)
RTV SLO 2 (SLO)
NRK 1 (NOR)
Eurosport DE (GER)
SVT 1 (SWE)
Rai Sport (ITA)
SRF 2 (SUI)
ARD (GER)
ZDF (GER)
ORF 1 (AUT)
BROADCAST TIME (hh:mm:ss)
EVENT IMPRESSIONS (M)
24% OF
TOTAL
74% OF
TOTAL
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13 TV Media Evaluation - Audi FIS Ski World Cup 2018/19
Comparison of Genders
MEDIA MONITORING
55.7%
55.7%
57.2%
43.4%
44.0%
42.5%
Broadcast Time
Audience
Media Impact
TOTAL
13.077 hours
3.689 M viewers
64.301 M impressions
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14 TV Media Evaluation - Audi FIS Ski World Cup 2018/19
Coverage Trend by Week
MEDIA MONITORING
BROADCAST TIME (hh:mm:ss)
EVENT IMPRESSIONS (M)
00:00:00
200:00:00
400:00:00
600:00:00
800:00:00
1000:00:00
43 44 46 47 48 49 50 51 52 1 2 3 4 5 6 8 9 10 11 12
Men Ladies
0
1,000
2,000
3,000
4,000
5,000
43 44 46 47 48 49 50 51 52 1 2 3 4 5 6 8 9 10 11 12
Men Ladies
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15 TV Media Evaluation - Audi FIS Ski World Cup 2018/19
Season Comparison by Event Impression
MEDIA MONITORING
1,019
5,783
17,722
23,320
5,339
9,511
922 3,849
15,684
29,654
2,435
9,710
Oktober November Dezember Januar Februar März
Saison 2018/19
Saison 2017/18
OLYMPIA BREAK
WORLD CHAMPIONSHIPS
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METHODOLOGY
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17
Media Monitoring
TV MEDIA EVALUATION
MEDIA MONITORING
Media monitoring is the analysis of broadcast coverage
content. It involves the data coding of events, teams
and/or fixtures, which World Cup, etc. is reported on in
the various programmes. It requires physical recording
footage of the TV broadcast to execute.
BROADCAST SCHEDULE AUDIT (BSA)
The TV programme of a channel is researched online or
compiled on the basis of TAM protocols (audience
ratings).
Note: Due to the type of data collection, only the specific
event coverage can be attributed not secondary
coverage(news, etc.).
PROGRAMME TYPES
TIME CODING
Broadcast Time (BT)
The Broadcast Time is the total duration of team, league
or event coverage, without commercials.
Actual Playing Time (APT)
This is the portion of Broadcast Time containing
competition footage only.
AUDIENCE ANALYSIS
Audience (Average Audience)
The average number of members of a specified
population (e.g. target group of individuals or households)
viewing a TV channel over a given interval (e.g.
programme, daypart).
Cumulative (average) Audience
Cumulative Audience is the aggregate total of all
individual programme audiences (not the unique total
individuals reached). Sometimes called Gross Audience.
Not to be confused with Reach, Cover or Cume
Market Share
Viewing of a specified population, whether households or
individuals, that is tuned to a particular programme or
station during a given time interval, and expressed as a
percentage of the total TV audience during that interval.
Audience data sources
Programme ratings are sourced from official Television
Audience Measurement (TAM) providers such as
Mediametrie/Eurodata TV, The Nielsen Company, MMS,
TNS Gallup, etc.
Audience Estimation
For channels where no official audience measurement is
in place, estimated ratings are calculated using a
quantitative estimation model.
To calculate an estimate, the following information is
included: Technical universe or number of subscribers,
day and time of the program, content of the program,
interest in the sport in the broadcasting country.
Important note: The result represents an approximation of
the TV viewing potential.
EVENT IMPRESSIONS
Event Impressions are a measure of media impact or rate
of audience delivery, event impressions relate the
television broadcast time of an event programme to its
audience ratings, with one impression being equal to one
person's viewing of 30 seconds of programming.
Broadcast time is converted to the number of 30-second
units and then multiplied by the average audience
Event impressions are an important measure for the
delivery of media coverage and audience exposed to this
media coverage of a platform, as well as for
benchmarking purposes with other events / leagues /
clubs.
Formula:
Example:
60 seconds of coverage in a broadcast with 5m viewers:
(60 seconds x 5m) / 30 seconds = 10M Event Impressions
𝐵𝑟𝑜𝑎𝑑𝑐𝑎𝑠𝑡 𝑇𝑖𝑚𝑒 𝑖𝑛 𝑆 𝑥 𝐴𝑢𝑑𝑖𝑒𝑛𝑐𝑒 𝑖𝑛 𝑀
30 𝑆𝑒𝑐𝑜𝑛𝑑𝑠
Dedicated coverage
(primary coverage)
Live Live broadcast
Delayed Near-live, first broadcast airing
Re-live Repeat of a live / delayed broadcast
Highlights
Sports programme showing
event reports and summaries as
well as background information
and interviews
Secondary coverage
Magazines /
Sportmagazine
Programme with
minimal sporting content or sport mix
programmes
News Features in news programmes
TV Media Evaluation - Audi FIS Ski World Cup 2018/19
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18
Sponsorship Analysis
TV MEDIA EVALUATION
BRAND EXPOSURE ANALYSIS
Measurement of brand exposure differentiated by source.
An exposure is counted on the condition that it is legible
and at least 80% visible on-screen. An exposure can be
either a brand, claim, logo or product likeness.
ASSET VISIBILITY ANALYSIS
Measurement of tool exposure differentiated by sponsor
regardless of brand legibility. An exposure is counted on
the condition that the tool source is at least 80% visible
on-screen, and has an on-screen-share of 0,5% or
higher.
Note: If under 80% of the tool is visible, but the brand
exposed is legible, the exposure will be count towards the
result.
This can also be adapted to tracking of a space that does
not have a signage placement.
SPONSORSHIP IMPRESSIONS
Sponsorship impressions are a measure of sponsorship
impact or rate of audience exposure to sponsorship.
Sponsorship Impressions relate the brand visibility
duration in a television broadcast to its audience ratings,
with one impression being equal to one person's
exposure to 30 seconds of brand visibility.
Brand exposure is converted into the number of 30-
second units and then multiplied by the average
audience. Not to be confused with Event Impressions
Formula:
Example:
(120 seconds x 4m) / 30 seconds = 16M Sponsorship
Impressions.
SPONSORSHIP CPT
Calculation of a CPT based on delivery of sponsorship
impressions against a set sponsorship fee. This metric
demonstrates what price the sponsor paid to reach 1,000
viewer impressions people based on their sponsorship
visibility.
Formula:
Example:
A sponsor pays 1,2m EUR for a sponsorship
which generates 600m sponsorship impressions:
(1,2M EUR x 1.000) / 600m = 2 EUR
100% MEDIA VALUE
Also known as "advertising value equivalency" (AVE),
each brand exposure is valued by equivalating it against
the commercial airtime rate of the programme it is
captured in. The rates are either sourced from the
broadcasters official rate cards or calculated with a 30’
Second advertising CPT and the corresponding audience
of the programme that the exposure was captured in.
Note: This measure is the cash equivalent “cost” of a
media exposure, not its market value
Formula:
Example:
120 seconds of visibility in a programme with a
commercial airtime rate of 2,000 EUR for a 30-second
advertisement:
(120 seconds x 2,000 EUR) / 30 seconds = 8,000 EUR
QUALITY INDEXED MEDIA VALUE
The Quality Index Score (QI Score) is a comparison of the
actual exposure quality and impact between and logos
and properties, based on four factors that influence visual
impact: size, location on Screen, brand hits & duration per
exposure, and the impact of the asset itself (impact
factor). The QI Media Value combines the 100% Media
Value and the QI Score to a QI weighted Media Value.
The following five criteria combine to derive the QI score:
Example:
Brand exposure with a 100% Media Equivalency of 1,000
EUR and a QI Score of 27.5 would equal 275 EUR
𝑉𝑖𝑠𝑖𝑏𝑖𝑙𝑖𝑡𝑦 𝑖𝑛 𝑆 𝑥 𝐴𝑢𝑑𝑖𝑒𝑛𝑐𝑒 𝑖𝑛 𝑀
30 𝑆𝑒𝑐𝑜𝑛𝑑𝑠
𝑆𝑝𝑜𝑛𝑠𝑜𝑟𝑠ℎ𝑖𝑝 𝑓𝑒𝑒 𝑥 1,000
𝑆𝑝𝑜𝑛𝑠𝑜𝑟𝑠ℎ𝑖𝑝 𝑖𝑚𝑝𝑟𝑒𝑠𝑠𝑖𝑜𝑛𝑠
𝑉𝑖𝑠𝑖𝑏𝑖𝑙𝑖𝑡𝑦 𝑖𝑛 𝑆 𝑥 𝐶𝑃𝑇 𝑖𝑛 𝐸𝑈𝑅 𝑥 𝐴𝑢𝑑𝑖𝑒𝑛𝑐𝑒 𝑖𝑛 𝑀
30 𝑆𝑒𝑐𝑜𝑛𝑑𝑠 𝑥 1.000
𝑉𝑖𝑠𝑖𝑏𝑖𝑙𝑖𝑡𝑦 𝑖𝑛 𝑆 𝑥 𝐴𝑑 𝑟𝑎𝑡𝑒 30 𝑆 𝑖𝑛 𝐸𝑈𝑅
30 𝑆𝑒𝑐𝑜𝑛𝑑𝑠
TV Media Evaluation - Audi FIS Ski World Cup 2018/19
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ABOUT NIELSEN SPORTS
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