dakar rally - the odyssey key figures...
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DAKAR RALLY - THE ODYSSEY
Key figures
2016
DAKAR RALLY:
38 YEARS OF HISTORY
38 YEARS OF HISTORY
Angola
Argentina Ivory CoastFranceBurkina Faso Cameroon
Chile
Congo
Algeria BoliviaEgypt
Gabon
Guinea
Central African Republic
MaliMorocco Mauritania
South Africa
Libya Namibia
Niger
Spain
Peru
Portugal
Tunisia
Chad
Senegal
Sierra Leone
Source: A.S.O.
28 Member-countries of the
Dakar Rally since 1979
2009Move to Latin America
1992 Takeover by A.S.O.
(organisation)
1979Creation of the Dakar
Rally
Source: A.S.O.
A WORLD-CLASS RALLY
Present in South America since 2009
Amateurs and professionals alike
5486competitors
3345vehicles
AN AVERAGE OF
51 NATIONALITIES
Sources: Repucom, benchmark MotorSports 2014 / Representative samples of national population (ARG/CHI/MEX/PER/BRA/GER/FRA/ESP/RUS/POL), 8000 interviews in total
“Do you know the following motorsport events, even if only by name?” / Average audiences of dedicated programmes for each race, weighted to factor lengths of programmes
THE 2nd MOTORSPORTS EVENT IN THE WORLD
90%
77%
50%46%
27%17%
77% Awareness of the Dakar
Rally
% Awareness
37M TV viewers in the sampled
countries +
Audience
63M
37M
1M10M
1.7M 5M
DAKAR RALLY IS THE FIRST MOTORSPORTS EVENT IN ARGENTINA
2,6
2,8
3
3,2
3,4
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
% Awareness
of race/series
Rate of interest (/5)average 90%
awareness
Highest level
of interest for
Dakar
Sources: Repucom, benchmark Motorsports 2014 / Representative samples of national population, 1000 interviews in total / “Do you know the following motorsport events, even if only by name?” / “Please indicate how interested you are in each of the following motorsport events and competitions on a scale from 1 = “Not interested at all” to 5 = “Very interested”
average
AS WELL AS IN CHILE
97%awareness
Highest level
of interest for
Dakar
Sources: Repucom, benchmark Motorsports 2014 / Representative samples of national population, 1000 interviews in total / “Do you know the following motorsport events, even if only by name?” / “Please indicate how interested you are in each of the following motorsport events and competitions on a scale from 1 = “Not interested at all” to 5 = “Very interested”
2,9
3,1
3,3
3,5
3,7
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
% awareness
of race/series
Rate of interest (/5)average
average
IN PERU
Sources: Repucom, benchmark Motorsports 2014 / Representative samples of national population, 1000 interviews in total / “Do you know the following motorsport events, even if only by name?” / “Please indicate how interested you are in each of the following motorsport events and competitions on a scale from 1 = “Not interested at all” to 5 = “Very interested”
97%awareness
Highest
level of
interest for
Dakar
3
3,2
3,4
3,6
3,8
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
% awareness
of race/series
Rate of interest (/5) average
average
IN BRAZIL
Sources: Repucom, benchmark Motorsports 2014 / Representative samples of national population, 1000 interviews in total / “Do you know the following motorsport events, even if only by name?” / “Please indicate how interested you are in each of the following motorsport events and competitions on a scale from 1 = “Not interested at all” to 5 = “Very interested”
WTCC
24 Hours of Le Mans
1,8
2
2,2
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
% awareness
of race/series
Rate of interest (/5) average
average
82% awarenessSlightly below
average level of
interest for Dakar
Source: A.S.O.
SAFETY AS A MAJOR CONCERN
7 helicopters &
1 medical plane
32 security vehicles on course
Iritrack, GPS/Sentinel, Tripy:Satellite-based safety tracking
system
72 secure areas for spectators
Involvement of 22,000 people to enforce safety measures
Safety campaigns in the media
CHARITY AS A CORE VALUE
Source: A.S.O.
+1,237,000 USD of donations since 2011 from The Dakar Rally and its
competitors
350 houses built
Support for the social reintegration plan
Source : A.S.O.
ENVIRONMENT: A SUSTAINED COMMITMENT
A route designed in
collaboration with local
agencies in each country.
This allows a 635,000 USD investment for the
protection of the “Madre
de Dios”.
Selective waste sorting &
rubbish treatment program
with local authorities.
The Dakar Rally
compensates 100% of its
carbon footprint.
A STRONG FAN BASE ON THE ROUTE
Source: A.S.O.; motogp.com 2014; The global sports impact reports 2015 (a review of 2014)
Direct audience in million(Number of spectators)
2014
3,9M
2,5M
1,9M
3,6M
4.40M
AVERAGE SPECTATORS
ALONG THE ROUTE SINCE 2009
DAKAR RALLY
2016
I. The 2016 context
II. Global media impact
III. Trends in social media
WITH A NEW CLASS OF COMPETITORS
Source: A.S.O.
A new generation of pilots
MeoFive times World Champion
7th at the 2016
Dakar Rally
CervantesThree times World Champion
16th at the 2016 Dakar Rally
Benavides4th at the 2016 Dakar Rally
Van BeverenTwo times winner of Touquet
Enduror
6th at the 2016 Dakar Rally
Rally pilots in the line of sight
LoebNine times WRC World Champion
16th at the 2016 Dakar Rally
HirvonenFifteen WRC victories
04th at the 2016 Dakar Rally
New motorcycle
manufacturer
ACCIONA
100% Electric car
Peugeot
The winning return
Winner of the 2016 Dakar Rally
Pilot: Stéphane Peterhansel
ProkopJunior World Champion 2009
14th at the 2016 Dakar Rally
Source: A.S.O.
A WORLD-CLASS RALLY
The 1st international sporting event of the year
Off-road & Extreme
64% finishers
50 nationalities
25% South America
61% Europe
559 competitors – 347 vehicles
THE 2016 FAN BASE
64%
36%69% families & couples
4 people per group
36 years old on average
are proud to host
the Dakar97%
Source: A.S.O.; TNS SOFRES 2014 – survey among spectators from Chili and Argentina
4 MILLION SPECTATORS
4.5M
460 000 SPECTATORS
DAKAR RALLY
2016
I. The 2016 context
II. Global media impact
III. Trends in social media
AN IMPRESSIVE MEDIA IMPACT WORLDWIDE
190 countries
70 channels
8 hours of daily programs
produced
Source: A.S.O. Only dedicated TV programmes (Live and highlights)
25%EUROPE
25%ASIA
33%AMERICAS
17%AFRICA
& MIDDLE EAST
1,200h of TV coverage67% outside South America
319 permanent journalists
27 nationalities
127 media
MASSIVE TV COVERAGE IN SOUTH AMERICA
> 262 hours of TV coverage
for the entire continent
(38 countries)
58 hours of TV coverage
45h 30min of TV coverage
5h 30min of TV coverage
17h 30min of TV coverage
Source: A.S.O. / Repucom TV coverage / All programs (dedicated + secondary)
+42%
AS WELL AS IN EUROPE
> 27 hours of
TV coverage
89 hours of
TV coverage
15 hours of
TV coverage
22 h 45 min of
TV coverage
5 h 30 min of
TV coverage
36 h 45 min of
TV coverage
25 hours of TV coverage
for the entire continent(56 countries)
Source: A.S.O. / Repucom TV coverage / All programs (dedicated + secondary)
56 hours of TV
coverage on the
entire continent
(52 countries)
62 h 45min of TV
coverage
in the entire region
(23 countries)
TV COVERAGE IN AFRICA AND MIDDLE EAST
Source: A.S.O. / Repucom TV coverage / Dedicated programs
TV COVERAGE IN ASIA & OCEANIA
9 hours of TV coverage for
the entire continent
(16 countries)
50 h 30 min of TV
coverage
for the entire continent
(26 countries)
24 h 30 min of TV coverage
7 h 30min of TV coverage
53 h 17 min of TV coverage
7 hours of TV coverage
7 hours of TV coverage
34 h 50 min of TV coverage
Hunan TV
Source: A.S.O. / Repucom TV coverage / Dedicated programs
DAKAR RALLY
2016
I. The 2016 context
II. Global media impact
III. Trends in social media
Source: A.S.O. Media department
MASSIVE REACH ON SOCIAL PLATFORMS
1.9M fans on social networks
+500K compared to 2015
282K followers
+27% compared
to 2015
154K followers
X2 compared
to 2015
1.4M fans+16% compared to 2015
Global Reach 274M compared to 32M in 2015
+200,000 fans during the event
180 posts24M likes
1.1M of sharing
58% of the audience is under 35
Source: A.S.O. Media department
A POWERFUL VIDEO AUDIENCE
Visibility in more than 100 digital media
(+25% compared to 2015)Viewing on Youtube, social media, website
A global audience of 16.3 million views
(+159% compared to 2015)
CONSISTENT PERFORMANCES ON MOBILE APP
417K downloads +8%
compared to 2015
Source: A.S.O. Media department
Contents
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pictures, pilots profiles.
TOP country
Android:
IOS:
Android: 58%
IOS: 42%
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