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Expertise by Nielsen Sports

Your contacts: Alexander Karduck, Markus Kreile

VIESSMANN FIS SKI JUMPING WORLD CUP WOMEN 2019/20TV Media Evaluation – Event Summary

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2TV Media Evaluation - Ski Jumping World Cup Ladies 2019/20

INTRODUCTION

STUDY BRIEF

SPONSORS Audi, Viessman

ANALYSIS PERIOD 2019/20 Season

EVENT Viessmann FIS Ski Jumping World Cup Women 2019/20

MARKETS

Austria, China, Croatia, Czech Republic, Denmark, Finland, France, Germany, Italy,

Japan, Netherlands, Norway, Poland, Romania, Russia, Slovakia, Slovenia, South

Korea, Sweden, Switzerland, USA

TV PROGRAMME TYPES Live, Delayed, Relive, Highlights, Sport Magazines, Magazines, News

AUDIENCE SOURCESMediametrie/Eurodata TV, The Nielsen Company, MMS, TNS Gallup | Adults 3+ |

Estimations by Nielsen Sports

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MANAGEMENT SUMMARY

Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 4

GLOBAL OVERVIEW

LIVE NON-LIVE

FIS SKI JUMPING WC

Cumulative Audience(M)

32,28 561,81

Broadcast Time(hh:mm:ss)

104:08:20 239:34:12

Event Impressions(M)

2.151,52 4.610,69

SPONSORSHIP ANALYSIS

Visibility(hh:mm:ss)

62:28:22 131:55:06

Sponsorship Impressions(M)

1.229,33 2.756,22

QI Media Value(€)

5.296.667 7.597.546

594,09

343:42:32

6.762,21

194:23:28

3.985,55

12.894.213

GLOBAL OVERVIEW

LIVE NON-LIVE

FIS SKI JUMPING WC LADIES

Cumulative Audience* (M)

33,08 237,30

Broadcast Time(hh:mm:ss)

97:05:44 155:44:06

Event Impressions(M)

2.681,94 1.676,76

SPONSORSHIP ANALYSIS

Visibility(hh:mm:ss)

56:21:21 86:26:47

Sponsorship Impressions(M)

1.574,84 887,93

QI Media Value(€)

3.885.736 1.961.313

270,38

252:49:50

4.358,70

142:48:08

2.462,77

5.847.049

*Source: Mediametrie/Eurodata TV, The Nielsen Company, MMS, TNS Gallup /Adults 3+/Estimations

by Nielsen Sports


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.

KEY INSIGHTS

CUMULATIVE AUDIENCE

• Decreased by more than 320M

compared to 2018/19. This corresponds

to a decrease of 54%.

• Cumulative audience in Germany

decreased by 75% - from 313M to 78M.

BROADCAST TIME

• Live coverage accounts for 38% of the

total broadcast time

• Austria makes up for 29% of the total

broadcast time with ORF Sport+

accounting for 25%.

VISIBILITY

• The two brands Audi and Viessmann

were visible for 143 hours.

• 27% of the total visibility was

generated in Austria.

• Most visible tool: Start Backdrop (53h).


• Live coverage generated 64% of the

total sponsorship impressions (1.6

billion).

• With 44% Germany accounts for the

greatest share of sponsorship

impressions, thanks to dedicated

coverage on public broadcasters

ARD & ZDF.

QI MEDIA VALUE

• 35% of the QI Media Value were generated in Germany (2.0M €).

• Title partner Viessmann generated 71% of the QI media value (4.2M €).

Audi generated the remaining 29% (1.7M €).


TV COVERAGE TREND

516

386

337

598

741

594

4.019 3.151 3.848 5.429 5.171 6.762

-10.000

10.000

30.000

50.000

70.000

90.000

110.000

0

100

200

300

400

500

600

700

800

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

TV COVERAGE TREND

386

337

598

741

594

270

3.151 3.848 5.429 5.171 6.762 4.359

-10.000

10.000

30.000

50.000

70.000

90.000

110.000

0

100

200

300

400

500

600

700

800

2014/15 2015/16 2016/17 2017/18 2018/19 2019/20

Broadcast Time (h) Audience (M)* Media Impact (M)

YEAR-ON-YEAR DEVELOPMENT

• After the strong increase in 2018/19, broadcast time declines in almost all

markets but is still above the average of the previous 5 seasons.

• Media impact decreased by 36% compared to the season 2018/19. Main

drivers for media impact are still Germany (45%) and Japan (18%).

• The decline in cum. audience can be attributed to less sportive success

by German athletes (fewer news features) as well as the cancellation of

Raw Air and Blue Bird events in March. Together, Trondheim, Nizhny

Tagil and Chaikovsky had reached a cum. audience of 90M in 2018/19.



MARKET RANKING – EVENT IMPRESSIONS(M)

MANAGEMENT SUMMARYMedia Monitoring

• Hinzenbach leads the ranking with a live audience of 10.5M

meaning an increase of 248% compared to last season. It also

generates the highest media impact of all venues.

• Live audience of Lillehammer, last year’s top ranked venue,

decreased by 22% (mainly due to Finland and Slovenia).

• Apart from Ljubno replacing Oslo, 4 of the above listed venues

already appeared on this chart in 2018/19.

• There is similar continuity in the market ranking by event

impressions – with the exception of Austria. As it is the only

market with a positive media impact trend (+5%) it overtakes

Slovenia and Norway and ranks 4th this season.

1.966

775

428

420

393

342

17

11

3

2

1

0

0

0

0

Germany

Japan

China

Austria

Slovenia

Norway

Finland

USA

Romania

Poland

Italy

Slovakia

France

Switzerland

Czech Republic

LIVE AUDIENCE BY VENUE (TOP 5) – CUMULATIVE AUDIENCE*(M)

10,50

6,71 6,64

3,182,07

Hinzenbach Oberstdorf Lillehammer Zao Ljubno

94

135

40

198

134

358

19

32

6

12

1

1

3

3

2

BROADCASTS


Copyright ©2020 The Nielsen Company. Confidential and proprietary. 8

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)

62:29:43

40:40:38

39:29:59

25:46:32

17:31:21

ORF Sport+(AUT)

NHK BS1 (JPN)

OlympicChannel (USA)

RTV SLO 2(SLO)

CCTV5+ (CHN)

3.848

5.429 5.171

6.762

4.359

2015/16 2016/17 2017/18 2018/19 2019/20

1.150,68

795,76

624,34

382,29

285,00

ZDF (GER)

ARD (GER)

NHK BS1 (JPN)

RTV SLO 2(SLO)

ORF 1 (AUT)

• Austrian channel ORF Sport+ ranks top again in terms of

broadcast time, despite a decline of 11 hours compared to

2018/19.

• Olympic Channel, last year’s 2nd place, reduced its coverage by

32 hours and falls behind NHK BS1 (-11 hours).

• German public broadcasters ARD & ZDF lead the event

impressions ranking again. Despite a 33% decline year-on-year,

they still account for 45% of total numbers (43% last year).

• Chinese CCTV 5, 3rd ranked last year, generates 582M less event

impressions and falls behind Austrian ORF 1 on rank 6.

• With only 1 hour less broadcast time than in 2018/19, ORF 1

shows the highest continuity among the top channels.

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9

78,36

86,22

7,00

40,48

12,84

37,02

4,12

312,68

116,50

31,15

27,93

23,66

48,75

17,05

2019/20 2018/19

10:05:15

41:35:49

22:30:17

72:35:22

26:57:17

33:51:32

05:19:40

13:07:31

53:58:35

34:29:15

85:09:42

33:13:33

38:41:28

09:07:56

Germany

Japan

China

Austria

Slovenia

Norway

Finland

2019/20 2018/19

TV Media Evaluation - Ski Jumping World Cup Ladies 2019/20

By Country Trend (Top 7 by Event Impressions 2019/20)

MEDIA MONITORING

BROADCAST TIME(hh:mm:ss)

EVENT IMPRESSIONS(M)

CUMULATIVE AUDIENCE*(M)

MEDIA IMPACT

TREND


1.966,10

774,69

428,21

420,23

393,28

342,15

17,16

2.994,79

1.031,74

961,91

398,62

570,89

531,24

217,03

2019/20 2018/19

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By Channel (Top 10)

MEDIA MONITORING

62:29:43

40:40:38

39:29:59

25:46:32

17:31:21

13:07:01

11:13:44

09:05:50

05:35:39

04:39:14

ORF Sport+ (AUT)

NHK BS1 (JPN)

Olympic Channel (USA)

RTV SLO 2 (SLO)

CCTV5+ (CHN)

NRK 2 (NOR)

NRK 1 (NOR)

ORF 1 (AUT)

TV 2 Sport 2 (NOR)

ZDF (GER) 101

115

179

197

249

285

382

624

796

1.151

ORF Sport+ (AUT)

NRK 2 (NOR)

CCTV5 (CHN)

NRK 1 (NOR)

CCTV5 (CHN)

ORF 1 (AUT)

RTV SLO 2 (SLO)

NHK BS1 (JPN)

ARD (GER)

ZDF (GER)

BROADCAST TIME (hh:mm:ss)

EVENT IMPRESSIONS(M)

91% OF

TOTAL

94% OF

TOTAL

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Coverage Trend by Week

MEDIA MONITORING

BROADCAST TIME (hh:mm:ss)

EVENT IMPRESSIONS (M)

00:00:00

10:00:00

20:00:00

30:00:00

40:00:00

50:00:00

47 49 50 51 52 1 2 3 4 5 6 7 8 9 10 11 12

0

250

500

750

1.000

47 49 50 51 52 1 2 3 4 5 6 7 8 9 10 11 12

Oberstdorf +

Hinzenbach

Raw Air Tournament

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Season Comparison by Media Impact

MEDIA MONITORING

8

818

909

2.378

276

1.114

1.226

1.847

1.728

847

November December January February March

Saison 2019/20

Saison 2018/19

Oberstdorf +

Hinzenbach

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METHODOLOGY

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14

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


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15

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 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


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



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ABOUT NIELSEN SPORTS

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17

GLOBAL MEDIA &

GLOBAL CONNECT

NIELSEN SPORTS

ENTERTAINMENT

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WHAT’S NEXT IN GLOBAL SPORTS AND ENTERTAINMENT

NIELSEN SPORTS IS PART OF

THE WORLD’S BIGGEST MARKET

AND MEDIA RESEARCH COMPANY

Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.

AT NIELSEN SPORTS, IT IS ALL

ABOUT THE DECISIONS YOU

MAKE IN SPORTS BUSINESS

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BRANDS

RIGHTS HOLDERS

PUBLIC SECTOR

MEDIA COMPANIES

AGENCIES

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19

WE CAN LEVERAGE OUR STRENGTHSTO HELP YOU MAKE BETTER, EASIER DECISIONS

19

YOUR DECISION

MARKET

RESEARCH

DIGITAL

SERVICES

MEDIA

ANALYSIS

MARKET

INTELLIGENCE

Brand Performance,

Target Groups &

Fan Insights,

Consumer Behaviour… Audience,

Media Value,

Demographics…

Digital KPI,

Social Buzz,

Media Value…

Ad / Sponsorship

Expenditures,

Market Prices,

Duration…

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THE MOST COMPREHENSIVE

DATA SOURCE IN SPORTS

AND ENTERTAINMENT

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ANALYSIS

DIGITAL

SERVICES

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INTELLIGENCE

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CONSTANT

INNOVATION

With our new

technologies and

solutions, we can

put you on the

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GUARANTEED

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We’re a neutral

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We analyze consump-

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within your target

groups across all

channels – including

entertainment.

THESE ARE THE STRENGTHS THAT MAKEOUR DECISION SUPPORT UNIQUE

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CONTACT DETAILS

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Tel.: +49 221 43073 638

[email protected]

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NIELSEN SPORTS

Tel.: +49 221 43073 868

[email protected]

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Apart from that our General Terms and Conditions, status as of August 2017 shall apply. Available at http://nielsensports.com/de/agb-en/

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