viessmann fis ski jumping world cup men 2019/20 · live audience, but poland 45m. •on average,...

Co

pyri

gh

t ©

20

20

T

he

Nie

lse

n C

om

pa

ny.

Con

fid

en

tia

l a

nd

pro

pri

eta

ry.

Expertise by Nielsen Sports

Your contacts: Alexander Karduck, Markus Kreile

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

Co

pyri

gh

t ©

20

20

T

he

Nie

lse

n C

om

pa

ny.

Con

fid

en

tia

l a

nd

pro

pri

eta

ry.

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

INTRODUCTION

STUDY BRIEF

SPONSORS Audi, Bergstern, Viessmann

ANALYSIS PERIOD 2019/20 Season

EVENT Viessmann FIS Ski Jumping World Cup Men 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

Co

pyri

gh

t ©

20

20

T

he

Nie

lse

n C

om

pa

ny.

Con

fid

en

tia

l a

nd

pro

pri

eta

ry.

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 MEN

Cumulative Audience* (M)

481.84 1.982,36

Broadcast Time(hh:mm:ss)

1686:07:42 7285:21:03

Event Impressions(M)

66.062.26 17.549.94

SPONSORSHIP ANALYSIS

Visibility(hh:mm:ss)

1086:34:22 4530:05:17

Sponsorship Impressions(M)

43.275,49 6.824,74

QI Media Value(€)

59.078.406 11.906.823

2.464.20

8971:28:45

83.612.20

5616:39:38

50.100,23

70.985.229

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

by Nielsen Sports


KEY INSIGHTS

CUMULATIVE AUDIENCE

• Declined by approx. 540M compared

to 2018/19. This corresponds to a

decrease of 18%.

• After numbers had increased in Japan

in 2018/19 (+222M), they decreased

by 220M this season.

BROADCAST TIME

• Dropped by 1.600h year-over-year, live

coverage by 200h.

• In Poland, broadcast time declined by

80h, in Germany by 30h.

VISIBILITY

• Combined all brands were visible for

5.617 hours.

• With a visibility of 2.980h, title partner

Viessmann accounts for more than half

of total numbers.

SPONSORSHIP IMPRESSIONS

• 50bn impressions mean a decrease of

4% year-on-year.

• While Audi remained almost stable

(-3%), Viessmann suffered bigger

losses (-11%). Bergstern, in turn,

generated 25% more sponsorship

impressions than the season before.

• The Start Backdrop proved to be

especially valuable for Bergstern.

QI MEDIA VALUE

• More than €59M out of the total €71M were generated during live broadcasts

(83%. Previous season: 78%).

• Again, New Year’s jumping in Garmisch-Partenkirchen was the competition

with the highest QI Media Value (€4M). Overall, the Four Hills Tournament

accunts for almost one quarter of the season’s QI Media Value.


KEY INSIGHTS

2.7912.392

2.922 2.7313.003

2.464

96.059

79.01582.591

87.173

97.035

83.612

-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

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 an exceptional season 2018/19, broadcast time is back on the level

of the years 2016-2018.

• The 18% decline in cumulative audience is partly caused by the

cancellation of events at the end of the season. For the Raw Air Tour,

numbers are down by 150M compared to 2018/19.

• Also, there were significantly less news features on wide-reaching

channels in Japan (-220M), possibly because Ryōyū Kobayashi was not

as dominant as in the season before.

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


MARKET RANKING – EVENT IMPRESSIONS(M)

MANAGEMENT SUMMARYMedia Monitoring

• Staging an exciting final of the Four Hills Tournament,

Bischofshofen ranks top this season in terms of live audience.

• Oberstdorf, last year’s most popular live event, comes 4th this

season. Together with Zakopane and Lahti, four venues appear

on this chart for yet another season.

• Live audience was highest in Germany (184M) and Poland

(173M). Compared to 2018/19, Germany only lost 6M cumulative

live audience, but Poland 45M.

• On average, there were 0.9M viewers less following live airings

on TVP 1. This causes media impact in Poland to decline by 23%.

• In Germany, media impact moderately increased (+3%). Together

with Poland, they still account for 75% of total media impact

(previous season: 76%).

36.256

27.621

4.566

3.199

2.248

1.995

1.876

1.422

993

635

464

462

454

412

353

219

163

151

84

42

Poland

Germany

Russia

Austria

Norway

Finland

Slovenia

Czech Republic

Slovakia

China

Japan

Italy

Romania

Netherlands

Switzerland

Sweden

France

Croatia

Denmark

USA

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

43,6043,05 42,88

40,49 40,36

Bischofshofen Zakopane Val di Fiemme Oberstdorf Lahti

2.167

1.766

688

1.027

884

464

1.146

791

710

77

209

629

598

678

420

225

238

634

227

73

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)

355:12:22

355:12:22

350:55:45

345:26:28

337:01:41

Eurosport RU(RUS)

Eurosport CZ(SVK)

Eurosport PL(POL)

Eurosport CZ(CZE)

Eurosport IT(CRO)

79.015 82.591 87.17397.035

83.612

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

21.904,59

13.316,94

10.525,42

7.017,54

5.471,10

TVP 1 (POL)

ARD (GER)

ZDF (GER)

Eurosport PL(POL)

TVP Sport(POL)


• Eurosport covers the first 13 spots in the channel ranking by

broadcast time. Overall, it accounts for 83% of total coverage (and

23% of total media impact).

• Polish TVP Sport (232 hours) leads the table outside the Eurosport

network.

• The top 5 channels in terms of media impact remain unchanged.

TVP 1 ranks top again, despite losing almost 8bn event impressions

year-on-year (-24%).

• When counting ARD & ZDF together, the German public broadcasters

overtake TVP 1 for the first time in recent years.

• Eurosport PL and TVP Sport also lost some of their media impact

compared to 2018/19, suggesting a generally lower excitement in

Poland.

Co

pyri

gh

t ©

20

20

T

he

Nie

lse

n C

om

pa

ny.

Con

fid

en

tia

l a

nd

pro

pri

eta

ry.

9

966,54

931,87

39,45

115,38

80,91

71,93

50,93

1.128,50

925,30

67,55

129,33

97,75

87,79

75,91

2019/20 2018/19

970:06:43

583:43:30

643:02:19

704:10:24

276:23:06

326:55:38

707:03:02

1051:02:34

611:29:00

673:42:18

737:00:46

550:55:58

644:13:00

705:59:54

Poland

Germany

Russia

Austria

Norway

Finland

Slovenia

2019/20 2018/19

TV Media Evaluation - FIS Ski Jumping World Cup Men 2019/20

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


36.255,55

27.620,72

4.566,31

3.198,71

2.247,92

1.995,02

1.875,54

47.411,39

26.841,08

5.580,15

3.429,89

2.682,26

2.360,00

2.093,60

2019/20 2018/19

Co

pyri

gh

t ©

20

20

T

he

Nie

lse

n C

om

pa

ny.

Con

fid

en

tia

l a

nd

pro

pri

eta

ry.


By Channel (Top 10)

MEDIA MONITORING

364:00:43

364:00:43

364:00:41

363:14:36

354:17:06

354:17:06

354:17:06

326:12:48

324:42:55

308:48:16

Eurosport RU (RUS)

Eurosport CZ (SVK)

Eurosport PL (POL)

Eurosport CZ (CZE)

Eurosport IT (ITA)

Eurosport IT (ITA)

Eurosport IT (ITA)

Eurosport NL (NED)

Eurosport 2 NL (NED)

Eurosport 2 RU (RUS) 1.789

1.821

2.891

3.213

4.277

5.471

7.018

10.525

13.317

21.905

RTV SLO 2 (SLV)

YLE 2 (FIN)

ORF 1 (AUT)

Eurosport DE (GER)

Eurosport RU (RUS)

TVP Sport (POL)

Eurosport PL (POL)

ZDF (GER)

ARD (GER)

TVP 1 (POL)

BROADCAST TIME (hh:mm:ss)

EVENT IMPRESSIONS(M)

39% OF

TOTAL

86% OF

TOTAL

Co

pyri

gh

t ©

20

20

T

he

Nie

lse

n C

om

pa

ny.

Con

fid

en

tia

l a

nd

pro

pri

eta

ry.


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

1200:00:00

42 43 44 45 46 47 48 49 50 51 52 53 1 2 3 4 5 6 7 8 9 10 11 12

0

2.000

4.000

6.000

8.000

10.000

12.000

42 43 44 45 46 47 48 49 50 51 52 53 1 2 3 4 5 6 7 8 9 10 11 12

Corona-gap filled with relives

broadcast time remains high but

attracts less viewers than live airings

Co

pyri

gh

t ©

20

20

T

he

Nie

lse

n C

om

pa

ny.

Con

fid

en

tia

l a

nd

pro

pri

eta

ry.


Season Comparison by Event Impression

MEDIA MONITORING

6.275

19.547

34.563

15.046

8.1789.517

16.522

30.105

20.508 20.383

November December January February March

Saison 2019/20

Saison 2018/19

Co

pyri

gh

t ©

20

20

T

he

Nie

lse

n C

om

pa

ny.

Con

fid

en

tia

l a

nd

pro

pri

eta

ry.

METHODOLOGY

Co

pyri

gh

t ©

20

20

T

he

Nie

lse

n C

om

pa

ny.

Con

fid

en

tia

l a

nd

pro

pri

eta

ry.

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


Co

pyri

gh

t ©

20

20

T

he

Nie

lse

n C

om

pa

ny.

Con

fid

en

tia

l a

nd

pro

pri

eta

ry.

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

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



Co

pyri

gh

t ©

20

20

T

he

Nie

lse

n C

om

pa

ny.

Con

fid

en

tia

l a

nd

pro

pri

eta

ry.

ABOUT NIELSEN SPORTS

Co

pyri

gh

t ©

20

20

T

he

Nie

lse

n C

om

pa

ny.

Con

fid

en

tia

l a

nd

pro

pri

eta

ry.

17

GLOBAL MEDIA &

GLOBAL CONNECT

NIELSEN SPORTS

ENTERTAINMENT

17

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

18

BRANDS

RIGHTS HOLDERS

PUBLIC SECTOR

MEDIA COMPANIES

AGENCIES

Co

pyri

gh

t ©

20

20

T

he

Nie

lse

n C

om

pa

ny.

Con

fid

en

tia

l a

nd

pro

pri

eta

ry.

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…

UNIQUE

CONSULTING EXPERTISE

THE MOST COMPREHENSIVE

DATA SOURCE IN SPORTS

AND ENTERTAINMENT

MEDIA

ANALYSIS

DIGITAL

SERVICES

MARKET

INTELLIGENCE

MARKET

RESEARCH

Co

pyri

gh

t ©

20

20

T

he

Nie

lse

n C

om

pa

ny.

Con

fid

en

tia

l a

nd

pro

pri

eta

ry.

20

CONSTANT

INNOVATION

With our new

technologies and

solutions, we can

put you on the

cutting edge of the

sports business.

GUARANTEED

OBJECTIVITY

We’re a neutral

partner that tracks

every market player

based on data.

EXPERTS

WITH PASSION

Over 700 seasoned

experts around the

world who are

dedicated to helping

you succeed.

STABILITY

As the most

experienced provider

on the market, we

offer access to a

trove of 30 years of

data – and will con-

tinue to in the future.

GLOBAL

PERSPECTIVE

Our more than 23

worldwide locations

enable us to under-

stand global trends

and impacts on your

local business.

COMPREHENSIVE

UNDERSTANDING

OF FANS

We analyze consump-

tion and media usage

within your target

groups across all

channels – including

entertainment.

THESE ARE THE STRENGTHS THAT MAKEOUR DECISION SUPPORT UNIQUE

Copyright ©2020 The Nielsen Company. Confidential and proprietary. 21

Nielsen Sports Deutschland GmbH

Scheidtweilerstr. 17

50933 Cologne

Germany

nielsensports.com

CONTACT DETAILS

ALEXANDER KARDUCK

ACCOUNT DIRECTOR

NIELSEN SPORTS

Tel.: +49 221 43073 638

[email protected]

MARKUS KREILE

SENIOR PROJECT MANAGER, MEDIA ANALYTICS

NIELSEN SPORTS

Tel.: +49 221 43073 868

[email protected]

Co

pyri

gh

t ©

20

20

T

he

Nie

lse

n C

om

pa

ny.

Con

fid

en

tia

l a

nd

pro

pri

eta

ry.

Please note that this report is subject to copyright agreements. All rights are reserved by Nielsen Deutschland GmbH. In particular, copyright is reserved for the investigation design together with expert evaluations and assessment of the results,

which are the intellectual property of Nielsen Deutschland GmbH. If it is intended that this study in full or excerpt will be published, prior written consent is required from the proprietors, Nielsen Deutschland GmbH.

Whilst proper due care and diligence has been taken in the preparation of this document, Nielsen Deutschland GmbH cannot guarantee the accuracy of the information contained and does not accept any liability for any loss or damage caused as a

result of using information or recommendations contained within this document.

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

viessmann fis ski jumping world cup men 2019/20 · live audience, but poland 45m. •on average,...

Documents