audi fis ski world cup 2018/19 · 2019. 6. 11. · global overview live non-live audi fis alpine...

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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


GLOBAL OVERVIEW

LIVE NON-LIVE



236,75 1.819,01


1980:44:35 5304:51:04


25.032,13 11.720,00



1410:12:45 4030:32:59


18.340,71 6.969,22


75.208.319 21.086.656

2.055,77

7285:35:40

36.752,13

5440:45:44

25.309,93

96.294.975


GLOBAL OVERVIEW

LIVE NON-LIVE



182,01 1.440,71


1636:25:57 4042:43:35


18.867,98 8.470,80



1174:39:35 3119:11:19


14.185,88 5.301,63


58.275.124 15.978.000

1.622,72

5679:09:33

27.338,78

4293:50:54

19.487,52

74.253.123


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.


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


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


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)


• 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


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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)



24% OF

TOTAL

74% OF

TOTAL

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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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Coverage Trend by Week

MEDIA MONITORING



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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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


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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


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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20

GLOBAL MEDIA &

GLOBAL CONNECT

NIELSEN SPORTS

ENTERTAINMENT

20

WHAT’S NEXT IN GLOBAL SPORTS AND ENTERTAINMENT

NIELSEN SPORTS IS PART OF

THE WORLD’S BIGGEST MARKET

AND MEDIA RESEARCH COMPANY

Copyright © 2019 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

21

BRANDS

RIGHTS HOLDERS

PUBLIC SECTOR

MEDIA COMPANIES

AGENCIES

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22

WE CAN LEVERAGE OUR STRENGTHS TO HELP YOU MAKE BETTER, EASIER DECISIONS

22

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

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23

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

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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 MAKE OUR DECISION SUPPORT UNIQUE

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24 Copyright ©2019 The Nielsen Company. Confidential and proprietary.

Nielsen Sports Deutschland GmbH

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50933 Cologne

Germany

nielsensports.com

CONTACT DETAILS

AKANIMOH UMOH

HEAD OF MEDIA DACH

NIELSEN SPORTS

Tel.: +49 221 43073 640

[email protected]

BENEDIKT NEUMAYER

TEAM MANAGER CLIENT SERVICES

NIELSEN SPORTS

Tel.: +49 221 43073 795

[email protected]

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