challenging stereotypes and attracting ... - nielsen sports · 8 cricket’s twenty20 format is the...

CHALLENGINGSTEREOTYPESANDATTRACTINGNEWFANS

GREATERFANENGAGEMENT:THESHIFTINGMEDIALANDSCAPE:WHATITMEANSFORF1SPONSORS

»  DannyTownsend,GlobalManagingDirector,NielsenSports

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THE TOP 10

IP OWNERS TAKING CONTROL OF

CONTENT AND THE CONVERSATION

1 EMERGENCE OF NEW SPORTING

POWERS, LED BY CHINA

2 NEW AUDIENCES,

NEW HABITS AS THE CATALYST FOR

CHANGE

3 THE GREATER

FUSION OF SPORT AND ENTER- TAINMENT

4 LIVE SPORT

GAINING TRACTION ON OTT

AND SOCIAL MEDIA

5

NEW REVENUESTREAMS EMERGING AS FANS

GET FULLY CONNECTED

6 ESPORTS EMERGING

AS MORE OF A GLOBAL FORCE

7 SOCIAL

RESPONSIBILITY BECOMING MORE

PREVALENT AND IMPACTFUL

8 INCREASED

INVESTMENTS IN DATA AND CRM

CENTRAL TO OPTIMIZE FAN RELATIONSHIPS

9 MORE FOCUS

THAN EVER ON CRACKING THE SPONSORSHIP

ROI CODE

10

COMMERCIAL TRENDS IN MOTORSPORT 2017

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AUDIENCE ATTENTION IS BEING DILUTED

PEOPLE ARE INTENSELY INTERESTED IN FEWER

THINGS

PEOPLE ARE GENERALLY INTERESTED IN MORE

THINGS

NUMBER OF INTERESTS

INTE

NSI

TY O

F IN

TER

ES

T

decline in number of categories people are

VERY interested in 2008-2016

15% increase in number of categories people are SLIGHTLY interested

in 2008-2016

15%

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Source: Nielsen Sports SDNA, 2016 media used for sports information by people interested or very interested in motorsport

FANS HAVE INCREASED ACCESSIBILITY TO CONTENT THROUGH DIFFERENT MEDIA PLATFORMS…

Nov-2016 May-2013

91% 90%

TV

77%

86%

INTERNET

51%

65%

SOCIAL MEDIA

MEDIA USED BY MOTORSPORT FANS

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…WITH SOCIAL MEDIA BEING LED BY FACEBOOK AND YOUTUBE

Use of selected social media platforms for information about related content MOTORSPORT FANS ONLINE

60% 55%

42% 35%

30%

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PRESSURE ON VIEWERSHIP AND ATTENDANCE FOR MANY SPORTS

NEWYORKTIMES,November2016

FORBES,December2016

INDEPENDENT,March2017

GUARDIAN,October2016

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RIGHTS HOLDERS ARE SEEKING WAYS TO REVAMP AND TWEAK SCHEDULING AND FORMATS

From motorsport… From other sports…

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CRICKET’S TWENTY20 FORMAT IS THE BEST EXAMPLE OF A SHORTENED, REPACKAGED VERSION OF A SPORT

•  Short game time and season credited as keys to success since 2011 launch.

•  High audiences and attendance in Australia. •  League inside top 10 of most attended

sports leagues in the world. •  Average TV audience of 1.05 million per

game (2015/16 season) •  Commercial success: title partner

and other major sponsors secured.

AUSTRALIA’S KFC BIG BASH LEAGUE

CASE STUDY

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F1 AIMS TO ENGAGE MORE EFFECTIVELY WITH FANS

IwillbepuEngalotofenergybehindtransformingandre-imaginingthedigitalaspectsofFormulaOne.

It'sanextraordinaryopportunitytoengagefansinnewways.PuEngourshoulderbehinddigitalisahugepriority.”“ SeanBratches-CNN,January2017

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THE TOP 10

IP OWNERS TAKING CONTROL OF

CONTENT AND THE CONVERSATION

1 EMERGENCE OF NEW SPORTING

POWERS, LED BY CHINA

2 NEW AUDIENCES,

NEW HABITS AS THE CATALYST FOR

CHANGE

3 THE GREATER

FUSION OF SPORT AND ENTER- TAINMENT

4 LIVE SPORT

GAINING TRACTION ON OTT

AND SOCIAL MEDIA

5

NEW REVENUESTREAMS EMERGING AS FANS

GET FULLY CONNECTED

6 ESPORTS EMERGING

AS MORE OF A GLOBAL FORCE

7 SOCIAL

RESPONSIBILITY BECOMING MORE

PREVALENT AND IMPACTFUL

8 INCREASED

INVESTMENTS IN DATA AND CRM

CENTRAL TO OPTIMIZE FAN RELATIONSHIPS

9 MORE FOCUS

THAN EVER ON CRACKING THE SPONSORSHIP

ROI CODE

10

COMMERCIAL TRENDS IN MOTORSPORT 2017



»  BenjaminBlanco,HeadofSport&EntertainmentMarkeZng,SamsungUK»  PeteBurns,ManagingDirector,StudioSomething»  ElliotRichardson,Co-founder&President,Dugout»  TheoLuke,SportsPartnershipsDirector,Twi]er

THELIVESPORTSANDENTERTAINMENTEXPERIENCE:ACTIVATINGANDCREATINGTHERIGHTATMOSPHERETOENGAGENEWFANS


»  NathanHomer,ChiefCommercial&MarkeZngOfficer,EuropeanTour»  WillBrass,HeadofSalesandMarkeZng,PremierLeague»  ChrisMarking.VicePresident,SponsorshipStrategy,GlobalPartnerships,AEG»  KaZeBeaven,GlobalDirectorofHospitalityexperiencesandpackages,FormulaOneManagement

LEVERAGINGPARTNERSHIPS:MaximisingrightstodeliverpowerfulbrandexperiencesandROI


»  JohnAllert,ChiefMarkeZngOfficer,McLarenTechnologyGroup»  PatriciaPage-Champion,SeniorVicePresident&CommercialDirector,Hilton»  KeithMoor,ChiefMarkeZngOfficer,SantanderUK »  RichardBerry,HeadofCommercial,WilliamsMarZniRacing

challenging stereotypes and attracting ... - nielsen sports · 8 cricket’s twenty20 format is the...

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