VIESSMANN FIS NORDIC COMBINED WORLD CUP …...Germany Finland Norway Austria Russia Italy France...
Transcript of VIESSMANN FIS NORDIC COMBINED WORLD CUP …...Germany Finland Norway Austria Russia Italy France...
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Expertise by Nielsen Sports
Your contacts: Alexander Karduck, Markus Kreile
VIESSMANN FIS NORDIC COMBINED WORLD CUP 2019/20TV Media Evaluation – Event Summary
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2TV Media Evaluation - FIS Nordic Combined World Cup 2019/20
INTRODUCTION
STUDY BRIEF
SPONSORS Audi, Viessmann
ANALYSIS PERIOD 2019/20 Season
EVENT Viessmann FIS Nordic Combined World Cup 2019/20 (M)
MARKETS Austria, Finland, France, Germany, Italy, Japan, Norway, Russia, 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 NORDIC COMBINED WC
Cumulative Audience* (M)
88,54 354,18
Broadcast Time(hh:mm:ss)
309:31:48 590:20:23
Event Impressions(M)
5.949,91 2.611,23
SPONSORSHIP ANALYSIS
Visibility(hh:mm:ss)
231:04:13 544:23:06
Sponsorship Impressions(M)
5.471,35 1.870,45
QI Media Value(€)
14.157.244 4.123.590
442,72
899:52:11
8.561,14
775:27:19
7.341,80
18.280.834
*Source: Mediametrie/Eurodata TV, The Nielsen Company, MMS, TNS Gallup /Adults 3+/
Estimations by Nielsen Sports
Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 5
KEY INSIGHTS
CUMULATIVE AUDIENCE
• Decreased by 230M compared to
2018/19, mainly due to -163M in
Germany.
• Still, Germany accounts for two thirds
of total numbers.
BROADCAST TIME
• 899h of coverage means an increase by
almost 70h compared to 2018/19 with
more coverage in Italy and Finland.
• Live coverage accounts for 34% of total
broadcast time
VISIBILITY
• Combined, Audi and Viessmann were
visible for over 775h. This is 60h more
than in the previous season.
• Intermediate was the most visible tool
for Audi (50h), the Platinum Circle for
Viessmann (81h).
SPONSORSHIP IMPRESSIONS
• Germany accounts for the majority of
sponsorship impressions (66%).
• As in the previous season, Audi
accounts for approx. one third,
Viessmann for two thirds.
QI MEDIA VALUE
• Audi and Viessmann together cumulate a total of € 18,3M in QI Media
Value which represents a 23% decrease compared to the previous season.
• Ramsau is the most valuable World Cup stage (2,8M), followed by Ruka
(2,6M) and Seefeld (2,5M).
Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 6
KEY INSIGHTS
679636
832
945
673
443
9.726 9.769 8.933 10.562 12.0658.561
-10.000
10.000
30.000
50.000
70.000
90.000
110.000
0
200
400
600
800
1.000
1.200
2014/15 2015/16 2016/17 2017/18 2018/19 2019/20
Broadcast Time (h) Audience (M)* Media Impact (M)
YEAR-ON-YEAR DEVELOPMENT
• Year-on-year development to some extent reflects the performance of
German athletes as Germany is the key (TV) market for Nordic Combined.
• Jarl Magnus Riiber could spark some excitement at home but just because
of its population size, Norway cannot compensate for the negative trend in
Germany.
• Also, there were 5 competitions less compared to 2018/19 – both Otepää
and Schonach had to be cancelled due to warm weather / lack of snow
(not COVID-19 pandemic).
*Source: Mediametrie/Eurodata TV, The Nielsen Company, MMS, TNS Gallup /Adults 3+/Estimations by Nielsen Sports
Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 7
MARKET RANKING – EVENT IMPRESSIONS(M)
MANAGEMENT SUMMARYMedia Monitoring
• Ramsau is the top venue in terms of cumulative live audience,
even beating Seefeld (staging the triple again).
• In Norway, there was broader coverage from Ramsau than from
Seefeld. In Germany, public broadcaster ZDF only aired 4 of the 6
jumpings/races in Seefeld live (and all 4 in Ramsau).
• Apart from Ramsau, the top 5 show different venues compared to
the previous season. Chaux-Neuve, for example, ranked top in
2018/19 as it substituted WCH host Seefeld for the triple but was
not part of the World Cup calendar this season.
• The country ranking in terms of media impact remains unchanged
compared to 2018/19 – with one exception: Italy overtakes Russia
as event impressions increase by 17% thanks to more coverage
on Rai Sport.
5.622
1.230
628
586
234
137
56
40
27
1
Germany
Finland
Norway
Austria
Italy
Russia
France
Japan
Switzerland
USA
LIVE AUDIENCE BY VENUE (TOP 5) – CUMULATIVE AUDIENCE*(M)
13,81 13,34 12,8612,10
9,20
Ramsau Seefeld Oberstdorf Trondheim Ruka
411
331
351
281
177
185
124
40
124
3
BROADCASTS
*Source: Mediametrie/Eurodata TV, The Nielsen Company, MMS, TNS Gallup /Adults 3+/Estimations by Nielsen Sports
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)
50:51:57
49:17:20
48:55:09
40:00:56
39:00:47
Eurosport 2 DE(AUT)
Eurosport 2 RU(RUS)
Eurosport 2 IT(ITA)
Eurosport 2 DE(GER)
Eurosport FI(FIN)
9.769
8.933
10.562
12.065
8.561
2015/16 2016/17 2017/18 2018/19 2019/20
2.943,56
2.324,43
1.065,11
577,84
544,24
ARD (GER)
ZDF (GER)
YLE 2 (FIN)
NRK 1 (NOR)
ORF 1 (AUT)
• Eurosport covers the first 10 spots in the channel ranking by
broadcast time. Overall, it accounts for 72% of total coverage (and
7% of total media impact).
• Italian Rai Sport (39 hours) leads the table outside the Eurosport
network.
• The top 5 channels in terms of media impact remain unchanged
compared to the previous season – only ARD and ZDF are swapping
places.
• Together, these 5 channels account for 87% of total media impact.
• Considering that there were 5 competitions less than in 2018/19, ORF
1 is the only channel with an increasing average media impact per
competition.
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9
295,92
68,10
36,48
22,83
3,10
2,23
3,29
459,12
79,19
46,05
46,93
2,78
2,31
5,72
2019/20 2018/19
5.621,58
1.230,01
628,47
585,94
137,20
234,45
56,35
8.154,69
1.625,31
927,02
759,04
234,68
200,01
76,38
2019/20 2018/19
108:25:19
153:32:20
87:36:29
129:29:22
106:06:20
143:04:43
46:21:52
102:00:18
121:01:22
120:30:37
114:09:16
87:08:40
109:31:46
69:01:19
Germany
Finland
Norway
Austria
Russia
Italy
France
2019/20 2018/19
TV Media Evaluation - FIS Nordic Combined World Cup 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
*Source: Mediametrie/Eurodata TV, The Nielsen Company, MMS, TNS Gallup /Adults 3+/Estimations by Nielsen Sports
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10TV Media Evaluation - FIS Nordic Combined World Cup 2019/20
By Channel (Top 10)
MEDIA MONITORING
74:01:55
68:07:33
57:20:57
56:42:12
53:24:37
50:27:57
46:21:57
37:58:29
35:56:40
34:37:23
Eurosport 2 DE (AUT)
Eurosport 2 RU (RUS)
Eurosport 2 IT (ITA)
Eurosport 2 DE (GER)
Eurosport FI (FIN)
Eurosport 2 FI (FIN)
Eurosport IT (ITA)
Eurosport RU (RUS)
Eurosport NO (NOR)
Rai Sport (ITA) 60
76
125
176
271
544
578
1.065
2.324
2.944
Eurosport 2 RU
Eurosport RU (RUS)
YLE 1 (FIN)
Rai Sport (ITA)
Eurosport DE (GER)
ORF 1 (AUT)
NRK 1 (NOR)
YLE 2 (FIN)
ZDF (GER)
ARD (GER)
BROADCAST TIME (hh:mm:ss)
EVENT IMPRESSIONS(M)
57% OF
TOTAL
95% OF
TOTAL
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11TV Media Evaluation - FIS Nordic Combined World Cup 2019/20
Coverage Trend by Week
MEDIA MONITORING
BROADCAST TIME (hh:mm:ss)
EVENT IMPRESSIONS (M)
00:00:00
30:00:00
60:00:00
90:00:00
120:00:00
150:00:00
47 48 49 50 51 52 53 1 2 3 4 5 6 7 8 9 10 11 12
0
500
1.000
1.500
2.000
47 48 49 50 51 52 53 1 2 3 4 5 6 7 8 9 10 11 12
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12TV Media Evaluation - FIS Nordic Combined World Cup 2019/20
Season Comparison by Event Impression
MEDIA MONITORING
527
2.4742.188
2.536
837
1.211
2.617
4.111
2.428
1.698
November December January February March
2019/20
2018/19
One event more due to the
WCH break in February
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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
TV Media Evaluation - FIS Nordic Combined World Cup 2019/20
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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
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
30 𝑆𝑒𝑐𝑜𝑛𝑑𝑠
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
30 𝑆𝑒𝑐𝑜𝑛𝑑𝑠
TV Media Evaluation - FIS Nordic Combined World Cup 2019/20
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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
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BRANDS
RIGHTS HOLDERS
PUBLIC SECTOR
MEDIA COMPANIES
AGENCIES
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