rAce innumbers

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CONTENTS

1.0 ABOUT THIS REPORT 03

2.0 cREdEnTIAlS 05

3.0 EXEcUTIVE SUMMARY 07 3.1 KEY HEADLINES 09 3.2 KEY FINDINGS 11

4.0 RAcE SUMMARY 13

5.0 RESEARcH PROGRAMME 15

6.0 TElEVISIOn 16 6.1 BROADCASTS AND COVERAGE 18-21 6.2 AUDIENCE 22-23 6.3 VALUE 24-25 6.4 SELECTED MARKETS 26-27

7.0 VISITInG MEdIA 28

8.0 PRInT 29 8.1 COVERAGE 30-31 8.2 READERSHIP AND CIRCULATION 32-33 8.3 SELECTED MARKETS 34-35

9.0 OnlInE 36 9.1 WEB 38-39 9.2 .TV/VIDEO 40-41 9.3 GAME 42-43 9.4 MOBILE 44-45 9.5 ONLINE MONITORING 46-47

10.0 RAdIO 48-49

11.0 SYndIcATES/SPOnSORS 50 10.1 CASE STUDY – PUMA 50-55 10.2 SYNDICATE SUMMARY 56-57 12.0 AUdIEncE PROFIlE 58

13.0 IMPAcT And AWAREnESS 64

14.0 EcOnOMIc IMPAcT 72 13.1 FOOTFALL 76 15.0 2005-06 RAcE VERSUS 2008-09 RAcE 78

16.0 RAcE STATISTIcS 82

17.0 cHAnGInG MEdIA lAndScAPE 88

18.0 BAcKGROUnd 92

THIS REPORT SUMMARISES KEY FIndInGS FROM THE GlOBAl RESEARcH PROGRAMME FOR THE 2008-09 VOlVO OcEAn RAcE. THIS RESEARcH PROGRAMME WAS dESIGnEd TO PROVIdE STAKEHOldERS WITH A cOMPREHEnSIVE ASSESSMEnT OF THE RAcE’S REAcH And IMPAcT. THE RESEARcH GATHEREd FOR THIS REPORT cOVERS THE PERIOd FROM OcTOBER 2008 – THE MOnTH BEFORE THE RAcE START – TO JUlY 2009 – THE MOnTH AFTER THE RAcE’S cOnclUSIOn. THE REPORT dElIVERS dATA RElATInG TO MEdIA REAcH And ORIGInAl, OBJEcTIVElY-dERIVEd InSIGHTS InTO THE VAlUES ASSOcIATEd WITH THE RAcE AS WEll AS THE IMPAcT On STAKEHOldER BRAndS. THE RESEARcH PROGRAMME WAS dESIGnEd And MAnAGEd BY IFM SPORTS MARKETInG SURVEYS. THIS REPORT AlSO InclUdES dATA And AnAlYSIS FROM MUlTI-cHAnnEl OnlInE And MOBIlE cOMMUnIcATIOnS And EcOnOMIc IMPAcT FIndInGS WHIcH HAS BEEn GEnERATEd BY AddITIOnAl SOURcES.

1.0 ABOUTTHIS REPORT

This report summarises key findings from the global research programme for the 2008-09 Volvo Ocean Race.

The research programme was designed to provide stakeholders with a comprehensive assessment of the Race’s reach and impact.

The research gathered for this report covers the period from October 2008 – the month before the Race start – to July 2009 – the month after the Race’s conclusion.

The report delivers data relating to media reach and original, objectively-derived insights into the values associated with the Race as well as the impact on stakeholder brands.

The research programme was designed and managed by IFM Sports Marketing Surveys.

This report also includes data and analysis on media, multi-channel online and mobile communications, which has been generated by additional sources. The economic impact findings are the result of a study by deloitte.

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2.0CREDENTIALS

disclaimerWhilst proper due care and diligence has been taken in the preparation of this document, Sports Marketing Surveys 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.

Head Office UKSpecialists:

SportsMarket ResearchMedia Evaluation

Consultancy

Sub BrandSpecialists:

Music, Film, Arts,EntertainmentConsultancy

Parent CompanyHQ Germany

Specialists:Sports

Media EvaluationConsultancy

IFM Sports Marketing Surveys has 25 years’ experience in sponsorship and leisure research and consultancy. The company has a global reach across all five continents and provides specialist consultancy and commercial advice on all aspects of sport, sponsorship and leisure research.

Expertise includes: • Advisory and

consultancy Services• Audience Audit and

Validation• Bespoke Research

Studies• Bidding and Hosting

Evaluation• Compliance

Monitoring• Economic, Legacy,

Tourism and Environmental Impact Studies

• Event Research• Naming, Title and

Property Rights Valuations

• Sponsorship Evaluation and Return on Investment Analysis

• Sports Goods Research

• Venue, Stadia and Arena Feasibility Studies

Sports Marketing Surveys and the IFM Sports Group has been involved in the Volvo Ocean Race working with Volvo Event Management UK since 1997 – when the last Whitbread Round the World Race took place. The company provided research services on the 2001-02 Volvo Ocean Race including both media and market research, the international television analysis for the 2005-06 Race. For the 2008-09 Race they have provided a full service of media and market research including hospitality research for Volvo car corporation and Volvo AB.

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3.0EXECUTIVE SUMMARYThe figures generated by the research programme and data and analysis collated from additional sources demonstrate that the Volvo Ocean Race is a dynamic sporting event, which delivers global reach and impressive return on investment for stakeholders.

A ground-breaking route, which took the fleet to uncharted waters and new frontiers such as Asia, enabled the Race to provide unrivalled global penetration for professional sailing.The Volvo Ocean Race has acknowledged the shift in the global media landscape and has broadened its communications beyond the traditional medium of television and print.

In 2008-09 the Race offered a varied multimedia diet for both traditional and adopted race followers as part of a committed strategy of multi-channel communication.

A content-rich website in four languages, live video streaming and live audio of in-port racing and leg starts on volvooceanrace.tv and the phenomenal

success of the Race’s online game enabled audiences to interact with the Race as never before.

As a result, the media coverage touched a broad global audience and the event engaged new audiences through external online partnerships, via a dedicated mobile channel and forays into social media networking.

Showcasing the world’s elite sailors and the world’s fastest monohull – the Volvo Open 70 – at race stopovers in the new territories, has taken the appeal of the Race to unprecedented levels.

This report underlines the event’s status as the world’s premier ocean race and a compelling sponsorship platform.

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35%Increase in footfall on the 2005-06 Race

600 millionCumulative print circulation, a 104% increase

89 millionOnline audience (web, mobile, game, social media)

US$54.2 millionAverage media value (TV, print) for team’s main sponsors

200-300%Typical return on investment for syndicate sponsors

A favourable impact on attitudes towards sponsor’s brands

Considerable growth of awareness of the Race beyond core sailing audience

60%of the Race’s followers occupy senior managerial positions

37%of those aware of the Race are categorised as ABC1

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3.1kEY HEADLINES

1.619 BILLIONCumulative readership from 13,038 articles(Source: SMS End of Race Report)

1.327 BILLIONCumulative TV audience from 11,057 broadcasts(Source: SMS End of Race Report)

1.168 BILLIONCumulative radio audience from nearly 1,500 broadcasts(Source: World Sports Communications Report)

89,596,892Cumulative web audience (visits) from all Volvo Ocean Race online properties(Source: Google Analytics, VEMUK)

US$131million (Û89.2million)Total economic impact for Alicante – 46% increase on 2005-06 start port(Source: Deloitte)

US$*54.2 MILLION Average media value (TV and print) for each team’s main sponsor*This figure represents the top seven teams. (Source: SMS End of Race Report)

10 MILLIONMobile page views delivered to over five million visits. Every second of the Race somebody was hitting the server(Source: SMS End of Race Report)

3,879,362Total footfall, 35% increase in comparison with the 2005-06 edition(Source: Stopover Organisations)

1,060,973Views from 449 videos on YouTube

1 MILLIONPeople returned to the official website more than 100 times

221,768Registered players from more than 180 countries in the Official Game(Source: Google Analytics)

160,000Footfall – peak day – (Stockholm)(Source: Stopover Organisations/VEMUK)

3.2kEY fINDINgS fROM AwARENESSAND IMPACT RESEARCH

There was a significant increase in those under 45 who were aware, unprompted, of the Volvo Ocean Race, an indication that the event is attracting a younger audience. Even though the Volvo Ocean Race’s target market is ABc1 men, research also showed that unprompted awareness of Volvo’s sponsorship (amongst those aware of the Race) was higher

among women in Italy, Spain and the UK.

The values most strongly associated with the Race include:

• world class• global• Extreme• Challenging• Prestigious• Adventurous• Teamwork

The role of the internet when following a long event such as the Volvo Ocean Race is increasingly important with 42% of respondents saying they followed the Race through the web.

Teams with major commercial title brand sponsorship received higher levels of awareness.

IMAGE OF THE VOlVO OCEAn RACE

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The chart to the right shows the prompted image of the

Volvo Ocean Race amongst all respondents who were

aware of the Race.

Question: Please indicate which of the following words

you think best describe the Volvo Ocean Race? Please

choose as many as apply.

Respondents selected words from a prompted list.

The larger the word, the more mentions it received.

ENVIRONMENTALLY FRIENDLY TECHNICALLY INNOVATIVE

ELITIST

INSPIRATIONAL

PRESTIGIOUSWORLD CLASS

CHALLENGINGTEAMWORK

ADVENTUROUS

EXCITING

PROFESSIONALGLOBAL

QUALITY

SAFE

FLEXIBLE and OPEN

EXTREMEENTERTAINING

BORING

CARING / FRIENDLY

HONEST / TRUSTWORTHY

SOCIALLY RESPONSIBLE

Extremely close racing, multiple leg winners, different podium placings at scoring gates and in-port races, acts of heroism, daring and superb seamanship for the entire 37,000 nautical miles – these were the highlights of the 2008-09 Race. Though the overall spoils went to Torben Grael’s Ericsson 4, his highly-experienced, multi-national crew were kept on their toes and on their mettle by PUMA and Telefónica Blue, second and third respectively. Grael and his men established a new monohull 24-hour record on leg one from Alicante to cape Town as the Volvo Open 70 reinforced it credentials as the world’s fastest and most dramatic ocean-

going thoroughbred.Ericsson 4 recorded 596.6 nautical miles with an average speed of 24.8 knots. The record eclipsed the previous best of 562.96 set by Frenchman Sebastien Josse and his crew of ABn AMRO TWO in the 2005-06 Race. Ericsson 4 was quick out of the blocks, winning the first two legs before claiming podiums at two of the next three. Thereafter, the team recorded wins in three of the last four legs. The fleet took a pounding from mountainous seas and gale force winds on a brutal upwind leg two from cape Town to cochin, while gusts of 55 knots were on the menu for leg four from Singapore to Qingdao.

The nordic rookies on Ericsson 3, with seven-race Whitbread/Volvo veteran Magnus Olsson handling the reins, pulled off the strategic masterstroke of the Race when, against traditional wisdom, they headed north in the Southern Ocean and gained enough of a cushion to lead the fleet into Rio. Green dragon came late to the campaign and was hampered by a boat speed deficit. With rookie skipper Ian Walker at the helm and Guo chuan, the Race’s first chinese sailor as Media crew Member, they nonetheless turned a few heads. Elsewhere there was trial and tribulation in equal measure. PUMA finally reached the top spot on leg nine from Göteborg to Stockholm. Telefónica Blue ran

4.0RACE SUMMARY

FInAl POInTS TABlE

1 ERIcSSOn 4 114.5 POInTS

2 PUMA 105.5 POInTS

3 TElEFÓnIcA BlUE 98.0 POInTS

4 ERIcSSOn 3 78.5 POInTS

5 GREEn dRAGOn 67.0 POInTS

6 TElEFÓnIcA BlAcK 58.0 POInTS

7 dElTA llOYd 41.5 POInTS

8 TEAM RUSSIA 10.5 POInTS

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aground at two leg starts.

delta lloyd, Telefónica Black and Ericsson 3 all spent time on the sidelines as the world’s most hostile oceans sought to wreak havoc. delta lloyd, the former ABn AMRO OnE, winner of the 2005-06 event, struck a blow for first generation Volvo Open 70s by turning in some impressive performances under the guidance of Spain’s Roberto ‘chuny’ Bermudéz. Team Russia started the campaign with the rest of the fleet in Alicante in november, but succumbed to the global economic slowdown in Singapore. The Russians re-emerged for the parade of sail in St Petersburg at the end of the Race. The intensity and excitement was maintained to the end with Telefónica Black winning the final dash to St Petersburg after an exhaustive tacking duel with PUMA over the final miles of an epic nine-month contest.

5.0RESEARCH PROgRAMME

• The Race started from Alicante on 11 October 2008 and continued via a total of 10 port stopovers to St Petersburg in June 2009.

lEG lEG START DATE lEG EnD DATE nO. DAYS COVERED

01 AlICAnTE TO CAPE TOwn 11 OCT 2008 14 nOV 2008 35

02 CAPE TOwn TO COCHIn 15 nOV 2008 12 DEC 2008 28

03 COCHIn TO SInGAPORE 13 DEC 2008 17 JAn 2009 36

04 SInGAPORE TO QInGDAO 18 JAn 2009 13 FEB 2009 27

05 QInGDAO TO RIO 14 FEB 2009 10 APR 2009 56

06 RIO TO BOSTOn 11 APR 2009 15 MAY 2009 36

07 BOSTOn TO GAlwAY 16 MAY 2009 5 JUn 2009 21

08 GAlwAY TO GÖTEBORG 6 JUn 2009 13 JUn 2009 8

09 GÖTEBORG TO STOCKHOlM 14 JUn 2009 24 JUn 2009 11

10 STOCKHOlM TO ST PETERSBURG 25 JUn 2009 27 JUn 2009 3

** Spain started being monitored from 20 September 2008* Excluding Russia which was monitored until 12 July 2009

The 2008-09 research programme included the following elements:

• Media evaluation• Race awareness

study• Race impact study• impact and

attitudes (online)

Additionally this report includes results and analysis of race exposure across multi-channels including online and mobile, and data relating to radio and photography.

Media evaluation includes analysis of TV and print audience, exposure and value, breadth of multi-channel reach and audience response and behaviour. The Race Impact and Awareness Study (pre-Race and post-port stopover) was undertaken in a number of markets amongst a nationally representative adult sample. It covered spontaneous awareness of the sponsors of the 2008-09 Race, awareness of the event, image and

attitudes to the Race, value of the association with the Race and attitudes to sponsors of the Race.

The sailing fan impact and attitudes study (via www.volvooceanrace.org) was in two waves – Oct 08-Jan 09 and May 09-July 09 and investigated the opinions of the avid followers of the Race online.

It analysed brand values attributed to the Race, brand perception and behavioural change and the messages of lifestyle challenge and

overcoming adversity.While the research programme’s focus was towards the Volvo Ocean Race and Volvo in particular, there were important findings and learning for syndicates and their sponsors. The background and method to each area of the programme is explained in greater detail in each relevant section.

• A significant amount of coverage was generated pre-race – outside of the research programme monitoring period.

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OVERVIEw

lEG MOnITORInG PERIODS

6.0TELEVISION

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IN ADDITION TO THE CORE MARkET PENETRATION, COVERAgE ACROSS PAN-ASIA CONSIDERABLY BROADENED THE RACE’S BROADCAST REACH

• Measurement for the principal broadcasters at key times was carried out for the following territories between 1 October 2008 to 30 June 2009.

• In Spain, monitoring commenced on 20 September 2008 and in Russia monitoring terminated on 12 July 2009.

• continuously monitored markets were:

China, france, germany, Ireland, Italy, the Netherlands, Russia, Spain, Sweden, Uk, USA.

• 38 weekly half-hour programmes were produced in-house in collaboration with specialist independent production company Sunset+Vine.

• Monthly programmes were also distributed throughout the race cycle.

• Regular news items were produced and distributed by Sunset+Vine|APP.

• Programming was provided to major international broadcasters and distributed to more than 190 countries – in HD format.

core markets• The Race generated over 11,000 programmes on television, just under

9,600 of which were broadcast in the core monitored markets.

• The initial interest in the Race saw coverage around leg one achieve 1,400 broadcasts or 13% of the Race total.

• By the end of leg five, and the arrival in Rio almost 7,500 programmes had been broadcast or 68% of the Race total.

rest of the world (ROw)• coverage of the Race picked up from markets outside the core programme, was identified in 31 countries.

• The Top five markets from the rest of the world (ROW) showed a total of 900 programmes or 62% of the ROW coverage or 8% of the total Race broadcasts.

• The top three markets – Canada, Portugal and Norway – all broadcast more programmes than France, Germany and India core markets.

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• Almost 3,400 hours of coverage were broadcast, 79% of which was picked up from the core markets or the multi-market and pan-continental programming.

• Television coverage was based primarily on the footage created by the Media crew Member using five fixed

and two hand-held cameras on board.

• Over 11,000 programmes were shown, of which just under 9,600 were broadcast in the core monitored markets.

• The initial interest in the Race saw coverage around leg one achieve 1,400

broadcasts or 13% of the race total. There was some consistency in terms of broadcasts per leg with legs two to five all delivering more than 1,000 programmes each and leg five – from Rio to Qingdao achieving 2,175 – or 20% of the total.

6.1TELEVISIONBROADCASTSAND COVERAgE

ROw MARKET

ARGEnTInA CZECH REPUBlIC JAPAn PORTUGAl

AUSTRAlIA DEnMARK KUwAIT ROMAnIA

AUSTRIA EGYPT lATVIA SlOVAKIA

BElGIUM FInlAnD lUXEMBOURG SOUTH KOREA

BRUnEI GREECE MAlTA SwITZERlAnD

BUlGARIA HOnG KOnG nEw ZEAlAnD TAIwAn

CAnADA IRAn nORwAY TURKEY

CHIlE IRAQ POlAnD

OVERVIEw - COVERAGE TRACKED In THE FOllOwInG MARKETS

CORE MARKET

BRAZIl (AROUnD RIO STOPOVER OnlY) SInGAPORE (AROUnD SInGAPORE STOPOVER OnlY)

CHInA SOUTH AFRICA (AROUnD CAPE TOwn STOPOVER OnlY)

IRElAnD SPAIn

FRAnCE SwEDEn

GERMAnY UK

InDIA (AROUnD COCHIn STOPOVER OnlY) USA

ITAlY MUlTI-MARKET (GIllETTE wORlD OF SPORT, SEAMASTER SAIlInG, ETC)

THE nETHERlAnDS PAn ASIA (ESPn STAR SPORTS ASIA)

RUSSIA PAn EUROPE (EUROSPORT & EUROnEwS)

* The channel multiple (multi-market) relates to syndicated global programming such as seamaster sailing, watersports world, gillette world sport special and transworld sport.

TOTAl lIST OF TV CHAnnElS – 2008-09 VOlVO OCEAn RACE

MARKET CHAnnEl MARKET CHAnnEl MARKET CHAnnEl

ARGEnTInA TYC SPORTS InDIA InDIA VISIOn SOUTH AFRICA MnET

AUSTRAlIA FOX SPORT 1+2+3 MAnORAMA nEwS SABC 1 + 2 + 3

SBS nDTV 24X7 SUPER SPORT 1, 2, 5, 6, 7

AUSTRIA ORF SPORT nDTV GOOD TIMES SOUTH KOREA YTn

ORF 1+2 IRAn IRIB 1 SPAIn AnDAlUCIA TV

BElGIUM AB1 +AB3 IRInn AnTEnA 3

KETnET/CAnVAS PRESS TV BTV

nT1 IRAQ Al IRAQIYA CAnAl + ESPAnA

RT1 ITAlY ITAlIA 1 CAnAl 2 AnDAlUCIA

BRAZIl BAnD SPORT lA 7 CAnAl 24 HORAS

ESPn MTV CAnAl 33

REDE BAnDEIRAnTES SAIlInG CHAnnEl CAnAl 9 VAlEnCIA

REDE GlOBO JAPAn J SPORTS ESPn CAnAl SUR

SBT - BRASIl J SPORTS PlUS CCV VAlEnCIA

SPORTV KUwAIT KUwAIT SPACE CHAnnEl CUATRO

SPORTV 2 lATVIA lTV1 ETB SAT

BRUnEI RTB BRUnEI lUXEMBOURG RTl9 ETB 1 + 2

BUlGARIA BTV MAlTA nET TV GAlICIA TV

TV BUlGARIA OnE TV lA 2

CAnADA GAMETV MUlTI-MARKET Cnn lA SEXTA

CHIlE CHIlEVISIOn FRAnCE 24 PUnT 2

VIVA DEPORTES MUlTIPlE * TElE CInCO

CHInA BTV 1+6 RUSSIA TODAY TElEDEPORTE

CCTV nEwS nETHERlAnDS nED 1+2+3+4+7 TElEMADRID

CCTV 1+2+4+5+9 RTl 4 + 7 TElEMADRID SAT

FUJIAn SPORTS nEw ZEAlAnD SS1 + 2 +3 TV 3 - CAT

GDG SP.CHOnGQInG nORwAY nRK 2 TVE 1

GUAnGDOnG SPORTS TV 2 - ZEBRA TVE 1 - CAT

JIAnGSU SPORTS TV 2 SPORT TVE 1 - EUS

Q-TV 1+5 PAn ASIA BBC wORlD (ASIA) TVE 1 - GAl

SHEnZHEn TV5 SPORTS STAR SPORTS ASIA TVE 1 - VAl

STV-SPORTS STAR SPORTS HOnG K SwEDEn 24

TIAnJIn SPORTS STAR SPORTS InDIA SVT 1 + 2

ZHUHAI TV STAR SPORTS SE ASIA SVT ABC

C.REPUBlIC nOVA SPORTS STAR SPORTS SGP SVT VÄSTnYTT

DEnMARK TV 2 SPORT STAR SPORTS TAIwAn TV 4

EGYPT nIlE nEwS PAn EUROPE EUROnEwS TV 4 GÖTEBORG

nIlE TV InTERnATIOnAl EUROSPORT TV 4 SPORT

IRElAnD RTE1 + 2 POlAnD nSPORT TV 4 STOCKHOlM

TG4 TVn24 SwITZERlAnD TSI 1

TV-3 TVP2 TAIwAn FORMOSA TV

FInlAnD nElOnEn (CHAnnEl 4) PORTUGAl SPORTV TTV

URHEIlUKAnAVA SPORTV2 TURKEY TRT InT

FRAnCE BFM TV ROMAnIA n 24 UK BBC nEwS

SPORT + RUSSIA 5 KAnAl (TRK PETERBERG) BBC1 SOUTHAMPTOn

TMC 7 TV CHAnnEl 4

GERMAnY 3SAT CHAnnEl OnE ITV MERIDIAn SOUTH

DEUTSCHE wEllE nTV PlUS SPORT SKY SPORTS 1 + 2 + 3

DSF nTV PlUS SPORT OnlInE SKY SPORTS EXTRA

nDR1 nTV RUSSIA SKY SPORTS nEwS

n-TV ORT USA ABC

RM-TV ROSSIA SPORT CBS

VOX TV CEnTER RUSSIA CHAnnEl 11 nEwS

ZDF TV CUlTURE nBC

GREECE nOVASPORTS 1+2+3+4 VESTI 24 - RUSSIA nBC nEwS

HOnG KOnG ATV HOME SInGAPORE AXn nECn

ATV wORlD CHAnnEl 5 nEw EnGlAnD CABlE nEwS

HOnG KOnG CABlE TV 2 CHAnnEl 8 PBS

InDIA ASIAnET nEwS CnA VERSUS

Cnn IBn ESPn wABC - nY (ABC)

DD 4 MAlAYAlAM MEDIACORP 5 +8 wFXT

DD nEwS SURIA

DD SPORTS SOUTH AFRICA CSn

COVERAgE Of THE RACE wAS SHOwN ON 217 CHANNELS across the globe

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TOP 25 CHAnnElS BY VAlUE 2008-09 RACE

(US$ 000,000s)

CHAnnEl MARKET TOTAl VAlUE

CCTV-5 CHInA 25.439

REDE GlOBO BRAZIl 5.963

PBS USA 5.191

SAIlInG CHAnnEl ITAlY 4.517

SPORTV 2 PORTUGAl 4.215

BAnD SPORT BRAZIl 4.039

SHEnZHEn TV5 SPORTS CHInA 3.914

CAnAl 9 - VAlEnCIA SPAIn 3.691

MUlTIPlE MUlTI-MARKET 3.322

CHAnnEl 4 UK 2.695

lA 2 SPAIn 2.236

TElEDEPORTE SPAIn 2.218

TG4 IRElAnD 2.059

TYC SPORTS ARGEnTInA 1.939

nOVA SPORTS CZECH REPUBlIC 1.882

TV 4 SwEDEn 1.878

nED 1 nETHERlAnDS 1.834

RTl 7 nETHERlAnDS 1.794

TV 2 - ZEBRA nORwAY 1.732

SPORTV PORTUGAl 1.712

nElOnEn(CHAnnEl 4) FInlAnD 1.651

CAnAl 33 SPAIn 1.290

JIAnGSU CHInA 1.259

TVE 1 SPAIn 1.234

CHAnnEl 5 SInGAPORE 1.116

TOP 25 TOTAl 88.818

6.1TELEVISIONBROADCASTSAND COVERAgE

nUMBER OF BROADCASTS – CORE MARKETS

COUnTRY lEG 1 lEG 2 lEG 3 lEG 4 lEG 5 lEG 6 lEG 7 lEG 8 lEG 9 lEG 10GRAnD TOTAl

BRAZIl 13 18 19 17 114 63 13 8 32 3 300

CHInA 79 73 82 181 169 63 53 37 40 54 831

IRElAnD 21 14 18 19 40 18 35 11 5 6 187

FRAnCE 7 11 17 7 17 9 12 4 1 1 86

GERMAnY 27 25 2 12 17 15 11 7 23 14 153

InDIA X 92 41 1 X X X X X X 134

ITAlY 67 57 68 43 100 47 37 10 25 13 467

THE nETHERlAnDS 38 27 24 34 22 35 37 9 14 6 246

RUSSIA 131 116 72 123 219 157 104 45 88 96 1,151

SInGAPORE 24 5 166 107 10 13 X 2 X 6 333

SOUTH AFRICA 46 60 40 25 68 36 11 7 6 14 313

SPAIn 363 134 151 196 254 158 67 48 93 51 1,515

SwEDEn 31 23 20 18 39 22 12 28 31 4 228

UK 35 33 62 41 65 39 22 10 7 16 330

USA 106 77 188 149 405 222 141 109 34 98 1,529

PAn ASIA 84 132 155 158 251 190 83 24 0 29 1,106

PAn EUROPE 71 90 6 37 94 31 51 17 74 44 515

MUlTI-MARKET 68 47 25 5 3 7 1 1 6 12 175

ROw (SEE BElOw) 189 162 191 173 288 187 103 50 45 70 1,458

GRAnD TOTAl 1,400 1,196 1,347 1,346 2,175 1,312 793 427 524 537 11,057

nUMBER OF BROADCASTS – ROw

COUnTRY TOTAl COUnTRY TOTAl COUnTRY TOTAl

CAnADA 254 ARGEnTInA 26 BUlGARIA 4

PORTUGAl 200 GREECE 25 TAIwAn 3

nORwAY 166 BElGIUM 23 EGYPT 2

nEw ZEAlAnD 151 MAlTA 19 KUwAIT 2

CZECH REPUBlIC 129 AUSTRIA 15 TURKEY 2

AUSTRAlIA 95 ROMAnIA 15 IRAQ 1

CHIlE 87 DEnMARK 11 SlOVAKIA 1

FInlAnD 73 IRAn 10 SOUTH KOREA 1

POlAnD 48 lATVIA 5 SwITZERlAnD 1

HOnG KOnG 45 lUXEMBOURG 5

JAPAn 35 BRUnEI 4

• The USA was the No.1 market for broadcasts (14%), largely as a result of coverage through their PBS network.

• coverage outside the core programme (watermarked) was identified in 31 countries.

• Canada broadcast the highest number of programmes with just over 250 – 17% of the ROW coverage.

• The top five markets from the Row showed a total of 900 programmes – 8% of the total broadcasts.

• coverage by region sees Europe dominate – influenced

by the number of markets monitored. However, Asia (china, India and Singapore) broadcast almost 250 hours – or 7% of the total; the Americas (USA and Brazil) over 730 hours or 22% of the total; but Europe dominated with almost 900 hours or 27% of the coverage.

3,400 hours or 79% of coverage was shown in the core markets

The Top five ROw markets showed 900 programmes

china, spain and brazil delivered almost US$60 million of value

X – market not being monitored as part of the core programme outside of port stopover.

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6.2TELEVISIONAUDIENCE

1,400

1,300

1,200

1,100

1,000

900

800

700

600

500

400

300

200

100

0wEEK

AUDIEnCE GROwTH DURInG 2008-09 EVEnTAUDIEnCE (MIllIOnS)

PR

E 40 41 42 43 44 45 46 47 48 49 50 51 52 01 02 03 04 05 06 07 08 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28P

OS

T

nUMBER OF BROADCASTS

HOURS OF COVERAGE

CUMUlATIVE AUDIEnCE

MAGAZInE (GEn. SPORTS)

DEDICATED VOlVO OCEAn RACE

nEwS

MAGAZInE (SAIlInG)

100

90

80

70

60

50

40

30

20

10

0

8,000,000

7,000,000

6,000,000

5,000,000

4,000,000

3,000,000

2,000,000

1,000,000

0

wEEK 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25

TOP 25 KEY MOMEnTS BY DAY

AUDIEnCE (MIllIOnS) wEEK 01 = w/C 11/10/08

BO

ATS

AR

RIV

ED

In

S

OU

TH A

FR

ICA

BO

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• China dominates audience delivery with over 600 million.

• European markets – excluding pan-Europe – delivered over 500 million.

• 20 of the Row markets generated coverage in new markets for the Race.

• general sport programmes achieved almost 2,000 broadcasts or 2% of coverage – but delivered over 0.5 billion audience (41%).

• Over 2,300 news programmes achieved (22% of broadcasts) and 700 million (52%).

• Pan-Asia has produced significant opportunities for the Race with over 100 hours of exposure (17%).

• The ROW programmes were over 130 hours – 20% of the total race exposure for Volvo.

Dedicated programmes delivered 6,500 broadcasts or 59% of the race coverage

The top 25 days from the race were driven by news stories and key race moments at leg starts and race finishes

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6.3TELEVISIONVALUE

SHARE OF TV VAlUE (%) REGIOnAl

REGIOn DElTA llOYD ERICSSOn GREEn DRAGOn PUMA TEAM RUSSIA TElEFÓnICA

wESTERn EUROPE 50.3 42.7 28.2 43.9 43.8 47.8

CEnTRAl & EASTERn EUROPE 3.9 3.4 2.5 4.0 4.5 3.4

AFRICA & MIDDlE EAST 0.4 0.3 0.2 0.3 0.6 0.3

CEnTRAl ASIA 19.2 25.6 51.4 23.3 25.8 21.4

FAR EAST & PACIFIC RIM 3.2 2.9 1.8 3.4 2.9 3.1

nORTH AMERICA 6.8 6.3 4.3 7.5 7.4 6.5

SOUTH AMERICA 13.8 13.1 7.3 12.8 12.4 13.0

PAn-COnTInEnTAl 2.5 5.6 4.3 4.9 2.6 4.5

8,000,000

7,000,000

6,000,000

5,000,000

4,000,000

3,000,000

2,000,000

1,000,000

0wEEK

DIRECT + InDIRECT VAlUE TIMElInE – 2008-09 (US$)

PR

E

RA

CE 40 41 42 43 44 45 46 47 48 49 50 51 52 01 02 03 04 05 06 07 08 09 10 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29

AlI

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TV - DIRECT + InDIRECT VAlUE

(US$ 000,000s)

COUnTRY lEG 1 lEG 2 lEG 3 lEG 4 lEG 5 lEG 6 lEG 7 lEG 8 lEG 9 lEG 10 GRAnD TOTAl

BRAZIl 0.469 0.529 0.695 0.490 6.132 1.114 0.165 0.098 0.349 0.125 10.161

CHInA 2.173 2.452 3.103 8.362 4.124 1.828 2.558 0.514 1.763 7.415 34.292

IRElAnD 0.099 0.214 0.235 0.391 0.711 0.340 0.680 0.134 0.095 0.095 2.994

FRAnCE 0.014 0.045 0.086 0.031 0.065 0.028 0.034 0.016 0.007 0.003 0.329

GERMAnY 0.270 0.205 0.000 0.017 0.026 0.061 0.000 0.000 0.002 0.000 0.581

InDIA X 0.001 0.001 0.000 X X X X X X 0.002

ITAlY 0.999 0.887 0.903 0.126 0.050 0.339 0.572 0.174 0.487 0.392 4.930

THE nETHERlAnDS 1.169 0.542 0.351 0.721 0.505 0.509 0.307 0.063 0.073 0.008 4.249

RUSSIA 0.179 0.032 0.078 0.050 0.060 0.197 0.191 0.082 0.039 0.352 1.259

SInGAPORE 0.116 0.019 0.762 0.230 0.193 0.243 X 0.036 X 0.144 1.742

SOUTH AFRICA 0.061 0.100 0.054 0.019 0.035 0.031 0.006 0.002 0.004 0.002 0.135

SPAIn 5.435 1.010 1.235 1.023 2.207 1.404 0.551 0.236 0.258 0.369 13.727

SwEDEn 0.342 0.461 0.337 0.240 0.441 0.263 0.165 0.394 0.507 0.019 3.170

UK 0.081 0.109 0.789 0.148 0.318 1.558 0.378 0.040 0.040 0.127 3.588

USA 0.533 0.452 0.890 0.697 1.217 0.661 0.438 0.349 0.128 0.366 5.731

PAn ASIA 0.032 0.048 0.055 0.050 0.080 0.050 0.034 0.007 0.000 0.011 0.366

PAn EUROPE 0.098 0.107 0.121 0.048 0.131 0.071 0.081 0.006 0.016 0.004 0.684

MUlTI-MARKET 0.606 0.023 0.107 0.480 0.124 0.286 0.065 0.781 0.009 1.006 3.488

ROw 2.438 1.652 1.795 1.077 2.739 2.955 1.054 0.431 0.763 1.314 16.217

GRAnD TOTAl 15.115 8.888 11.599 14.199 19.158 11.939 7.277 3.364 4.540 11.751 107.831

• The leading markets for the Race in terms of value were – china (US$36million), The Americas (Brazil and USA, US$16million) and Spain (US$14million).

• Europe generated almost US$35million or 32% of the race total.

• The top ROW markets* delivered over US$16million.

• The finish in Leg 10 (and any subsequent coverage included) generating almost US$12MILLION or 11%.

* There will be broadcasts in the ROW which are not covered – either because coverage shown was not watermarked or it was shown on channels not monitored.

SHARE OF VAlUE BY SOURCE55.1% InDIRECT

14.6% BOAT

14.6% GRAPHICS

9.5% VERBAl MEnTIOn

3.4% SIGnAGE

1.5% ClOTHInG

1.2% OTHER

The race had a sustained value pattern across all markets:• leg one – over US$15million or

14% of the total

• leg five to Rio – over US$19million or 18%

• last three legs – Galway to St Petersburg almost US$20million or 18%

X – market not being monitored as part of the core programme outside of port stopover.

SElECTED ROw

COUnTRY TOTAl

PORTUGAl 5.800

ARGEnTInA 1.939

CZECH REPUBlIC 1.882

nORwAY 1.799

FInlAnD 1.651

26 27

6.4TELEVISIONSELECTEDMARkETS

IRElAnD

TOP BROADCASTERS nUMBER OF BROADCASTS

TOTAl VOlVO VAlUE (US$)

TG4 113 2,059,271

RTE (1&2) 47 874,105

SPAIn

TOP BROADCASTERS nUMBER OF BROADCASTS

TOTAl VOlVO VAlUE (US$)

CAnAl 9 356 3,691,376

lA 2 75 2,236,034

TElEDEPORTE 272 2,218,285

SwEDEn

TOP BROADCASTERS nUMBER OF BROADCASTS

TOTAl VOlVO VAlUE (US$)

TV 4 91 1,887,152

SVT (1&2) 45 1,030,024

TV 4 SPORT 80 236,761

USA

TOP BROADCASTERS nUMBER OF BROADCASTS

TOTAl VOlVO VAlUE (US$)

PUBlIC BROADCASTInG SERVICE 1,485 5,190,544

VERSUS 8 438,966

SPAIN Monitored for the whole Race • Over 1,500 broadcasts were

achieved (14% of the total).

• Support was strong with fIVE Legs exceeding 150 programmes each.

• coverage was over 160 hours with audience at 380 million with a high number of news programmes and local interest.

CHInA

TOP BROADCASTERS nUMBER OF BROADCASTS

TOTAl VOlVO VAlUE (US$)

CCTV-5 190 25,439,436

SHEnZHEn SPORTS 59 3,914,045

JIAnGSU SPORTS 26 1,258,835

china Monitored for the whole Race • china delivered over 830 broadcasts.

• leg four finishing in Qingdao delivered 181 programmes (22% of china total) and leg five (Qingdao to Rio) 169 or 20% of the market’s total.

ireland Monitored for the whole Race • 190 broadcasts or 2% of the total.

• 60 hours of coverage, arrival at the end of leg seven delivered almost 10 hours or 16% of the country’s total.

• Cumulative audience was a healthy 20 million.• Almost 11 hours of exposure = Volvo value of almost US$3 million.

sweden Monitored for the whole Race • High profile market with coverage of

50 hours. Audiences deliver a strong share (almost 37 million or 3% of race total).

• Over nine hours of exposure = Volvo value of $3.2 million.

USAMonitored for the whole Race • As a result of the PBS broadcasting,

the USA was the No.1 market with over 1,500 programmes (14% of race total), with leg five exceeding 400 broadcasts.

• The USA was the lead market with over 640 hours (19% of race) and with three legs showing over 80 hours.

• Over 119 hours of exposure (1st) delivered a Volvo value of $5.7 M (5% of race – 4th).

BRAZIl

TOP BROADCASTERS nUMBER OF BROADCASTS

TOTAl VOlVO VAlUE (US$)

REDE GlOBO 16 5,962,533

BAnD.SPORT 179 4,038,947

SPORTV (1&2) 99 127,522

BRAZILPort Stopover market extended for the last four Legs • 300 broadcasts with leg five

delivering 114 or 38% of Brazil’s total (and 5% of the leg total).

• Ranked 11th in terms of broadcasts achieved. leg five dominated for Brazil with over 22.5 hours.

china delivered an audience of 600 million – 45% of race total

Brazil delivered 52 million audience or 4% of the total

Almost 33 hours of exposure = value of US$13.7 million

• 2,739 accredited media from 47 countries

- newspaper – 636 - TV – 632 - Magazine – 517 - Online and mobile

sites – 215 - Radio – 147 - Freelance – 135 - news Agency – 133 - Photo agency – 109 - PR – 107

• 412 executive media guests hosted by teams and sponsors from 29 countries.

• Media accreditation china: 420 journalists from eight countries.

• 114 media from 28 countries attended the launch of PUMA’s il mostro – five months before the start of the Race.

• 57 international

lifestyle editors (GQ, Hello, Men’s Fitness, Elle) witnessed the boat’s christening by Oscar-nominated actress Salma Hayek.

• Over 75 journalists sailed on board a Volvo Open 70 during training, in-port and pro-am racing.

• Senior editors from

new York Times, cnn Mainsail and ABc (Spain) ran extensive features which chronicled their experiences on board.

7.0VISITINgMEDIA • The 15 markets

monitored during the Race – produced 13,038 articles.

• The Volvo Ocean Race received 28,918 mentions in print with a value of US$6.4 million.

• There were more than 160,000 photo downloads from the Volvo Ocean Race image library. Images were actively distributed to 103 countries.

• coverage was highest at the start of the Race with leg one accounting for over 3,100 articles or 24% of the total.

• The last three legs in Europe – from Galway to St Petersburg – a three week period – delivered 1,360 articles or 10% of the race total.

• 159,425 image downloads (September 1st 2008 – 31st July 2009).

• Images sent to 4,473 publications in 103 countries.

The cumulative circulation was 606.7 million – an increase of 104% on the 2005-06 race

2928

8.0PRINT

ARTIClES AnD MEnTIOnS

VAlUE (US$)

35,000

30,000

25,000

20,000

15,000

10,000

5,000

0

lEG

1

lEG

2

lEG

3

lEG

4

lEG

5

lEG

6

lEG

7

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8

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7 MIllIOn

6 MIllIOn

5 MIllIOn

4 MIllIOn

3 MIllIOn

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nUMBER OF ARTIClES

nUMBER OF MEnTIOnS

VAlUE US$

AUDIEnCE (MIllIOnS)

COVERAGE: CUMUlATIVE GROwTH OVER THE RACE

600

500

400

300

200

100

0

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142

420

244

163

224

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159

355

299

TOTAl OF 2739 JOURnAlISTS

ACCREDITED MEDIA – PORT STOPOVERS

ARGEnTInA

AUSTRIA

BElGIUM

BElARUS

BRAZIl

CAnADA

CHIlE

CHInA

CROATIA

CZECH REPUBlIC

DEnMARK

ESTOnIA

FInlAnD

FRAnCE

UnITED KInGDOM

GREECE

HOnG KOnG

InDIA

IRElAnD

ITAlY

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KOREA (REPUBlIC OF)

lATVIA

lITHUAnIA

MAlAYSIA

MEXICO

THE nETHERlAnDS

nORwAY

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POlAnD

PORTUGAl

SOUTH AFRICA

RUSSIA

SInGAPORE

SlOVEnIA

SERBIA

SPAIn

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SwEDEn

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UnITED ARAB EMERATES

UKRAInE

USA

VISITInG MEDIA – nATIOnAlITIES

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30 31

8.1PRINTCOVERAgE • Three markets

delivered over 2,000 articles each – Ireland, The netherlands and Spain. The Race start at Alicante and the presence of two Telefónica boats resulted in Spain delivering over 4,250 articles or 33% of race total.

• the netherlands’ coverage was influenced by the significant amount of syndicated regional coverage – with most interest around the start of the Race.

• Interest for the Race in Ireland – as well as the port stopover in Galway at the end of leg seven – saw it

generate 700 cuttings in leg seven alone.

• Over the 10 Legs, china, Spain and The netherlands account for over 310 million or 51% of the total print circulation from the Race. The value of having teams in the Race, local coverage and editorial in generating interest, was significant.

$350,000

$300,000

$250,000

$200,000

$150,000

$100,000

$50,000

$0

100

100

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PO

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VAlUE (US$) TIMElInE

InDEX On nATIOnAl AVERAGE

PRInT – SHARE OF VAlUE BY SOURCE78.1% TEXT

17.9% BOAT

2.7% SIGnAGE

0.4% ClOTHInG

0.9% OTHER

print delivered 30,000 volvo ocean race mentions

wEEK

nUMBER OF MEnTIOnS

COUnTRY lEG 1 lEG 2 lEG 3 lEG 4 lEG 5 lEG 6 lEG 7 lEG 8 lEG 9 lEG 10 TOTAl

BRAZIl X X X X 139 91 54 9 62 3 358

CHInA 292 143 261 836 683 91 62 82 58 54 2,562

IRElAnD 502 183 248 239 682 695 1,464 283 159 98 4,553

FRAnCE 562 220 136 90 153 182 112 72 142 63 1,732

GERMAnY 76 29 45 4 22 12 7 6 11 8 220

InDIA X 1,104 169 X X X X X X X 1,273

ITAlY 382 40 47 160 152 82 62 14 28 17 984

THE nETHERlAnDS 1,293 620 307 345 672 450 245 27 60 45 4,064

RUSSIA 119 77 22 14 72 40 12 8 28 95 487

SInGAPORE X 18 293 55 X X X X X X 366

SOUTH AFRICA 266 114 X X X X X X X X 380

SPAIn 3,001 872 1,070 668 985 635 534 169 342 170 8,446

SwEDEn 509 123 54 43 205 84 169 307 543 73 2,110

UK 142 51 77 7 203 19 3 2 1 3 508

USA 97 92 80 40 157 248 112 4 10 35 875

GRAnD TOTAl 7,241 3,686 2,809 2,501 4,125 2,629 2,836 983 1,444 664 28,918

X – market not being monitored as part of the core programme outside of port stopover.

32 33

8.2PRINTREADERSHIPANDCIRCULATION

• Four legs exceeded a readership of over 200 million – being the start of the Race (leg one), leg two to cape Town, leg four to Qingdao, and leg five to Rio de Janeiro. Between them they accounted for 883 million or 55% of race total.

• china delivered 380 million readership itself – almost a quarter of race total – with Spain the next most important at 266 million.

• India delivered significant readership around the limited monitoring of

the port stopover (leg two and leg three) – 78 million or 5% from this period.

• Whilst there was significant interest in the Race in Ireland with 17% of the articles – and not just around the port stopover – the small population meant that the cumulative readership was just over 50 million.

PRInT CUMUlATIVE READERSHIP

COUnTRY lEG 1 lEG 2 lEG 3 lEG 4 lEG 5 lEG 6 lEG 7 lEG 8 lEG 9 lEG 10 TOTAl

BRAZIl X X X X 25.9 10.8 11.5 5.6 11.6 1.5 66.8

CHInA 34 21.5 46.4 130 57.6 19.8 24.3 17.2 13.6 16.1 380.4

IRElAnD 6.4 3.5 3.5 4.6 7.1 5.9 10.5 5.9 4.4 3.7 55.4

FRAnCE 39.3 20 15.6 6 19 14.4 14.0 8.7 11.8 5.1 154

GERMAnY 7.5 3.4 6 1.5 9 2.5 1.7 1.1 3.4 1.3 37.4

InDIA X 51.3 26.3 X X X X X X X 77.6

ITAlY 13.7 8 5.5 7 9.8 5.8 4.3 4.5 10.5 7.4 76.5

THE nETHERlAnDS 38.5 27.6 19.4 19 27.6 22.1 14.8 7.9 8.2 5.2 190.3

RUSSIA 6.7 1.8 1.2 0.7 11.2 5.4 0.7 8.8 1.8 11.5 49.8

SInGAPORE X 4.6 11.8 7.1 X X X X X X 23.5

SOUTH AFRICA 6.8 4.1 X X X X X X X X 10.9

SPAIn 48.4 29.4 35 24.7 36.7 21.1 24.2 14.3 19.3 12.9 265.9

SwEDEn 12.7 6.2 3.7 6.1 7.1 7.3 9.6 10.4 13 8.2 84.3

UK 7.4 3.5 4.2 3.8 2.5 0.1 4.5 2.2 2.2 3.3 33.8

USA 19.4 16.9 8.8 10.7 5.8 24.2 16.3 0.4 4.4 6.4 113.2

GRAnD TOTAl 240.6 201.8 187.4 221.3 219.2 139.2 136.4 87.2 104.1 82.6 1,619.9

europe delivered almost 950 millionin print readership through 10,200 articles

total readership over the 10 legs was 1.6 billion

PRInT – READERSHIP AnD CIRCUlATIOn GROwTH DURInG 2008-09 EVEnT

REPEAT CIRCUlATIOn

nEw CIRCUlATIOn

REPEAT CIRCUlATIOn

nEw READERSHIP

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100,000,000

0

200,000,000

300,000,000

400,000,000

500,000,000

600,000,000

700,000,000

800,000,000

nUMBER OF ARTIClES

COUnTRY lEG 1 lEG 2 lEG 3 lEG 4 lEG 5 lEG 6 lEG 7 lEG 8 lEG 9 lEG 10 TOTAl

BRAZIl X X X X 68 26 20 8 30 2 154

CHInA 34 22 43 154 93 20 16 8 8 11 409

IRElAnD 222 96 129 135 286 332 700 129 99 42 2,170

FRAnCE 264 118 64 49 66 67 47 30 55 17 777

GERMAnY 42 13 15 3 12 12 7 5 9 2 120

InDIA X 362 51 X X X X X X X 413

ITAlY 46 12 10 19 31 14 10 7 11 4 164

THE nETHERlAnDS 806 388 223 206 416 285 155 17 25 16 2,537

RUSSIA 29 22 9 8 21 15 3 3 6 19 135

SInGAPORE X 7 102 19 X X X X X X 128

SOUTH AFRICA 72 30 X X X X X X X X 102

SPAIn 1,256 562 556 368 547 330 271 113 177 79 4,259

SwEDEn 280 85 58 61 80 70 106 113 262 53 1,168

UK 30 15 19 5 30 2 3 2 1 2 109

USA 54 56 45 28 42 96 47 4 8 13 393

GRAnD TOTAl 3,135 1,788 1,324 1,055 1,692 1,269 1,385 439 691 260 13,038

X – market not being monitored as part of the core programme outside of port stopover. X – market not being monitored as part of the core programme outside of port stopover.

34 35

8.3PRINTSELECTEDMARkETS

nUMBER OF ARTIClES

PUBlICATIOn COUnTRYTOTAl nUMBER OF ARTIClES

GAlwAY InDEPEnDEnT IRElAnD 271

IRISH InDEPEnDEnT IRElAnD 243

GAlwAY CITY TRIBUnE IRElAnD 215

AFP FRAnCE 214

InFORMACIOn SPAIn 197

GAlwAY ADVERTISER IRElAnD 165

DAGEnS nYHETER SwEDEn 144

MARCA SPAIn 137

DIARIO DE POnTEVEDRA SPAIn 123

lA VERDAD AlICAnTE SPAIn 118

COnnACHT TRIBUnE IRElAnD 112

IRISH EXAMInER IRElAnD 112

IRISH TIMES IRElAnD 104

ESTADIO DEPORTIVO SPAIn 97

MUnDO DEPORTIVO SPAIn 95

COnnACHT SEnTInEl IRElAnD 94

ATlAnTICO DIARO SPAIn 90

SVEnSKA DAGBlADET SwEDEn 89

AS SPAIn 89

TT SwEDEn 88

TOP 20 TOTAl 2,797

VAlUE (US$)

PUBlICATIOn COUnTRYTOTAl VOlVO VAlUE (US$)

lA GAZETTA DEllO ITAlY 247,393

YACHT CAPITAl ITAlY 166,554

DAGEnS nYHETER SwEDEn 161,864

IRISH InDEPEnDEnT IRElAnD 156,635

MARCA SPAIn 154,806

l’EQUIPE FRAnCE 154,060

El MUnDO DEl XXI SPAIn 143,793

FARE VElA ITAlY 129,831

TITAn SPORTS CHInA 120,522

SOlO VElA ITAlY 103,823

DE TElEGRAF nETHERlAnDS 97,270

AD AlGEMEEn nETHERlAnDS 94,489

AUTOTIME CHInA 89,074

ABC SPAIn 82,500

nETwORK wORlD SPAIn 81,479

IRISH TIMES IRElAnD 75,593

Il SOlE 24 ORE ITAlY 72,951

SPORT-EXPRESS RUSSIA 72,860

lAnCE BRAZIl 68,443

AFTOnBlADET SwEDEn 57,252

TOP 20 TOTAl 2,331,191

TOP 20 PUBlICATIOnS

• The average value per article is a good measure of the cPT (advertising cost per 1,000), and the readership – combined with the number of mentions. Hence, Italy, with the high value publications featuring the Race, is top at over US$5,800 per article. china is also important – driven by numbers of mentions and readership US$2,150.

• Italy’s strong national press coverage delivers over 1.75 million readers per article with china second.

• In china, coverage in titles such as Guangzhou daily and Qingdao daily deliver readership of 4.2 million while Titan Sports delivered over US$120,000 in value.

There were 409 articles, readership was 380 million with 2,652 mentions for Volvo with a value to Volvo of US$881,000.

• In Italy, la Gazetta dello Sport (circulation 3.6 million) delivered US$247,000 value to be the top publication in the Race.

• Spain was the print leader for the race with ongoing coverage in major titles like Marca (2.6 million). The start port ranked first in terms of articles – 4,259 for leg one.

• Sweden delivered over 1,100 articles with a total readership of 84 million.

EnD OF RACE SUMMARY – MARKETS

COUnTRY AVERAGE MEnTIOnS PER ARTIClE

AVERAGE VAlUE (US$) PER ARTIClE

AVERAGE MEnTIOnS PER ARTIClE

BRAZIl 2.3 1,382 955,531

CHInA 6.3 2,155 1,650,180

IRElAnD 2.1 274 159,523

FRAnCE 2.2 526 514,663

GERMAnY 1.8 715 579,207

InDIA 3.1 142 1,092,259

ITAlY 6 5,837 1,779,420

THE nETHERlAnDS 1.6 332 288,656

RUSSIA 3.6 1,307 700,691

SInGAPORE 2.9 588 626,331

SOUTH AFRICA 3.7 607 222,087

SPAIn 2.0 288 365,211

SwEDEn 1.8 375 277,637

UK 4.7 1,004 620,050

USA 2.2 731 402,559

GRAnD TOTAl 2.2 492 433,154

CORE MARKET OVERVIEw – CHInA

TOP 3 PUBlICATIOnSTOTAl nUMBER OF ARTIClES

TOTAl VAlUE

TITAn SPORTS 23 120,522

AUTOTIME 6 89,074

GAlwAY CITY TRIBUnE 25 53,294

CORE MARKET OVERVIEw – SPAIn

TOP 3 PUBlICATIOnSTOTAl nUMBER OF ARTIClES

TOTAl VAlUE

MARCA 137 154,806

El MUnDO 16 143,793

ABC 80 82,500

CORE MARKET OVERVIEw – ITAlY

TOP 3 PUBlICATIOnSTOTAl nUMBER OF ARTIClES

TOTAl VAlUE

lA GAZZETTA DEllO SPORT 65 247,393

YACHT CAPITAl 10 166,554

FARE VElA 11 129,831

CORE MARKET OVERVIEw – SwEDEn

TOP 3 PUBlICATIOnSTOTAl nUMBER OF ARTIClES

TOTAl VAlUE

DAGEnS nYHETER 144 161,864

AFTOnBlADET 24 57,252

SVEnSKA DAGBlADET 8 39,424

3736

9.0ONLINE

89 million – total visits to all online properties Online communication is at the heart of the Race’s success in engaging both traditional and non-traditional audiences.

26.37%

2.48% .TV

1.22% YOUTUBE

11.33% RACEVIEwERS TOTAl

5.58% MOBIlE TOTAl

53.02% GAME

TOTAl VISITS – All OnlInE PROPERTIES (lAnGUAGE SITES AMAlGAMATED)

OFFICIAl wEBSITES, FOUR lAnGUAGES: .ORG, .ES, .RU, .Cn

• The official website (in English, Spanish, Russian and chinese) received 23,855,785 visits, a 27.5% increase on the 2005-06 Race.

• There were 4,060,928 unique visitors, a 15.7% increase on 2005-06.

TOP 10 COUnTRIES (wEB, .TV, GAME) All lAnGUAGES

15.99% FRAnCE 11,615,581

13.11% SPAIn 9,522,661

10.98% SwEDEn 7,977,550

8.08% USA 5,871,428

7.75% THE nETHERlAnDS 5,633,718

6.48% UK 4,705,101

4.09% BRAZIl 2,975,193

2.98% ITAlY 2,162,999

1.58% PORTUGAl 1,150,658

1.69% CAnADA 1,227,584

27.27% ROw 19,817,849

NB. Mobile, Race Viewers and YouTube not included – no accurate geographic spread data

38 39

9.1ONLINEwEB • The biggest single

day (Monday, 15 June 2009, leg nine) drew 200,351 visits to the four sites.

• The daily average during race legs was 125,256 visits.

• 95,352 was the highest number

of unique visitors (Monday, 13 October 2009, leg one).

• The total visits to all race viewers was 10,147,842.

• Virtual Spectator received 100,930 user registrations.

AlI

CAn

TElE

G 1

CAPE

TO

wn

lEG

2

lEG

3S

InG

AP

OR

ElE

G 4

QIn

GD

AOlE

G 5

RIO

DE

JAn

EIR

OlE

G 6

COCH

In

BO

STO

nlE

G 7

GA

lwAY

lEG

8

lEG

9ST

OCK

HO

lMlE

G 1

0ST

PET

ERS

BU

RG

GÖ

TEB

OR

G

RUS

CHn

ESP

EnG

6,000,000

5,500,000

5,000,000

4,500,000

4,000,000

3,500,000

3,000,000

2,500,000

2,000,000

1,500,000

1,000,000

500,000

0

VISITS DURInG RACInG PERIODS

VISITOR lOYAlTY – All lAnGUAGES

24% 100+ VISITS

40% 9+ VISITS

20% 1+ VISITS

16% 1 VISIT

over 1 million users visited the site more than 100 times

• 83.62% of the audience visited the site more than once.

• 63.27% of the audience visited the site more than nine times.

• The desire to closely monitor the progress of the fleet is reflected in the high number of Race followers using the Geovoile and VS race viewers. The total number of visit to race viewers was 10.1 million.

RACEVIEwER – TOTAl VISITS

1.01% TRACTRAC (In PORT RACES): 102.369

20.33% TRACTRAC (lEG 1): 2,063,042

72.09% GEOVOIlE (lEG 2-lEG 10): 7,315,365

6.57% VIRTUAl SPECTATOR: 667,066

TOP 10 COUnTRIES (wEB) – All lAnGUAGES

16.91% SwEDEn 3,869,661

13.49% SPAIn 3,085,591

10.80% THE nETHERlAnDS 2,469,956

10.19% USA 2,331,237

6.64% BRAZIl 1,518,314

5.60% UK 1,282,084

3.54% GERMAnY 810,819

3.48% IRElAnD 795,806

3.27% FRAnCE 747,694

3.01% nORwAY 689,826

23.07% ROw 5,279,269

Source: Google Analytics

• Google Earth received a total of 219,773 visits from 111,930 unique visitors, who accessed 81,810 news stories, 89,483 videos and 19,735 podcasts.

40 41

9.2ONLINE.TV/VIDEO

• new for the 2008- 09 Race was www. volvooceanrace.tv enabling race followers to download videos and watch live leg starts and in-port racing.• Monthly unique

users exceeded 100,000 during the first four months of the Race and page impressions ranged between 500,000 to 1 million making the early stages of the race the most successful in terms of site traffic.

• 2,269,008 visits that registered 8,479,593 page views (3.74 pages per visit).

TIME SPEnT On SITE (.TV)

1-5 MInUTES 35.4%

10-30 MInUTES 20.7%

5-10 MInUTES 20.0%

lESS THAn A MInUTE 18.7%

30-60 MInUTES 4.4%

All OTHER TIME InTERVAlS 0.8%

3.6% BRAZIl

3.6% CAnADA

6.9% GERMAnY

3.8% IRElAnD

3.1% ITAlY

13.1% THE nETHERlAnDS

7.2% SPAIn

13.2% SwEDEn

5.5% UK

13.1% USA

26.9% OTHER

VISITS – TOP 10 COUnTRIES (.TV)

SEP OCT

nO

V

DEC JAn

FEB

MA

R

APR

MAY

0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

450,000

JUn

JUl

TRAFFIC (VISITORS, PAGE VIEwS, .TV)

1,199,892 unique visitors to the site throughout the race

• Videos on the Volvo Ocean Race YouTube site received 1,060,973 views from 449 videos peaking in november during leg two when a number of speed and breakages videos were uploaded.

THE nEwSMARKET

COUnTRY BY OUTlET

AndORRAARGEnTInAAUSTRAlIAAUSTRIABElGIUMBOSnIA HERzEGOVInABRAzIlBUlGARIAcAnAdAcHIlE cHInAcOlOMBIAcROATIAczEcH REPUBlIcdEnMARKdOMInIcAn REPUBlIcESTOnIAEGYPTFInlAndFRAncEGERMAnY GIBRAlTARGREEcEHUnGARYIcElAndIndIAIndOnESIAIRElAndITAlYJAPAnKOREAlATVIAlEBAnOnlITHUAnIAMAcEdOnIAMAlAYSIAMEXIcOMOROccOTHE nETHERlAndSnEW zEAlAndnORWAYPAKISTAnPERUPOlAndPORTUGAlQATARROMAnIARUSSIASERBIA And MOnTEnEGROSInGAPORESlOVAK REPUBlIcSOUTH AFRIcASPAInSWEdEnSWITzERlAndTHAIlAndTURKEY UKRAInEUnITEd ARAB EMIRATES UnITEd KInGdOMUnITEd STATESVEnEzUElA

A VOLVO OCEAN RACE VIDEO was watched 50% longer THAN the YOUTUBE AVERAgESource: YouTube user statistics

THE nEwSMARKET

OnlInE VIDEO nEwS DISTRIBUTIOn

DOwnlOADS BY TERRITORY SHAREwESTERn EUROPE

lATIn AMERICA

nORTH AMERICA

AFRICA/MIDDlE EAST

ASIA/PACIFIC

EASTERn EUROPE

71%

9%

8%

5%

4%

3%

DOwnlOADS BY MEDIA TYPETV

OnlInE

VISITS

UnIQUE VISITORS

• Video was available to download online in broadcast quality from international distributor – The newsmarket.

• 10,463 video clips down- loaded by 62 countries.

• Prestigious media outlets include Bloomberg, Reuters, Financial Times, cBS, Sky news, TF1, Wall Street Journal, Al Jazeera International, discovery channel.

48%

52%

42 43

• 3,397,096 unique visitors came to the site, spending an average of 7:02 minutes.

• 47,511,058 visits were recorded, the busiest being Monday, 16 February 2009 (just after the start of leg five) with 399,244 visits.

• The average daily players was over 60,000 peaking at 120,000.

• There was an average of 418,356 visits per day to the site during racing.

• Game forums in English, Spanish, French, Italian, Swedish, Finnish, Portuguese, dutch.

• nearly 42 million

hours spent on the game.

• World’s biggest

online sailing community.

• Û54,510 raised for the Save the Albatross campaign.

TOP 10 COUnTRIES BY nUMBER OF VISITSBRAZIl 1,375,195

CAnADA 1,145,900

FRAnCE 10,867,887

ITAlY 2,092,660

THE nETHERlAnDS 2,866,522

PORTUGAl 1,150,658

SPAIn 6,273,701

SwEDEn 3,808,380

UK 3,298,222

USA 3,242,951

ROw 11,388,982

3.62% BRAZIl

23.21% FRAnCE

2.11% IRElAnD

4.40% ITAlY

6.80% nETHERlAnDS

2.80% PORTUGAl

13.52% SPAIn

5.01% SwEDEn

8.32% UK

6.58% USA

23.65% REST OF wORlD

TOP 10 SIGn UP COUnTRIES

221,768 players from over 180 countries PLAYED THE Volvo Ocean Race Virtual game

OCT

08

nO

V 08

DEC

08

JAn

09

FEB

09

MA

R 0

9

APR

09

SEP

T 08

MAY

09

JUn

09

GAME FIGURES

250,000

200,000

150,000

100,000

50,000

0

100

80

60

40

20

0

TOTAl REGISTRATIOnS

AGES OF PlAYERS5% YOUnGER THAn 18

4% 18-24

15% 25-34

32% 35-44

27% 45-54

13% 55-64

4% 65 OR OlDER

9.3ONLINEgAME

TOTAl REGISTRATIOnS PER MOnTH

45

• The Race mobile channel, in partnership with Ericsson, delivered over 5 million visits and 10 million page views – an increase of 2.5 times traffic of the 2005-06 Race.

• The audience moved with the Race in terms of useage with the top countries being:

• October/november/december: The netherlands, Sweden

• January/February: china, Sweden

• March/April:

china, USA

• May/June: USA, Sweden

nO

V 08

DEC

08

JAn

09

FEB

09

MA

R 0

9

APR

09

MAY

09

TOTAl HITS PER MOnTH

OCT

08

JUn

09

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

8,000,000

POllS

OTHER

VIDEOS

PODCASTS

IMAGES

HOME

POSITIOn

nEwS

nO

V 08

DEC

08

JAn

09

FEB

09

MA

R 0

9

APR

09

MAY

09

MOST POPUlAR COnTEnT TYPES (MOBIlE DOwnlOADS)

10,000,000

9,000,000

8,000,000

7,000,000

6,000,000

5,000,000

4,000,000

3,000,000

2,000,000

1,000,000

0

OCT

08

JUn

09

9.4ONLINEMOBILE

AGE – nUMBER OF REGISTRATIOnS 5% 11-20 YEARS OlD

52% 21-40 YEARS OlD

43% 40+ YEARS OlD

Mobile channel reaches out to a younger audience• Over 27,000 audience

viewing and listening hours:

- 4,000 images posted

- 950 audio interviews and podcasts

- 13,000 radio hours - 800 TV clips and

shows - Over 14,000 TV

hours

Traffic, allmobile regions:Europe 59.11%North America 21.63%Asia 10.62%Middle East 8.18%South America 0.47%

Over 16,000 iphone application installs were completed more than three installs per hour of the race

44

Every second, somebody was hitting the server

•Mobile channel delivered in four languages

• Virtual Spectator race tracking was available as an iPhone application

• By mid-Race, china accounted for 65% of WAP traffic

• Increase of 150% on 2005-06 Race

46 47

9.5ONLINEMONITORINg • The monitoring

focused on 28 selected sites which were changed during the Race dependent on the leg and market of the port stopover.

• Mentions of the Race from the monitored sites reached almost 3,900 – this was from 1,688 articles with the average being 2.3 mentions per article.

• Additional online coverage was monitored using search engine Meltwater which recorded a further 28,149 articles bringing the total to 29,837 online articles.

• Assuming this ratio was maintained for the global reach identified articles, then this means that

68,625 mentions were achieved online.

• The total media value delivered by external sites was US$39 million.

• coverage was relatively consistent throughout the Race with the first seven Legs each recording around 150 or more articles.

• Leg five delivered the highest number of articles at 351. This was driven by Marca, (Spain) generating 15% of the leg’s total (52 articles) with strong performances from the daily Sail, the Independent (Ireland) and Eurosport.

• The international sites

with communication remits across multi-

markets such as cnn, Eurosport and ESPn delivered 614 mentions or 16% of the total.

• Substantial coverage was generated through major newspaper websites: Marca (365 mentions), L’Equipe (France – 114) and the Daily Telegraph (UK – 223).

• Specialist sailing sites were important for the Race with these delivering over 1,000 of the mentions achieved (27%).

204 AFRICA

851 ASIA

717 ASIA PACIFIC

2,202 AUSTRAlIA/OCEAnIA

36 CEnTRAl AMERICA

20,104 EUROPE

158 MIDDlE EAST

2,774 nORTH AMERICA

1,103 SOUTH AMERICA

OnlInE ADDITIOnAl COVERAGE: ARTIClES

The race was covered extensively on many external websites connected directly or indirectly with the race

nUMBER OF MEnTIOnS – EXTERnAl OnlInE SITES

wEBSITE nAME

lEG

1

lEG

2

lEG

3

lEG

4

lEG

5

lEG

6

lEG

7

lEG

8

lEG

9

lEG

10

GRAnD TOTAl

ABC (SPAIn) x x x x x 18 8 1 3 8 38

AFTOnBlADET (SwEDEn) x x x x x 0 2 15 31 0 48

BBC (UK) 9 0 2 2 4 2 3 3 2 0 27

BOSTOn GlOBE (USA) 0 0 11 0 3 35 2 0 1 1 53

BOSTOn HERAlD (USA) x x x x 5 13 2 0 0 0 20

CCTV (CHInA) 15 8 9 16 13 9 2 6 8 4 90

CHAnnEl nEwS ASIA (SInGAPORE) 0 9 14 8 x x x x x x 31

Cnn (InT/USA) 29 7 5 0 1 4 0 3 0 12 61

CORRIERE (ITAlY) x x x 0 0 2 0 0 0 0 2

DAIlY SAIl (SPECIAlIST) x x x 20 215 151 135 20 30 036 607

Dn (SwEDEn) x x x 13 10 6 3 36 27 6 101

El MUnDO (SPAIn) x x x x x 17 0 0 0 3 20

ESPn (InT) 2 0 32 2 24 21 29 12 5 1 128

ESPn STAR (InT) 34 31 11 29 46 8 0 0 x x 159

EUROSPORT (InT) 51 16 12 17 39 71 28 4 8 20 266

FAZ (GERMAnY) x x x x x x 1 0 2 0 3

GAZZETTA (ITAlY) 2 0 0 2 x x x x x x 4

GlOBO (BRAZIl) x x x x 0 3 0 0 x x 3

InDEPEnDEnT (IRE) 65 26 11 19 44 20 46 10 8 8 257

InDEPEnDEnT (UK) x x x 0 17 10 5 4 2 0 38

IRISH TIMES (IRE) 44 17 30 24 31 21 96 17 4 7 291

l’EQUIPE (FRAnCE) 17 13 6 9 4 15 18 10 18 4 114

MARCA (SPAIn) 42 36 29 26 87 49 30 23 30 13 365

nEw YORK TIMES (USA) x x x x 0 6 1 0 x x 7

RUSSIA TODAY (RUSSIA) x x x x x x x x 3 5 8

SAIlInG AnARCHY (SPECIAlIST) 0 0 0 2 7 4 x x x x 13

SCUTTlEBUTT (SPECIAlIST) x x x 12 91 58 x x x x 161

SEIlAS (nORwAY) x x x x x x 4 11 18 13 46

SInA (CHInA) 0 0 28 7 1 0 0 4 0 5 45

SOHU SPORT (CHInA) 0 37 0 18 0 x x x x x 55

SPORT EXPRESS (RUSSIA) x x x x x x x x 0 3 3

SUPER SPORT (SOUTH AFRICA) 32 5 59 46 47 21 21 8 6 2 247

SVD (SwEDEn) x x x x x x x 4 13 12 29

THE TElEGRAPH (UK) 102 27 16 5 43 9 2 8 7 4 223

THE nEw ZEAlAnD HERAlD (nZ) 9 7 3 0 x x x x x x 19

THE TIMES (UK) 7 4 6 0 0 1 2 0 0 0 20

TIMES OF InDIA (InDIA) 4 5 9 0 1 0 0 0 0 0 19

wASHInGTOn POST (USA) x x x x 0 3 6 x x x 9

YACHTInG MOnTHlY (SPECIAlIST) 24 16 0 6 x x x x x x 46

YACHTInG wORlD (SPECIAlIST) 51 23 15 19 54 15 9 7 10 12 215

GRAnD TOTAl 539 287 308 302 787 592 455 206 236 179 3,891

X – market not being monitored as part of the core programme outside of port stopover.

48 49

10.0radio

• Radioreachshowedasignificantgrowthin2008-09dueinparttoaclosertie-inwiththeRace’sonlinecommunicationsandsuccessinactivelysecuringcoverageonglobalnetworks.

• ThetableatrightshowstheVeriFiaBLeradioaudienceachievedbyWorldSportsCommunications–theRace’sradiopartner.

• Additionally,therewasunverifiedcoverageinanumberofterritoriesincludingArgentina,

UruguayandIndonesia.FinalresultsfromFranceandAustraliawillalsoextendtheoverallcoveragefigures.

• Anumberofradio networks alsodownloadedinterviewsandweeklypodcastsviawww.volvooceanrace.orgwhicharereflectedintheonlinefigureselsewhereinthisdocument.

•Particularsuccessstoriesincludedspain,with18radiostationstakingreports/audio

withover50 millionlisteners,south africawithover 40 millionlistenerson4stations.InChina,300 million listenerswerereachedwhileireland,withapopulationofjustfivemillion,producedcumulativefiguresofmorethan20 million–thebestpercentagelistenershipintheworld.

• PartnershipswithBBCWorldService,VoiceofAmericaandRNEXTinSpainaccountedformorethan600 millionlisteners.

20 millioncumulative listenership achieved in ireland

1,168,860,000 cumulative audience

1,500 broadcasts on more than 80 stations in 16 countries

radio coverage (highlights)

country station number of hours of audience broadcasts broadcasts

uK bbc radio solent 16 1.5 16 x 33,000 532,000

wave fm 53 4 53 x 46,125 2.44 million

bbc radio 2 1 0.05 3 million

bbc belfast 5 1 5 x 56,000 280,000

uK/global bbc world service 11 1.5 11 x 12,000,000 132 million

us/global voice of america 11 1.5 11 x 5,000,000 55 million

us boston Public radio 6 1.5 6 x 123,00 738,000

Pittsburgh wdKa 4 0.5 4 x 600,000 2.4 million

ireland rte seascaPes 15 3 15 x 200,000 3 million

rte radio one news 15 1 15 x 330,000 4.95 million

newstalK 17 1 17 x 102,000 1.73 million

sweden radio sweden P4 16 2 16 x 303, 000 4.85 million

india all india radio (Kerala) 25 4 25 x 1.07 million 26.75 million

all india radio (cochin) 40 5 40 x 272,000 10.88 million

‘voice of china’ 12 1 12 x 16,600,890 319.2 million

holland bnr 72 4 72 x 423,000 30.45 million

germany hr1 8 1 8 x 1.5 million 12 million

singaPore 938 live! 25 2 25 x 200,000 5 million

91.3 20 1 20 x 40,000 800,000

new zealand radio nz 24 2 24 x 118,000 2.82 million

radio live 12 1 12 x 43,000 516,000

radio sPort 22 2 22 x 35,000 770,000

australia sen 10 1 10 x 45,000 450,000

south africa safm 72 6 72 x 250,000 18 million

caPe talK 144 12 144 x 80,000 11.5 million

Kfm 108 9 108 x 150,000 16.2 million

702 108 9 108 x 80,000 8.6 million

sPain onda cero galicia 33 2 33 x 33,000 1.09 million

nou 48 5 48 x 30,000 1.44 million

canal nou 11 2 11 x 65,000 715,000

onda cero 10 2 10 x 450,000 4.5 million

cordena coPe 8 2 8 x 825,000 6.6 million

cordena ser 25 5 25 x 1.3 million 32.5 million

rne 1 8 2 8 x 200,000 1.6 million

radio mallorca 20 5 20 x 31,000 620,000

sPain/global rneXt 40 10 40 x 9.5 million 380 million

Punto radio 8 2 8 x 400,000 3.2 million

radio eusKadi 12 5 12 x 62,000 744,000

radio galega 15 5 15 x 130,000 1.95 million

cordena ser madrid 16 5 16 x 37,000 592,000

baleares 31 15 31 x 31,000 9.6 million

canarias 4 2 4 x 30,000 120,000

coPe santander 4 2 4 x 42,000 168,000

france/global radio france international 2 4 5.5 million 11 million

Audiences that are unverifiable are not claimed.

50 51

11.0syndiCates& sponsorspuma Case study

• pumasawtheVolvoOceanRaceastheperfectenvironmenttolaunchit’sforayintotheworldofsailing.

• Onthewater,theeye-catchingpumaVolvoOpen70‘ilmostro’,christenedbyHollywoodactressSalmaHayek(right),finishedsecondoverall.

media totals – Puma

core marKets rest of world totals

tvPuma eXPosure 1025:23:02 277:03:36 1302:26:38

Puma tv value $37.4m $9.4m $46.8m

Printnumber of mentions 9,063

Puma Print value $2.91m

PUMA’sparticipationintheracewasthemostinnovativemarketingcampaignthecompanyhaseverlaunched.

Itprovedtobeanextremelysuccessfulstartingsignalforoursailingcategorywiththeinvestmenthavingbeenmorethanpaidoff.

Jochen Zeitz – Chairman and Ceo, puma

“ “

TOTAlMEdIAVAlUE:us$49.71 million*

* These figures relate to the IFM Sports Marketing Surveys research programme. It does not include the exposure and value of media coverage which PUMA generated pre-race.

52 53

11.1syndiCates& sponsorspuma Case study

media totals – Puma eXPosure and value

countrytv Print

eXPosure (hh:mm:ss)

value (us$) eXPosure value

(us$)

brazil 36:01:15 4.944 142 0.063

china 65:44:17 10.809 878 0.841

ireland 23:15:38 1.356 449 0.092

france 11:51:30 0.185 762 0.159

germany 2:43:28 0.252 187 0.142

india 4:43:05 0.002 245 0.008

italy 82:33:39 2.794 339 0.375

the netherlands 5:50:37 1.464 909 0.193

russia 63:52:43 0.777 137 0.052

singaPore 23:20:38 0.850 155 0.044

south africa 79:09:19 0.154 164 0.027

sPain 54:16:20 4.966 3,230 0.434

sweden 18:29:26 1.226 640 0.137

uK 71:19:14 2.129 203 0.133

usa 249:04:11 3.227 623 0.205

Pan asia 227:51:13 0.211 n/a n/a

Pan euroPe 4:04:56 0.337 n/a n/a

multi-marKet 1:11:33 1.740 n/a n/a

row 277:03:36 9.377 n/a n/a

grand total 1302:26:38 46.801 9.063 2.905

media totals – Puma eXPosure and value

legtv Print

eXPosure(hh:mm:ss) value (us$) eXPosure value (us$)

leg 1 112:57:22 5.223 2,150 0.495

leg 2 117:41:43 2.732 1,005 0.263

leg 3 179:14:56 4.979 920 0.197

leg 4 133:17:59 4.702 1,034 0.817

leg 5 274:43:14 8.631 1,618 0.480

leg 6 189:00:08 6.350 870 0.177

leg 7 106:15:13 3.331 546 0.130

leg 8 54:15:57 1.938 201 0.047

leg 9 52:36:27 2.565 499 0.161

leg 10 82:23:39 6.352 220 0.139

grand total 1302:26:38 46.801 9.063 2.905

exposure was over 1,300 hours – over 1,000 hours from the core markets – 79%

puma Generated oVer 9,000 print mentions

• pumawasratedsecondinoverallprintvaluewithus$2.9million–17%oftheoverallsyndicateprintmediavalue.

• Valuewasgeneratedfromover9,000 mentionswiththetop10marketsaccountingfor91%ofthesementions.

• Chinawasthemainmarketforpuma,with

almost900mentions(10%ofsyndicate)generatingavalueofoverus$840,000.

• Spaindelivered3,200mentions(36%)withus$430,000value(15%oftotalvalue).

• Europegeneratedover6,800mentions(76%)andoverus$1.7millioninvalue(59%ofracetotal).

• Asiawasresponsibleforalmost1,300mentions,andalmostus$900,000.

• legfour–SingaporetoQingdao–deliveredthemostvaluetopumaover1,000mentions(11%)generatingus$817,000.

• legonegeneratedthehighestnumberofmentions(2,150)andus$500,000.

• Televisiondeliveredalmostus$47million ofvalueforpumawiththecoremarketsmonitoredproducingoverus$37million(80%ofthesyndicatetotal).

• pumawastheno. 1andmostsuccessfulteamwith18% oftotalTVsyndicatevalue.

• Fromthemonitoredmarkets,Chinadeliveredoverus$10.8millionfromover65hoursofboatexposure.Asia(China,India,SingaporeandPan-Asia)delivered$11.9million.

•Europegeneratedus$15.5millionor33%ofthesyndicatevalue.TheAmericaswithBrazilandtheUSAgeneratedoverus$8million (17%).

• WiththeroWmarketsgeneratingover270hoursofexposureandavalueofus$9.4million(20%),thisillustratesthatPUMAhasreceivedagoodspreadofcoverageacrossAsia,Europe,theAmericasandROW.

• legfivewasthetopgeneratorforpuma–QingdaotoRio–andthenlegsixtoBostontogethergenerated36%ofexposureandus$15million value(32%).

• Thelastthreelegsgeneratednearly190hours(15%)ofexposureandus$10.9millionvalue(23%)showingtheimportancetopuma.

leg

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io)

leg

siX

(rio

- b

ost

on

)

leg

sev

en

(bo

sto

n -

ga

lway

)

leg

eig

ht

(ga

lway

- g

Öte

bo

rg

)

media totals – Puma growth during 2008-09 event

leg

on

e

(ali

can

te -

caPe

to

wn

)

leg

nin

e

(gÖ

teb

or

g -

sto

cKh

olm

)

Print value (us$)

tv value (us$)

leg

ten

(sto

cKh

olm

-

st.P

eter

sb

ur

g)

value (us$)

50,000,000

40,000,000

30,000,000

20,000,000

10,000,000

0

54 55

11.2syndiCates& sponsorspuma Case study

Print analysis

country number of articles

number of mentions

value (us$) teXt or visual eXPosure value (us$)

argentina 7 40 0.008 bold teXt 23 0.019

australia 1 2 0.012 editorial teXt 477 0.200

austria 2 4 0.004 headline teXt 28 0.032

brazil 11 41 0.042 Puma logo (not in Photo) 8 0.007

chile 4 35 0.001 visual (Photo) 131 0.984

china 13 69 0.318 total 667 1,242

finland 2 3 0.019

france 11 31 0.037

germany 12 94 0.058

hong Kong 10 28 0.027

india 2 4 0.000

italy 8 59 0.431

JaPan 3 14 0.012

Korea 1 1 0.000

Kuwait 1 5 0.001

russia 3 3 0.000

south africa 1 2 0.003

sPain 8 34 0.016

sweden 2 15 0.004

switzerland 1 9 0.003

turKey 4 40 0.015

uKraine 6 16 0.011

uK 6 36 0.066

usa 19 82 0.153

total 138 667 1,242

share of value by source20.8% teXt

58.7% boat

0.7% signage

18.3% clothing

1.5% other

puma Generated siGniFiCant print CoVeraGe pre-raCe, partiCuLarLy in LiFestyLe puBLiCations

• TheVolvoOceanRaceservedasaperfecttestlaboratoryforpuma’soutdoorproductsasthecrewhadtobeequippedwithclothingandfootwearsuitableforextremeweatherconditions.

• Over44,000customersandpumaemployeesweretakenforasailingtouronapuma yachteitherbeforethestartorinoneofthestopoverportsoftheRace.

• Salesinpuma CityonasingledayinBostontoppeddailysalesinanypumastoreeverworldwide.

56 57

11.3syndiCates& sponsorsteLeVision and print VaLue

Print – syndicate value

(us$)

team leg 1 leg 2 leg 3 leg 4 leg 5 leg 6 leg 7 leg 8 leg 9 leg 10 grand total

ericsson (undefined) 1.108 0.167 0.181 0.271 0.560 0.375 0.310 0.110 0.367 0.061 3.510

Puma 0.495 0.263 0.197 0.817 0.480 0.177 0.130 0.047 0.161 0.139 2.905

ericsson 4 0.549 0.197 0.161 0.181 0.340 0.187 0.203 0.096 0.159 0.073 2.145

green dragon 0.352 0.114 0.109 0.244 0.458 0.199 0.209 0.081 0.084 0.032 1.884

delta lloyd 0.430 0.197 0.139 0.161 0.324 0.183 0.109 0.038 0.045 0.028 1.655

telefÓnica blue 0.214 0.140 0.205 0.204 0.356 0.206 0.118 0.037 0.123 0.032 1.635

ericsson 3 0.216 0.080 0.081 0.097 0.316 0.098 0.092 0.034 0.073 0.042 1.130

telefÓnica (undefined) 0.269 0.065 0.124 0.089 0.225 0.090 0.054 0.005 0.064 0.008 0.993

telefÓnica blacK 0.190 0.065 0.072 0.103 0.157 0.098 0.052 0.022 0.042 0.036 0.837

team russia 0.142 0.054 0.078 0.044 0.080 0.040 0.021 0.004 0.020 0.021 0.502

grand total 3.965 1.343 1.348 2.211 3.296 1.654 1.298 0.472 1.137 0.472 17.196

total media value – toP five teams/syndicates

22.1% ericsson 4

20.9% Puma

20.9% telefÓnica blue

18.3% ericsson 3

17.8% green dragon

tv – toP 10 countries

delta lloyd ericsson green dragon Puma team russia telefÓnica

country us$m country us$m country us$m country us$m country us$m country us$m

china 3.150 china 22.818 china 20.774 china 10.809 china 2.060 china 12.772

brazil 2.002 sPain 10.393 brazil 2.391 sPain 4.966 sPain 0.930 sPain 10.694

sPain 1.716 brazil 10.307 sPain 2.323 brazil 4.944 italy 0.698 brazil 6.590

thenetherlands 1.397 Portugal 6.116 Portugal 1.942 Portugal 3.962 brazil 0.674 Portugal 4.563

Portugal 1.366 usa 5.244 usa 1.588 usa 3.227 usa 0.556 usa 3.641

italy 1.132 italy 5.080 italy 1.567 italy 2.794 Portugal 0.479 italy 3.110

usa 1.029 multi-marKet 4.163 multi-marKet 1.400 uK 2.129 uK 0.352 uK 2.602

uK 0.904 sweden 3.783 ireland 1.302 multi-marKet 1.740 argentina 0.323 multi-marKet 2.121

sweden 0.507 uK 3.660 uK 1.227 netherlands 1.464 norway 0.271 netherlands 1.953

ireland 0.496 netherlands 2.476 thenetherlands 0.992 ireland 1.356 finland 0.242 sweden 1.635

total 13.680 total 74.040 total 35.507 total 37.392 total 6.584 total 49.682

regional share of tv value (%)

region delta lloyd ericsson green dragon Puma team russia telefÓnica

western euroPe 50.3 42.7 28.2 43.9 43.8 47.8

central & eastern euroPe 3.9 3.4 2.5 4.0 4.5 3.4

africa & middle east 0.4 0.3 0.2 0.3 0.6 0.3

central asia 19.2 25.6 51.4 23.3 25.8 21.4

far east & Pacific rim 3.2 2.9 1.8 3.4 2.9 3.1

north america 6.8 6.3 4.3 7.5 7.4 6.5

south america 13.8 13.1 7.3 12.8 12.4 13.0

Pan-continental 2.5 5.6 4.3 4.9 2.6 4.5

Print – toP 10 countries for number of mentions

delta lloyd ericsson green dragon Puma team russia telefÓnica

country no. country no. country no. country no. country no. country no.

thenetherlands 4,193 sPain 7,108 ireland 2,178 sPain 3,230 sPain 1,155 sPain 12,347

sPain 1,697 sweden 3,791 sPain 1,901 netherlands 909 thenetherlands 462 netherlands 2,044

ireland 465 netherlands 2,942 china 915 china 878 france 191 france 1,207

france 257 france 2,035 netherlands 450 france 762 india 152 sweden 722

italy 132 italy 876 france 425 sweden 640 russia 114 italy 464

sweden 119 ireland 847 sweden 270 usa 623 sweden 101 ireland 426

india 108 china 781 uK 193 ireland 449 ireland 91 china 390

russia 95 india 545 italy 176 italy 339 italy 86 india 270

china 90 usa 468 india 125 india 245 south africa 38 usa 263

uK 61 brazil 376 russia 101 uK 203 usa 34 russia 216

total 7,217 total total 6,734 total 8,278 total 2,424 total 18,349

us$96.6 miLLion – tHe HiGHest syndiCate media VaLue (tV, print)Source: SMS end of race report

12.0audienCe proFiLe

59

• sailing is clearly an extremely efficient vehicle through which to reach people in the highest income brackets.

• People interested in sailing are 2.5 times more likely to be in the highest earning group than the national average.

the sailing audience is an affluent group

interest in sailing by income grouP

indeX on national average

any interest in sailing

those who have Paid to watch sailing or watched it on tv in Past 12 months

250

200

150

100

50

10

100 100

250

152

adultsmen with

income £50K+

adults

Source: Connexus 2006

58

saiLinG deLiVersan aFFLuent audienCeproVidinG sponsorsWitH a HiGHLy-eFFiCientVeHiCLe For reaCHinGup-marKet indiViduaLsSource: Connexus 2006

60 61

12.0audienCe proFiLe

sailing followers are interested in the world around them, keeping up to date on european and foreign news

national average

any interest in sailing

Pay to watch sailing/ follow on tv/ in newsPaPers

very interested in euroPean or foreign news

indeX on national average

180

160

140

120

100

80

60

40

20

0

100

151

163

sailing followers are 50% more likely than averageto speak a foreign language

sPeaK a foreign language

indeX on national average

160

140

120

100

80

60

40

20

0

100

150 150

national average

any interest in sailing

Pay to watch sailing/ follow on tv/ in newsPaPers

a high proportion of the race's closest followers occupy senior managerial positions

30

25

20

15

10

5

0

28

29

12 12

8

5 5

1

audience tyPes

%tHe raCe deLiVersa Broad spread oFCommitted entHusiastsand neWLy-interestedFoLLoWersSource: Connexus 2006

sen

ior

m

an

ager

in

ter

med

iate

m

anag

erJu

nio

r

ma

nag

er

sel

f-

emPl

oy

ed

sKil

led

/

sem

i sKi

lled

stu

den

t

ret

ired

cas

ual

Source: Connexus 2006 Source: Connexus 2006 Source: Connexus 2006

62 63

12.0audienCe proFiLe high levels of adoption

of new technology amongst sailing followers

items Present in the home

indeX on national average

any interest in sailing

Pay to watch sailing/ follow via tv/newsPaPer

national average

iPod dab digitalradio

sat nav home cinema

Plasma screen tv

recordable cd Player

180

160

140

120

100

80

60

40

20

0

100

100

100

100

100

100

17

135

163

149

172

137

164

139

133

110

141

137

171

sailing followers have a high propensity to purchase the products of companies who sponsor sports and events

national average

any interest in sailing

Pay to watch sailing/follow on tv/ in newsPaPers

180

160

140

120

100

80

60

40

20

0

100

156

167

indeX on national average

• the sailing audience is receptive to sponsorship messages, with a strong propensity to view sponsors as ‘their kind of brand’.

agree with the statement: “i tend to buy Products from comPanies who sPonsor sPorts teams and events”

Source: Connexus 2006 Source: Connexus 2006

64 65

13.0impaCt &aWareness

sPain Pre (122)

sPain Post (141)

china Pre (158)

china Post (152)

usa Pre (131)

usa Post (169)

uK Pre (213)

uK Post (160)

sweden Pre (122)

sweden Post (118)

russia Pre (165)

russia Post (187)

100

80

60

40

20

0

24

6269

39

75

84

20

6783

2264

84

726

39

7

28

44

7

30

55

11

40

59

5488 90

65

86

92

1037

47

18

42

49

(%)

awareness of the event

• ThebrandImpact andAwarenessstudy measuredthe brand valuesattributedtotheRaceandstakeholders,the

valueofassociation withtheRace,brand perceptionand behaviouralchange.

• Key question: Have the messages of lifestyle challenge and overcoming adversity come across?

• pre-eventandpost-eventwaveswere

conductedinsix countriesto determinethe differencespre- andpost-stopover inthatcountry.

• Thenumberof respondents unawareoftheRace weremonitored closelyinorderto ensureamaximum numberof respondentswere achieved.

unprompted:Canyounameanyroundtheworldyachtraces?

prompted:Whichoftheseroundtheworldyachtraceshaveyouheardof?super prompted: Thereisaroundtheworldyachtracetobeheldin2008-09calledtheVolvoOceanRace.ItusedtobecalledtheWhitbreadRoundTheWorldRace.doyourecalltheracementionedabove?

unprompted awareness of Volvo rose between waves from 7% to 11% = an additional 34 million people

66 67

13.0impaCt &aWareness

image of comPanies that sPonsor events liKe the volvo ocean race (summary)

q: thinKing about sPonsorshiP of the volvo ocean race, to what eXtent do you agree with the following statements, using a scale of 1 to 5, where 1 is strongly disagree and 5 is strongly agree.

(PleASe noTe ThIS qUeSTIon wAS only ASked To ThoSe AwAre oF The rACe)

sPain Pre (127)

sPain Post (127)

china Pre (126)

china Post (131)

usa Pre (127)

usa Post (125)

uK Pre (125)

uK Post (123)

sweden Pre (155)

3.4 3.8

3.2 3.6

3.8 3.9

4.0

3.7

3.5

3.3

3.3

2.7

sweden Post (172) 2.8

russia Pre (122) 3.9

russia Post (124) 3.9

3.2

2.9

3.8

4.0 3.8

4.1 3.6

4.0 3.5

3.9 2.9

3.9 3.0

3.7 2.5

3.7 2.5

3.9 3.5

4.1 3.5

The chart shows pre- and post- results across all markets.

38% in spain described the race as “challenging” pre-race and 50% post-race

Four out of 10 markets saw unprompted sponsorship awareness of around 50%

Pre

Post

image of volvo ocean race

toP 10 image words (PromPted) (%)

tea

mw

or

K

cha

llen

gin

gw

or

ld c

las

s

120

100

80

60

40

20

0

53%

52%

53%

52%

48%

50%

45%

43% 45

%42

%

42%

43%

42%

40%

40%

41%

38%

43%

25%

24%

i thinK more highly of comPanies that sPonsor events liKe the volvo ocean race

sPonsorshiP contributes greatly to the success of events liKe the volvo ocean race

i am more liKely to consider Purchasing Products from comPanies that get involved in sPonsoring events liKe the volvo ocean race

ad

ven

tur

ou

s

Pres

tig

iou

s

glo

bal

Pro

fes

sio

na

l

eXci

tin

g

eXtr

eme

elit

ist

68 69

13.0impaCt &aWareness

feeling towards brands

(%)

sPain (252)

er

ics

so

n

Pu

ma

tele

fÓn

ica

de

lta

llo

yd

75

58

32

45

51

38

42

54 54

42

41

37

18

13

31

29

china (256)

er

ics

so

n

Pu

ma

tele

fÓn

ica

de

lta

llo

yd

Pu

ma

76

54

45

59

59

55

64

70

49

54

43

40

41

36

36

40

usa (252)

er

ics

so

n

Pu

ma

tele

fÓn

ica

de

lta l

loy

d

Pu

ma

73

70

45

58

56

45

50

63

33

37

45

35

38

25

21

32

uK (248)

er

ics

so

n

Pu

ma

tele

fÓn

ica

de

lta

llo

yd

58

33

75

6961

44

57

50

22

29

32

30

25

30

1314

sweden (334)

er

ics

so

n

Pu

ma

tele

fÓn

ica

de

lta l

loy

d

89

48

6 8

82

43

11 6

58

36

19 17

77

38

10 17

russia (246)

er

ics

so

n

Pu

ma

tele

fÓn

ica

de

lta l

loy

d

55

48

3241

3455

40

34

68

40

4123

7771

2024

q: which of the following statements best describes your feeling towards the following brands? (PleASe noTe ThAT ThIS qUeSTIon wAS only ASked To ThoSe who were AwAre oF The rACe)

honest and trustworthy

environmentally friendly

innovative

world class

country sPain china usa uK sweden russia

Pre Post Pre Post Pre Post Pre Post Pre Post Pre Post average

base samPle 125 127 126 130 127 125 125 123 155 179 122 124

ericsson 42% 52% 64% 65% 51% 51% 29% 37% 72% 80% 51% 55% 54%

Puma 20% 26% 61% 63% 45% 46% 17% 22% 20% 32% 42% 47% 37%

telefÓnica 61% 75% 31% 34% 34% 33% 22% 30% 31% 34% 35% 36% 38%

team russia 18% 22% 54% 47% 32% 36% 13% 18% 16% 16% 59% 53% 32%

green dragon 15% 18% 46% 47% 26% 26% 6% 18% 13% 15% 33% 33% 25%

delta lloyd 14% 21% 23% 31% 28% 32% 11% 11% 13% 14% 30% 35% 22%

awareness of boats/teams taKing Part

(%)

q: were you aware of the following boats/teams taKing Part in the volvo ocean race?

awareness of boats/teams taKing Part

attitude towards volvo’s sPonsorshiP of the volvo ocean race

does volvo’s sPonsorshiP of the volvo ocean race maKe you feel...

a lot more Positively towards volvo 26%

a little more Positively towards volvo 29%

maKes no difference to my feelings towards volvo 39%

a little less Positively towards volvo 2%

a lot less Positively towards volvo 2%

don’t Know/can’t say 2%

volvo brand share of value by Positive/negative feelings

Positive feelings 56%

negative feelings 4%

neutral 38%

don’t Know 2%

The chart shows pre- and post- results across all markets

ericsson was described as “world class” and “innovative” across all marketspuma’s image as “world class” rose from 59% to 75% in China

over 55% felt more positively about the Volvo brand

70 71

13.0impaCt &aWareness metHodoLoGy

there was a significant rise in those under 45 who were aware, unprompted, of the race, an indication that the event is appealing to a younger audience

• ThedatacontainedintheImpactandAwarenesssectionistheresultof

researchcarriedoutbySMS.

• Forbrand impact results,asampleofABC1Menweretargeted.Surveyswereconductedonline.

• Outof200responses,SMShadtoachieveatleast75whohadtobeawareofthe

VolvoOceanRace.Afterleavingthesurveyopenforoveraweek,SMSincreasedthenumberwhowereawareinordertocompletethefieldwork.

For pre- and post-race and sponsors event awareness, 1,000 interviews (or more)

were conducted in each of the target markets.

Interviews were conducted in several ways – see right.

All responses were weighted to ensure that they are nationally

representative of each country.

Additionally, a survey on the Volvo ocean race website was

held in two waves. wave 1 on the home page and wave 2 on

all pages apart from the home page.

9,309 responded in wave 1 (october 2008-January

2009), 4,575 in wave 2 (May 2009-August 2009).

overall team awareness (PromPted – Pre and Post wave)

q: were you aware of the following boats/ teams taKing Part in the volvo ocean race? (PleASe noTe ThAT ThIS qUeSTIon wAS only ASked To ThoSe who were AwAre oF The rACe)

60

40

20

0

55

38 3631

2421

Pum

a

eric

ss

on

tele

fÒn

ica

tea

m r

us

sia

gr

een

dr

ago

n

del

ta l

loy

d

(%)

awareness of boats/teams taKing Part

(%)imPortance of being associated with an environmental message

country base not imPortant not sure fairly imPortant very imPortant don’t Know

sPain (Pre) 207 5% 14% 40% 36% 5%

sPain (Post) 205 4% 15% 39% 36% 7%

china (Pre) 211 2% 11% 45% 36% 6%

china (Post) 219 4% 15% 37% 37% 6%

usa (Pre) 212 8% 21% 34% 33% 4%

usa (Post) 220 9% 21% 36% 27% 7%

uK (Pre) 218 14% 21% 28% 27% 10%

uK (Post) 218 9% 22% 37% 22% 10%

sweden (Pre) 204 20% 14% 27% 24% 15%

sweden (Post) 202 15% 12% 28% 27% 18%

russia (Pre) 217 3% 6% 33% 54% 4%

russia (Post) 219 1% 8% 31% 56% 4%

q: the volvo ocean race linKs the race with care of the environment. how imPortant do you thinK it is that the volvo ocean race is associated with an environmental message?

(PleASe noTe ThIS qUeSTIon wAS ASked To All reSPondenTS)

country Pre wave Post wave

sPain 10/09/08 12/11/08

china 29/12/08 16/03/09

usa 30/03/09 16/06/09

uK 06/05/09 13/07/09

sweden 11/05/09 13/07/09

russia 26/05/09 13/07/09

broadcasts in selected core marKets

country methodology

france caPi

germany caPi

ireland cati

italy caPi

the netherlands cati

russia PaPi

sPain caPi

sweden cati

uK (not including ni) caPi

usa cati

CAPI = Computer Aided Paper InterviewsCATI = Computer Aided Telephone Interviews

PAPI = Paper and Pen Interviews

72 73

TheVolvoOceanRaceorganiserscommissionedindependenteconomicimpactassessmentswhichwerecarriedoutbytheSportsBusinessGroupatdeloitte,themarketleaderineconomicimpactstudies.Themethodologyinvolvesresearchwithkeystakeholdersincludingteams,organisers,partners,andthemedia,andextensivespectatorresearchandeconomicimpactmodelling.Studieswerecarriedout

intothe2008-09startinAlicante,intheValencianaregion,andthestopoverportsofSingapore,GalwayandStockholm.

Comparisonsweredrawnbetweenthe2008-09studiesandthe2005-06RaceStartinGalicia,Spainandothermajorsportsevents.Thestudyleddeloitte

toconcludethattheVolvoOceanRacegeneratedsufficienteconomicimpactforthehostportstoberegardedas“amongstthesportsworld’shighest-impact,short-durationmajorsportsevents”,withimpactsconsiderablyabovetheUEFACupFinalandtheOpenGolfChampionship.BesidethelasttwoVolvo

OceanRaces,deloittehasbeenworkingwithleadingsportsrightsholdersandorganisersonin-depth,high-profilestudies.Recentstudiesinclude:

•RugbyUnion:ThepotentialeconomicimpactoftheRugbyWorldCuponahostnation(preparedfortheInternationalRugbyBoard).

•Golf:Economicimpactofthe2006RyderCupontheIrisheconomy.

•HorseRacing:EconomicimpactofBritishracing(preparedfortheBritishHorseracingBoard).

14.0eConomiCimpaCt

Almosttwo thirds(63%)ofthe1,256spectatorsthatwereinterviewedbydeloittehadnopreviousactiveinterestinsailing,whichmeanstheVolvoOceanRacehassuccessfullyattractedalargeproportionofspectatorsnotpreviouslyassociatedwiththesportandthusissuccessfullybroadeningitsfanbase.

Û11 millionexpenditurebythecompetingteams,withallofthemstayingintheareaoveramonth,andonefor18months.

85%hoteloccupancyrates,an18%increaseoverthesamedatesin2007.

85%Alicante’sresultshavebeencomparedtoothershortdurationevents,andtheRacehadadirectimpactconsiderablyabovemany‘householdname’eventssuchastheOpenGolfChampionshipandtheUEFACupfinal,andveryclosetothatoftheAustralianOpen.

alicante – breaKdown of attendees

71% valenciana residents (243)

14% non-local visitors (49)

8% international visitors (27)

7% non-local (would have been in valenciana anyway (25)

comParison between 2005 galicia and 2008 valenciana

economic imPact studies

galicia 2005

valenciana 2005

100

80

60

40

20

0

53%

52%

4.4%10.8%2.4%

17.3%6.4%

10.5%21.9%

10.0%

16.0%16.4% 6.0%

28.0%

61.0%

89.2%

teams & vX40s

event management & sPonsors

sPectators & media

Port authorities

local authorities

indirect imPact

• TotaleconomicimpactofÛ89.2 million, 46%greateroveralleconomicalimpactthanGaliciain2005.

alicante

core imPact

comPeting teams, race organisers

other direct imPacts

loca

l a

uth

or

ity

inv

es

tme

nt

sPectator sPending

Po

rt

in

ve

stm

en

t

indirect imPacts

multiPliers

comPonents of economic imPact

almost twice the number of corporate visitors from the teams and sponsors than in Galicia, with a total of over 5,000

direct economic imPact of a selection of maJor international sPorting events

other maJor international sPorting events

alicante – direct economic imPact (€m)

250

200

150

100

50

02003 suPer-bowl (nfl, usa)

240

2006 ryder cuP (golf, ireland)

2005 melbourne cuP (racing, australia)

2007 tour de france (cycling, england)

2005 australian oPen (tennis, australia)

2008 volvo ocean race (valen-ciana)

2008 volvo ocean race (galicia)

2005 royal ascot at yorK (racing, england)

2007 the oPen (golf, scotland)

2007 uefa cuP final (football., scotland)

2007 lords test (cricKet, england)

143

93 8869 61

4532 21 18 14

Source: deloitte analysis

galway • TotaleconomicimpactofÛ55.8 million,almost30%aboveinitialprojections.

• 1,700corporatehospitalityvisitors.

Per Person

total non-sPectator sPending – galway 2009 (€m)

inter-national

inter-national

rest of ireland

rest of ireland

galway

200

150

100

50

0

25.0

20.0

15.0

10.0

5.0

0

53%

53%

52%

52%

61 7.6

29 3.425

49 6.2

52 6.2

6

18 2.2

19 2.3

42 5.2

27 3.2

10

170 21.3

128 15.2

43

accommodation

food & beverage

transPort & travel

retail & other

• Û36.5 million ofspendingbyracespectatorsandmediafromoutsidethelocalregion,thehighestrecordedatanystopoverport.

• Û89.2 million (us$131 million) total economic impact for alicante – 46% increase on 2005-06 start port

• Û55.8 million total impact for galway – 30% above initial projections

• 12,500 international visitors and 40,000 visitors from elsewhere in ireland went to galway

• 1,400 corporate hospitality visitors and 74,000 visitor nights in singapore

daily eXPenditure – galway 2009 (€)

74 75

14.0eConomiCimpaCt•12,500internationalvisitorsand40,000visitorsfromelsewhereinIrelandwenttoGalwayspecificallybecauseoftheRace.

• Over200,000visitorbed-nightsassociatedwiththeevent,deliveringoverÛ12 million.

stockholm• TheVolvoOceanRacedeliveredalmostÛ32 millionindirecteconomicbenefitstoStockholm,thelargestelementbeingspectatorspending.WhenindirectimapactisincludedthisrisestoÛ43 million.

• 16,000visitorsinvolvedincorporateactivitiesintheRaceVillage,atleast2,300ofthemwereenjoyingstructuredcorporatehospitalityprogrammes.

• Û23 millionofspendingbyRacespectatorsandmediafromoutsidethelocalregion.

• Over200,000visitorbed-nightsassociatedwiththeevent.

galway – breaKdown of attendees (’000s)

17% rest of ireland – triP related to race

2% rest of ireland – eXtended triP

8% international – triP related to race

10% international – eXtended triP

11% non local – in galway anyway

52% local residents

stocKholm – breaKdown of attendees (’000s)

16% rest of sweden – triP related to race

1% rest of sweden – eXtended triP

2% international – triP related to race

2% international – eXtended triP

20% non local – in stocKholm anyway

59% local residents

positive non-economic impact in ports• Anoverwhelming98.44%ofthe321localspectatorsthatwereinterviewedbydeloittewhilevisitingtheRaceVillageinanyofthefourcities,thoughtthathostingtheVolvoOceanRacewasagoodthingfortheircities,andover85%agreedthathostingtheVolvoOceanRacemadethemfeelmorepositivelyabouttheircities.

• HostingtheVolvoOceanRacealsoappearstohavehadagoodinfluencetowardsfuturetourism,since76%ofthe455internationalspectatorsthatwereinterviewedbydeloittewhilevisitingtheRaceVillageinanyofthefourcities,thoughtthattheyweremorelikelytoreturntothehostingcitiesafterthatvisit.

singapore• TotaleconomicimpactofÛ33 million, withadirectimpactofÛ20 million,morethanwhat

wasgeneratedbytheUEFACupFinalinScotlandin2007(Û18 million).

• 1,400corporatehospitalityvisitors.

direct economic imPact of a selection of maJor international sPorting events

other maJor international sPorting events

singaPore - direct economic imPact (€m)

60

30

02008 volvo ocean race (alicante)

61

2005 volvo ocean race (galicia)

2005 royal ascot at yorK (racing, england)

2007 the oPen (golf, scotland)

2009 volvo ocean race (singaPore)

2007 uefa cuP final (football, scotland)

2007 lords test (cricKet, england)

2008 world cross country (edinburgh)

2006 suPerleaguegrand final (rugby league, england)

45

32

21 20 18 14

5 2

direct economic imPact of a selection of maJor international sPorting events

breaKdown

singaPore - direct economic imPact (€m)

acco

mm

od

atio

n

f&b

an

d

ho

sPi

tali

ty

ret

ail

a

nd

oth

er

trav

el a

nd

tr

an

sP

or

t

ma

rK

etin

g

Priv

ate

eXPe

nd

itu

re

bo

at y

ar

d

an

d r

ePa

irs

sPe

ctat

or

b

oat

s

oth

ers

8,104

4,271 4,140

1,411 1,193 293 201 19968

10,000

8,000

6,000

4,000

2,000

0

• Atotalof74,000visitornightsassociatedwiththeevent.

direct eXPenditure in stocKholm (€m)

4.6 Public sector & local organisers

2.5 teams

2.0 event management & sPonsors

22.8 sPectators & media

total 31.9€m

77

14.1eConomiCimpaCtFootFaLL

• 156.87%increaseinspectatorscompared

to2005-06raceafterthefirstfiveports.

• Topfiveintermsofspectatornumbers:

937,000 – alicante 811,677 – Cochin 737,000 – stockholm 420,000 – Galway 363,700 – Qingdao

• Hospitalityfiguresforonesponsorinthenewraceterritories:

1,990guests474 – Cochin 623 – singapore 893 – Qingdao

• 750corporategueststookpartinpro-amandin-portsailingonboardaVolvoOpen70.

• Peakdaycrowdof160,000–Stockholm.

• dailyRaceVillageaverageof24, 399.

footfall figures 2008-09

country days when sPectators averagePeaK number

PeaK date cumulative increase

alicante (esP) * 23 19/09-11/10 937,000 40,739 68,400 5/10 Pro-am race day 420.56 %

caPe town (rsa) * 14 02/11 - 15/11 198,015 14,144 n/a 1,135,015 233.83 %

cochin (ind) 14 30/11 - 13/12 811,677 57,977 107,287 7/12 mid stoPover sunday 1,946,692 188.40 %

singaPore (sgP) * 11 08/01 - 18/01 40,000 3,636 6,500 18/01 leg 4 - start sunday 1,986,692 166.67 %

qingdao (chn) 18 28/01 - 14/02 363,700 20,206 49,600 14/02 leg 5 - start saturday 2,350,392 156.87 %

rio de Janeiro (bra) 23 20/03 - 11/04 85,470 3,716 18,350 04/04 - in Port race saturday 2,435,862 72.15 %

boston (usa) 22 25/04 - 16/05 178,500 8,114 31,000 09/05 - in Port race saturday 2,614,362 67.05 %

galway (ire) 15 23/05 - 06/06 420,000 28,000 62,000 29/05 - in Port race saturday 3,034,362 67.18 %

gÖteborg (swe) 5 10/06 - 14/06 48,000 9,600 20,000 14/06 - leg 9 start sunday 3,082,362 33.15 %

stocKholm (swe) 12 14/06 - 25/06 737,000 61,417 160,000 23/06 - mid stoPover tuesday 3,819,362 35.68 %

st. Petersburg (rus) * 2 27/06 - 28/06 60,000 30,000 n/a 3,879,362 37.81 %

totals 24,399 3,879,362

race village

total days rv oPen

total vor days

% with rv oPen

159 283 55.83%

overview

cumulative total

average Per day

3,879,362 24,399

76

total race Village footfall 3,879,362 a 35% increase from the 2005-06 race

*no daily breakdown available. Source: Stopover organisations/VeMUk

footfall figures 2005-06

galicia 180,000

caPe town 160,000 340,000

melbourne 335,000 675,000

wellington 70,000 745,000

rio de Janeiro 170,000 915,000

baltimore/annaPolis 500,000 1,415,000

new yorK 150,000 1,565,000

Portsmouth 250,000 1,815,000

rotterdam 500,000 2,315,000

gÖteborg 500,000 2,815,000

78 79

15.02005-06 Versus2008-09

bacKground – race route in 2005-06 and 2008-09

leg 1 (vigo, galicia - caPe town) leg 1 (alicante - caPe town)

leg 2 (caPe town - melbourne) leg 2 (caPe town - cochin)

leg 3 (melbourne - wellington) leg 3 (cochin - singaPore)

leg 4 (wellington - rio de Janeiro) leg 4 (singaPore - qingdao)

leg 5 (rio de Janeiro - baltimore) leg 5 (qingdao -

rio de Janeiro)

leg 6 (baltimore - new yorK) leg 6 (rio de Janeiro - boston)

leg 7 (new yorK - Portsmouth) leg 7 (boston - galway)

leg 8 (Portsmouth - rotterdam) leg 8 (galway - gÖteborg)

leg 9 (rotterdam - gÖteborg) leg 9 (gÖteborg - stocKholm)

leg 10 (stocKholm - st. Petersburg)

comParable marKets – 2005-06 and 2008-09

Port stoPover continuous boat in the race non comParable marKets

brazil china sPain australia

the netherlands france sweden ireland

south africa the netherlands usa germany

sPain sPain the netherlands india

usa sweden italy

usa russia

singaPore

coverage comParisons – 2005-06 versus 2008-09

2005-06

vs

2008-09*

number of broadcasts – 2,560 number of broadcasts – 11,057

number of channels – 82 number of channels – 217

number of marKets – 12 number of marKets – 48

*2008-09 includes row

audiences in selected core marKets

marKet volvo ocean race 2005-06

volvo ocean race 2008-09

australia 35,517,000 421,141

brazil 631,749,675 52,383,000

china 253,210,000 604,017,291

ireland n/a 19,837,774

india n/a 1,753,000

the netherlands 55,867,787 41,510,000

new zealand 23,869 117,150

russia n/a 27,995,000

singaPore n/a 9,100,950

south africa 2,753,445 15,384,267

sPain 144,669,801 381,171,099

sweden 12,992,300 36,991,400

uK 17,033,200 7,878,817

usa 29,072,673 16,855,555

total 1,206,734,881 1,215,416,444

broadcasts in selected core marKets

marKet volvo ocean race 2005-06

volvo ocean race 2008-09

australia 117 95

brazil 1,039 300

china 112 831

ireland n/a 187

india n/a 134

the netherlands 82 246

new zealand 69 151

russia n/a 1,151

singaPore n/a 333

south africa 230 313

sPain 168 1,515

sweden 69 228

uK 91 330

usa 412 1,529

total 2,389 7,343

Thefollowingreportconcentratesoncomparingthe2005-06Racewiththe2008-09Race.Thisreportfocusesmainlyontheaudiencesachievedbycertainchannelsinparticularmarkets.

Comparisonshaveonlybeenmadewherethe

monitoringscopeissimilar,forexample‘likeforlike.’Thisdocumentaimstoidentifycasestudiesonkeychannelsandmarkets,whichdeliveredVolvohighaudiences.WhencomparingthetwoRaces,theaudience

The table to the left with the countries listed illustrates those markets where direct crossover and comparisons are possible.

br

az

il

2005-06

cumulative tv broadcasts in comParable marKets

(’000s)

ch

ina

the

net

he

r-

lan

ds

sPa

in

us

a

2008-09

1,600

1,200

800

400

0

cumulative tv audience in comParable marKets

(’000,000s)

2008-09

2005-06

br

az

il

ch

ina

the

net

he

r-

lan

ds

sPa

in

us

a

0

100

200

300

400

500

600

700

Fluctuationsinfindingsfrom2005-06to2008-09inthecaseofBrazilcanbeexplainedbythedifferenceinmonitoringperiodsandthefactthattherewasnoBrazilianentryin2008-09.Inothercases,AustraliaandNewZealandhavegonefrombeingastopoverportandcoremarkettoaROWmarketwithoutastopover.ThereisasignificanceincreaseinbroadcastsintheUnitedStatesduetothepartnershipwithPBS.ChinahadaboatintheRaceandastopover.

andvaluefor2008-09areverypositiveandfillastrongstoryofsuccessforthenewroute.Thethreemainareasfordiscrepancyandapparentreducedperformancefromthe2005-06Raceandthe2008-09Raceare:

brazil lengthofmonitoring

gillette world sport (see page 80)ProgrammeAudiencemeasurement:20mperprogrammein2005-06versus3.5m2008-09.

additional 10%In2005-06itwasassumedthananadditional10%wasdeliveredbeyondthescopeofthemonitoringprogrammeintermsof:tv audience/number of press clippings/media value.This10%wasassumedtoapplyforallmeasuredandestimatedcoveragedetailedinthereportincludingBrazilandGWS.

80 81

15.02005-06 Versus2008-09

core marKets – comParative marKet audiences volvo ocean race

1,000,000,000

500,000,000

0

2005-06 race: 588,817,898 2008-09 race: 1,179,473,153

australia china franceJaPanthe netherlands

uKsPainsouth africausaswedennew zealand

chinairelandfranceitalygermanyindiaitalythe netherlands

russiasingaPoresouth africasPainswedenuK usa

2008-09 leg four + five

case study – china (audience)

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

188,

680,

000

400,

267,

000

253,

020,

000

2008-09 non china legs

2005-06 legs 1-9

toP 25 channels by value 2008-09 race

(us$ 000,000s)

channel marKet total value

cctv-5 china 25.439

rede globo brazil 5.963

Pbs usa 5.191

sailing channel italy 4.517

sPortv 2 Portugal 4.215

band sPort brazil 4.039

shenzhen tv5 sPorts china 3.914

canal 9 - valencia sPain 3.691

multiPle multi-marKet 3.322

channel 4 uK 2.695

la 2 sPain 2.236

teledePorte sPain 2.218

tg4 ireland 2.059

tyc sPorts argentina 1.939

nova sPorts czech rePublic 1.882

tv 4 sweden 1.878

ned 1 the netherlands 1.834

rtl 7 the netherlands 1.794

tv 2 - zebra norway 1.732

sPortv Portugal 1.712

nelonen(channel 4) finland 1.651

canal 33 sPain 1.290

Jiangsu china 1.259

tve 1 sPain 1.234

channel 5 singaPore 1.116

toP 25 total 88.818

•English,Spanish,Russian,Chinesewebsites–23,855,785visits–27.5%increase

•4,060,0928uniquevisitorstowww.volvooceanrace.org–15.7%increase

•Cumulativeprintcirculation–104%increase

•us$131millioneconomicimpactforAlicante–46%increaseoverGalicia

•3,879,362footfall–35%increase

•24-hourrecord–562.96nmv596.6nm

•Averagespeed23.5 knotsv24.9 knots

•Mobiletrafficincreasedby2.5x

•Volvomediavalue(TV,print)us$116.5million–increaseof34.6%

•Syndicatemediavalue(TV,print)us$279.4 miLLion–increaseof52%

2005-06 versus 2008-09HoW tHey Compare

CCTVcoverageinthe2005-06racedroppedofffromlegssix-sevenastheracemovedfurtherawayfromAsia.In2008-09interestwasmaintainedforlonger,andareviewseriesfromGreendragonpost-raceboostedaudiences.

Coverage on 6 channels in 2005-06 versus 19 channels in 2008-09

The graph illustrates the importance of CCTV news Coverage (1,2,4,5 and 9). CCTV 5 was the channel that drove the audience in both the 2005-06 race and the 2008-09 race.

The graph (above) represents all the core markets monitored. Brazil has been omitted from both races for realistic

comparisons to be made year on year. If Brazil was included in the total for the 2005-06, it would total a cumulative audience

of 1,220,567,573 versus 1,231,856,153 for 2008-09.

Weeklyshowdistributedto220broadcastersacross180countries.Inthe2005-06Race,GilletteWorldSportaudienceswerebasedonanestimated20millionpeoplewatchingtheprogrammeeachweek.Thisfigurewasoneofthecontributingfactorstothe2005-06audience.Indecember2008Sunset+VinecommissionedTNSSporttoundertakeanauditofGWStoverifythe20millionaudience

number.Theresultsfromtheirnewpieceofresearchidentifiedthatanestimated4.5millionpeoplewatchedtheprogrammeweekly.AfurtherauditbySMSconcludedthatGWShad2.9millionpeopleperbroadcastandthereforedecidedforthe2008-09racetogoforanaverage3.5millionperbroadcast.

gillete world sport

16.0raCe statistiCs

team leg 1 leg 2 leg 3 leg 4 leg 5 leg 6 leg 7 leg 8 leg 9 leg 10 total

delta lloyd 7910.55 5420.44 2121.16 0 0 5196.87 2899.86 1357.67 538.61 403.28 25848.44

ericsson 3 8046.06 5385.89 2180.51 3127.1 14040.15 5173.97 2968.27 1324.87 539.79 403.64 43190.25

ericsson 4 7968.6 5422.97 2143.66 2948.66 14111.16 5170.27 3008.8 1355.54 540.55 407.11 43077.32

green dragon 8069.13 5401.9 2173.55 3058.36 14260.82 5180.54 2922.96 1339.99 532.05 411.81 43351.11

Puma 7932.03 5402.86 2214.58 2928.52 13992.66 5221.1 2947.83 1382.55 543.14 408.88 42974.15

team russia 8036.12 5497.46 2141.57 0 0 0 0 0 0 0 15675.15

telefÓnica blue 8020.89 5343.43 2206.02 3088.2 13929.89 5177.96 2961.91 1339.57 584 405.21 43057.08

telefÓnica blacK 7893.16 5391.78 2189.42 0 0 5212.84 2933.37 1346.72 542.42 403.28 25912.98

distances sailed (total race)

tHe top speed oF a VoLVo open 70 was 39 knots (72KpH)

82 83

40

35

30

25

20

15

10

5

0

16

14

12

10

8

6

4

2

0

maXimum recorded sPeed through water

maXimum wave height

(sPeed in Knots)

(metres)

leg 1

leg 1

leg 2

leg 2

leg 3

leg 3

leg 4

leg 4

leg 5

leg 5

leg 6

leg 6

leg 7

leg 7

leg 8

leg 8

leg 9

leg 9

leg 10

leg 10

tHe FLeet FaCed 15 metre seas and Gusts oF 65 Knots (120KpH)

dElTAllOYd ERICSSON3 ERICSSON4 PUmA TEAMRUSSIA

TElEFÒNICABlUE

TElEFÒNICABlACK

GREENdRAGON

84 85

wins (legs, scoring gates & in-Port races)

0 1 2 3 4 5 6 7 8 9 10

Podium Positions (legs, scoring gates & in-Port races)

0 2 4 6 8 10 12 14 16 18

16.0raCe statistiCsCLoseenCounters

leg Placings (eXcluding scoring gates)

Placings

leg and scoring gates Placings

in-Port race Placings

22m 29sec between2nd & 4thlegseven(Boston-Galway)

Less than 1m between 2nd & 3rd and 5th & 6thlegeight(Galway-Göteborg)

90sec between 1st & 2nd legnine(Göteborg-Stockholm)

top four boats within 19m 26seclegthree(Cochin-Singapore)

top three boats within 17m 52sec legsix(Rio-Boston)

iPr

ali

ca

nte

wP

fe

rn

an

do

leg

1

leg

1

leg

2

leg

3

leg

4

leg

5

leg

6

leg

7

leg

8

leg

9

leg

10

wP

58e

leg

2

wP

Pu

lau

leg

3

iPr

s

ing

aP

or

e

leg

4

iPr

qin

gd

ao

wP

36s

wP

ca

Pe

ho

rn

leg

5

iPr

rio wP

f

er

na

nd

o

leg

6

iPr

bo

sto

n

wP

st

Joh

n’s

leg

7

iPr

ga

lway

leg

8

leg

9

iPr

s

toc

Kh

olm

leg

10

wP

fe

rn

an

do

leg

1

wP

58e

leg

2

wP

Pu

lau

leg

3

leg

4

wP

36s

wP

ca

Pe

ho

rn

leg

5

wP

f

er

na

nd

o

leg

6

wP

st

Joh

n’s

leg

7

leg

8

leg

9

leg

10

iPr

ali

ca

nte

iPr

sin

ga

Po

re

iPr

qin

gd

ao

iPr

rio

iPr

bo

sto

n

iPr

ga

lway

iPr

sto

cK

ho

lm

86 87

16.0raCe statistiCs

Fast FaCts

39 knotsEricsson4–maxspeedthroughwater–CapeTowntoCochin

23 degreesMaxaveragedangleofheel(averagedover1hour)–Ericsson3–SingaporetoQingdao

65 knotsGreendragon–maxaveragedwindspeed(averagedover15minutes)–BostontoGalway

4 degreesMinseatemperature–QingdaotoRioandBostontoGalway

32 degreesMaxseatemperature–CapeTowntoCochinandCochintoSingapore

948Minbarometricpressure–SingaporetoQingdao

1030Maxbarometricpressure–RiodeJaneirotoBoston

15 metresMaxwaveheight–TelefónicaBlue–SingaporetoQingdao

57˚ 39’ 34s 70˚ 59’ 55WMostsoutherlypointreached–Greendragon–17March2009@19.25

60 ̊09’ 12n 29 ̊07’ 01e Mostnortherlypointreached–Ericsson3–26June2009@23.40

media totals (transmitted from the boats at sea) 24-hour run totals

leg 1 leg 2 leg 3 leg 4 leg 5 leg 6 leg 7 leg 8 leg 9 leg 10

600

500

400

300

200

100

0

ericsson ericsson telefÓnica telefÓnica team Puma delta green 3 4 blue blacK russia lloyd dragon

total race

PHOTOS 662 505 688 450 402 819 938 924VIdEOClIPS(SECS) 24655 24902 24740 22432 10034 26611 17283 22801AUdIOClIPS 59 11 117 69 12 91 5 40PRESSEMAIlS 128 98 203 88 46 138 54 95TOTAlEMAIlSSENT 1306 601 1980 425 451 2883 1589 2601TOTAlEMAIlSREC’d 3609 2373 3454 1630 738 5586 2430 4738

leg one

PHOTOS 129 123 139 127 190 109 201 166VIdEOClIPS(SECS) 2826 6264 4961 4989 4516 3681 5063 3526AUdIOClIPS 9 7 4 4 7 2 5 5PRESSEMAIlS 23 17 29 26 23 16 12 14

leg two

PHOTOS 35 48 82 90 156 89 109 75VIdEOClIPS(SECS) 3348 2122 2421 2859 4625 3119 2261 2510AUdIOClIPS 9 2 18 3 2 1 0 2PRESSEMAIlS 14 10 27 15 16 9 9 12

leg three

PHOTOS 48 36 50 55 56 35 186 38VIdEOClIPS(SECS) 1136 1306 2409 4039 893 1372 2686 1259AUdIOClIPS 4 1 20 14 3 22 0 0PRESSEMAIlS 7 7 10 6 7 8 4 3

leg four

PHOTOS 51 47 36 66 0 90 62 47VIdEOClIPS(SECS) 1626 2233 2067 5276 0 3190 856 2305AUdIOClIPS 7 0 3 12 0 1 0 0PRESSEMAIlS 8 4 11 3 0 15 5 9

leg five

PHOTOS 207 128 226 0 0 243 0 220VIdEOClIPS(SECS) 8221 4617 7394 0 0 6320 0 6123AUdIOClIPS 15 1 30 0 0 19 0 23PRESSEMAIlS 27 29 66 0 0 39 0 18

leg siX

PHOTOS 62 44 76 55 0 72 148 168VIdEOClIPS(SECS) 3932 4076 3458 2720 0 4975 4140 3809AUdIOClIPS 5 0 21 10 0 12 0 7PRESSEMAIlS 10 10 14 10 0 8 5 4

leg seven

PHOTOS 43 25 41 23 0 44 85 126VIdEOClIPS(SECS) 1680 1470 779 1076 0 1455 872 1720AUdIOClIPS 1 0 8 14 0 6 0 3PRESSEMAIlS 6 5 12 18 0 8 5 4

leg eight

PHOTOS 35 36 26 18 0 75 55 24VIdEOClIPS(SECS) 1080 1962 1251 957 0 1159 1003 697AUdIOClIPS 2 0 4 2 0 2 0 0PRESSEMAIlS 13 3 11 2 0 10 2 11

leg nine

PHOTOS 26 9 6 8 0 31 46 30VIdEOClIPS(SECS) 403 426 0 258 0 670 201 426AUdIOClIPS 1 0 2 2 0 7 0 0PRESSEMAIlS 9 5 8 3 0 7 6 11

leg 10

PHOTOS 26 9 6 8 0 31 46 30VIdEOClIPS(SECS) 403 426 0 258 0 670 201 426AUdIOClIPS 6 0 7 8 0 19 0 0PRESSEMAIlS 11 8 15 5 0 18 6 9

The data contained in the race statistics section was supplied by the team of duty officers at the The Volvo ocean race.

the operations room at race headquarters at Whiteley, southampton, england, was manned for 3,720 hours during the race

88 89

17.0CHanGinG media LandsCape

Thewayinwhichwewatchandengagesportischanging.TheVolvoOceanRacehasrecognisedtheopportunitiespresentedbythechangingmedialandscapeinTVchannelproliferation,audienceandmarketfragmentation.Accordingly,theRacehastailoredits

communicationsbyextendingitsmulti-channelapproachtoTV,web,mobileandsocialnetworking.

Forstakeholders,thatmeansmorechannelsformarketingandcommunicationswithcustomersandtheabilitytocommunicateproductsandservicesonapersonallevel.

1973-2009: how race communication has evolved

1973-74, 1977-78, 1981-82, 1985-86•OnlyHF(HighFrequency)RadioTelephoneonboard•TeamsreportedinonceaweektoPortisheadRadioStationthentransferredtoRaceHQ

1989-90•Argossatellitetrackingsystem•FirstTVfootagefromyachts,microwavedoffatkeypointsclosetoland

1993-94•FirsttextoffyachtsviaSatComC•Firstgrainyimagesofftheyachtsweredevelopedonboard,scannedandsent•Firstsatellitecommunicationsviaphone•Faxpollingprovidedinformationtotheoutsideworld•dataspeedoffyachts–9.6kbps

1997-98•Firstvideos,emailsanddigitalcamerasonboard•Firstmediadeskandeventwebsite,thebiggestsingleeventsportssiteintheworld•Firstfixedcamerasonboard•TwoInmarsatCandoneInmarsatBsatellitedishes•dataspeedoffyachts–64kbps

2001-02•Twotelephonelinesonboard•Onlinecontentbroadenedtoincludeaglobaloceanadventureprogrammeforschools

•dataspeedoffyachts–64kbps

2005-06•Firstmobileplatform•Firstvideoconferencing•IntegrationofYouTubeasanonlinevideodistributionoutlet

•dataspeedoffyachts–128kbps

2008-09•FirstHdTVfootageandteleconferencingofftheyachts•FirstofficialRaceGame•Expandedonlineplatform•FirstiPhoneApp•FirstdedicatedMediaCrewMember•dataspeedoffyachts–492kbps

Mobilechannelinfourlanguages

www.VolvoOceanRace.tv

GoogleEarthwithmultimediaracetracker

90 91

•Timespentonsocialmediasiteswentfromaround800,000hourspermonthinAugustlastyearto1.6 millionhourspermonthinJune.

•Facebooksurpassedauniqueaudienceof8 millionforthefirsttimeinAugustthisyear,whileTwitterusewasup979%at1.5 millionusers.

•69%ofconsumersconsidertheircomputermoreentertainingthantheirTV.

•32%ofconsumersconsiderthemselvestobea‘broadcaster’oftheirownmedia.

•69%ofconsumersarewatching/listeningtocontentcreatedbyothers.

•36% usetheirmobilephoneasasocialmediadevice.

•Over60%ofallconsumersvisitanonlinegamingsite.

17.0CHanGinG media LandsCape

1990

1995

2000

2005

2007

television media – marKet fragmentation (uK)

1985

number of channels rePorted by barb (broadcasters audience research board)

0

50

100

150

200

250

300

5

12

26

102

212

262

The number of channels reported by BArB in

2007 has risen by 157% from the 102 channels

monitored in 2000. of these channels, 25

are dedicated sports channels compared to

only seven in 2000.

“Newermediaintheformoftheinternet,mobilephonesanddownloadshaveemerged

inmostdevelopedmarkets.

Researchfroma13-marketeventstudyaveragedsportsnewssitesabove

traditionalmediaformsofmagazinesandTVtextresultsservices.

Asinternetpenetrationlevelsincreasegloballyandeaseofmobileaccessgrows,

theuseofnewformsofmediawillclosethegaponthemorefamiliarformsofmedia

utilisedtofollowsport.”

John Bushell, directoriFm sports marketing surveys

occasionally

regularly if Facebook was a country, it would be the fourth biggest in the world.Source: nielsen; dow Jones

mobile Phone teXt alerts

television

newsPaPers

radio

internet – sPortsnews sites

internet – club/federation/association

tv teXt

general magazines

sPorts magazines

social networK/user generated

video on demand (inc. virgin media,

sKy)

internetchatrooms/

web blogs

mobile Phone to watch coverage

0 20 40 60 80 100

73% 20%

33% 43%

41%26%

32%

31%

36%

30%

21%

24%

14%

13%

8%

8%

28%

16%

10%

13%

14%

7%

7%

5%

2%

2%

using media to follow sPort (uK)q. which media do you use to follow sPort?

93

76

67

60

47

46

43

35

31

21

18

10

10

five countryaverage

totalinterest

uK & ireland italy france sPain germany

92 94 92 96 90

72 75 70 82 81

65 61 66 68 75

52 63 58 66 59

45 61 14 55 56

31 52 41 43 63

27 54 46 49 40

32 45 35 30 36

24 34 25 37 36

26 92 92 92 92

92 31 12 19 17

9 14 8 9 9

8 19 7 9 8

92 93

18.0BaCKGround

ThisanalysishasbeenconductedwiththeaimofunderstandingthemediafootprintoftheRaceacrossthefollowingareas:

• print coverage/articles and readers

• online coverage/articles• tV coverage and

viewersThecoreprogrammeofmediaanalysisisbeingconductedinthefollowingmarkets:

• Continuously monitored marketsforthewholerace[1October2008to30June2009]:China, France, Germany, ireland, italy, the netherlands, russia, spain, sweden, uK, usa.

• Monitoringinspaincommencedtwo weeksbeforetheIn-PortRace.

• Monitoringinrussiaendedtwo weeksaftertheRacefinish.

• stopover markets[monitoredforthesixweekperiodaroundtheportstopover]:south africa, india, singapore, Brazil

Inaddition,usingwatermarkingtechnology,VolvoOceanRacefeaturestelevisedinmarketsoutsidethecoreprogrammearebeingtrackedaccordingtoadefinedchannellist.

Sponsorexposureisrecordedonlyifthefollowingcriteriaaremet:• all letters of a

sponsor’s name appear on screen

• the sponsor’s name is clearly readable

• each sighting is at least one second in duration

Simultaneousmultipleexposureofasponsornamefromasinglesource(e.g.appearingintwoplacesonthemainsail)istreatedasasinglesighting.

media Value is calculated in two waysbrand exposure value / direct brand exposure value:Thisincludesallbrandexposurerecordedinnews,generalsport,generalsailinganddedicatedVolvoOceanRaceprogrammes.Valueiscalculatedconsideringthefollowingfactors:• seconds of brand

exposure• programme audiences

media Footprint and sponsor analysis Background

• Cumulative tV audience–sumofaudienceofallbroadcasts.

• Cumulative unique press readership–sumofeachpublication’sindividualreadershipbyleg.

• multi market –appearsinallTVtablesandrelatestosyndicatedglobalprogrammingsuchas,SeamasterSailing,CNNMainsail,WatersportsWorld,GilletteWorldSportSpecialandTransworldSport.

• dedicated Volvo ocean race–relatestodedicatedSunset+Vinehalf-hourandhourlyhighlightprogrammingandalsoanyotherliveprogrammingsuchascoverageoftheRacestartinAlicanteandnewsfeaturesbroadcastregularlybybroadcastersaspartofSunset+Vine’sglobaldistribution.

• magazine (GeneraL sports) –referstogeneralsportsmagazineprogramm-ingsuchasGilletteWorldSportSpecial,StudioSportinTheNetherlandsandSport7inItaly.

• magazine (GeneraL saiLinG) –referstodedicatedsailingmagazineprogrammingsuchasCNNMainsailandSeamasterSailing.

terminoLoGy

media value =

tv value calculations

brand eXPosure value

cPt x audience x eXPosure x imPact

• 30secondChannelAdvertisingCPT

• Basedonauditeddata(eg.BARBUK)

• 70%ImpactFactorforTeamSponsors

• Fullbrandexposurebasedon: -Alllettersofasponsor’snameappearingonscreen -Sponsor’snamebeingclearlyreadable -Eachsightingbeingatleastonesecondinduration

tV metHodoLoGy

terminoLoGy • indirect exposure–whereamarketisgivenamediavalueforVolvo,butdoesnothaveanydirectexposurerecorded,thisisaresultofvaluebeingattributedto‘indirect’exposure.

• direct exposure–ifamarketreceivesdirectorindirectexposureforVolvoorotherbrands,buthasnomediavalueattributed,thisisaresultofloworzeroaudienceviewingthe

programmes,orlocallowCPTs’resultinginvaluelessthanUS$1,000.

• advertising Cost per thousand figures (Cpts)

Animpactvalueisthenappliedasfollows:

• Volvo – valued at 100% of the ad value equivalent

• team naming sponsor – valued at 70% of the ad value equivalent

indirect brand exposure value:ThisisthevalueplacedonindirectexposuregeneratedforVolvothroughdedicatedVolvoOceanRacebroadcasts.FortheTeams,coverageoftheirboat/personnelconveystheirinvolvementandthevaluesassociatedwith

it,evenwhentheirlogoisnotonscreen.BecauseitispossibletomeasuretheindirectexposuregeneratedforVolvoandeachTeamavaluecanbecalculatedusingtheactualsecondsofindirectexposure,programmeaudiencesandCPTs.Animpactvalueisthenappliedasfollows:

• Volvo – valued at 30% of programme duration (excluding news programmes)

• team naming sponsor – valued at 70% of the team time on screen (excluding news)

94 95

monitored tv channels

country activity

brazil tv globo, sbt, bandeirantes, rede tv!, record, band sPorts, sPortv 1+2, esPn brazil (all channels monitored around Port stoPover only)

china cctv 1, 4, 5, 9, news, btv 1, 5, 6, 7, dragon tv, stv sPorts, qingdao tv (around Port stoPover only)

ireland rte1, rte2, tv3, tg4

france fr1, fr2, fr3, m6, canal+, sPort+

germany ard including all regions, zdf, rtl, sat1, dsf, Pro7, n24, voX, n-tv, Kabel 1 + 70 additional channels

india dd national, dd news, dd sPorts, ten sPorts, star sPorts, ndtv + various other channels (all channels monitored around Port stoPover only)

italy rai 1-3, raisatsPort, italia 1, r4, c5, sKy italia 1+ 2

the netherlands ned1, ned2, ned3, rtl4, rtl5, sbs6

Pan euroPe eurosPort and euronews

russia channel 1, rossia, ntv, tvc, channel 3, ren tv, vesti 24, sPort, rbc

south africa sabc 1-3, etv, suPersPort, etv news 24 (all channels monitored around Port stoPover only)

sPain tve1, la2, antena 3, tele 5, canal +, teledePorte, telemadrid, tv 3 cat., c33

sweden svt 1+2, svt 24, tv3, tv4, tv4 Plus, tv4 sPort, Kanal 5, tv6

singaPore channel 5, channel 8, central, suria, can (all channels monitored around Port stoPover only)

uK bbc1, bbc2, itv1, channel 4, channel 5, sKy sPorts 1-3 and Xtra, sKy sPorts news, sKy news, bbc news 24, bbc london, itv london

usa esPn 1 and 2, sPeed, versus, abc, cbs, nbc, foX, cnn

row channels with sunset+vine highlights

country stations

argentina tyc sPorts

australia foX sPorts 1, 2 & 3

austria orf sPort

canada game tv

czech rePublic nova sPort

finland nelonen (channel 4), urheiluKanava

greece nova sPort 1&2, novas sPort 4

hong Kong atv world

JaPan J sPorts Plus, J sPorts esPn

new zealand sKy sPorts 1, sKy sPorts 2

norway tv2 zebra, tv2 sPort

Pan asia star sPorts

Poland nsPort

Portugal sPort tv, sPort tv 2

18.0BaCKGround

Sponsorexposureisrecordedonlyifthefollowingcriteriaaremet:

• all letters of a sponsor’s name appear in full

• the sponsor’s name is clearly readable

Simultaneousmultipleexposuresofasponsornamefromasinglesource(e.g.appearingintwoplacesonthemainsail)istreatedasasinglesighting.Valueisthencalculatedconsideringthefollowingfactors:

• readership of the publication

• advertising Cost per thousand figures (Cpts)

• Location of article

Press value calculations

media value = cPt x audience x imPact x scaler

• PublicationAdvertisingCost

• Basedonauditeddata(eg.NRSintheUK)

• Publicationweighting–generalversusspecialisttitles

• ImpactRatingbasedon: -Type-pictorialortext -Size -Prominence -Position/location -Colour -Numberofotheradvertisers/sponsors

online value calculations

media value = cPt x unique daily visitors x imPact

• WEBSITEAdVERTISINGCOST

• BASEdONAUdITEddATA(EG.NIElSENONlINE)

• IMPACTRATINGBASEdON: -TYPE-PICTORIAlORTEXT -SIZE -PROMINENCE -POSITION/lOCATION -COlOUR -NUMBEROFOTHERAdVERTISERS/SPONSORS

Sponsorexposureisrecordedonlyifthefollowingcriteriaaremet:

• all letters of a sponsor’s name appear in full

• the sponsor’s name is clearly readable

Simultaneousmultipleexposureofasponsornamefromasinglesource(e.g.appearingintwoplacesonthemainsail)istreatedasasinglesighting.Valueisthencalculatedconsideringthefollowingfactors:

•unique daily visitors/users to the site

•advertising Cost per thousand figures (Cpts)

print metHodoLoGy

online metHodoLoGy

within the publication (front page, back page, inside cover etc.)

• type of exposure – editorial or pictorial

• For pictorial exposures - size and colour of picture (black and white

vs. colour) and the prominent or secondary appearance of the sponsor

• number of other sponsors and/or advertisers visible simultaneously

•Location of article within the web site (e.g. homepage, click-through etc.)

• type of exposure – editorial or pictorial

• For pictorial exposures - size and colour of picture (black and white

vs. colour) and the prominent or secondary appearance of the sponsor

• number of other sponsors and/or advertisers visible simultaneously

outside of the Sunset+Vine programmes,

highlights packages were also distributed to

broadcasters globally.

96

Photos: sally Collison/PUMa oCean RaCing; RiCk DePPe/PUMa oCean RaCing; Delta lloyD; Dave kneale/volvo oCean RaCe; RiCk toMlinson/volvo oCean RaCe

if you would like to find out more,contact the commercial team:commercial@volvooceanrace.comwww.VolvoOceanRace.com