AUDI FIS SKI WORLD CUP 2019/20 - TV Media Evaluation - Event Summary
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AUDI FIS SKI WORLD CUP 2019/20 TV Media Evaluation – Event Summary Copyright ©2020 The Nielsen Company. Confidential and proprietary. Expertise by Nielsen Sports Your contacts: Alexander Karduck, Markus Kreile
INTRODUCTION STUDY BRIEF SPONSORS Audi, Longines, Resort ANALYSIS PERIOD 2019/20 Season EVENT Audi FIS Ski World Cup 2019/20 (M/L) Austria, Bulgaria, Canada, China, Croatia, Czech Republic, Denmark, Finland, MARKETS France, Germany, Italy, Japan, Netherlands, Norway, Poland, Russia, Slovakia, Slovenia, South Korea, Spain, Sweden, Switzerland, United Kingdom, USA Copyright ©2020 The Nielsen Company. Confidential and proprietary. TV PROGRAMME TYPES Live, Delayed, Relive, Highlights, Sport Magazines, Magazines, News Mediametrie/Eurodata TV, The Nielsen Company, MMS, TNS Gallup | Adults 3+ | AUDIENCE SOURCES Estimations by Nielsen Sports TV Media Evaluation - Audi FIS Ski World Cup 2019/20 2
Copyright ©2020 The Nielsen Company. Confidential and proprietary. MANAGEMENT SUMMARY
GLOBAL OVERVIEW LIVE NON-LIVE AUDI FIS ALPINE SKI WC Cumulative Audience* (M) 368,13 2.355,56 2.723,69 Broadcast Time (hh:mm:ss) 3359:57:01 12761:21:40 16121:18:41 Event Impressions (M) 42.726,04 19.397,84 62.123,88 SPONSORSHIP ANALYSIS Visibility (hh:mm:ss) 2645:10:34 10541:09:41 13186:20:15 Sponsorship Impressions (M) 34.719,91 13.427,97 48.147,88 QI Media Value (€) 142.260.125 40.850.228 183.110.353 *Source: Mediametrie/Eurodata TV, The Nielsen Company, MMS, TNS Gallup /Adults 3+/ Estimations by Nielsen Sports Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 4
GLOBAL OVERVIEW LIVE NON-LIVE AUDI FIS ALPINE SKI WC Cumulative Audience* (M) 223,67 1.524,57 1.748,04 Broadcast Time (hh:mm:ss) 1961:29:39 8247:47:14 10209:16:54 Event Impressions (M) 25.970,40 11.478,96 37.449,36 SPONSORSHIP ANALYSIS Visibility (hh:mm:ss) 1571:02:26 6853:58:28 8425:00:54 Sponsorship Impressions (M) 21.270,15 7.923,49 29.193,64 QI Media Value (€) 87.232.038 24.287.354 111.519.392 *Source: Mediametrie/Eurodata TV, The Nielsen Company, MMS, TNS Gallup /Adults 3+/ Estimations by Nielsen Sports Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 5
GLOBAL OVERVIEW LIVE NON-LIVE AUDI FIS ALPINE SKI WC Cumulative Audience* (M) 160,05 1.250,74 1.410,79 Broadcast Time (hh:mm:ss) 1398:27:22 4513:34:24 5912:01:47 Event Impressions (M) 16.756,24 8.470,80 24.674,52 SPONSORSHIP ANALYSIS Visibility (hh:mm:ss) 1074:08:07 3687:11:14 4761:19:21 Sponsorship Impressions (M) 13.449,76 5.504,48 18.954,24 QI Media Value (€) 55.028.087 16.562.874 71.590.961 *Source: Mediametrie/Eurodata TV, The Nielsen Company, MMS, TNS Gallup /Adults 3+/ Estimations by Nielsen Sports Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 6
KEY INSIGHTS CUMULATIVE AUDIENCE BROADCAST TIME • Dropped by about 400M compared to • 3.360 hours of live coverage mean a 2018/19 (-13%). Live coverage only by share of 21% of the total broadcast time. 20M (-5%). • 80% of broadcasting taking place on • The main reason is the cancellation of Eurosport (75% in 2018/19), but only events at the end of the season, 15% of media impact (13%). especially the season final. VISIBILITY SPONSORSHIP IMPRESSIONS • Combined all brands were visible for • 34,7 billion sponsorship impressions 13.186 hours (+33% vs. 2018/19). generated through live coverage, 1,9 • Most visibility generated in Austria with billion more than in 2018/19 broad coverage on ORF 1, ORF • As in the year before, Germany & Sport+ and Eurosport. Austria account for most sponsorship impressions (44% of the total). QI MEDIA VALUE • More than €142M out of the total €183M was generated during live broadcasts (78%). • Naming partner Audi generated a QI media value of € 57,7M (-4% vs. 2018/19), Longines generated € 60,5M (+11%). Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 7
TV COVERAGE TREND Broadcast Time (h) Audience (M)* Media Impact (M) 18.000 110.000 16.000 90.000 14.000 12.000 71.123 70.000 61.754 62.254 64.301 62.124 10.000 57.369 50.000 8.000 6.000 30.000 4.000 2.990 3.321 2.977 3.131 10.000 2.736 2.724 2.000 0 -10.000 2014/15 2015/16 2016/17 2017/18 2018/19 2019/20 YEAR-ON-YEAR DEVELOPMENT • Broadcast time increased for the fifth consecutive time in recent years. The cancellation of events at the end of the season led to a drop in live coverage by around 300 hours, but a large amount of reruns filling this gap led to an overall increase. • This is also the reason why media impact did not rise accordingly since reruns do not attract as many viewers as live airings. • Cumulative audience declined also because there were less news features on wide-reaching free-to-air channels. *Source: Mediametrie/Eurodata TV, The Nielsen Company, MMS, TNS Gallup /Adults 3+/Estimations by Nielsen Sports Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 8
MANAGEMENT SUMMARY Media Monitoring LIVE AUDIENCE BY VENUE (TOP 5) – CUMULATIVE AUDIENCE MARKET RANKING – EVENT IMPRESSIONS (M) (M) BROADCASTS Germany 16.649 1.924 26,70 24,44 24,03 Austria 10.736 2.437 23,23 19,58 Italy 8.455 2.245 Switzerland 6.102 3.491 Sweden 3.982 970 Norway 2.152 1.548 Slovenia 2.021 1.788 Slovakia 1.538 1.710 Kitzbühel Zagreb Garmisch- Wengen Lienz France 1.255 2.033 Partenkirchen Finland 1.198 630 Croatia 1.104 1.739 • Without having a World Cup Final this season, Kitzbühel makes Poland 1.098 1.142 it to the top again with regards to cumulative live audience. China 997 141 Together with Zagreb and Wengen, 3 venues from last year’s Czech Republic 843 1.510 top 5 appear on this chart again. United Kingdom 716 721 • Germany, as in previous years, leads by far the media impact USA 671 272 table. Compared to 2018/19, the media impact decreased by Russia 658 1.131 approx. 1.400 M event impressions (-8%). Netherlands 616 1.158 • Austria ranks second again, showing a similar trend (-16%). Bulgaria 610 996 Besides the Corona-impact, men’s technical disciplines lost 15% Japan 304 282 of their average live audience, possibly indicating a “Marcel- Spain 214 812 Hirscher-Retirement-Effect”. Canada 152 52 • Italy profits from the sportive success of their (female) athletes Denmark 50 420 and notably increases in media impact (+40%). South Korea 1 4 *Source: Mediametrie/Eurodata TV, The Nielsen Company, MMS, TNS Gallup /Adults 3+/Estimations by Nielsen Sports Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 9
MANAGEMENT SUMMARY Media Monitoring CHANNEL RANKING BY BROADCAST TIME (TOP 5) CHANNEL RANKING BY EVENT IMPRESSIONS (TOP 5) (hh:mm:ss) (M) Eurosport Spain 467:43:45 ORF 1 9.938,21 Eurosport IT 462:18:37 ARD 8.638,56 Eurosport PL 429:47:11 Rai Sport 5.428,29 Eurosport RU 429:47:11 ZDF 4.779,26 Eurosport CZ 429:47:11 SRF 2 4.395,27 • The Spanish Eurosport 1 feed ranks top this season in terms of WORLD CUP EVENT IMPRESSIONS TREND (M) broadcast time with an especially broad percentage of reruns (78%). ORF Sport+ (337h) is the top channel outside the Eurosport network. 71.123 62.254 64.301 62.124 • ORF 1 is once again the channel with the highest media impact, 57.369 despite a 16% year-on-year-decline in event impressions. • For the first time in recent years, German public broadcasters ARD and ZDF (-16% vs. 2018/19) do not take the 2nd and 3rd place in the event impressions ranking. • With an increase of 28%, Italian Rai Sport climbs up one spot 2015/16 2016/17 2017/18 2018/19 2019/20 compared to the previous season. *Source: Mediametrie/Eurodata TV, The Nielsen Company, MMS, TNS Gallup /Adults 3+/Estimations by Nielsen Sports Copyright ©2020 The Nielsen Company. Confidential and proprietary. 10
MEDIA MONITORING By Country Trend (Top 7 by Event Impressions 2019/20) BROADCAST TIME EVENT IMPRESSIONS CUMULATIVE AUDIENCE* MEDIA IMPACT (hh:mm:ss) (M) (M) TREND 768:43:33 16.649,19 634,37 Germany 550:16:10 18.022,76 794,85 1265:23:03 10.736,48 316,51 Austria 1031:12:43 12.722,24 411,82 1112:17:47 8.454,50 544,44 Italy 741:13:23 6.028,92 360,52 1082:34:50 6.102,34 136,20 Switzerland 1197:35:22 5.954,27 179,02 Copyright ©2020 The Nielsen Company. Confidential and proprietary. 467:43:30 3.982,38 161,23 Sweden 612:29:18 4.671,29 222,98 452:47:24 2.152,41 109,06 Norway 558:52:54 2.698,02 150,56 961:59:29 2.021,23 59,02 Slovenia 706:50:54 2.091,57 81,62 2019/20 2018/19 2019/20 2018/19 2019/20 2018/19 *Source: Mediametrie/Eurodata TV, The Nielsen Company, MMS, TNS Gallup /Adults 3+/Estimations by Nielsen Sports TV Media Evaluation - Audi FIS Ski World Cup 2019/20 11
MEDIA MONITORING By Channel (Top 10) BROADCAST TIME EVENT IMPRESSIONS (hh:mm:ss) (M) Eurosport Spain 467:43:45 ORF 1 9.938 Eurosport IT 462:18:37 ARD 8.639 Eurosport IT 457:58:37 Rai Sport 5.428 Eurosport IT 457:58:37 ZDF 4.779 Eurosport PL 429:47:11 SRF 2 4.395 Eurosport RU 429:47:11 SVT 1 3.570 Copyright ©2020 The Nielsen Company. Confidential and proprietary. Eurosport CZ 429:47:11 Eurosport DE 2.575 Eurosport 2 NL 428:00:39 RTV SLO 2 1.843 Eurosport CZ 415:45:24 NRK 1 1.425 Eurosport NL 404:33:47 Dvojka 1.215 27% OF 71% OF TOTAL TOTAL TV Media Evaluation - Audi FIS Ski World Cup 2019/20 12
MEDIA MONITORING Comparison of Genders TOTAL Broadcast Time 55,2% 44,8% 16.121 hours Audience 55,3% 44,7% 2.724 M viewers Copyright ©2020 The Nielsen Company. Confidential and proprietary. 62.124 M Media Impact 60,3% 39,7% impressions TV Media Evaluation - Audi FIS Ski World Cup 2019/20 13
MEDIA MONITORING Coverage Trend by Week BROADCAST TIME (hh:mm:ss) Men Ladies 1000:00:00 800:00:00 600:00:00 400:00:00 200:00:00 00:00:00 43 44 45 46 47 48 49 50 51 52 53 1 2 3 4 5 6 7 8 9 10 11 12 EVENT IMPRESSIONS Men Ladies (M) Copyright ©2020 The Nielsen Company. Confidential and proprietary. 6.000 5.000 4.000 3.000 2.000 1.000 0 43 44 45 46 47 48 49 50 51 52 53 1 2 3 4 5 6 7 8 9 10 11 12 TV Media Evaluation - Audi FIS Ski World Cup 2019/20 14
MEDIA MONITORING Season Comparison by Event Impression 23.320 22.814 Saison 2019/20 Saison 2018/19 17.722 16.515 14.329 9.511 Copyright ©2020 The Nielsen Company. Confidential and proprietary. 5.783 3.432 5.339 1.916 3.165 WORLD CHAMPIONSHIPS 1.019 Oktober November Dezember Januar Februar März TV Media Evaluation - Audi FIS Ski World Cup 2019/20 15
Copyright ©2020 The Nielsen Company. Confidential and proprietary. METHODOLOGY
TV MEDIA EVALUATION Media Monitoring MEDIA MONITORING TIME CODING interest in the sport in the broadcasting country. Media monitoring is the analysis of broadcast coverage Broadcast Time (BT) Important note: The result represents an approximation of content. It involves the data coding of events, teams the TV viewing potential. The Broadcast Time is the total duration of team, league and/or fixtures, which World Cup, etc. is reported on in the various programmes. It requires physical recording or event coverage, without commercials. EVENT IMPRESSIONS footage of the TV broadcast to execute. Actual Playing Time (APT) Event Impressions are a measure of media impact or rate This is the portion of Broadcast Time containing of audience delivery, event impressions relate the BROADCAST SCHEDULE AUDIT (BSA) competition footage only. television broadcast time of an event programme to its The TV programme of a channel is researched online or audience ratings, with one impression being equal to one compiled on the basis of TAM protocols (audience AUDIENCE ANALYSIS person's viewing of 30 seconds of programming. ratings). Audience (Average Audience) Broadcast time is converted to the number of 30-second The average number of members of a specified units and then multiplied by the average audience Note: Due to the type of data collection, only the specific event coverage can be attributed not secondary population (e.g. target group of individuals or households) Event impressions are an important measure for the coverage(news, etc.). viewing a TV channel over a given interval (e.g. delivery of media coverage and audience exposed to this programme, daypart). media coverage of a platform, as well as for PROGRAMME TYPES Cumulative (average) Audience benchmarking purposes with other events / leagues / clubs. Cumulative Audience is the aggregate total of all Dedicated coverage individual programme audiences (not the unique total (primary coverage) individuals reached). Sometimes called Gross Audience. Formula: Not to be confused with Reach, Cover or Cume Live Live broadcast Market Share 30 Delayed Near-live, first broadcast airing Viewing of a specified population, whether households or Copyright ©2020 The Nielsen Company. Confidential and proprietary. individuals, that is tuned to a particular programme or Re-live Repeat of a live / delayed broadcast station during a given time interval, and expressed as a Example: percentage of the total TV audience during that interval. 60 seconds of coverage in a broadcast with 5m viewers: Sports programme showing Audience data sources (60 seconds x 5m) / 30 seconds = 10M Event Impressions event reports and summaries as Highlights Programme ratings are sourced from official Television well as background information and interviews Audience Measurement (TAM) providers such as Mediametrie/Eurodata TV, The Nielsen Company, MMS, Secondary coverage TNS Gallup, etc. Programme with Audience Estimation Magazines / For channels where no official audience measurement is minimal sporting content or sport mix Sportmagazine in place, estimated ratings are calculated using a programmes quantitative estimation model. News Features in news programmes To calculate an estimate, the following information is included: Technical universe or number of subscribers, day and time of the program, content of the program, TV Media Evaluation - Audi FIS Ski World Cup 2019/20 17
TV MEDIA EVALUATION Sponsorship Analysis BRAND EXPOSURE ANALYSIS SPONSORSHIP CPT QUALITY INDEXED MEDIA VALUE Measurement of brand exposure differentiated by source. Calculation of a CPT based on delivery of sponsorship The Quality Index Score (QI Score) is a comparison of the An exposure is counted on the condition that it is legible impressions against a set sponsorship fee. This metric actual exposure quality and impact between and logos and at least 80% visible on-screen. An exposure can be demonstrates what price the sponsor paid to reach 1,000 and properties, based on four factors that influence visual either a brand, claim, logo or product likeness. viewer impressions people based on their sponsorship impact: size, location on Screen, brand hits & duration per visibility. exposure, and the impact of the asset itself (impact ASSET VISIBILITY ANALYSIS Formula: factor). The QI Media Value combines the 100% Media Measurement of tool exposure differentiated by sponsor ℎ 1,000 Value and the QI Score to a QI weighted Media Value. regardless of brand legibility. An exposure is counted on ℎ the condition that the tool source is at least 80% visible The following five criteria combine to derive the QI score: on-screen, and has an on-screen-share of 0,5% or higher. Example: Note: If under 80% of the tool is visible, but the brand A sponsor pays 1,2m EUR for a sponsorship exposed is legible, the exposure will be count towards the which generates 600m sponsorship impressions: result. (1,2M EUR x 1.000) / 600m = 2 EUR This can also be adapted to tracking of a space that does not have a signage placement. 100% MEDIA VALUE SPONSORSHIP IMPRESSIONS Also known as "advertising value equivalency" (AVE), each brand exposure is valued by equivalating it against Sponsorship impressions are a measure of sponsorship the commercial airtime rate of the programme it is impact or rate of audience exposure to sponsorship. captured in. The rates are either sourced from the Sponsorship Impressions relate the brand visibility broadcasters official rate cards or calculated with a 30’ duration in a television broadcast to its audience ratings, Copyright ©2020 The Nielsen Company. Confidential and proprietary. Second advertising CPT and the corresponding audience with one impression being equal to one person's of the programme that the exposure was captured in. Example: exposure to 30 seconds of brand visibility. Note: This measure is the cash equivalent “cost” of a Brand exposure with a 100% Media Equivalency of 1,000 Brand exposure is converted into the number of 30- media exposure, not its market value EUR and a QI Score of 27.5 would equal 275 EUR second units and then multiplied by the average Formula: audience. Not to be confused with Event Impressions Formula: 30 1.000 30 30 30 Example: Example: (120 seconds x 4m) / 30 seconds = 16M Sponsorship Impressions. 120 seconds of visibility in a programme with a commercial airtime rate of 2,000 EUR for a 30-second advertisement: (120 seconds x 2,000 EUR) / 30 seconds = 8,000 EUR TV Media Evaluation - Audi FIS Ski World Cup 2019/20 18
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