THE COURAGE TO CHALLENGE - FIFA WORLD CUP RUSSIA 2018 - The Global TV Group
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FIFA WORLD CUP RUSSIA 2018
THE COURAGE TO CHALLENGE
A few days after the end of the World broadcasting rights were now on the mar- “The aim was to help Italians “overcoming
Cup, it is time to make a balance of the ket at a more accessible price. We realized the grief” of a World Cup without the Ita-
event, together with Mediaset, the offi- that, with an adequate preparation and lian national team, and to realize that
cial broadcaster in Italy, and to try and explanation to advertisers and investors, despite this fact, it still remained the most
understand what it took to make a clear the costs could be covered by advertising interesting global event of all - comments
media success out of it - in spite of the sales, and the event represented a ratio- Matteo Cardani Marketing General Direc-
initial skepticism. In the media and in nal choice for advertisers. We knew that in tor of Publitalia’80 - We wanted to remind
communication, such as in sports, the the last 2 editions (2010-2014) the Italian them that most top players of their Serie A
results never come by chance, but only national team never went pass the group favourite teams would still have featured
through a thorough preparation and the stage and its audiences only represented in the World Cup, which would still have
combination of well-planned factors. 5% of the total”. been an unmissable event for football fans.
This is how we kept the hard-core of the
BACKGROUND SIX MONTHS OF PREPARATION audience in-tune with the event”.
The winter night after the unexpected The preparation of the event by Mediaset
defeat of the Italian national team at the was the result of a” team play” involving
Versione verticale positiva
hands of Sweden in the World Cup qua- editorial decision-making, editorial pro-
lifier play-off, the first question coming motion, digital offer development and
to mind was “how much is a World Cup promotion of the offer on the investor
without their own national team worth to market.”
the Italian audience?”
For some it was worth little, it cost too Starting from a press conference in De-
much and definitely not enough to re- cember announcing the broadcasting
pay the investment. “We instead saw it rights acquisition and then throughout
as an opportunity - says Stefano Sala, the Spring, the publisher promoted the
CEO of Mediaset’s advertising sales hou- event in an “organic” way within its exi-
se Publitalia’80 - a World Cup with the sting football coverage of the Italian Se-
Italian national team is normally a public rie A and Champions League matches,
service TV event. We thought however that as well as within in-depth sports pro-
even without Italy, the World Cup certainly gramming, and finally through self-pro-
remains the global event of greatest me- motion TV and radio campaigns all the
dia interest, but with the advantage that way until the eve of the World Cup.
1
As shown in the graphs [graph 1 and WORLD CUP: AN EXTREMELY ATTRACTIVE GLOBAL EVENT (Chart 1)
2] of the 3 research waves conducted First mentioned Other mentions Total unaided recall
by Publitalia in January, April and June, FIFA World Cup
First mentioned Other mentions
72,4%
Total unaided recall
1,7% 74,1%
First mentioned Other mentions Total unaided recall
3 Italians out of 4 considered the Wor- FIFA World Cup 1
Formula 5,7% 6,5% 72,4% 1,7% 74,1%
FIFA World Cup 72,4% 1,7% 74,1%
ld Cup as “The Sport Event” of 2018. Formula 1 5,7%
MotoGP 6,5%
3,7% 4,3%
Formula 1 5,7% 6,5%
The editorial promotion on our media MotoGP 3,7% 4,3%
Tour de France 3,9% 4,0%
MotoGP 3,7% 4,3%
Tour de France
Games 3,9%
1,7% 4,0%
generated an uplift from 50% at the be- Olympic 2,9%
Tour de France 3,9% 4,0%
Olympic Games
Wimbledon 1,9% 2,9%
1,7%
ginning of the year up to 74% on the eve 1,9%
Olympic Games 1,7% 2,9%
Wimbledon
UEFA CHL1,9% 1,9%
1,7%
of the event. Wimbledon 1,9% 1,9%
UEFATennis
CHL 1,7%
1,6%
UEFA CHL 1,7%
Tennis
Volleyball 1,6%
1,2%
Tennis
It is important to note that among the Volleyball
1,6%
Cycling
Volleyball 1,2%
1,0%
1,2%
football fans target both awareness Cycling 1,0%
Giro d'italia
Cycling 1,0%
1,0%
and intention to watch the event were Giro
Girod'italia
Serie
d'italiaA 1,0%
0,9%
1,0%
in the region of 90% right before the Serie
SerieAA
Athletics 0,9%
0,9%
0,9%
event start. Athletics
Athletics
Swimming 0,9%
0,9%
0,5%
When weighted against the total popu- Swimming
Swimming
Football 0,5%
0,5%
0,5%
lation, it meant 1 in 2 Italians were keen Football
Football 0,5%
0,5%
Source: CAWI tracking carried out by Human Highway, 3.000 interviews
to follow the event on a regular basis. Source:CAWI
Source: CAWItracking
tracking carried
carried out
out by
by Human
HumanHighway,
Highway,3.000
3.000interviews
interviews
“We believe in marketing research and AWARENESS AND INTENTION TO WATCH THE WORLD CUP, ON THE EVE OF THE EVENT (Chart 2)
we continually commission researches
for ourselves and for the companies
that work with us - continues Matteo +38,8%
+38,8%
Cardani - and this was an encouraging +38,8%
preliminary figure, but many look at 87,8%
87,8% 85,6%
87,8% 85,6%
statements with skepticism and only 74,1%
74,1% 85,6%
ratings are what really matters in the 74,1%
53,4% 56,9%
56,9%
end. 53,4% 56,9% 51,5%
51,5%
53,4% 51,5%
The first 4 days of the World Cup
backed us up: in just 4 days and 11
games the above mentioned 50%
of the population did actually tu-
ned in... rising to 70% in the weekend
January April June Often WillWill
follow
follow Will Will
follow
follow
when the knockout matches started. January April June Often often+very often the the
often+very
January April June watch
watch
Often often+very often
Will follow Willoften
often+very the the
often
follow
With the likes of Messi, Ronaldo and Inie- event
often+veryon TV
event on TV
often the event onoften
event
often+very on the
football on
watch on
football (AVERAGE) TV(FOOTBALL
(AVERAGE)
event on TV TV(FOOTBALL
event on
sta on the pitch... the audiences took a TVTV on
football WATCHERS) (AVERAGE) WATCHERS)
TV(FOOTBALL
further boost”. Source: CAWI tracking carried out by Human Highway, 3.000 interviews
TV WATCHERS)
Source: CAWI tracking carried out by Human Highway, 3.000 interviews
Source: CAWI tracking carried out by Human Highway, 3.000 interviews
LIVE MATCHES - REACH TREND
100%
100%
100%
90%
90% Quarter finals Semifinals Finals
Round of 16 Quarter finals Semifinals Finals
90%80% Round of 16 79
Quarter finals 78
Semifinals Finals
79
80% End of Group stage Round of 16 76 78
80%70% End of Group stage 75 76 79
First 32 matches
75 78
70% First 32End of Group stage
matches 70 76
70%60% First 16 matches 66 70 75
First 32 matches
FirstFirst
164matches 66 70
60% 58 66
60%50% First days
First 4 matches
16
58
days 52
50% First 4 58
50%40% days 52
40% 52
40%30%
30%
20%
30%
20%
10%
20%
10%
0%
10%
14/06/18
15/06/18
16/06/18
17/06/18
18/06/18
19/06/18
20/06/18
21/06/18
22/06/18
23/06/18
24/06/18
25/06/18
26/06/18
27/06/18 27/06/18
28/06/18 28/06/18
29/06/18 29/06/18
30/06/18 30/06/18
01/07/18 01/07/18
02/07/18 02/07/18
03/07/18 03/07/18
04/07/18
05/07/18
06/07/18
07/07/18
08/07/18
09/07/18
10/07/18
11/07/18
12/07/18
13/07/18
14/07/18
15/07/18
0%
14/06/18
15/06/18
16/06/18
17/06/18
18/06/18
19/06/18
20/06/18
21/06/18
22/06/18
23/06/18
24/06/18
25/06/18
26/06/18
27/06/18
28/06/18
29/06/18
30/06/18
01/07/18
02/07/18
03/07/18
04/07/18
05/07/18
06/07/18
07/07/18
08/07/18
09/07/18
10/07/18
11/07/18
12/07/18
13/07/18
14/07/18
15/07/18
0%
14/06/18
15/06/18
16/06/18
17/06/18
18/06/18
19/06/18
20/06/18
21/06/18
22/06/18
23/06/18
24/06/18
25/06/18
26/06/18
04/07/18
05/07/18
06/07/18
07/07/18
08/07/18
09/07/18
10/07/18
11/07/18
12/07/18
13/07/18
14/07/18
15/07/18
Source: Auditel - Individuals
Source: Auditel - Individuals 2
Source: Auditel - Individuals
WINNING THE AUDIENCE CHALLENGE 64 games, 120 when simulcast is also Top-tier group stage matches and
“We started to meet with advertising considered, all free-to-air. Over 80 com- knock-out stage matches were aired
investors 6 months ahead of the event panies have agreed to our integral ap- on flagship channel Canale5, while the
- recalls Matteo Sordo, Customers Ge- proach”. bulk of the group stage matches was
neral Director of Publitalia’80 – and we “In this coordinated approach to the on Italia1, Mediaset Extra provided an
pledged to them that this would have market it was important to share our always-on coverage and parallel ma-
been be the FIFA World Cup with the hi- audience estimation criteria with me- tches were aired on channel 20”.
ghest audience of the last 20 years. dia agencies - added Customers and
This rational promise has been develo- Agencies General Director Nicola Lus- The audience challenge has been cle-
ped into an ambitious commercial offer sana - to make them well aware of the arly won throughout all phases of the
- we asked advertisers to plan the whole audience potential of a World Cup aired tournament, as shown by the graph
event - with reserved positions around free-to-air on 4 national channels. below.
TOTAL CUMULATED AMR
Mio
297
300 280
258 251
250 226
202
200 175
156
150 135
120
100
66 64
48 47
50
World Cup 2014
0
First 4 days First 16 First 32 Group stage Round of 16 / Semifinals Finals
matches matches Quarter-finals
Source: Auditel – Individuals
We are very satisfied as the estimates
made 6 months ago have been confir-
med by actual figures, despite the fact
that sport events are subject to higher
than average audience swings and are
harder to predict.
The fact that we could deliver what we
promised in terms of audience was a
first certain element of return of invest-
ment for advertisers.
3
TEAM PLAY AND THE EDITORIAL been brought by in-depth analysis
STORYTELLING OF THE EVENT sports programming (featuring rising
On the pitch, the Russian World Cup star Giorgia Rossi and Pierluigi Pardo’s
certainly saw team play prevailing over Tiki Taka Russia, a format which drew
individuals. big audiences).
The same principle is at the heart of our
audience success: starting from a ratio-
nal scheduling of the 120 live events
across 4 national channels (which ge-
nerated a remarkable daytime exploit
for Italia1, already forecast 6 months in
advance), and adding to it the experien-
ce and expertise of the Mediaset sports
editorial team, led by Alberto Brandi and
featuring heavy-weight commentators
and pundits such as Sandro Piccinini, TIKI TAKA RUSSIA
Pierluigi Pardo, Massimo Callegari and A.M.R. INDIVIDUALS 1.814.149
Fabrizio Ferrero. SHARE MEN 17%
Besides live matches, a key boost had
According to a post-event research the audience enjoyed Mediaset’s storytelling of the event, giving it very high marks.
THE BEST WORLD CUP EVER! ITALY NOT PLAYING: SURELY SOMETHING TO REGRET,
YET NOT AN OBSTACLE TO WATCHING «GREAT FOOTBALL»
Compared to Adults 15-64 y.o. Italy has not Adults 15-64 y.o.
previous editions of played at this
the World Cup, as World Cup.
to the way it has Have you
been broadcast, do followed the event 69%
you think this World with pleasure
Cup has been: 69,2% anyway or has
Followed
with
better the abscence of pleasure
Italy been an
BETTER THE SAME WORSE FOLLOWED WITH PLEASURE
obstacle to
IT HAS BEEN AN OBSTACLE
watching the
Men World Cup? Men
73%
72,5% Followed
with
better
pleasure
BETTER THE SAME WORSE FOLLOWED WITH PLEASURE
IT HAS BEEN AN OBSTACLE
WHAT IN PARTICULAR HAVE YOU LIKED ABOUT WORLD CUP RUSSIA?
Extremely + Very Much
Adults 15-64 y.o. Men
Matches aired on free-to-air TV 91,7% 93,1%
Engaging commentators 77,5% 79,4%
Related TV shows 76,9% 72,5%
Chance to watch on other media 61,6%
(Web & Radio) 60,0%
Commentaries by Gialappa's 58,4% 58,4%
Base 1.000 interviews - Marketing Research Publitalia ’80 in partnership with Open Mind
4
MEDIA TEAM PLAY: TV, RADIO AND DIGITAL. Matteo Cardani, who is also a member ces: Auditel linear TV data and digital
A TOTAL AUDIENCE WORLD CUP of the Auditel board - we decided to esti- census data.
Another key feature of the World Cup mate the total audience of the World Cup Overlaps have then being removed via
on Mediaset was certainly the possibili- using our own approach (as some bro- daily panel interviews measuring the au-
ty for the audience to follow the event adcasters around the World already did dience of each match, as well as via the
via all media and all devices: TV & con- for big sporting events, including NBC passive measuring of GfK, which taps
nected TV, web & mobile apps and, last Universal in the US and Discovery for the into people meter’s data of the panelists”.
but not least, radio. 2018 Winter Olympics).
All the above has allowed us to calcula-
For a World Cup with loads of daytime We established rational guidelines to te the Total Audience of the event from
matches it was crucial to offer viewers combine different audience data sour- 4 different perspectives.
an ATAWAD offer: anytime, anywhere,
any device. And so it has been - alongsi-
de 120 live events on 4 national TV chan-
nels and a 24/7 follow-up of the event 1. The dynamic day after day building of the total reach of the event and the con-
on Mediaset Extra and Premium Sport, tribution of live matches, related in-depth and entertainment TV coverage and the
Mediaset deeply renewed its digital of- additional exclusive contribution of radio and digital.
fering with the new Sport Mediaset and
TOTAL AUDIENCE
Mediaset FIFA World Cup apps, allowing
for live streaming and catch-up (highli-
ghts, clips, extra contents) of the whole CUMULATED
TV SHOWS vs. LIVE MATCHES +5,7%
event, with the possibility for the viewer COVERAGE
ONLY RADIO & WEB vs. TOTAL TV +3,1% 85%
CUMULATED
to watch and review the most impor- TV SHOWS vs. LIVE MATCHES +5,7% COVERAGE
TOTAL vs. LIVE& MATCHES +8,9%
tant moments from up to 16 different ONLY RADIO WEB vs. TOTAL TV +3,1% 33,2 85%
MILLION
TOTAL vs. LIVE MATCHES +8,9%
perspective thanks to the “multicam” 33,2 MILLION
feature. 85% 85,0%
During the World Cup, the new online vi- 75%
85%
82,5%
85,0%
deo app Mediaset Play launched on both 65% 78,1%
75% 82,5%
the first screen (connected TV) and the 55%
65% 78,1%
45%
second screen on smartphone, tablet, 55%
35%
as well as and desktop – combining the- 45%
25%
35%
refore an enhanced TV experience with 15%
25%
the mobile fruition of the event. 5%
15%
-5% June
14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
5% June June June June June June June June June June June June June June June June July July July July July July July July July July July July July July July
Finally, Radio 105 contributed with dedi- -5% June June June June June JuneLive TV matches Total
JuneTV event Total Audience
14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
June June June June June June June June June June July July July July July July July July July July July July July July July
cated programming, reportages and live
Sources: Auditel and elaboration of data by Gfk –Total
Live TV matches Target:
TV Adults
event 15-64 y.o. Total Audience
audio simulcast with alternative com-
Sources: Auditel and elaboration of data by Gfk – Target: Adults 15-64 y.o.
mentary by popular comedy Trio Gialap-
pa’s Band.
2. The audience composition among exclusive linear TV viewers, cross media
A massive editorial and technological audience, and the contribution of exclusive radio listeners and digital users.
endeavor, never put in place by a bro-
adcaster for a FIFA World Cup before. EXCLUSIVE VIEWERS AND CROSSMEDIA VIEWERS ON AN AVERAGE DAY OF THE WORLD CUP
This can be seen as the concretization of TOTAL REACH ADULTS 15-64 y.o.: 14.648.805 EQUAL TO 37,6%
Total reach 37,6% = 100
what Alberto Brandi and Pierluigi Pardo TOTALVIEWERS
DAILY REACH ADULTS
UNTIL 315-64 y.o.: 14.648.805 EQUAL TO 37,6%
rd JULY
announced at the beginning of 2018 to Total reach 37,6% = 100
DAILY VIEWERS UNTIL 3rd JULY
agencies and advertisers: “when Media-
set takes over the production of a sporting Only
event (be it the Giro d’Italia, Champions Web/Radio:
Only TV Only
League, or the World Cup), it takes it to (Auditel-
4,4% 623.667
Web/Radio:
Only TV
reported): TV + other media: 4,4% 623.667
the next level and raises the bar for the
competition”.
(Auditel-
11.778.671
reported):
80,4% TV 12,6%
+ other media: Only TV
This effort has been rewarded by the to- 11.778.671 80,4% 12,6%
1.852.196 Out-of-home:
Only TV
tal daily audience and total cumulated
2,7% 394.271
1.852.196 Out-of-home:
audience of the event. 2,7% 394.271
“While we wait for the official Total
Audience single currency which of-
Sources: Auditel and elaboration of data by Open Mind (12.000 interviews)
ficial metering panel Auditel should
start publishing in a few weeks - says Sources: Auditel and elaboration of data by Open Mind (12.000 interviews)
5
3. Fruition choices by the different targets: an event that has developed over 80% of total coverage has reached everyone -
adults, millennials, men and women - but in different ways: each target has chosen “its own media recipe” to enjoy the event.
WORLD CUP: CROSSMEDIA CONSUMPTION STYLES
CROSSMEDIA ONLY TV ONLY RADIO & WEB
0,0%
MEN: 17 million – 87,4% 0,0%
WOMEN 15-64 y.o.: 16,2 million – 82,7%
+14%
(vs AD.15-64 y.o.) 36,0% 27,3%
59,7% 1,6% 71,1% +9%
(vs AD.15-64 y.o.)
4,3% ADULTS 15-64 y.o.
+43% TOTAL REACH:0,0%
85% (33,2 MILLION)
(vs AD.15-64 y.o.)
31,5%
65,5%
3,0%
ADULTS 15-34 y.o.: 010,2 million – 80,1% ADULTI 35-64 y.o.:023 million – 87,6%
29,6% 32,5%
67,0% 64,8%
+13% 3,4% 2,7%
(vs AD.15-64 y.o.)
Sources: Auditel and elaboration of data by Gfk
4. The importance of the second screen in addition to the centrality of the first screen: during over 4 weeks of World Cup, 49 mil-
lion videos were viewed on the Mediaset websites and apps. An average of 1.4 million live streams per day, 74% of which were
live matches, while 26% were video on demand. 6 million hours of additional video on top of the first screen, a daily average of
210,000, increasing as the competition progressed to the final stages.
WORLD CUP: STREAM VIEWS & TIME SPENT
TOTAL STREAMS 48,8 MIO TOTAL TIME SPENT 6,0 MIO HOURS
VOD
VOD
12,2%
26,0%
LIVE LIVE
74,0% 87,8%
Average LIVE stream/day: 1,4 million Average time spent LIVE/day: 209.765
Source: Webtrekk
6
Very interesting to note is the correlation between first and second screen au- the Autumn programming, this is the first
dience of the live event - as shown in the graph: as one grows, the other also sporting event that managed to repay
grows, showing how content and technology can make of first and second screen the rights with advertising alone, a sour-
interaction a “positive sum game”. ce of satisfaction and pride for the entire
Mediaset group “.
WORLD CUP: 2ND SCREEN STREAM VIEWS & FIRST SCREEN AMR
Correlation
Correlation coefficient:
coefficient: 0,74
0,74
WHAT’S NEXT? SPORT ON MEDIASET BEYOND
THE WORLD CUP
VIEWS
VIEWS .000
.000 prime
prime time
time daytime
daytime A question that many have asked
3.000
3.000 Stefano Sala is what will happen for
2.500
Mediaset after the World Cup with
2.500
regards to sport broadcasting rights.
2.000
2.000 “I would simply say that the story con-
tinues, a success story started 38 years
1.500
1.500 ago with the Mundialito. On the day of
1.000
the World Cup Final we announced the
1.000
agreement with Perform under which
500
500 Mediaset Premium Pay TV subscribers will
be able to access the DAZN platform offer
0
0
0
0 2.000
2.000 4.000
4.000 6.000
6.000 8.000
8.000 10.000
10.000 12.000
12.000 14.000
14.000
(114 Serie A matches and the full Serie B).
AMR
AMR .000
.000 Target:
Target: Individuals
Individuals
Then, as far as the free-to air core business
Sources:
Sources: Auditel
Auditel and
and Webtrekk
Webtrekk is concerned, our vision is clear - a great
publisher cannot avoid dealing with spor-
ting events, using a realistic approach,
WORLD CUP ON MEDIASET: ROI FOR BOTH On this basis we built a commercial offer and seeking to acquire the rights where
ADVERTISERS AND PUBLISHER. that allowed to allocate a specific position they can be contested and repaid - as it
“Now that the World Cup is over, can we to each advertiser, throughout the whole has happened with the World Cup.
make an economic assessment of the re- event. This has helped us to approach the This is our approach, an approach that
turn on investment? “Of course - answers market with a straightforward and inno- “pays back” both with big scale events
CEO Stefano Sala - but first of all I would vative proposition. such as the World Cup and with extre-
like to start from the return on investment This choice has paid, both before the event mely appealing events to specific indu-
for our advertisers, the over 80 companies in terms of advertising revenues and after stries such as Formula E, which allows
that have invested throughout the event, in terms of results for brands: we measu- us to work very well with the automoti-
a number that rises to 150 if we also consi- red the spontaneous recall of the brands ve sector. In the meantime - even before
der the companies that joined us half-way who advertised within live matches and the World Cup ended - we defined the
into the event, attracted by its success. the results are above all benchmarks - a purchase of the free-to-air rights of the
Our first success is to have kept our promi- top event that has raised the top of mind first-pick matches of the UEFA Nations
se: estimating audiences of an event with awareness of those who believed in it “. League and of the qualifying matches
no likes is no easy task, but it was impor- Last but not least is the return for the for the upcoming Euro and World Cups,
tant and it was properly done, as it was Mediaset group: “As already announced from 2018 to 2021 - 40 games among
confirmed by the actual results - this was by Piersilvio Berlusconi two weeks ago the best European national teams, the
the first promise we kept. on the occasion of the presentation of same ones that were the great prota-
gonists of the World Cup just ended.
UNAIDED RECALL OF ADVERTISED BRANDS We will begin to broadcast the first 6 ma-
tches in September, October and Novem-
ber this year, riding the positive wave of
128 BRANDS
BRANDS
RECALLED
RECALLED UNAIDED
UNAIDED the World Cup, a global event that Media-
set has been able to reinterpret in a total
14 DIFFERENT
DIFFERENT CATEGORIES
CATEGORIES
RECALLED ON
RECALLED ON AVERAGE
AVERAGE and unique way”.
9 AVERAGE
AVERAGE NUMBER
NUMBER
OF ASSOCIATED
ASSOCIATED BRANDS
OF BRANDS
Source:
Source: research
research by
by Publitalia/Open
Publitalia/Open Mind,
Mind, 2.400
2.400 interviews
interviews
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