VIESSMANN FIS NORDIC COMBINED WORLD CUP 2019/20 - TV Media Evaluation - Event Summary - FIS Ski
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VIESSMANN FIS NORDIC COMBINED 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, Viessmann ANALYSIS PERIOD 2019/20 Season EVENT FIS Nordic Combined World Cup 2019/20 (M) MARKETS Austria, Finland, France, Germany, Italy, Japan, Norway, Russia, Switzerland, 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 - FIS Nordic Combined World Cup 2019/20 2
GLOBAL OVERVIEW LIVE NON-LIVE FIS NORDIC COMBINED WC Cumulative Audience (M) 88,54 354,18 442,72 Broadcast Time (hh:mm:ss) 309:31:48 590:20:23 899:52:11 Event Impressions (M) 5.949,91 2.611,23 8.561,14 SPONSORSHIP ANALYSIS Visibility (hh:mm:ss) 231:04:13 544:23:06 775:27:19 Sponsorship Impressions (M) 5.471,35 1.870,45 7.341,80 QI Media Value (€) 14.157.244 4.123.590 18.280.834 Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 3
KEY INSIGHTS CUMULATIVE AUDIENCE BROADCAST TIME • Decreased by 230M compared to • 899h of coverage means an increase by 2018/19, mainly due to -163M in almost 70h compared to 2018/19 with Germany. more coverage in Italy and Finland. • Still, Germany accounts for two thirds • Live coverage accounts for 34% of total of total numbers. broadcast time VISIBILITY SPONSORSHIP IMPRESSIONS • Combined, Audi and Viessmann were • Germany accounts for the majority of visible for over 775h. This is 60h more sponsorship impressions (66%). than in the previous season. • As in the previous season, Audi • Intermediate was the most visible tool accounts for approx. one third, for Audi (50h), the Platinum Circle for Viessmann for two thirds. Viessmann (81h). QI MEDIA VALUE • Audi and Viessmann together cumulate a total of € 18,3M in QI Media Value which represents a 23% decrease compared to the previous season. • Ramsau is the most valuable World Cup stage (2,8M), followed by Ruka (2,6M) and Seefeld (2,5M). Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 4
KEY INSIGHTS Broadcast Time (h) Audience (M) Media Impact (M) 1’200 110’000 1’000 90’000 945 832 800 70’000 679 673 636 600 50’000 443 400 30’000 200 9’726 9’769 10’562 12’065 8’933 8’561 10’000 0 -10’000 2014/15 2015/16 2016/17 2017/18 2018/19 2019/20 YEAR-ON-YEAR DEVELOPMENT • Year-on-year development to some extent reflects the performance of German athletes as Germany is the key (TV) market for Nordic Combined. • Jarl Magnus Riiber could spark some excitement at home but just because of its population size, Norway cannot compensate for the negative trend in Germany. • Also, there were 5 competitions less compared to 2018/19 – both Otepää and Schonach had to be cancelled due to warm weather / lack of snow (not COVID-19 pandemic). Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 5
MANAGEMENT SUMMARY Media Monitoring LIVE AUDIENCE BY VENUE (TOP 5) – CUMULATIVE AUDIENCE* MARKET RANKING – EVENT IMPRESSIONS (M) (M) BROADCASTS 13.81 13.34 Germany 5’622 411 12.86 12.10 9.20 Finland 1’230 331 Norway 628 351 Ramsau Seefeld Oberstdorf Trondheim Ruka Austria 586 281 Italy 234 177 • Ramsau is the top venue in terms of cumulative live audience, even beating Seefeld (staging the triple again). Russia 137 185 • In Norway, there was broader coverage from Ramsau than from Seefeld. In Germany, public broadcaster ZDF only aired 4 of the 6 competitions* in Seefeld live (and all 4 in Ramsau). France 56 124 • Apart from Ramsau, the top 5 show different venues compared to the previous season. Chaux-Neuve, for example, ranked top in Japan 40 40 2018/19 as it substituted WCH host Seefeld for the triple but was not part of the World Cup calendar this season. • The country ranking in terms of media impact remains unchanged Switzerland 27 124 compared to 2018/19 – with one exception: Italy overtakes Russia as event impressions increase by 17% thanks to more coverage USA 1 3 on Rai Sport. *Competition in this context means either a ski jumping or cross-country race Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 6
MANAGEMENT SUMMARY Media Monitoring CHANNEL RANKING BY BROADCAST TIME (TOP 5) CHANNEL RANKING BY EVENT IMPRESSIONS (TOP 5) (hh:mm:ss) (M) Eurosport 2 DE 50:51:57 ARD (GER) 2’943.56 (AUT) Eurosport 2 RU 49:17:20 ZDF (GER) 2’324.43 (RUS) Eurosport 2 IT 48:55:09 YLE 2 (FIN) 1’065.11 (ITA) Eurosport 2 DE 40:00:56 NRK 1 (NOR) 577.84 (GER) Eurosport FI 39:00:47 ORF 1 (AUT) 544.24 (FIN) • Eurosport covers the first 10 spots in the channel ranking by WORLD CUP EVENT IMPRESSIONS TREND (M) broadcast time. Overall, it accounts for 72% of total coverage (and 7% of total media impact). 12’065 • Italian Rai Sport (39 hours) leads the table outside the Eurosport 9’769 10’562 network. 8’933 8’561 • The top 5 channels in terms of media impact remain unchanged compared to the previous season – only ARD and ZDF are swapping places. • Together, these 5 channels account for 87% of total media impact. • Considering that there were 5 competitions less than in 2018/19, ORF 1 is the only channel with an increasing average media impact per 2015/16 2016/17 2017/18 2018/19 2019/20 competition. Copyright ©2020 The Nielsen Company. Confidential and proprietary. 7
MEDIA MONITORING By Country NUMBER OF CUMULATIVE ACTUAL PLAYING EVENT BROADCAST TIME COUNTRY BROADCASTS AUDIENCE* TIME IMPRESSIONS (#) (M) (hh:mm:ss) (hh:mm:ss) (M) Austria 281 22,83 129:29:22 110:52:51 585,94 Finland 331 68,10 153:32:20 121:57:10 1.230,01 France 124 3,29 46:21:52 42:16:15 56,35 Germany 411 295,92 108:25:19 95:21:12 5.621,58 Italy 177 2,23 143:04:43 119:43:38 234,45 Japan 40 10,09 74:53:17 21:51:20 39,59 Norway 351 36,48 87:36:29 72:50:06 628,47 Russia 185 3,10 106:06:20 92:54:40 137,20 Switzerland 124 0,67 46:22:31 42:17:03 26,84 USA 3 0,01 4:00:00 2:15:00 0,72 Copyright ©2020 The Nielsen Company. Confidential and proprietary. TOTAL 2.027 442,72 899:52:12 722:19:15 8.561,14 *Source: Mediametrie/Eurodata TV, The Nielsen Company, MMS, TNS Gallup /Adults 3+/Estimations by Nielsen Sports TV Media Evaluation - FIS Nordic Combined World Cup 2019/20 8
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 108:25:19 5’621.58 295.92 Germany 102:00:18 8’154.69 459.12 153:32:20 1’230.01 68.10 Finland 121:01:22 1’625.31 79.19 87:36:29 628.47 36.48 Norway 120:30:37 927.02 46.05 129:29:22 585.94 22.83 Austria 114:09:16 759.04 46.93 Copyright ©2020 The Nielsen Company. Confidential and proprietary. 106:06:20 137.20 3.10 Russia 87:08:40 234.68 2.78 143:04:43 234.45 2.23 Italy 109:31:46 200.01 2.31 46:21:52 56.35 3.29 France 69:01:19 76.38 5.72 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 - FIS Nordic Combined World Cup 2019/20 9
MEDIA MONITORING By Country Trend 2019/20 2018/19 CUMULATIVE BROADCAST EVENT CUMULATIVE BROADCAST EVENT AUDIENCE* TIME IMPRESSIONS AUDIENCE* TIME IMPRESSIONS (M) (hh:mm:ss) (M) (M) (hh:mm:ss) (M) COUNTRY Austria 22,83 129:29:22 585,94 46,93 114:09:16 759,04 Finland 68,10 153:32:20 1.230,01 79,19 121:01:22 1.625,31 France 3,29 46:21:52 56,35 5,72 69:01:19 76,38 Germany 295,92 108:25:19 5.621,58 459,12 102:00:18 8.154,69 Italy 2,23 143:04:43 234,45 2,31 109:31:46 200,01 Japan 10,09 74:53:17 39,59 30,28 37:22:25 63,77 Norway 36,48 87:36:29 628,47 46,05 120:30:37 927,02 Russia 3,10 106:06:20 137,20 2,78 87:08:40 234,68 Switzerland 0,67 46:22:31 26,84 0,56 68:54:31 24,45 Copyright ©2020 The Nielsen Company. Confidential and proprietary. USA 0,01 4:00:00 0,72 0,00 1:00:00 0,12 TOTAL 442,72 899:52:12 8.561,14 672,94 830:40:14 12.065,47 *Source: Mediametrie/Eurodata TV, The Nielsen Company, MMS, TNS Gallup /Adults 3+/Estimations by Nielsen Sports TV Media Evaluation - FIS Nordic Combined World Cup 2019/20 10
MEDIA MONITORING By Channel (Top 10) BROADCAST TIME EVENT IMPRESSIONS (hh:mm:ss) (M) Eurosport 2 DE (AUT) 74:01:55 ARD (GER) 2’944 Eurosport 2 RU (RUS) 68:07:33 ZDF (GER) 2’324 Eurosport 2 IT (ITA) 57:20:57 YLE 2 (FIN) 1’065 Eurosport 2 DE (GER) 56:42:12 NRK 1 (NOR) 578 Eurosport FI (FIN) 53:24:37 ORF 1 (AUT) 544 Eurosport 2 FI (FIN) 50:27:57 Eurosport DE (GER) 271 Copyright ©2020 The Nielsen Company. Confidential and proprietary. Eurosport IT (ITA) 46:21:57 Rai Sport (ITA) 176 Eurosport RU (RUS) 37:58:29 YLE 1 (FIN) 125 Eurosport NO (NOR) 35:56:40 Eurosport RU (RUS) 76 Rai Sport (ITA) 34:37:23 Eurosport 2 RU 60 57% OF 95% OF TOTAL TOTAL TV Media Evaluation - FIS Nordic Combined World Cup 2019/20 11
MEDIA MONITORING By Programme Type BROADCAST TIME CUMULATIVE AUDIENCE (hh:mm:ss) (M) Sport (relive) 523:12:07 4.15 Sport (live) 309:31:48 88.54 Sport (delayed) 49:36:19 14.83 Sport (moderation) 07:34:59 76.99 News 03:54:18 183.78 Copyright ©2020 The Nielsen Company. Confidential and proprietary. Sport (highlights) 02:43:29 21.32 Sport (magazine) 02:37:51 40.90 Magazine 00:41:17 12.21 *Source: Mediametrie/Eurodata TV, The Nielsen Company, MMS, TNS Gallup /Adults 3+/Estimations by Nielsen Sports TV Media Evaluation - FIS Nordic Combined World Cup 2019/20 12
MEDIA MONITORING Coverage Trend by Week BROADCAST TIME (hh:mm:ss) 150:00:00 120:00:00 90:00:00 60:00:00 30:00:00 00:00:00 47 48 49 50 51 52 53 1 2 3 4 5 6 7 8 9 10 11 12 EVENT IMPRESSIONS (M) Copyright ©2020 The Nielsen Company. Confidential and proprietary. 2’000 1’500 1’000 500 0 47 48 49 50 51 52 53 1 2 3 4 5 6 7 8 9 10 11 12 TV Media Evaluation - FIS Nordic Combined World Cup 2019/20 13
MEDIA MONITORING Season Comparison by Event Impression One event more due to the WCH break in February 2019/20 4’111 2018/19 2’617 2’536 2’188 2’474 2’428 1’698 Copyright ©2020 The Nielsen Company. Confidential and proprietary. 1’211 837 527 November December January February March TV Media Evaluation - FIS Nordic Combined World Cup 2019/20 14
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 - FIS Nordic Combined World Cup 2019/20 15
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 - FIS Nordic Combined World Cup 2019/20 16
CONTACT DETAILS ALEXANDER KARDUCK ACCOUNT DIRECTOR NIELSEN SPORTS Tel.: +49 221 43073 638 alexander.karduck@nielsen.com MARKUS KREILE SENIOR PROJECT MANAGER, MEDIA ANALYTICS NIELSEN SPORTS Tel.: +49 221 43073 868 markus.kreile@nielsen.com Nielsen Sports Deutschland GmbH Scheidtweilerstr. 17 50933 Cologne Germany nielsensports.com Copyright ©2020 The Nielsen Company. Confidential and proprietary. 17
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