FIS SKI JUMPING WORLD CUP LADIES PRESENTED BY VIESSMANN 2015/16

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1 FIS SKI JUMPING WORLD CUP LADIES PRESENTED BY VIESSMANN 2015/16 TV Media Evaluation Event Summary CONNECTED SOLUTIONS Expertise by Repucom Your contacts: Stephan Schröder Akanimoh Umoh Benedikt Neumayer 1

2 INTRODUCTION OBJECT OF INVESTIGATION: OMV, Viessmann PERIOD OF ANALYSIS: Season 2015/16 EVENT: FIS Ski Jumping World Cup Ladies 2015/16 presented by Viessmann MARKETS: TV PROGRAMME TYPES: Gender AUDIENCE SOURCES: Austria, Croatia, Czech Republic, Denmark, Finland, France, Germany, Italy, Japan, Netherlands, Norway, Pan-Europe, Poland, Russia, Slovakia, Slovenia, Sweden, Switzerland & USA Live, Sports (Delayed, Relive, Highlights), Sport Magazines, Magazines, News Ladies Mediametrie/Eurodata TV, The Nielsen Company, MMS, TNS Gallup Adults 14+ Estimations by Repucom 2

3 MANAGEMENT SUMMARY 3

4 SUMMARY OF RESULTS FIS SKI JUMPING WORLD CUP LADIES LIVE NON-LIVE TOTAL CUMULATIVE AUDIENCE [mill.] 23,22 313,72 336,94 FIS Ski Jumping World Cup (L) 2015/16 BROADCAST TIME [hh:mm:ss] NUMBER OF BROADCASTS [#] 67:49: :14: :03: EVENT IMPRESSIONS [mill.] 1.925, , ,74 VISIBILITY [hh:mm:ss] 39:05:10 42:16:39 81:21:50 NUMBER OF SEQUENCES [#] SPONSORSHIP IMPRESSIONS [mill.] 1.176,66 663, ,86 All FIS Partners 100% MEDIA EQUIVALENCY [ ] QI MEDIA VALUE [ ] AVERAGE SEQUENCE DURATION [s] 5,00 5,00 5,00 4

5 MANAGEMENT SUMMARY MEDIA MONITORING LIVE AUDIENCE BY VENUE (Top 5) Cumulative audience [mill.]* MARKET RANKING Event Impressions [mill.] NUMBER OF BROADCASTS 6,93 6,03 Germany 1.724,90 67 VENUE 3,62 2,48 1,63 Hinzenbach Oberstdorf Almaty Ljubno Nizhny Tagil Japan Slovenia Pan-Europe 411,08 194, , KEY FACTS» In total 851 broadcasts containing coverage for the Ski Jumping World Cup Ladies were aired in 10 of the 19 relevant territories.» Among the analyzed countries, Germany despite merely 67 broadcasts contributed biggest share of media impact, although the result in this market decreased since last season.» Already the leading territory regarding broadcast time in 2014/15, Austria has further increased its coverage this season.» A major development can be observed in Japan, where the media has more than doubled since last season thanks to exhaustive coverage all along the season on network NHK BS-1.» The World Cup stage in Hinzenbach (AUT) drew the highest cumulative live audience, mainly driven by German ZDF, followed by Oberstdorf. RANKING Austria Norway Finland Russia Italy Poland 180,30 109,56 58,93 12,19 6,57 1, *Sources: Mediametrie/Eurodata TV, The Nielsen Company, MMS, TNS Gallup /Adults 14+/Estimations by Repucom 5

6 MANAGEMENT SUMMARY MEDIA MONITORING CHANNEL RANKING BY BROADCAST TIME (Top 5) [hh:mm:ss] CHANNEL RANKING BY EVENT IMPRESSIONS (Top 5) [mill.] ORF Sport+ 41:24:10 ARD 1.081,30 NHK BS-1 32:34:27 ZDF 633,06 RTVSLO 2 24:59:38 NHK BS-1 500,60 RANKING NRK 2 ORF 1 06:20:56 05:12:06 RTVSLO 2 TBS 209,43 379,25 TIMELINE WORLD CUP EVENT IMPRESSIONS TREND [mill.] Event Impressions / / / /16 KEY FACTS» Compared to the last season event impressions have increased by 22%, however looking at the last four editions of the women s Ski Jumping World Cup, media impact shows no clear tendency to increase or decrease.» The reason for the recent increase is partly the augmented number of jumpings (17 vs. 13 events), which conceals that the average media impact per stage has decreased slightly.» The final award ceremony at the men s event in Planica was certainly a good idea from an audience point of view, as this added 15 million viewers to the season results.» Among the matchdays there are extreme gaps as regards media impact: while the two jumpings in Oberstdorf and Hinzenbach gather between 400 and 500 million event impressions, some events in Sapporo, Nizhny Tagil and Zao struggle to reach a quarter of these results. 6

7 MANAGEMENT SUMMARY SPONSORSHIP ANALYSIS 100% MEDIA EQUIVALENCY BY MARKET [ ] All programme types TOTAL: KEY FACTS TOP 10 Germany Japan Austria Norway Finland Pan-Europe Slovenia Italy Russia Poland» Alltogether the women s FIS Ski Jumping World Cup has generated an unweighted media value of over 18 million for the two analyzed partners.» Thanks to good advertising spotrates at the two German top broadcasters, this market accounts for 48% of the total media value, largely distancing the second and third placed territories Japan and Austria.» Alike for the men s world cup, the starting backdrop represents the most visible and valuable tool, followed by the platinum circle and the exit gate.» The importance of live broadcasts for this event reflects not only in the high share of broadcast time of this programme category, but also in the fact that it accounts for 66% of the overall generated value for the partners. 7

8 PRESENTATION OF RESULTS» TV MEDIA MONITORING» SPONSORSHIP ANALYSIS 8

9 TV MEDIA MONITORING BY MARKET Market Number of Broadcasts Cumulative Audience* Broadcast Time Actual Playing Time Event Impressions [#] [mill.] [hh:mm:ss] [hh:mm:ss] [mill.] Austria ,84 46:42:22 38:02:00 180,3 Finland 10 1,23 05:06:36 03:59:08 58,93 Germany 67 95,29 07:59:42 06:23: ,90 Italy 6 0,09 02:55:06 02:29:32 6,57 Japan ,43 38:20:05 30:37: ,90 Norway 52 4,64 11:29:21 09:45:50 109,56 Pan-Europe 38 6,14 05:31:56 04:48:55 194,9 Poland 1 2,53 00:00:16 00:00:00 1,4 Russia 9 1,25 02:35:03 02:06:14 12,19 Slovenia ,5 28:23:28 22:01:28 411,08 TOTAL ,94 149:03:58 120:14: ,74 *Sources: Mediametrie/Eurodata TV, The Nielsen Company, MMS, TNS Gallup /Adults 14+/Estimations by Repucom 9

10 TV MEDIA MONITORING BY MARKET TREND BROADCAST TIME EVENT IMPRESSIONS CUMULATIVE AUDIENCE [hh:mm:ss] [mill.] [mill.]* Austria 46:42:22 35:30:31 Japan 38:20:05 09:40:57 180,3 168,08 11,84 14, ,90 195,43 170,54 492,48 Slovenia 28:23:28 10:27:07 411,08 162,87 18,5 9,3 Norway 11:29:21 09:56:09 109,56 215,04 4,64 11,18 Germany 07:59:42 08:10:15 Pan-Europe 05:31:56 10:01:59 Finland 05:06:36 00:04:35 58,93 2,48 1,23 0,42 Italy 02:55:06 09:50:37 6,57 35,81 0,09 0,34 Switzerland No broadcast 00:03: , ,61 194,9 118,89 95,29 164,27 6,14 7,53 No broadcast No broadcast 0,18 0,26 No broadcast No broadcast No broadcast 00:03:40 0,01 0,01 Russia 02:35:03 00:03:31 12,19 1,21 1,25 1,54 Poland 00:00:16 00:00:37 1,4 2,34 2,53 6,23 France 2015/ /15 *Sources: Mediametrie/Eurodata TV, The Nielsen Company, MMS, TNS Gallup /Adults 14+/Estimations by Repucom 10 MEDIA IMPACT TREND

11 TV MEDIA MONITORING BY MARKET TREND Market Cumulative Audience* 2015/ /15 Broadcast Time Event Impressions Cumulative Audience* Broadcast Time Event Impressions [mill.] [hh:mm:ss] [mill.] [mill.] [hh:mm:ss] [mill.] Austria 11,84 46:42:22 180,3 14,69 35:30:31 168,08 Finland 1,23 05:06:36 58,93 0,42 00:04:35 2,48 France ,01 00:03:40 0,01 Germany 95,29 07:59: ,90 164,27 08:10: ,61 Italy 0,09 02:55:06 6,57 0,34 09:50:37 35,81 Japan 195,43 38:20: ,90 170,54 09:40:57 492,48 Norway 4,64 11:29:21 109,56 11,18 09:56:09 215,04 Pan-Europe 6,14 05:31:56 194,9 7,53 10:01:59 118,89 Poland 2,53 00:00:16 1,4 6,23 00:00:37 2,34 Russia 1,25 02:35:03 12,19 1,54 00:03:31 1,21 Slovenia 18,5 28:23:28 411,08 9,3 10:27:07 162,87 Switzerland ,26 00:03:52 0,18 TOTAL 336,94 149:03: ,74 386,3 93:53: ,01 *Sources: Mediametrie/Eurodata TV, The Nielsen Company, MMS, TNS Gallup /Adults 14+/Estimations by Repucom 11

12 TV MEDIA MONITORING BY CHANNEL (TOP 10) BROADCAST TIME [hh:mm:ss] EVENT IMPRESSIONS [mill.] ORF Sport+ 41:24:10 ARD 1.081,30 NHK BS-1 32:34:27 ZDF 633,06 RTVSLO 2 24:59:38 NHK BS-1 500,6 NRK 2 06:20:56 RTVSLO 2 379,25 ORF 1 05:12:06 TBS 209,43 NRK 1 04:46:43 Nippon TV 193,02 ARD 04:22:51 EUROSPORT EU 164,8 EUROSPORT 2 EU 03:20:22 ORF 1 139,24 ZDF 03:08:01 TV Asahi 138,81 YLE 2 02:56:56 87% of total Fuji TV 65,98 91% of total 12

13 TV MEDIA MONITORING BY PROGRAMME TYPE Live Relive Delayed News Sport Magazine Sport Moderation Magazine Highlights BROADCAST TIME [hh:mm:ss] 08:33:57 05:06:35 01:45:52 01:19:08 00:31:59 67:49:03 37:35:43 26:21:42 CUMULATIVE AUDIENCE [mill.]* 1,18 23,22 16,88 3,91 31,34 13,70 51,12 195,59 *Sources: Mediametrie/Eurodata TV, The Nielsen Company, MMS, TNS Gallup /Adults 14+/Estimations by Repucom 13

14 TV MEDIA MONITORING COVERAGE TREND BY WEEK 33:36:00 BROADCAST TIME [hh:mm:ss] 28:48:00 24:00:00 19:12:00 14:24:00 9:36:00 4:48:00 0:00: EVENT IMPRESSIONS [mil.] Broadcast Time

15 TV MEDIA MONITORING SEASONAL TREND» TOTAL MEDIA IMPACT INCREASES COMPARED TO LAST SEASON» MAIN MEDIA IMPACT HAS SHIFTED FROM JANUARY TO FEBRUARY Event Impressions 2014/ Event Impressions 2015/ Total: 3.151,01 M 2 Total: 3.847,74 M Nov 14 Dec 14 Jan 15 Feb 15 Mar 15 Nov 15 Dec 15 Jan 16 Feb 16 Mar 16 Media Impact: describe the media resonance, media footprint or contact probability of an event broadcast on television. Relates the broadcast time of an event to its audience ratings. This is expressed as the visibility of the subject multiplied by the viewing audience, standardised in 30-second units. 15

16 METHODOLOGY 16 REPUCOM FIS SKI JUMPING WORLD CUP 2015/16

17 TV MEDIA EVALUATION MEDIA MONITORING PROGRAM TYPES Live Delayed Re-live Highlights/Sportmagazine Magazine News Live broadcast. Near-live, first broadcast airing. Repeat of a live / delayed broadcast. Sports program showing event reports and summaries as well as background information and interviews. program with minimal sporting content. Features on news programs. AUDIENCE This figure indicates the average viewers following a specific television program or time slot. EVENT IMPRESSIONS / MEDIA IMPACT Relates the broadcast time of an event/ team/ league to its audience ratings. This expressed as the visibility of the team/ event/ league multiplied by the viewing audience, then standardised into 30-second units. This is purely the coverage of a team/ league/ event, not yet down to the detail of sponsor exposure. Formula: TIMING Broadcast Time (BT) The Broadcast Time refers to the duration of coverage about the team, league or event. Actual Racing Time (APT) Share of the Broadcast Time only containing match/ competition footage. Example: seconds of coverage in a broadcast with 5 mill. viewers: (60 seconds x 5 mill.) / 30 seconds = 10 mill. 17 REPUCOM FIS SKI JUMPING WORLD CUP 2015/16

18 TV MEDIA EVALUATION BRAND EXPOSURE ANALYSIS BRAND EXPOSURE ANALYSIS Each exposure of the sponsor is evaluated by advertising tool if the sponsor / its message is legible. Evaluation is conducted starting at 80% visibility of the brand, claim or logo. ASSET VISIBILITY ANALYSIS Each exposure of the sponsor is evaluated by advertising tool if the tool is visible, even when the branding featured on the tool is not visible. Evaluation is conducted starting at 80% visibility of the tool. If a tool is under 80% visibility, but the brands logo or claim is exposed by 100%, the visibility is counted. BRAND VISIBILITY INDEX (BVI) Each exposure of the sponsor is evaluated by advertising tool if the tool is visible. Evaluation is conducted starting at 80% visibility of the tool. If a tool is under 80% visibility, but the brands logo or claim is exposed by 100%, the visibility is counted. Formula: Example: 540 seconds of Asset Visibility and 322 seconds of brand exposure (322 seconds/ 540 seconds) x 100 = BVI of REPUCOM FIS SKI JUMPING WORLD CUP 2015/16

19 TV MEDIA EVALUATION BRAND EXPOSURE ANALYSIS SPONSORSHIP IMPRESSIONS The calculation of sponsorship impressions creates a ratio of the achieved visibility of the advertising message per sponsor with the viewership of the program (in million) in which the sponsor was seen. For this purpose, reporting is standardised into 30-second units. Formula: Example: seconds of visibility in a program with 4 mill. viewers (120 seconds x 4 mill.) / 30 seconds = 16 mill. SPONSORSHIP CPT Calculation of a CPT based on delivery of sponsorship impressions against the sponsorship fee. This form of calculation demonstrates what price the sponsor has paid to reach 1,000 people based on sponsorship visibility of 30 seconds, calculated against the actual sponsorship fee; thus deriving the CPT. Formula: Example: " A sponsor pays 1,2 Mill. EUR for a sponsorship which generates 600 Mill. sponsorship impressions: (1,2 Mill. EUR x 1.000) / 600 Mill. = 2 EUR 19 REPUCOM FIS SKI JUMPING WORLD CUP 2015/16

20 TV MEDIA EVALUATION BRAND EXPOSURE ANALYSIS 100% MEDIA EQUIVALENCY In this value calculation, the visibility generated for the sponsor is expressed in equivalence to cost to advertise in the program in which exposure was generated. These rates are either determined through a 30 Second CPT and the audience of the program in which the exposure took place or are taken from official rate cards provided by the broadcasters. Formula: QUALITY INDEXED MEDIA VALUE To facilitate the calculation of the Quality Indexed (QI) Media Value, an impact based Quality Index Score is calculated uniquely for brand sequences detected during analysis. The QI score of brand exposure is determined through five factors and then applied as a weighting for the value calculation. The purpose of the QI score is to assess brand exposure not only quantitatively, but also qualitatively, based on their impact. The following five criteria combine to derive the QI score.. %& #$ , #$. 30 Example: 120 seconds of visibility in a program, in which the booking of a 30 second advertisement would have cost 2,000 EUR: (120 seconds x 2,000 EUR) / 30 seconds = 8,000 EUR Formula: Example: 100% Media Equivalency x QI Score Exposure with a 100% Media Equivalency of 1,000 EUR and a QI Score of 27.5 would equal 275 EUR 20 REPUCOM FIS SKI JUMPING WORLD CUP 2015/16

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