00/00/2016 EDITION Bilan chiffré du Vendée COMMUNICATION REPORT

Transcription

1 00/00/2016 EDITION Bilan chiffré du Vendée COMMUNICATION REPORT Globe

2 KEY FIGURES 74 days 3 hours 35 minutes and 46 seconds : a new record established by Armel Le Cleac h : 4 days less that the previous record set by François Gabart in hours ahead of runner-up Alex Thomson and 50 days ahead of the last participant to finish the race, Sébastien Destremau 2 million visitors in Les Sables d Olonne (start and finish race villages) 198 million euros gross media value in France 10 million single individual visitors to the website 71 million videos viewed 1,274 TV hours worldwide 87% of the French population (aged 16-69) know of the Vendée Globe = 38 million people 52% of the French population (aged 16-69) followed the 8th edition of the Vendée Globe = 22.9 million people

3 AN INTERNATIONAL AND ECLECTIC LINE-UP SKIPPERS 29 SKIPPERS ON THE STARTING LINE

4 AN INTERNATIONAL AND ECLECTIC LINE-UP SKIPPERS 10 NATIONALITIES ON THE STARTING LINE Spanish 3.3% Hungarian 3.3% Swiss 3.3%

5 AN INTERNATIONAL AND ECLECTIC LINE-UP SKIPPERS EXPERIENCE OF THE LINE-UP AT THE START ROOKIES

6 AN INTERNATIONAL AND ECLECTIC LINE-UP BOATS The first edition with foilers 7 22 bateaux à foils Boats with foils bateaux à dérives Boats with daggerboards

7 AN INTERNATIONAL AND ECLECTIC LINE-UP SPONSORS NUMBER OF TIMES SPONSOR HAS BEEN ON THE STARTING LINE * Novice sponsors * Gitana Eighty

8 AN INTERNATIONAL AND ECLECTIC LINE-UP SPONSORS HAVING TAKEN PART IN THE VENDÉE BEFORE BOAT NUMBER OF VG STARTS Skipper 2012 Skipper 2008 Skipper 2004 Skipper 2000 Skipper 1996 Skipper 1992 PRB 6 RIOU RIOU RIOU DESJOYEAUX AUTISSIER HASSELIN ST MICHEL VIRBAC * 3 DICK DICK DICK HUGO BOSS 3 THOMSON THOMSON THOMSON MAITRE COQ ** 2 BEYOU ARNAUD SAFRAN 2 GUILLEMOT GUILLEMOT BANQUE POPULAIRE VIII 2 LE CLEAC'H BUREAU VALLEE 1 BURTON EDMOND DE ROTSCHILD 1 PEYRON INITIATIVES CŒUR 1 DE LAMOTTE GREAT AMERICAN IV 1 WILSON * VIRBAC : 3 starts; St Michel: 0 ** Maître CoQ / Le Monde de l Informatique

9 LAMAZOU AN EXCEPTIONAL VENDÉE GLOBE GAUTIER AUGUIN DESJOYEAUX RIOU DESJOYEAUX GABART LE CLEAC H WINNER S RACE TIME WINNER S RACE TIME (in days)

10 LAMAZOU AN EXCEPTIONAL VENDÉE GLOBE GAUTIER AUGUIN DESJOYEAUX RIOU DESJOYEAUX GABART LE CLEAC H WINNER S AVERAGE SPEED WINNER S AVERAGE SPEED (in knots) 15,4 14,7 14,0 12,7 11,9 9,7 9,6 10,4

11 AN EXCEPTIONAL VENDÉE GLOBE RACE 29 BOATS ON THE STARTING LINE

12 AN EXCEPTIONAL VENDÉE GLOBE RACE 24-HOUR RECORDS RECORD OF THE DISTANCE COVERED SINGLE-HANDED IN 24 HOURS (in miles) ,8 468

13 RIOU AN EXCEPTIONAL VENDÉE GLOBE RACE PASSAGE TIME AT THE THREE CAPES LE CLEAC H THOMSON RIOU GABART LE CLEAC H DESJOYEAUX GABART LE CLEAC H PASSAGE TIME AT THE 3 CAPES (in days) Former records New records

14 LAMAZOU AN EXCEPTIONAL VENDÉE GLOBE AT SEA GAP AT THE FINISH GAUTIER AUGUIN DESJOYEAUX RIOU DESJOYEAUX GABART LE CLEAC H GAP BETWEEN 1 ST AND LAST (in days) 53

15 AN EXCEPTIONAL VENDÉE GLOBE ASHORE EVOLUTION OF VISITORS OVERALL VISITOR DISTRIBUTION (Race Village at Start + Start + Race Village at Finish)

16 AN EXCEPTIONAL VENDÉE GLOBE ASHORE VISITORS BREAKDOWN OF VISITORS Race Village at start Start Race Village at finish

17 RECORD MEDIA COVERAGE ACCREDITATIONS IN LES SABLES 975 JOURNALISTS AT THE RACE VILLAGE Radio 9% Web 11% TV 38% Photographers 16% Press 26%

18 RECORD MEDIA COVERAGE ONLINE ACCREDITATIONS 1992 JOURNALISTS OF 61 DIFFERENT NATIONALITES SUBSCRIBED TO THE PRESS SPACE International 38% France 62%

19 RECORD MEDIA COVERAGE COMPARED MEDIA IMPACT UNIT (MIU) 2016/2012 Cumulated MIU of VENDÉE GLOBE : 7761 = +23% compared to MONTHLY MIU VENDÉE GLOBE 2016 / 2012 The number of contacts generated by each item of media coverage is worked out in relation to the French population in order to calculate the MIU (Media Impact Unit). Thus, when an item generates 100 MIU, the French have heard about it once on average.

20 RECORD MEDIA COVERAGE MIU PER MEDIA MIU VENDÉE GLOBE 2016/2017 PER MEDIA Social médias 2016 : MIU / 2012 : NC 2016 : 582 MIU / 2012 : : MIU / 2012 : 1997 Press 22% 2016 : MIU / 2012 : : MIU / 2012 : 2 940

21 RECORD MEDIA COVERAGE MIU PER MEDIA PER MONTH MIU OF THE VENDÉE GLOBE 2016/2017 PER MEDIA AND PER MONTH Social médias Press

22 RECORD MEDIA COVERAGE THE VENDEE GLOBE IN THE WORLD OF SPORT THE MAIN INTERNATIONAL SPORT EVENTS IN THE FRENCH MEDIA 1 month 1 month 3 weeks 1 month 1.5 month 5 months 3 weeks 2 weeks 1 month 3 weeks 3 weeks This graph expresses the number of items observed in France within the context of different events and in the media: TV, press, web and radio. Figures are given in thousands.

23 RECORD MEDIA COVERAGE MEDIA VALUATION GROSS VALUATION (in M )

24 TOP WRITTEN PRESS RECORD MEDIA COVERAGE TOP 10 MEDIA SUPPORTS IN FRANCE MEDIA MIU Equipe Ouest France Paris Match Télégramme Figaro Ouest France Dimanche Minutes 84.2 Equipe Dimanche 80.2 Aujourd'hui en France - Parisien 59.1 VSD 49.7 TOP ONLINE PRESS MEDIA MIU Lefigaro.fr MSN News - France TF1 News Leparisien.fr Yahoo France news minutes.fr Libération.fr 98.0 Francetvinfo.fr 86.8 Lexpress.fr 73.3 Lemonde.fr 56.3 TOP TV / RADIO MEDIA MIU TF1 - Journal 20h France 2 - Journal 20h TF1 - Journal 13h France national France 2 - Journal 13h France national France Inter - Journal 13h M France Inter - Journal 19h 72.1 M TOP SOCIAL MEDIA ACCOUNTS MEDIA SUPPORTS MIU

25 RECORD MEDIA COVERAGE WEBSITE OFFICIAL VENDEE GLOBE WEBSITE 2012/ /2017 Single visitors 9.3 million 9.7 million Visits 53 million 87 million Pages viewed 210 million 259 million

26 RECORD MEDIA COVERAGE APPLICATIONS MOBILE AND TABLET APPLICATIONS 2012/ /2017 ios Androïd TOTAL downloads ios 54 M Androïd 21 M TOTAL pages seen 75 M 84 M

27 RECORD MEDIA COVERAGE TOTAL NUMBER OF PAGES VIEWED 400 Pages viewed / / / / / /13* 2016/17* *including pages viewed on the mobile application

28 RECORD MEDIA COVERAGE ONLINE VIDEO AUDIENCE DISTRIBUTION 71 MILLION OF VIDEOS VIEWED Youtube; 5 Dailymotion; 25 Facebook; 41

29 RECORD MEDIA COVERAGE LIVE BROADCAST AUDIENCES En live LIVE 2012/ /2017 En replay REPLAY

30 RECORD MEDIA COVERAGE VIRTUAL GAME VIRTUAL REGATTA virtual players 1600 classes participated, thus around children An international podium (Australia, New Zealand, France) downloads of the Virtual Regatta app players chose the tractor-boat to support French farmers (4 th most popular boat) 96 French departments took part

31 3 1 RECORD MEDIA COVERAGE SOCIAL MEDIA EXPLOSION KEY FIGURES From 15/10/16 (opening of race village) to 12/03/17 (day after last boat crossed the finishing line) references Tour de France 980k references references between the start and the first boat across the finishing line references the day of the start references the day the winner crossed the finishing line references the day Kito de Pavant was rescued (record) 80% positive references

32 3 2 RECORD MEDIA COVERAGE SOCIAL MEDIA EXPLOSION CHIFFRES CLES From 15/10/16 (opening of race village) to 12/03/17 (day after last boat crossed the finishing line) references to Armel Le Cléac h references to Alex Thomson references to Eric Bellion references to Banque Populaire references to Comme Un Seul Homme references to Hugo Boss 61% of the references on Twitter 21% of the references on Facebook 91% of the references in Europe

33 3 3 RECORD MEDIA COVERAGE SOCIAL MEDIA EXPLOSION Reference repartition

34 3 4 RECORD MEDIA COVERAGE SOCIAL MEDIA EXPLOSION The potential reach estimates the number of people who may have been exposed to the Vendée Globe theme via the following sources: Facebook Twitter Instagram YouTube Visitors of websites where the Vendée Globe is mentioned Influencers blogs

35 3 5 RECORD MEDIA COVERAGE SOCIAL MEDIA EXPLOSION REFERENCES TO THE VENDÉE GLOBE WORLDWIDE Europe : references North America: references Asian Pacific: references Africa: references Caribbean: references Oceania and Polynesia: references Latin America: references Middle East: 676 references Antarctica: 10 references Other: private data Total number of refs:

36 RECORD MEDIA COVERAGE SOCIAL MEDIA EXPLOSION VENDÉE GLOBE FACEBOOK PAGE fans, +350% compared to 4 years ago

37 RECORD MEDIA COVERAGE SOCIAL MEDIA EXPLOSION VENDÉE GLOBE TWITTER ACCOUNT followers, +280% compared to 4 years ago

38 RECORD MEDIA COVERAGE SOCIAL MEDIA EXPLOSION VENDEE GLOBE INSTAGRAM ACCOUNT subscribers account created for the edition

39 3 9 RECORD MEDIA COVERAGE SOCIAL MEDIA EXPLOSION WHO TALKED ABOUT THE VENDÉE GLOBE? From 15/10/16 to 12/03/17 Distribution according to sex of Twitter and Instagram users based on analyses of social profiles. Number of references of all online media, according to language Japonais Hongrois Néerlandais Espagnol Anglais Français

40 4 0 RECORD MEDIA COVERAGE SOCIAL MEDIA EXPLOSION TOP 3 of the skippers most mentionned On social netword and medias on line

41 4 1 RECORD MEDIA COVERAGE SOCIAL MEDIA EXPLOSION Classement sportif final au 11 mars 2017

42 4 2 RECORD MEDIA COVERAGE SOCIAL MEDIA EXPLOSION

43 RECORD MEDIA COVERAGE TV COVERAGE - FRANCE / INTERNATIONAL KEY TV FIGURES 190 Countries covered (iso ) Hours of TV time +72% 33 TV companies for live broadcast of start +80% 650 Accredited websites + 121% 97 TV companies + 50% 28 TV companies for live broadcast of finish +65%

44 RECORD MEDIA COVERAGE TV COVERAGE - FRANCE / INTERNATIONAL CLEAR EVOLUTION SINCE 2008 Territories TV channels Accredited websites Broadcast volume (number of hours)

45 RECORD MEDIA COVERAGE TV COVERAGE - FRANCE / INTERNATIONAL LIVE TV OF START & FINISHES: VERY STRONG INCREASE IN COVERAGE START 06/11/07 FINISH 19/01/17 Countries covered 177 (vs 140) 177 (vs 140) TV companies 33 (vs 18) : 10 French companies (vs 9) 23 International companies (vs 8) 28 (vs 17) : 10 French companies (vs 9) 18 International companies (vs 8) Volume of TV broadcast 119 hours and 15 minutes (vs 32h04) 85 hours and 50 minutes (vs 53h18) Live A runaway success of the live streaming : 5M views on FB (2M: sail up the channel + 3M start) views on Daily Motion views on YouTube (English version) START Record audiences: > 10 million TV viewers at 13h02 TF1: 5.8M people and 34.4% of total audience France 3: 1.7M people and 9.8% of total audience France 2: 1.6M people at the start of the TV news BFMTV: 0.85M people and 9.7% of total audience between 8h45 and 11h L Equipe: 0.55M people and 2.3% of total audience between 13h and 13h30 + broadcast on France 3 Régions, BFM Sport, Infosport+ and TV Vendée Total live coverage of the start in France: 36 hours FOCUS ON FRANCE Le Cléac h s finish grealty followed on the internet: 1.4 M views on FB 1 M views on Daily Motion FINISHES Excellent audience figures, particularly for the TV news: TF1: 6.5M people at start of TV news at 20h (> at the average of 6M) France 3 Régions: 0.43M people between 18h and 18h52 C News : Fil rouge VG throughout the day + special programmes 16h00-23h30 BFMTV: 0.7M people for crossing the finishing line and 6% total audience L Equipe: 0.3M people for crossing the finishing line and 2.7 % total audience + broadcast on France Info, LCI, BFM Sport, Infosport+ and TV Vendée Total live coverage of the finish in France: 50 hours Volume above the live coverage for the start which can be explained by the closeness of the finish with Alex Thomson + coverage by C News (on strike at the time of the start) + relaying of France 3 Régions programmes by France Info

46 RECORD MEDIA COVERAGE TV COVERAGE - FRANCE / INTERNATIONAL 250 Hours of live TV / / / Departure départ Finish arrivée Total total

47 RECORD MEDIA COVERAGE FRENCH TV COVERAGE FRENCH TV COVERAGE: BALANCED SEGMENTATION

48 RECORD MEDIA COVERAGE FRENCH TV COVERAGE THE VENDEE LIVE: AN EXTRA MEDIA BOOST

49 RECORD MEDIA COVERAGE INTERNATIONAL TV COVERAGE FOCUS ON INERNATIONAL TV BROADCASTS North America: 11 hours Free channels: 1h Paying channels: 10h Europe: 992 hours (incl. 605 hours in France) Free channels: 426h Paying channels: 566h Asia: 94.5 hours Free channels: 32h Paying channels: 62.5h South America: 27.5 hours Paying channels: 27.5h Africa + MENA: 83.5 hours Paying channels: 83.5h World channels: 47 heures Paying channels: 47h Oceania: 18.5 hours Paying channels: 18.5h

50 RECORD MEDIA COVERAGE INTERNATIONAL TV COVERAGE WORLD MAP OF TV BROADCAST Red : Live Blue: Summaries and/or dedicated programmes Green: News WORLD World channels: TV5 Monde, France 24, Euronews, Islam Channel NORTH AMERICA USA: NBC Sports, Universal HD, CNN International Canada: Rogers (Sportsnet), RDS World programmes: Trans World Sport, Olympic Channel, The World Sailing Show Air companies: Pitch News agencies: Eurovision, Reuters, AFP, SNTV, Perform (Omnisport) SOUTH AMERICA Brazil: Globosat (Planeta Sport), Bandsports Bolivia: Tigo Sports Colombia: Caracol Pan South America: ESPN (46 countries), Claro Sports (17 countries), PXTV (33 countries) Pan Caribbean: Flow Sports (10 countries) EUROPE France: France TV, TF1, LCI, BFM TV, BFM Sport, RMC Découverte, L Equipe, Cnews, Inforsport+, TV Vendée, M6, bein Sport, TMC, Tébé Sud, Monaco Info Germany: ZDF Austria: Red Bull Media House Bulgaria: BNT, BTV Belgium: Eleven Sport, RTBF, RTL Croatia: SPTV Spain: RTVE, Movistar, TV3 Catalunya, Localia Vigo Estonia/ Lithuania/ Lestonia: Viasat Sport Baltic Greece: Novasports Great Britain: BBC, Sky Sports, ITV Meridian, BT Sport, Premier Sports Hungary: RTL Klub, MTVA, AMC, DIGI Sports Ireland: Eir Sports, RTE Italy: Sky Sports, Mediaset AFRICA & MENA Malta: Net TV Norway: TV Maritim Netherlands: Fox Sport Wales: S4C Poland: NC+, Sport Klub Portugal: RTP Czech Republic: CT Sport Czech Republic/ Slovakia: AMC Russia/ Baltic countries: Ocean TV Switzerland: SRG (RTS/ SRF), Télé Versoix, Léman Bleu Serbia/ Montenegro/ Slovenia/ Croatia/ Bosnia/ Macedonia: Sport Klub Slovenia: Sport TV Turkey: NTV Spor, Sports TV Subsaharian pan Africa: Supersport (52 countries), Startimes (20 countries) Pan Middle East: OSN (23 countries) Turkey/ Greece/ Cyprus/ Malta/ Israel: Fox Europe Pan-Europe: Eurosport (54 countries), Nautical Channel (42 countriess) 190 countries covered 97 TV channels o o 4 news agencies ASIA & OCEANIA China: CCTV5, Le Sports Japan: TV Asahi, NHK, J Sports Singapour: Starhub Malaysia/ Brunei: Astro Pan Asia: Fox Sports Asie (18 countries), Eurosport Asie (16 countries) Australia: Fox Sports Dedicated programmes: 80 TV channels 3 world programmes 1 inflight broadcast New Zealand: Sky Sports News coverage: 17 TV channels KEY POINTS OF TV DISTRIBUTION

51 RECORD MEDIA COVERAGE SHORT ROGRAMME TF1-LCI More than 30M French people watched the programme* More than 6M TV viewers on average watched the Sunday broadcast at 20h45 25% total audience aged Source : Médiamétrie Médiamat - *nombre de téléspectateurs des 36 programmes diffusés seuil de vision 10s 26% de PDA FRDA-50

52 RECORD MEDIA COVERAGE COMPETITOR COVERAGE Media Valuation

53 RECORD MEDIA COVERAGE COMPETITOR COVERAGE Press Focus

54 RECORD MEDIA COVERAGE COMPETITOR COVERAGE GROSS VALUATION

55 RECORD MEDIA COVERAGE COMPETITOR COVERAGE Social medias focus

56 RECORD MEDIA COVERAGE SUMMARY OF COVERAGE SUMMARY 975 journalists in Les Sables d Olonne / 2162 accredited on the media server 198M euros gross media value in France 205h total live TV 1274 total hours of TV worldwide 10 million individual visitors to the website mobile app downloads 345 million pages of the website and mobile app viewed players registered on Virtual Regatta Facebook fans, Twitter followers and Instagram subscribers

57 AWARENESS NEVER ACHIEVED BEFORE KEY POINTS OF THE STUDY

58 AWARENESS NEVER ACHIEVED BEFORE KEY POINTS OF THE STUDY

59 AWARENESS NEVER ACHIEVED BEFORE VENDÉE GLOBE AND OTHER GREAT EVENTS Question: do you know the following sporting events? (1000 people questioned, including 185 interested in sailing)

60 AWARENESS NEVER ACHIEVED BEFORE VENDÉE GLOBE AND OTHER GREAT EVENTS Question: for each of the following events, have you ever followed them or do you intend to do so? (1000 people questioned, including 185 interested in sailing)

61 AWARENESS NEVER ACHIEVED BEFORE THE VENDÉE GLOBE, A LEADER IN SAILING Question: in the list below, which of the sailing events do you know? (1000 people questioned, including 185 interested in sailing)

62 AWARENESS NEVER ACHIEVED BEFORE AWARENESS OF BOATS SPONSORS Question : can you cite all of the boats sponsors that you know which are taking part in the Vendée Globe? (1000 people questioned, including 185 interested in sailing)

63 AWARENESS NEVER ACHIEVED BEFORE AIDED AWARENESS OF BOATS SPONSORS Question: among the following sponsors, which of them have a boat taking part in the Vendée Globe? (1000 people questioned, including 185 interested in sailing)

64 NEXT START