TV MEDIA ANALYSIS END SEASON Expertise by Nielsen Sports Your contact person(s): Marco Nazzari, Pamela Delmiglio

Transcription

1 TV MEDIA ANALYSIS END SEASON 2016 Expertise by Nielsen Sports Your contact person(s): Marco Nazzari, Pamela Delmiglio

2 CONTENTS OBJECT OF ANALYSIS 3 CHANNEL MONITORED 4 TOP MANAGEMENT REPORT 5 CHAMPIONSHIP VISIBILITY TV ANALYSIS 8 PAN EUROPEAN DATA: CHANGES IN REPORTING METHODOLOGY 18 AUDIENCE AND MEDIA VALUE METHODOLOGY 22

3 ANALYSIS DETAILS OBJECT OF ANALYSIS Motul FIM Superbike World Championship 2016 MERCATI Worldwide PROGRAMME TYPE Dedicated + Secondary Coverage 3

4 CHANNEL MONITORED DEDICATED COVERAGE All the Channels broadcasting live/relive SECONDARY COVERAGE FRANCE: Canal +; Canal + Sport, France 2, France 3, M6, TF1 GERMANY: ARD, Eurosport, Eurosport 2, Kabel 1, MDR, NDR, Pro7, RBB, RTL, RTL2, Sat.1, SPORT1, VOX, ZDF ITALY: Italia 1; Italia 2; Canale 5, La7, Rai 1, Rai 2, Rai 3, Rai Sport 1, Rai Sport 2 SPAIN: Esport3; Teledeporte; TV3 Catalunya, Antena 3, Canal+ Deportes, Cuatro, La Sexta, Telecinco, TVE1-TVE2 UK: BBC 1, BBC 2, Channel 4, Channel 5, ITV1, ITV4 4

5 TOP MANAGEMENT REPORT

6 CHAMPIONSHIP PERFORMANCE KEY FACTS NUMBER OF CHANNEL INVOLVED 153 NUMBER OF INSERTS COVERAGE (hh.mm.ss) AUDIENCE (.000) TV MEDIA VALUE The FIM Superbike World Championship 2016 has reached over 283 mio of TV viewers during the season, thanks to hours of coverage, generating over 181 mio Euro of Media Value. Europe has been the first region in terms of Audience (almost 232 millions of viewers), thanks to the hours of coverage. Italy assured the 52% of the European viewers; followed by Spain 20 mio of viewers (9% of the European result). During the Italian round in Imola, the event has obtained 29,8 mio of viewers, thanks to the high level of audience reached especially in Italy (Italia 1 & Italia 2) and Indonesia (Fox Sports channels) that have contributed to the large part of the round performance. 6 6

7 CHAMPIONSHIP PERFORMANCE BY REGION NORTH AMERICA Coverage: Audience: EUROPE Coverage: Audience: CENTRAL&SOUTH AMERICA Coverage: Audience: AFRICA&MIDDLE EAST Coverage: Audience: ASIA PACIFIC Coverage: Audience: TOTAL COVERAGE (hh.mm.ss) TOTAL AUDIENCE (.000) Region Classification: AFRICA & MIDDLE EAST: Pan Africa, Pan Middle East, South Africa ASIA PACIFIC: Australia, China, Hong Kong, Indonesia, Japan, Malaysia, New Zealand, Philippines, Singapore, Taiwan, Thailand CENTRAL & SOUTH AMERICA: Brazil, Pan Latin America EUROPE: Albania, Austria, Belarus, Belgium, Bosnia and Herzegovina, Bulgaria, Croatia, Cyprus, Czech Rep, Denmark, Estonia, Finland, France, Georgia, Germany, Greece, Hungary, Iceland, Israel, Italy, Latvia, Lithuania, Macedonia, Malta, Moldova, Montenegro, Netherlands, Norway, Poland, Portugal, Romania, Russia, Serbia, Slovakia, Slovenia, Spain, Sweden, Switzerland, Turkey, Ukraine, UK NORTH AMERICA: Canada, United States 7

8 CHAMPIONSHIP VISIBILITY TV ANALYSIS

9 CHAMPIONSHIP PERFORMANCE BY TYPE OF PROGRAM COVERAGE (HH.MM.SS) TOTAL: AUDIENCE (.000) TOTAL: Delayed/Relive /Hili 15303:34 Delayed/Relive /Hili Live 2978:06 Live News/Sport News/Sport Magazine 8:14 News/Sport News/Sport Magazine 0,05% News/Sport News/Sport Magazine Live 16% Delayed/Reli ve/hili 84% News/Sport News/Sport Magazine 36% Live 16% Delayed/Rel ive/hili 48% 9 9

10 CHAMPIONSHIP PERFORMANCE BY COUNTRY COVERAGE (HH.MM.SS) TOTAL: AUDIENCE (.000) TOTAL: N OF BROADCASTER TOTAL: Country Coverage (hh.mm.ss) Audience (.000) Broadcaster Albania Eurosport Australia Eurosport; Fox Sports; SBS Two Austria Eurosport Belarus Eurosport Belgium Eurosport Bosnia and Herzegovina Eurosport Brazil ESPN Bulgaria Eurosport Canada BeIN Sport China Star Sports Croatia Eurosport Cyprus Eurosport Czech Republic Eurosport Denmark Eurosport Estonia Eurosport Finland Eurosport France Eurosport Georgia Eurosport Germany Eurosport; RBB Greece Eurosport Hong Kong Fox Sports Hungary Eurosport Iceland Eurosport Indonesia Fox Sports Ireland Eurosport; ITV4 Israel Eurosport Italy Eurosport; Mediaset (Italia 1 e 2 + Premium) Japan J Sports Latvia Eurosport Macedonia Eurosport Malaysia Fox Sports Country Coverage (hh.mm.ss) Audience (.000) Broadcaster Malta Eurosport Moldova Eurosport Montenegro Eurosport Netherlands Eurosport New Zealand Sky Sport Norway Eurosport Pan-Africa Supersport Pan-Latin America Fox Sports Pan-Middle East BeIN Sports Philippines Fox Sports Poland Eurosport Portugal Eurosport Romania Eurosport Russia Eurosport Serbia Eurosport Singapore Fox Sports Slovakia Eurosport Slovenia Eurosport South Africa Supersport Spain Eurosport; Teledeporte; CANAL+ Deportes; Esport3; TV3 Catalunya; Movistar Sweden Eurosport Switzerland Eurosport Taiwan Fox Sports Thailand Fox Sports Turkey Eurosport Ukraine Eurosport United Kingdom Eurosport; Channel 4; ITV4; BBC USA BeIN Sport 10

11 CHAMPIONSHIP PERFORMANCE BY ROUND COVERAGE (HH.MM.SS) TOTAL: AUDIENCE (.000) TOTAL: : : : : : :19 707: : : : : : :29 11 COVERAGE (hh.mm) AUDIENCE (.000) 11

12 CHAMPIONSHIP PERFORMANCE BY ROUND FOCUS LIVE-DEFERRED-RELIVE COVERAGE (HH.MM.SS) TOTAL: AUDIENCE (.000) TOTAL: : : : : : :58 707: : : : : : :58 12 COVERAGE (hh.mm) AUDIENCE (.000) 12

13 CHAMPIONSHIP PERFORMANCE BY ROUND & CHAMPIONSHIP COVERAGE (HH.MM.SS) TOTAL: AUDIENCE (.000) TOTAL: ROUND COVERAGE [hh.mm.ss] SUPERPOLE SUPERSPORT SUPERSTOCK WorldSBK AUDIENCE [.000] COVERAGE [hh.mm.ss] AUDIENCE [.000] COVERAGE [hh.mm.ss] AUDIENCE [.000] COVERAGE [hh.mm.ss] AUDIENCE [.000] GP Australia GP Thailand GP Aragon GP Netherlands GP Imola GP Malaysia GP UK GP Rimini GP USA GP Germany GP France GP Spain GP Qatar Total

14 CHAMPIONSHIP PERFORMANCE FOCUS LIVE COVERAGE LIVE COVERAGE (HH.MM.SS): [hh.mm] 01 GP Australia 02 GP Thailand 03 GP Aragon 04 GP Netherlands 05 GP Imola 06 GP Malaysia 07 GP UK 08 GP Rimini 09 GP USA 10 GP Germany 11 GP France 12 GP Spain 13 GP Qatar BY ROUND 231:13 252:28 232:01 270:51 254:03 253:48 87:26 222:01 135:30 252:59 269:31 283:16 232:53 TOP 10 MARKETS Coverage (hh.mm.ss) Share (%) Italy % Spain % Pan-Africa % South Africa % Australia % Ireland % United Kingdom % Philippines % Indonesia % Malaysia % TOP % OTHER MARKETS % TOTAL % 14 14

15 CHAMPIONSHIP PERFORMANCE FOCUS LIVE AUDIENCE LIVE AUDIENCE (.000): [.000] 01 GP Australia 02 GP Thailand 03 GP Aragon 04 GP Netherlands 05 GP Imola 06 GP Malaysia 07 GP UK 08 GP Rimini 09 GP USA 10 GP Germany 11 GP France 12 GP Spain 13 GP Qatar BY ROUND TOP 10 MARKETS Audience (.000) Share (%) Italy % United Kingdom % Spain % Indonesia % Germany % Singapore % Philippines % China 829 2% Netherlands 806 2% Thailand 769 2% TOP % OTHER MARKETS % TOTAL % 15 15

16 CHAMPIONSHIP PERFORMANCE FOCUS LIVE-RELIVE-DEFERRED COVERAGE LIVE- DEFERRED RELIVE COVERAGE (HH.MM.SS): [hh.mm] 01 GP Australia 02 GP Thailand 03 GP Aragon 04 GP Netherlands 05 GP Imola 06 GP Malaysia 07 GP UK 08 GP Rimini 09 GP USA 10 GP Germany 11 GP France 12 GP Spain 13 GP Qatar BY ROUND 1623: : : : : :58 707: : : : : : :58 TOP 10 MARKETS Coverage (hh.mm.ss) Share (%) South Africa % Pan-Africa % Italy % Japan % Spain % United Kingdom % Ireland % Philippines % Indonesia % Hong Kong % TOP % OTHER MARKETS % TOTAL % 16 16

17 CHAMPIONSHIP PERFORMANCE FOCUS LIVE-RELIVE-DEFERRED AUDIENCE LIVE- DEFERRED RELIVE AUDIENCE (.000): [.000] 01 GP Australia 02 GP Thailand 03 GP Aragon 04 GP Netherlands 05 GP Imola 06 GP Malaysia 07 GP UK 08 GP Rimini 09 GP USA 10 GP Germany 11 GP France 12 GP Spain 13 GP Qatar BY ROUND TOP 10 MARKETS Audience (.000) Share (%) Italy % Indonesia % Spain % Germany % United Kingdom % Singapore % Philippines % Thailand % Netherlands % Portugal % TOP % OTHER MARKETS % TOTAL % 17 17

18 PAN EUROPEAN DATA: CHANGES IN REPORTING METHODOLOGY

19 PAN EUROPEAN SPORTS CHANNELS STRATEGY CHANGE DISCOVERY CHANGED EUROSPORT STRATEGY AND PROGRAMMING AND WE NEED TO REFLECT THIS CHANGE IN OUR MODEL OLYMPICS CYCLING TENNIS MAINLY INTERNATIONAL RIGHTS FOOTBALL MAINLY LOCAL RIGHTS EACH EUROSPORT CHANNEL WILL HAVE A CLEARER IDENTITY FOR VIEWERS WHILE STILL OFFERING FLEXIBILITY ON BROADCASTING DURING SPORTS ACTIVITIES. HAVING A CLEARER IDENTITY & FLEXIBILITY ALSO MEANS A MORE CUSTOMIZED OFFER TO VIEWERS FOR EACH EUROPEAN MARKET FOR THESE REASONS, NIELSEN SPORTS WILL NO LONGER CONSIDER EUROSPORT AS PAN EUROPEAN CHANNEL BUT AS A NATIONAL CHANNEL BEFORE 1MARKET 1TV FEED 1 GLOBAL VIEWERSHIP NOW 42 MARKETS 42 TV FEEDS 42 NATIONAL VIEWERSHIP SINCE THE TV COVERAGE CAN SIGNIFICANTLY DIFFER FROM ONE MARKET TO ANOTHER, IT IS NO LONGER CORRECT APPLYING A GLOBAL TV COVERAGE & VIEWERSHIP IS NOT LONGER ACCURATE OR RELEVANT 19 19

20 PAN EUROPEAN SPORTS CHANNELS STRATEGY CHANGE THANKS TO HIGH INVESTMENTS IN OFFICIAL RATINGS, NIELSEN SPORTS HAS A STRONG MODEL PROVIDING A DETAILED IMPACT BY MARKET 42 COUNTRIES 42 COUNTRIES within our broadcast audit system 14 MEASURED COUNTRIES INHOUSE 71% of European population universe 42 COUNTRIES 42 COUNTRIES within our broadcast audit system 10 MEASURED COUNTRIES INHOUSE 50% of European population universe ALBANIA CROATIA FINLAND HUNGARY LATVIA MONTENEGRO ROMANIA SPAIN AUSTRIA CYPRUS FRANCE ICELAND LITHUANIA NETHERLANDS RUSSIA SWEDEN BELARUS CZECH REP. GEORGIA IRELAND MACEDONIA NORWAY SERBIA SWITZERLAND BELGIUM DENMARK GERMANY ISRAEL MALTA POLAND SLOVAK REP. TURKEY BOSNIA ESTONIA GREECE ITALY MOLDAVIA PORTUGAL SLOVENIA UK BULGARIA UKRAINE ALBANIA CROATIA FINLAND HUNGARY LATVIA MONTENEGRO ROMANIA SPAIN AUSTRIA CYPRUS FRANCE ICELAND LITHUANIA NETHERLANDS RUSSIA SWEDEN BELARUS CZECH REP. GEORGIA IRELAND MACEDONIA NORWAY SERBIA SWITZERLAND BELGIUM DENMARK GERMANY ISRAEL MALTA POLAND SLOVAK REP. TURKEY BOSNIA ESTONIA GREECE ITALY MOLDAVIA PORTUGAL SLOVENIA UK BULGARIA UKRAINE 20 20

21 PAN EUROPEAN SPORTS CHANNELS STRATEGY CHANGE DIFFERENCES WITH OLD MODEL OLD MODEL MONITORING IN KEY MARKETS AND THEN APPLIED AS ONE PAN EUROPEAN TV COVERAGE NEW MODEL MONITORING IN ALL EUROSPORT MARKETS AND DEFINED AS LOCAL TV COVERAGE BROADCAST AUDIT KEY MARKETS SELECTED & RATINGS PROPORTIONNALY EXTRAPOLATED AS PAN EUROPE BASED ON MARKET SHARE ACTUAL RATINGS FOR AVAILABLE MARKETS & ESTIMATION FOR UNMETERED CHANNELS BASED ON MARKET SHARE VIEWERSHIP BRAND EXPOSURE DEFINED AS PAN EUROPE VALUATION BASED ON EXPOSURE SECONDS, ESTIMATED PAN EUROPEAN AUDIENCE & AVERAGE EUROPEAN CPT BRAND EXPOSURE DEFINED AS LOCAL VALUATION BASED ON EXPOSURE SECONDS & TV SPOT RATES CALCULATED ON EUROSPORT OFFICIAL RATE CARD VALUATION 21 21

22 AUDIENCE AND MEDIA VALUE METHODOLOGY

23 METHODOLOGY CUMULATIVE AUDIENCE Average cumulative audience of the programs during which the brand has been present. (expressed in number of viewers). TV MEDIA VALUE Sponsorship Contacts x CPT in / This permits to calculate the sponsorship value, based on the idea that a sponsor has to bear a fixed cost of 10 (CPT) to reach people for 30 seconds. This way the strength of international sponsorships are best illustrated, as it generally is a far more cost effective way of increasing brand awareness than any conventional communication tool. 23

24 THANKS