TV MEDIA ANALYSIS END SEASON 2016 Expertise by Nielsen Sports Your contact person(s): Marco Nazzari, Pamela Delmiglio
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
ANALYSIS DETAILS OBJECT OF ANALYSIS Motul FIM Superbike World Championship 2016 MERCATI Worldwide PROGRAMME TYPE Dedicated + Secondary Coverage 3
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
TOP MANAGEMENT REPORT
CHAMPIONSHIP PERFORMANCE KEY FACTS NUMBER OF CHANNEL INVOLVED 153 NUMBER OF INSERTS 25.589 COVERAGE (hh.mm.ss) 18289.54.31 AUDIENCE (.000) 283.650 TV MEDIA VALUE 181.148.629 The FIM Superbike World Championship 2016 has reached over 283 mio of TV viewers during the season, thanks to 18.290 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 12.739 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
CHAMPIONSHIP PERFORMANCE BY REGION NORTH AMERICA Coverage: 406.23.48 Audience: 2.528 EUROPE Coverage: 12739.10.23 Audience: 232.146 CENTRAL&SOUTH AMERICA Coverage: 227.17.17 Audience: 1.685 AFRICA&MIDDLE EAST Coverage: 1720.34.46 Audience: 4.322 ASIA PACIFIC Coverage: 3196.28.17 Audience: 42.969 7 TOTAL COVERAGE (hh.mm.ss) 18289.54.31 TOTAL AUDIENCE (.000) 283.650 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
CHAMPIONSHIP VISIBILITY TV ANALYSIS
CHAMPIONSHIP PERFORMANCE BY TYPE OF PROGRAM COVERAGE (HH.MM.SS) TOTAL: 18289.54.31 AUDIENCE (.000) TOTAL: 283.650 Delayed/Relive /Hili 15303:34 Delayed/Relive /Hili 134.750 Live 2978:06 Live 46.765 News/Sport News/Sport Magazine 8:14 News/Sport News/Sport Magazine 0,05% News/Sport News/Sport Magazine 102.135 Live 16% Delayed/Reli ve/hili 84% News/Sport News/Sport Magazine 36% Live 16% Delayed/Rel ive/hili 48% 9 9
CHAMPIONSHIP PERFORMANCE BY COUNTRY COVERAGE (HH.MM.SS) TOTAL: 18289.54.31 AUDIENCE (.000) TOTAL: 283.650 N OF BROADCASTER TOTAL: 153 10 Country Coverage (hh.mm.ss) Audience (.000) Broadcaster Albania 270.58.20 1.546 Eurosport Australia 200.44.14 1.691 Eurosport; Fox Sports; SBS Two Austria 236.30.49 1.304 Eurosport Belarus 270.58.20 1.507 Eurosport Belgium 236.22.52 1.579 Eurosport Bosnia and Herzegovina 270.58.20 1.469 Eurosport Brazil 111.17.17 370 ESPN Bulgaria 270.58.20 1.495 Eurosport Canada 203.11.54 373 BeIN Sport China 143.31.45 2.334 Star Sports Croatia 345.31.20 1.848 Eurosport Cyprus 345.31.20 1.892 Eurosport Czech Republic 270.58.20 1.509 Eurosport Denmark 248.20.47 1.669 Eurosport Estonia 286.46.48 2.027 Eurosport Finland 286.46.48 2.082 Eurosport France 236.22.52 2.002 Eurosport Georgia 270.58.20 1.475 Eurosport Germany 240.38.57 12.082 Eurosport; RBB Greece 345.31.20 1.875 Eurosport Hong Kong 352.12.41 644 Fox Sports Hungary 280.15.36 1.918 Eurosport Iceland 286.46.48 2.016 Eurosport Indonesia 355.03.16 14.032 Fox Sports Ireland 456.05.50 1.139 Eurosport; ITV4 Israel 270.58.20 1.534 Eurosport Italy 621.47.51 120.640 Eurosport; Mediaset (Italia 1 e 2 + Premium) Japan 531.22.00 2.623 J Sports Latvia 270.58.20 1.506 Eurosport Macedonia 270.58.20 1.458 Eurosport Malaysia 352.12.41 1.878 Fox Sports Country Coverage (hh.mm.ss) Audience (.000) Broadcaster Malta 345.31.20 1.860 Eurosport Moldova 280.15.36 1.559 Eurosport Montenegro 270.58.20 1.587 Eurosport Netherlands 307.40.49 3.034 Eurosport New Zealand 136.38.48 514 Sky Sport Norway 258.08.57 1.822 Eurosport Pan-Africa 687.40.10 1.946 Supersport Pan-Latin America 116.00.00 1.315 Fox Sports Pan-Middle East 265.52.20 399 BeIN Sports Philippines 356.03.16 5.560 Fox Sports Poland 270.58.20 2.494 Eurosport Portugal 335.26.47 2.685 Eurosport Romania 280.15.36 2.553 Eurosport Russia 270.58.20 1.976 Eurosport Serbia 270.58.20 1.522 Eurosport Singapore 352.12.41 9.295 Fox Sports Slovakia 270.58.20 1.499 Eurosport Slovenia 345.31.20 1.819 Eurosport South Africa 767.02.16 1.977 Supersport Spain 534.34.39 20.772 Eurosport; Teledeporte; CANAL+ Deportes; Esport3; TV3 Catalunya; Movistar Sweden 286.46.46 2.487 Eurosport Switzerland 236.22.52 1.496 Eurosport Taiwan 64.14.14 162 Fox Sports Thailand 352.12.41 4.236 Fox Sports Turkey 280.15.36 1.858 Eurosport Ukraine 270.58.20 1.461 Eurosport United Kingdom 459.26.52 10.596 Eurosport; Channel 4; ITV4; BBC USA 203.11.54 2.155 BeIN Sport 10
CHAMPIONSHIP PERFORMANCE BY ROUND COVERAGE (HH.MM.SS) TOTAL: 18289.54.31 AUDIENCE (.000) TOTAL: 283.650 26.942 25.051 22.917 22.589 29.811 22.504 18.881 27.541 22.325 17.093 16.517 15.858 15.621 1624:45 1211:43 1071:53 1089:23 1801:58 1202:19 707:47 1982:41 2458:27 1094:32 1152:08 1586:44 1305:29 11 COVERAGE (hh.mm) AUDIENCE (.000) 11
CHAMPIONSHIP PERFORMANCE BY ROUND FOCUS LIVE-DEFERRED-RELIVE COVERAGE (HH.MM.SS) TOTAL: 18281.40.29 AUDIENCE (.000) TOTAL: 181.515 22.946 17.532 13.569 12.661 14.017 15.783 14.497 12.464 15.044 9.687 10.825 12.530 9.960 1623:57 1210:52 1071:00 1088:45 1801:26 1201:58 707:31 1981:50 2458:03 1094:04 1150:56 1586:14 1304:58 12 COVERAGE (hh.mm) AUDIENCE (.000) 12
CHAMPIONSHIP PERFORMANCE BY ROUND & CHAMPIONSHIP COVERAGE (HH.MM.SS) TOTAL: 18289.54.31 AUDIENCE (.000) TOTAL: 283.650 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] 13 01 GP Australia 66.43.25 537 154.12.20 1.500 - - 1403.50.11 24.905 02 GP Thailand 80.15.41 519 130.48.27 1.194 - - 1000.38.54 23.338 03 GP Aragon 46.33.22 325 76.19.56 1.483 37.38.00 569 911.21.59 20.540 04 GP Netherlands 47.47.33 411 105.44.21 2.195 37.48.34 741 898.02.42 19.242 05 GP Imola 58.38.05 489 93.03.52 2.454 26.24.02 430 1623.52.04 26.438 06 GP Malaysia 72.21.12 559 143.49.23 1.966 - - 986.09.12 19.979 07 GP UK 7.33.28 211 70.21.28 1.141 28.59.36 398 600.53.01 17.131 08 GP Rimini 48.41.06 533 180.15.48 2.043 61.08.32 620 1692.35.54 24.345 09 GP USA 37.48.33 606 - - - - 2420.39.15 21.719 10 GP Germany 87.05.04 618 95.57.20 708 63.03.42 640 848.26.40 15.127 11 GP France 55.37.20 341 82.24.34 1.319 33.04.34 403 981.01.40 14.454 12 GP Spain 66.36.02 542 206.53.36 1.796 44.55.52 690 1268.18.58 12.830 13 GP Qatar 49.05.52 433 69.16.54 705 - - 1187.06.29 14.483 Total 724.46.43 6.124 1409.07.58 18.504 333.02.53 4.491 15822.56.57 254.531 13
CHAMPIONSHIP PERFORMANCE FOCUS LIVE COVERAGE LIVE COVERAGE (HH.MM.SS): 2978.06.15 [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 181.28.17 6% Spain 150.37.09 5% Pan-Africa 116.47.07 4% South Africa 116.47.07 4% Australia 76.24.43 3% Ireland 70.35.36 2% United Kingdom 70.03.36 2% Philippines 58.33.47 2% Indonesia 57.33.47 2% Malaysia 54.43.12 2% TOP 10 953.34.20 32% OTHER MARKETS 2024.31.54 68% TOTAL 2978.06.15 100% 14 14
CHAMPIONSHIP PERFORMANCE FOCUS LIVE AUDIENCE LIVE AUDIENCE (.000): 46.765 [.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 2.001 2.637 4.848 5.694 5.266 4.917 1.998 3.840 1.256 3.996 4.341 3.919 2.052 TOP 10 MARKETS Audience (.000) Share (%) Italy 18.811 40% United Kingdom 3.401 7% Spain 3.045 7% Indonesia 2.587 6% Germany 2.569 5% Singapore 1.699 4% Philippines 1.038 2% China 829 2% Netherlands 806 2% Thailand 769 2% TOP 10 35.554 76% OTHER MARKETS 11.211 24% TOTAL 46.765 100% 15 15
CHAMPIONSHIP PERFORMANCE FOCUS LIVE-RELIVE-DEFERRED COVERAGE LIVE- DEFERRED RELIVE COVERAGE (HH.MM.SS): 18281.40.29 [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 1623:57 1210:52 1071:00 1088:45 1801:26 1201:58 707:31 1981:50 2458:03 1094:04 1150:56 1586:14 1304:58 TOP 10 MARKETS Coverage (hh.mm.ss) Share (%) South Africa 767.02.16 4% Pan-Africa 687.40.10 4% Italy 617.34.34 3% Japan 531.22.00 3% Spain 530.46.14 3% United Kingdom 459.26.37 3% Ireland 456.05.50 2% Philippines 356.03.16 2% Indonesia 355.03.16 2% Hong Kong 352.12.41 2% TOP 10 5113.16.54 28% OTHER MARKETS 13168.23.35 72% TOTAL 18281.40.29 100% 16 16
CHAMPIONSHIP PERFORMANCE FOCUS LIVE-RELIVE-DEFERRED AUDIENCE LIVE- DEFERRED RELIVE AUDIENCE (.000): 181.515 [.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 13.569 12.661 14.017 15.783 22.946 14.497 12.464 15.044 17.532 9.687 10.825 12.530 9.960 TOP 10 MARKETS Audience (.000) Share (%) Italy 29.205 16% Indonesia 14.032 8% Spain 11.916 7% Germany 11.004 6% United Kingdom 9.830 5% Singapore 9.295 5% Philippines 5.560 3% Thailand 4.236 2% Netherlands 3.034 2% Portugal 2.685 1% TOP 10 100.797 56% OTHER MARKETS 80.718 44% TOTAL 181.515 100% 17 17
PAN EUROPEAN DATA: CHANGES IN REPORTING METHODOLOGY
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
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
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
AUDIENCE AND MEDIA VALUE METHODOLOGY
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 / 1.000 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 1.000 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
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