FIS NORDIC COMBINED WORLD CUP 2018/19 · y. TV Media Evaluation - Audi FIS Ski World Cup 2018/19 2 INTRODUCTION STUDY BRIEF SPONSORS Audi, Viessmann ANALYSIS PERIOD 2018/19 Season

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FIS NORDIC COMBINED WORLD CUP 2018/19TV Media Evaluation – Event Summary

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2TV Media Ev aluation - Audi FIS Ski World Cup 2018/19

INTRODUCTION

STUDY BRIEF

SPONSORS Audi, Viessmann

ANALYSIS PERIOD 2018/19 Season

EVENT FIS Nordic Combined World Cup 2018/19 (M)

MARKETS Austria, Finland, France, Germany, Italy, Japan, Norway, Russia, Switzerland, USA

TV PROGRAMME TYPES Live, Delayed, Relive, Highlights, Sport Magazines, Magazines, News

AUDIENCE SOURCESMediametrie/Eurodata TV, The Nielsen Company, MMS, TNS Gallup | Adults 3+ |

Estimations by Nielsen Sports

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SEASON SUMMARY

Copyright © 2019 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 4

GLOBAL OVERVIEW

LIVE NON-LIVE

FIS NORDIC COMBINED WC

Cumulative Audience(M)

102,53 570,94

Broadcast Time(hh:mm:ss)

312:07:49 518:32:25

Event Impressions(M)

7.316,78 4.748,69

SPONSORSHIP ANALYSIS

Visibility(hh:mm:ss)

219:00:02 495:19:21

Sponsorship Impressions(M)

6.249,24 3.496,21

QI Media Value(€)

16.512.676 7.106.180

672,94

830:40:14

12.065,47

714:19:22

9.745,45

23.618.857


KEY INSIGHTS

CUMULATIVE AUDIENCE

• Across the ten markets tracked,

cumulative audience was once again

highest in Germany, followed at a huge

distance by Finland.

• Decreased by 273M compared to

2017/18 due to huge loss in Japan.

BROADCAST TIME

• 831h of coverage mean a decrease by

310h compared to 2017/18, mostly due to

less broadcasting in Japan and Finland.

• Live coverage accounts for 38% of total

broadcast time

VISIBILITY

• Combined, the two brands were visible

for over 700h.

• Comparing these figures to the

previous season shows that despite

decreasing visibilities, a stark increase

in media values can be observed.

SPONSORSHIP IMPRESSIONS

• Of the 9.700 sponsorship impressions,

64% were generated through live

broadcasting.

• Germany gathers 68% of all sponsoring

impact – a steady contribution over the

past years.

QI MEDIA VALUE

• Audi and Viessmann together cumulate a total of € 23,6M in QI Media

Value, which represents a 45% increase compared to the previous season.

• This increase can primarily be attributed to a broadcasting change from C

More to YLE, which – despite reducing visibility considerably – gave a clear

boost to media values.


KEY INSIGHTS

625679

636

832

945

673

8.538 9.726 9.769 8.933 10.562 12.065

-10.000

10.000

30.000

50.000

70.000

90.000

110.000

0

200

400

600

800

1.000

1.200

2013/14 2014/15 2015/16 2016/17 2017/18 2018/19

Broadcast Time (h) Audience (M) Media Impact (M)

YEAR-ON-YEAR DEVELOPMENT

• Year-on-year development shows, that broadcast time and audience are

decreasing after having considerably increased for 3 consecutive years.

• As in the meantime event impressions keep increasing over the past 3

seasons, the development of the Nordic Combined World Cup can still be

considered as positive.

• For the extremely negative tendency in Japan, lower sporting success this

season must certainly be held accountable to some extent. Considering,

that the Japanese athletes still gained a few podium spots, the magnitude

of the development is surprising though.


MARKET RANKING – EVENT IMPRESSIONS(M)

MANAGEMENT SUMMARYMedia Monitoring

• Whereas in past season, the triple in Seefeld represented the

most important WC stage as regards the generated media impact,

Chaux-Neuve was preempted by Ramsau. Chaux-Neuve

accounts for 10% of the overall media impact and 6% of all

broadcast time.

• The French venue managed to draw the highest cumulative live

audience though, closely followed by four other traditional NC

venues.

• While German channel ZDF contributed the highest live audience

(4,03M for the 1st CC in Trondheim), the greatest market share

was reached on NRK1 (79,2% for the 2nd CC in Otepää).

8.155

1.625

927

759

235

200

76

64

24

0

Germany

Finland

Norway

Austria

Russia

Italy

France

Japan

Switzerland

USA

LIVE AUDIENCE BY VENUE (TOP 5) – CUMULATIVE AUDIENCE(M)

11,85 11,45 11,09 10,47 10,02

Chaux-Neuve Lillehammer Ramsau Otepää Schonach

710

363

402

354

149

165

226

48

217

1

BROADCASTS

*Source: Mediametrie/Eurodata TV, The Nielsen Company , MMS, TNS Gallup /Adults 3+/Estimations by Nielsen Sports

Copyright ©2019 The Nielsen Company. Confidential and proprietary. 8

Media Monitoring

MANAGEMENT SUMMARY

CHANNEL RANKING BY BROADCAST TIME (TOP 5)(hh:mm:ss)

CHANNEL RANKING BY EVENT IMPRESSIONS (TOP 5)(M)

WORLD CUP EVENT IMPRESSIONS TREND(M)

50:51:57

49:17:20

48:55:09

40:00:56

39:00:47

Eurosport IT(ITA)

Eurosport NO(NOR)

Eurosport RU(RUS)

Eurosport 2 FI(FIN)

EurosportFrance (FRA)

9.726 9.7698.933

10.562

12.065

2014/15 2015/16 2016/17 2017/18 2018/19

3.894,59

3.634,15

1.471,69

823,30

678,06

ZDF (GER)

ARD (GER)

YLE 2 (FIN)

NRK 1 (NOR)

ORF 1 (AUT)


• While overall broadcast time declined, Eurosport broadcasting was

rather steady since 2017/18 – hence the share of broadcast time the

pan-European network is contributing rose from 56 to 72%. By

consequence, the top 5 channels by broadcast time are exclusively

Eurosport channels.

• Among the top channels by media impact, YLE 2 gains two places,

doubling NRK 1 and ORF 1 – but still has a huge distance to German

ARD and ZDF, which both enhanced their result compared to the

previous year.

• As would be expected, the Cross-Country part of the Nordic

Combined competitions dominates as regards all parameters, gaining

respectively 58 and 54% of the overall broadcast time and media

impact.

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9

459,12

79,19

46,05

46,93

2,78

2,31

5,72

497,03

56,06

46,87

24,48

3,24

1,78

9,97

2019/18

8.154,69

1.625,31

927,02

759,04

234,68

200,01

76,38

7.009,39

661,06

904,79

642,34

244,87

183,19

108,52

2018/19 2017/18

102:00:18

121:01:22

120:30:37

114:09:16

87:08:40

109:31:46

69:01:19

105:48:56

219:44:01

114:13:51

130:28:13

92:39:14

132:08:41

104:49:04

Germany

Finland

Norway

Austria

Russia

Italy

France

2018/19 2017/18

TV Media Ev aluation - Audi FIS Ski World Cup 2018/19

By Country Trend (Top 7 by Event Impressions 2018/19)

MEDIA MONITORING

BROADCAST TIME(hh:mm:ss)

EVENT IMPRESSIONS(M)

CUMULATIVE AUDIENCE(M)

MEDIA IMPACT

TREND


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By Channel (Top 10)

MEDIA MONITORING

50:51:57

49:17:20

48:55:09

40:00:56

39:00:47

39:00:47

38:12:23

37:53:57

37:48:14

37:22:39

Eurosport IT (ITA)

Eurosport NO (NOR)

Eurosport RU (RUS)

Eurosport 2 FI (FIN)

Eurosport France (FRA)

Eurosport France (SUI)

Eurosport 2 RU (RUS)

Eurosport FI (FIN)

YLE 2 (FIN)

Eurosport 2 IT (ITA) 88

121

128

182

417

678

823

1.472

3.634

3.895

NRK 2 (NOR)

Rai Sport (ITA)

YLE 1 (FIN)

Eurosport RU (RUS)

Eurosport DE (GER)

ORF 1 (AUT)

NRK 1 (NOR)

YLE 2 (FIN)

ARD (GER)

ZDF (GER)

BROADCAST TIME (hh:mm:ss)

EVENT IMPRESSIONS(M)

50% OF

TOTAL

95% OF

TOTAL

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Coverage Trend by Week

MEDIA MONITORING

BROADCAST TIME (hh:mm:ss)

EVENT IMPRESSIONS (M)

00:00:00

200:00:00

46 47 48 49 50 51 52 1 2 3 4 5 6 7 8 9 10 11

0

1.000

2.000

46 47 48 49 50 51 52 1 2 3 4 5 6 7 8 9 10 11 12

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Season Comparison by Event Impression

MEDIA MONITORING

1.211

2.617

4.111

2.428

1.698

1.376

1.571

3.136

646

3.833

November Dezember Januar Februar März

Saison 2018/19

Saison 2017/18

OLYMPIA BREAK

WORLD CHAMPIONSHIPS

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METHODOLOGY

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14

Media Monitoring

TV MEDIA EVALUATION

MEDIA MONITORING

Media monitoring is the analysis of broadcast coverage

content. It involves the data coding of events, teams

and/or f ixtures, w hich World Cup, etc. is reported on in the various programmes. It requires physical recording

footage of the TV broadcast to execute.

BROADCAST SCHEDULE AUDIT (BSA)

The TV programme of a channel is researched online or

compiled on the basis of TAM protocols (audience

ratings).

Note: Due to the type of data collection, only the specif ic

event coverage can be attributed not secondary

coverage(news, etc.).

PROGRAMME TYPES

TIME CODING

Broadcast Time (BT)

The Broadcast Time is the total duration of team, league

or event coverage, w ithout commercials.

Actual Playing Time (APT)

This is the portion of Broadcast Time containing

competition footage only.

AUDIENCE ANALYSIS

Audience (Average Audience)

The average number of members of a specif ied

population (e.g. target group of individuals or households) view ing a TV channel over a given interval (e.g.

programme, daypart).

Cumulative (average) Audience

Cumulative Audience is the aggregate total of all

individual programme audiences (not the unique total individuals reached). Sometimes called Gross Audience.

Not to be confused with Reach, Cover or Cume

Market Share

View ing of a specif ied population, w hether households or

individuals, that is tuned to a particular programme or station during a given time interval, and expressed as a

percentage of the total TV audience during that interval.

Audience data sources

Programme ratings are sourced from off icial Television

Audience Measurement (TAM) providers such as Mediametrie/Eurodata TV, The Nielsen Company, MMS,

TNS Gallup, etc.

Audience Estimation

For channels w here no off icial audience measurement is

in place, estimated ratings are calculated using a quantitative estimation model.

To calculate an estimate, the follow ing information is

included: Technical universe or number of subscribers,

day and time of the program, content of the program,

interest in the sport in the broadcasting country.

Important note: The result represents an approximation of

the TV view ing potential.

EVENT IMPRESSIONS

Event Impressions are a measure of media impact or rate

of audience delivery, event impressions relate the

television broadcast time of an event programme to its audience ratings, w ith one impression being equal to one

person's viewing of 30 seconds of programming.

Broadcast time is converted to the number of 30-second

units and then multiplied by the average audience

Event impressions are an important measure for the delivery of media coverage and audience exposed to this

media coverage of a platform, as w ell as for

benchmarking purposes w ith other events / leagues /

clubs.

Formula:

Example:

60 seconds of coverage in a broadcast with 5m viewers:

(60 seconds x 5m) / 30 seconds = 10M Event Impressions

𝐵𝑟𝑜𝑎𝑑𝑐𝑎𝑠𝑡𝑇𝑖𝑚𝑒 𝑖𝑛 𝑆 𝑥 𝐴𝑢𝑑𝑖𝑒𝑛𝑐𝑒 𝑖𝑛 𝑀

30 𝑆𝑒𝑐𝑜𝑛𝑑𝑠

Dedicated coverage

(primary coverage)

Live Live broadcast

Delayed Near-live, f irst broadcast airing

Re-live Repeat of a live / delayed broadcast

Highlights

Sports programme show ing

event reports and summaries as

w ell as background information

and interview s

Secondary coverage

Magazines /

Sportmagazine

Programme w ith

minimal sporting content or sport mix

programmes

News Features in new s programmes


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15

Sponsorship Analysis

TV MEDIA EVALUATION

BRAND EXPOSURE ANALYSIS

Measurement of brand exposure differentiated by source.

An exposure is counted on the condition that it is legible

and at least 80% visible on-screen. An exposure can be either a brand, claim, logo or product likeness.

ASSET VISIBILITY ANALYSISMeasurement of tool exposure differentiated by sponsor

regardless of brand legibility. An exposure is counted on

the condition that the tool source is at least 80% visible

on-screen, and has an on-screen-share of 0,5% or

higher.

Note: If under 80% of the tool is visible, but the brand

exposed is legible, the exposure w ill be count tow ards the

result.

This can also be adapted to tracking of a space that does

not have a signage placement.

SPONSORSHIP IMPRESSIONS

Sponsorship impressions are a measure of sponsorship

impact or rate of audience exposure to sponsorship.

Sponsorship Impressions relate the brand visibility duration in a television broadcast to its audience ratings,

w ith one impression being equal to one person's

exposure to 30 seconds of brand visibility.

Brand exposure is converted into the number of 30-

second units and then multiplied by the average audience. Not to be confused w ith Event Impressions

Formula:

Example:

(120 seconds x 4m) / 30 seconds = 16M Sponsorship

Impressions.

SPONSORSHIP CPT

Calculation of a CPT based on delivery of sponsorship

impressions against a set sponsorship fee. This metric

demonstrates w hat price the sponsor paid to reach 1,000 view er impressions people based on their sponsorship

visibility.

Formula:

Example:

A sponsor pays 1,2m EUR for a sponsorship

which generates 600m sponsorship impressions:

(1,2M EUR x 1.000) / 600m = 2 EUR

100% MEDIA VALUE

Also know n as "advertising value equivalency" (AVE),

each brand exposure is valued by equivalating it against

the commercial airtime rate of the programme it is

captured in. The rates are either sourced from the

broadcasters official rate cards or calculated with a 30’ Second advertising CPT and the corresponding audience

of the programme that the exposure was captured in.

Note: This measure is the cash equivalent “cost” of a

media exposure, not its market value

Formula:

Example:

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

QUALITY INDEXED MEDIA VALUE

The Quality Index Score (QI Score) is a comparison of the

actual exposure quality and impact betw een and logos

and properties, based on four factors that influence visual impact: size, location on Screen, brand hits & duration per

exposure, and the impact of the asset itself (impact

factor). The QI Media Value combines the 100% Media

Value and the QI Score to a QI w eighted Media Value.

The follow ing f ive criteria combine to derive the QI score:

Example:

Brand exposure with a 100% Media Equivalency of 1,000

EUR and a QI Score of 27.5 would equal 275 EUR

𝑉𝑖𝑠𝑖𝑏𝑖𝑙𝑖𝑡𝑦 𝑖𝑛 𝑆 𝑥 𝐴𝑢𝑑𝑖𝑒𝑛𝑐𝑒 𝑖𝑛 𝑀


𝑆𝑝𝑜𝑛𝑠𝑜𝑟𝑠ℎ𝑖𝑝 𝑓𝑒𝑒 𝑥 1,000

𝑆𝑝𝑜𝑛𝑠𝑜𝑟𝑠ℎ𝑖𝑝 𝑖𝑚𝑝𝑟𝑒𝑠𝑠𝑖𝑜𝑛𝑠

𝑉𝑖𝑠𝑖𝑏𝑖𝑙𝑖𝑡𝑦 𝑖𝑛 𝑆 𝑥 𝐶𝑃𝑇 𝑖𝑛𝐸𝑈𝑅 𝑥 𝐴𝑢𝑑𝑖𝑒𝑛𝑐𝑒 𝑖𝑛 𝑀

30 𝑆𝑒𝑐𝑜𝑛𝑑𝑠 𝑥 1.000

𝑉𝑖𝑠𝑖𝑏𝑖𝑙𝑖𝑡𝑦 𝑖𝑛 𝑆 𝑥 𝐴𝑑 𝑟𝑎𝑡𝑒 30 𝑆 𝑖𝑛 𝐸𝑈𝑅



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ABOUT NIELSEN SPORTS

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GLOBAL MEDIA &

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ENTERTAINMENT

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WHAT’S NEXT IN GLOBAL SPORTS AND ENTERTAINMENT

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BRANDS

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Please note that this report is subject to copyright agreements. All rights are reserved by Nielsen Deutschland GmbH. In particular, copyright is reserved for the investigation design together with expert evaluations and assessment of the results, which are the intellectual property of Nielsen Deutschland GmbH. If it is intended that this study in full or excerpt will be published, prior written consent is required from the proprietors, Nielsen Deutschland GmbH.

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Documents

FIS NORDIC COMBINED WORLD CUP 2018/19 · y. TV Media Evaluation - Audi FIS Ski World Cup 2018/19 2 INTRODUCTION STUDY BRIEF SPONSORS Audi, Viessmann ANALYSIS PERIOD 2018/19 Season