2011 BTCS Marketing Report

2011 BTCS MARKETING REPORT

IMPACT, VALUE & MARKET SHARE

www.btcseries.be

Philippe Stéveny & Didier de Radiguès │ Kia Buy Way

COVERAGE MEDIA IMPACT

& BUSINESS VALUE

Edouard Mondron & Stéphane Lémeret │ Delahaye Racing Team

COVERAGE MEDIA IMPACT

& BUSINESS VALUE

79.442.419 CONTACTS 2.034.967 € VALUE

59%

41% French

Dutch

OVERALL LANGUAGE REPARTITION Media coverage repartition by language, based on the number of contacts reached by television and print.

The Belgian Touring Car Series offers a great value for money platform for brands. Year after year, the media coverage is improved, to reflect brands’ communication needs. BTCS is a multi-channels, year-long and complete communication plan :

It helps to build the brand, by transposing and acquiring motorsport values ; It provides a platform for activation, with a large number of spectators ; It reaches mass public through several media.

© SpeedWorld Organisation & Promotion. All rights reserved. Produced by Think Out Of The Track (www.thinkoott.com)

Eric van de Poele, Vincent Radermecker & Nico Verdonck │ Volvo S60 Racing Team

COVERAGE DETAILED CHART

& KEY FIGURES

MTE – Prime Racing

COVERAGE DETAILED CHART

& KEY FIGURES

79.442.419 CONTACTS 2.034.967 € VALUE

Contacts Value

TV 4.615.000 € 360.523

Print 62.932.189 € 379.089

Internet 6.583.800 € 822.176

Spectators 106.100 € 106.100

Ticketing 445.230 € 115.780

Lifestyle Racing

187.500 € 187.500

Others 4.572.600 € 63.798

TOTAL 79.442.419 € 2.034.967

MEDIA IMPORTANCE BY CONTACTS GENERATED

COVERAGE OVERVIEW CHART

Print

TV

Internet

Spectators

Ticketing

Lifestyle Racing

Others

MEDIA IMPORTANCE BY VALUE GENERATED

79%

€ 0 € 100.000 € 200.000 € 300.000 € 400.000 € 500.000 € 600.000 € 700.000 € 800.000 € 900.000

*Print : from 01/01/2011 to 30/09/2011. Months 11 and 12 based on 2010 coverage figures. **Ticketing : paper + downloads ***Lifestyle Racing : 2,5 readers / magazine ****Others : Telepro, Champion-Mestdagh partnership


Pierre-Yves Rosoux & Pierre Piron │ Astur Car Claude-Yves Gosselin & Jean-Jacques Smits │ W Racing Team

COVERAGE TV IMPACT

& DIFFUSION GRID

COVERAGE TV IMPACT

& DIFFUSION GRID

9 TV CHANNELS 612.500 TELEVIEWERS PER RACE 4.615.000 TOTAL CUMULATED

44,9% 55,1%

French

Dutch

PER RACE

BTCS benefits from great media exposure in both French and Dutch languages. Race results and specials are broadcasted on 9 TV channels and gather 612.500 televiewers each in average. In 2011, two Joutral Télévisé (RTL-TVI) summarized BTCS races, for an additional audimat figure of 940.000.

TV NEWS (JT)

CUMULATED (Year)

TV LANGUAGE REPARTITION BY CONTACTS GENERATED


5 Programmes

21 Diffusions

612.500 Televiewers (in average)

2 News Programmes

471.706 RTL-TVI (18.06.2011)

940.000 News Programmes

3.675.000 Per Race Programmes

4.615.000 Total Cumulated

Werner Van Herck │ Van Herck Racing

COVERAGE TV IMPACT

& DIFFUSION GRID

0

50.000

100.000

150.000

200.000

250.000 RTBF

RTL Group

VT4

VRT

Exqi Sport

Motors TV

AUDIMAT / TV CHANNEL / RACE

TV Group Programme Channel Diffusion Date Cumulated Avg. Audimat

%

La Une Friday 22h

RTBF Automobile La Deux Saturday 12h30 95.000 15,51%

La Une Sunday 8h30

Club RTL Saturday 22h15

RTL Group Moteurs RTL-TVI Sunday 11h30 100.000 16,33%

Club RTL Monday 00h00

VT4 Pit-Lane VT4 Thursday 22h00

62.500 10,20% VT4 Sunday 17h00

VRT Sporza VRT Sunday 14h-18h 215.000 35,10%

Exqi Sport Dedicated Exqi Sport 6 Diffusions 60.000 9,80%

Motors TV Dedicated Motors TV* 6 Diffusions 80.000 13,06%

TOTAL 5 Programmes** 9 Channels 21 Diffusions 612.500 100%

VTM coverage not taken into account Thanks to Koen and Kris Wauters’ presence, we also have TV coverage on VTM (but no precise data available; it is not taken back in our TV report).


Marketing. Communication. Management.

Motorsport Agency. +32 (0)472 29.29.77

www.thinkoott.com

Motorsport agency for drivers, teams, brands and organisations.

What is your objective ?

What is your objective ? Winning? Sponsor? Image? VIP Hospitality? Media Coverage? Calculate your media value and impact? At Think Out Of The Track, we design and deliver the right tools and support to reach your objective. We service drivers, teams, brands and organisations.

Jean-Pierre Lequeux & Jean-Marc Ueberecken │ MTE – Prime Racing

COVERAGE WRITTEN PRESS

& COMMUNICATION LOOP

COVERAGE WRITTEN PRESS

& COMMUNICATION LOOP

62.932.189 CONTACTS 379.089 € VALUE

61%

37%

2% French

Dutch

German

WRITTEN PRESS LANGUAGE REPARTITION

0

5.000.000

10.000.000

15.000.000

20.000.000

25.000.000

30.000.000

35.000.000

40.000.000

45.000.000

Q1 Q2 Q3 Q4

Total

French

Dutch

CONTACTS GENERATION BY 2012 QUARTERS

12 HOURS OF SPA IMPACT Q2 (April-May-June) clearly shows the huge impact of the 12 Hours of Spa.

PUBLICATION VS READERSHIP Auxipress supplies BTCS with articles list, media name and publication figure. The figure Contacts takes into account readership estimation.


COVERAGE SPECTATORS

& ENTERTAINMENT

COVERAGE SPECTATORS

& ENTERTAINMENT

109.100 SPECTATORS 62% MAN 38,7 YEARS OLD IN AVERAGE

23.000 24.000

29.500

15.400 17.200

GT1 Dijon 12 H of Spa 25 H VW Fun Cup Belgian Masters Francorchampagne

SPECTATORS FIGURE PER RACE MEETING

*The race of Dijon (France) is not open to public


From left to right : Philippe Stéveny, Stéphane Lémeret, Edouard Mondron, Eric van de Poele & Vincent Radermecker

COVERAGE CHAMPION-MESTDAGH

PARTNERSHIP

Motorsport International, Delahaye Racing Team & W Racing Team

COVERAGE CHAMPION-MESTDAGH

PARTNERSHIP

Champion-Mestdagh retail network partnered with SpeedWorld to offer free tickets to its customers and to promote race events.

POSTERS In 2011, an average of 33.500 tickets were distributed for free in Champion-Mestdagh shops. In addition, two posters were displayed in every shop.

LARGE COVERAGE This partnership resulted in a large coverage, with a

strong focus on the French-talking part of Belgium.

67 SHOPS 33.500 FREE INVITATIONS PER RACE 167.500 FREE INVITATIONS TOTAL


Werner Moonens & Nico Verdonck │ Motorsport International

COVERAGE INTERNET

MULTI-PASS ACTION

Gomez Competition

COVERAGE INTERNET

MULTI-PASS ACTION

MORE THAN 1.100.000 MULTI-PASS OFFERED

In partnership with Skynet and Just For You, SpeedWorld offered a Multi-Pass, valid for 4 races (for 4 persons). This action took place in March 2011. The Multi-Pass was sent to more than 1,1 million e-mail addresses.


Benjamin Mardeen, Damien Dupont & Michel Plennevaux │ Delahaye Racing Team

CHAMPIONS DRIVERS AND CARS

Julien Buffet & Denys Buffet │ D.B.J. Racing

CHAMPIONS DRIVERS AND CARS

S1 Philippe Stéveny & Didier de Radiguès Kia Buy Way Kia Pro_cee’d

S2 Alexis van de Poele MTE Solution F

S3 Benoît De Keijser & Christophe de Fierlant Racing Club Partners Roadster Cup

T4 Christophe Pampel Euroracing BMW M3

T3 Steve Vanbellingen & Erik Qvick Qvick Motors Racing BMW M3 WTCC

T2 Guy Katsers Surinx Racing Honda Civic

SEAT LEON Christian Franck G.D.M.H. Seat Leon Supercopa

JUNIOR Guy Katsers Surinx Racing Honda Civic

MANUFACTURER

Eric van de Poele & Vincent Radermecker │ Volvo S60 Racing Team

MARKET SHARE BRAND BY BRAND

& VALUATION

Wim De Graef, Gunther De Maeijer & Kris Van Kelst │ Spork Racing Team

MARKET SHARE BRAND BY BRAND

& VALUATION

Car Brand SOV Contacts Value

KIA 24% 38.132.361 € 976.784

Volvo 20% 31.776.967 € 813.987

Renault 15% 23.832.726 € 610.490

VW 11% 17.477.332 € 447.693

Jaguar 9% 14.299.635 € 366.294

Seat 8% 12.710.787 € 325.595

BMW 7% 11.121.939 € 284.895

Mazda 2% 3.177.697 € 81.399

Others 4% 6.355.393 € 162.797

24%

20%

15%

11%

9%

8%

7%

2% 4% KIA

Volvo

Renault

VW

Jaguar

Seat

BMW

Mazda

Others

24% SHARE OF VOICE FOR KIA 813.987 € VALUE FOR VOLVO

SHARE OF VOICE, CONTACTS AND VALUE PER BRAND The chart below is an estimation of share of voice per brand. We deliberately chose to double the contact number, as two or more brands can appear on the same article, pictiure or TV programme.

VISUAL INTERPRETATION

WARNING SOV, charts and figures are only an estimation. and do not constitute a guarantee of any kind.


Steve Vanbellingen & Eric Qvick │ Qvick Motors Racing

2012 CALENDAR

BELGIAN RACING SERIES

Guy Katsers, Christophe Daerden & Erik Bruynoghe │ Surinx Racing

2012 CALENDAR

BELGIAN RACING SERIES

GOODBYE ‘BTCS’ WELCOME ‘BELGIAN SPRINT CHAMPIONSHIP’

April 20-21-22 FIA GT Zolder

May 4-5-6 Trophée de Bourgogne Dijon

June 8-9-10 12 Hours of Spa Spa-francorchamps

July 26-27-28 24 Hours of Spa Spa-Francorchamps

September 14-15-16 Francorchampagne Spa-Francorchamps

October 19-20-21 Belgian Masters Zolder

NEW FORMAT

TRACK TIME Qualifying 1 : 40’ Qualifying 2 : 40’ Race 1 : 60’ Race 2 : 30’ Race 3 : 30’

2012 CALENDAR

STARTING GRIDS Qualifying 1 determines Grid Race 1 Qualifying 2 determines Grid Race 2 Results Race 2 determines Grid Race 3 (with a reverse grid for the 8 firsts)

12 HOURS OF SPA An exception is made for 12 Hours of Spa : 2 x 40’ qualifying 3 x 40’ races


NEW IN 2012 BELGIAN RACING SERIES Next year, the three main championships in Belgium will race under one banner : Belgian Racing Series. Belgian Endurance Champ. Belgian Sprint Champ. VW Fun Cup Challenge

CONTACT SPEEDWORLD

Christian Lahaye [email protected] Steven Stichelbout [email protected] Hans Van De Ven [email protected] Laurent Voogt [email protected]

Produced by Think Out Of The Track Motorsport Marketing Agency M +32 (0)472 29.29.77 [email protected] www.thinkoott.com

SpeedWorld Rue des Roseaux 6 7331 Baudour T +32 (0)65 61.38.38 F +32 (0)65 61.38.36 www.speedworld.be

PURPOSE OF THIS DOCUMENT This document is strictly for use of BTCS teams, drivers and brands. Numbers, figures, charts and estimations are given for informative use only and do not constitute a guarantee of any kind.

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2011 BTCS Marketing Report

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