FIS SKI JUMPING MEN WORLD CUP 2018/19 ......TV Media Evaluation - FIS Ski Jumping World Cup Men...

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Expertise by Nielsen Sports

Your contacts: Akanimoh Umoh, Benedikt Neumayer

FIS SKI JUMPING MEN WORLD CUP 2018/19 PRESENTED BY VIESSMANN TV Media Evaluation – Event Summary

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2 TV Media Evaluation - FIS Ski Jumping World Cup Men 2018/19

INTRODUCTION

STUDY BRIEF

SPONSORS Audi, Bergstern, Viessmann

ANALYSIS PERIOD 2018/19 Season

EVENT FIS Ski Jumping World Cup Men 2018/19 presented by Viessmann

MARKETS

Austria, China, Croatia, Czech Republic, Denmark, Finland, France, Germany, Italy,

Japan, Netherlands, Norway, Poland, Romania, Russia, Slovakia, Slovenia, South

Korea, Sweden, Switzerland, USA

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

AUDIENCE SOURCES Mediametrie/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 SKI JUMPING WC MEN

Cumulative Audience (M)

554,63 2.448,54

Broadcast Time (hh:mm:ss)

1896:47:22 8702:21:32

Event Impressions (M)

77.403,17 19.631,48

SPONSORSHIP ANALYSIS

Visibility (hh:mm:ss)

1071:42:50 5154:46:18

Sponsorship Impressions (M)

45.436,36 6.534,51

QI Media Value (€)

57.283.646 15.965.896

3.003,17

10599:08:54

97.034,65

6226:29:08

51.970,86

73.249.542


KEY INSIGHTS

CUMULATIVE AUDIENCE

• Increased by more than 270M

compared to 2017/18. This

corresponds to an increase of 10%.

• Most of the increase can be attributed

to Japan, where numbers more than

tripled (+222M).

BROADCAST TIME

• Increased by almost 700h year-over-

year, live coverage by 170h.

• Eurosport contributes the largest share

to the overall increase (+870h).

VISIBILITY

• Combined all brands were visible for

6.200 hours.

• With a visibility of 3.600h, title partner

Viessmann accounts for almost half of

total numbers.

SPONSORSHIP IMPRESSIONS

• 52bn impressions mean an increase

of 5% year-on-year.

• Bergstern accounts for the majority of

this positive development thanks to 3

additional sponsorship tools onsite and

the fact that the sponsor was visible

from the start of the season.

• Most of the increase comes from

Russia, Finland and Poland.

QI MEDIA VALUE

• More than €57M out of the total €73M were generated during live

broadcasts (78%).

• New year’s jumping in Garmisch-Partenkirchen was the competition with

the highest QI Media Value (€4M) thanks to high audience ratings in

Germany and Poland.


KEY INSIGHTS

2,611 2,791 2,392

2,922 2,731

3,003

86,148

96,059

79,015 82,591

87,173

97,035

-10,000

10,000

30,000

50,000

70,000

90,000

110,000

0

2,000

4,000

6,000

8,000

10,000

12,000

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

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

YEAR-ON-YEAR DEVELOPMENT

• Broadcast time reached an all-time high in season 2018/19, thanks to an

increase of 870 hours across all analysed Eurosport feeds – most of all in

Poland, Czech Republic and Russia.

• Cumulative audience is naturally driven by secondary coverage, which

accounts for an increase of 160M viewers. Even more remarkable is a

110M increase in viewership of live coverage mostly in Germany and

Poland.

• Accordingly, event impressions also sharply increased and even beat the

numbers from the past-Olympic winter 2014/15.


MARKET RANKING – EVENT IMPRESSIONS (M)

MANAGEMENT SUMMARY Media Monitoring

• Among the visited venues, Oberstdorf naturally gathers by far the

highest cumulative live audience, combining one 4 Hills

competition and another two ski flying events in early February.

• With 26M, more than one quarter comes from the 4 Hills opener,

closely followed by the second ski flying competition (25,6M).

• It almost goes without saying: Germany and Poland account for

the highest share (35M each).

• Zakopane ranks second, thanks to above-average numbers in

host market Poland as well as in Germany.

• Garmisch ranks top in terms of live audience in host market

Germany, but only comes third overall owing to relatively low

numbers in Poland (no live coverage of the qualification on TVP1).

47,411

26,841

5,580

3,430

2,682

2,360

2,094

1,689

1,201

982

500

499

440

403

236

198

158

146

115

68

1

Poland

Germany

Russia

Austria

Norway

Finland

Slovenia

Czech Republic

Slovakia

Japan

Netherlands

Romania

Italy

China

Switzerland

Sweden

Croatia

France

Denmark

USA

South Korea

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

93.72

47.46 41.91 39.82 37.73

Oberstdorf Zakopane Garmisch-Partenkirchen

Lahti Willingen

2.368

2.357

751

1.139

1.025

822

1.350

902

752

467

682

598

616

54

703

625

640

342

453

83

2

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)

364:00:43

364:00:43

364:00:41

363:14:36

354:17:06

Eurosport CZ(CZE)

Eurosport CZ(SVK)

Eurosport PL(POL)

Eurosport RU(RUS)

Eurosport IT(CRO)

96,059

79,015 82,591 87,173 97,035

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

28,765.76

12,865.76

9,905.80

8,775.77

7,913.26

TVP 1 (POL)

ARD (GER)

ZDF (GER)

Eurosport PL(POL)

TVP Sport(POL)


• The highest single live audience was achieved for the jumping in

Bischofshofen (6,76M on ZDF), while the highest live market

share was measured for the second individual competition in

Planica (79,1% on RTVSLO 2) giving proof of the enormous

interest of Slovenians in Ski Jumping.

• The top 5 channels by event impressions, all of them being Polish or

German, account for 88% of total numbers.

• Besides the strong contribution by TVP, Poland also remains a

popular Eurosport market. Eurosport 1&2 account for 10% of total

media impact and generate as many event impressions as EBU

channels ORF1, NRK1, YLE2 and RTV SLO2 combined.

• Overall, Eurosport accounts for 23% of total media impact.

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9

1,128.50

925.30

67.55

129.33

97.75

87.79

75.91

1,270.03

903.16

8.21

111.00

127.45

45.42

67.60

2019/18 2017/18

1051:02:34

611:29:00

673:42:18

737:00:46

550:55:58

644:13:00

705:59:54

794:37:57

606:32:50

577:37:12

685:47:26

503:20:56

663:46:06

739:59:42

Poland

Germany

Russia

Austria

Norway

Finland

Slovenia

2018/19 2017/18

TV Media Evaluation - FIS Ski Jumping World Cup Men 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


47,411.39

26,841.08

5,580.15

3,429.89

2,682.26

2,360.00

2,093.60

46,218.78

26,674.19

670.98

2,984.65

3,059.22

550.57

2,063.11

2018/19 2017/18

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By Channel (Top 10)

MEDIA MONITORING

364:00:43

364:00:43

364:00:41

363:14:36

354:17:06

354:17:06

354:17:06

326:12:48

324:42:55

308:48:16

Eurosport CZ (CZE)

Eurosport CZ (SVK)

Eurosport PL (POL)

Eurosport RU (RUS)

Eurosport IT (CRO)

Eurosport IT (ITA)

Eurosport IT (SLO)

Eurosport 2 NL (NED)

Eurosport NO (NOR)

Eurosport 2 CZ (CZE) 2,263

2,369

3,046

3,475

5,265

7,913

8,776

9,906

12,866

28,766

YLE 2 (FIN)

NRK 1 (NOR)

ORF 1 (AUT)

Eurosport DE (GER)

Eurosport RU (RUS)

TVP Sport (POL)

Eurosport PL (POL)

ZDF (GER)

ARD (GER)

TVP 1 (POL)



33% OF

TOTAL

87% OF

TOTAL

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Coverage Trend by Week

MEDIA MONITORING



00:00:00

200:00:00

400:00:00

600:00:00

800:00:00

1000:00:00

1200:00:00

45 46 47 48 49 50 51 52 53 1 2 3 4 5 6 7 8 9 10 11

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000

10,000

45 46 47 48 49 50 51 52 53 1 2 3 4 5 6 7 8 9 10 11

RUKA

4 Hills Raw Air

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Season Comparison by Event Impression

MEDIA MONITORING

9,517

16,522

30,105

20,508 20,383

9,243

19,162

26,515

5,781

26,472

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 fixtures, which 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 specific

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, without 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 specified

population (e.g. target group of individuals or households)

viewing 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

Viewing of a specified population, whether 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 official Television

Audience Measurement (TAM) providers such as

Mediametrie/Eurodata TV, The Nielsen Company, MMS,

TNS Gallup, etc.

Audience Estimation

For channels where no official audience measurement is

in place, estimated ratings are calculated using a

quantitative estimation model.

To calculate an estimate, the following 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 viewing 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, with 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 well as for

benchmarking purposes with 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

𝐵𝑟𝑜𝑎𝑑𝑐𝑎𝑠𝑡 𝑇𝑖𝑚𝑒 𝑖𝑛 𝑆 𝑥 𝐴𝑢𝑑𝑖𝑒𝑛𝑐𝑒 𝑖𝑛 𝑀

30 𝑆𝑒𝑐𝑜𝑛𝑑𝑠

Dedicated coverage

(primary coverage)

Live Live broadcast

Delayed Near-live, first broadcast airing

Re-live Repeat of a live / delayed broadcast

Highlights

Sports programme showing

event reports and summaries as

well as background information

and interviews

Secondary coverage

Magazines /

Sportmagazine

Programme with

minimal sporting content or sport mix

programmes

News Features in news 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 ANALYSIS

Measurement 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 will be count towards 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,

with 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 with 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 what price the sponsor paid to reach 1,000

viewer 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 known 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 between 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 weighted Media Value.

The following five 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 𝑖𝑛 𝐸𝑈𝑅 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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17

GLOBAL MEDIA &

GLOBAL CONNECT

NIELSEN SPORTS

ENTERTAINMENT

17

WHAT’S NEXT IN GLOBAL SPORTS AND ENTERTAINMENT

NIELSEN SPORTS IS PART OF

THE WORLD’S BIGGEST MARKET

AND MEDIA RESEARCH COMPANY

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

AT NIELSEN SPORTS, IT IS ALL

ABOUT THE DECISIONS YOU

MAKE IN SPORTS BUSINESS

18

BRANDS

RIGHTS HOLDERS

PUBLIC SECTOR

MEDIA COMPANIES

AGENCIES

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19

WE CAN LEVERAGE OUR STRENGTHS TO HELP YOU MAKE BETTER, EASIER DECISIONS

19

YOUR DECISION

MARKET

RESEARCH

DIGITAL

SERVICES

MEDIA

ANALYSIS

MARKET

INTELLIGENCE

Brand Performance,

Target Groups &

Fan Insights,

Consumer Behaviour… Audience,

Media Value,

Demographics…

Digital KPI,

Social Buzz,

Media Value…

Ad / Sponsorship

Expenditures,

Market Prices,

Duration…

UNIQUE

CONSULTING EXPERTISE

THE MOST COMPREHENSIVE

DATA SOURCE IN SPORTS

AND ENTERTAINMENT

MEDIA

ANALYSIS

DIGITAL

SERVICES

MARKET

INTELLIGENCE

MARKET

RESEARCH

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20

CONSTANT

INNOVATION

With our new

technologies and

solutions, we can

put you on the

cutting edge of the

sports business.

GUARANTEED

OBJECTIVITY

We’re a neutral

partner that tracks

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based on data.

EXPERTS

WITH PASSION

Over 700 seasoned

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STABILITY

As the most

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on the market, we

offer access to a

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GLOBAL

PERSPECTIVE

Our more than 23

worldwide locations

enable us to under-

stand global trends

and impacts on your

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COMPREHENSIVE

UNDERSTANDING

OF FANS

We analyze consump-

tion and media usage

within your target

groups across all

channels – including

entertainment.

THESE ARE THE STRENGTHS THAT MAKE OUR DECISION SUPPORT UNIQUE

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

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CONTACT DETAILS

AKANIMOH UMOH

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NIELSEN SPORTS

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NIELSEN SPORTS

Tel.: +49 221 43073 795

[email protected]

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Copyright ©2019 The Nielsen Company. Confidential and proprietary.

Please note that this report is subject to copyright agreements. All rights are reserved by Nielsen Deutschland GmbH. In part icular, 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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