Spotlight on: London Marathon
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Transcript of Spotlight on: London Marathon
7/21/2019 Spotlight on: London Marathon
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Spotlight on: London MarathonWednesday 29 May, 2015
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London Marathon 2015TV Audience
THE OVERNIGHT AVERAGE AUDIENCE FOR
THE 2015 LONDON MARATHON ON BBC 1
WAS 3.2 MILLION PEOPLE. ALLOWING FOR
EXPECTED DELAYED VIEWERS, THIS IS LIKELY
TO REPRESENT A 10% INCREASE ON THE
AVERAGE AUDIENCE FOR THE 2014 LONDON
MARATHON.
Source: Futures Sport + Entertainment
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London Marathon 2015TV Audience
0
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1,000
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2,000
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3,000
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4,000
4,500
10:00:00 10:30:00 11:00:00 11:30:00 12:00:00 12:30:00 13:00:00 13:30:00 14:00:00
A u d i e n c e
( 0 0 0 s )
Time
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THE AUDIENCE PEAKED AT 4 MILLION, AS
PAULA RADCLIFFE FINISHED HER LAST
EVER LONDON MARATHON.
Read more on this here.
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London Marathon 2015TV Audience
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
10:00:00 10:30:00 11:00:00 11:30:00 12:00:00 12:30:00 13:00:00 13:30:00 14:00:00
A u d i e n c e
( 0 0 0 s )
Time
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THE AUDIENCE FELL AWAY QUICKLY
ONCE THE ELITE ATHLETES HAD FINISHED
RACING.
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London Marathon 2015Social Media
BIG TV EVENTS WILL HAVE A
CORRESPONDING RIPPLE EFFECT ONLINE
WITH MANY TURNING TO TWITTER TO SHARE
THEIR THOUGHTS ON THE MOMENT. THE
LONDON MARATHON IS NO DIFFERENT
RECEIVING AN AVERAGE OF 88 TWEETS PER
MINUTE THAT DAY FROM OVER 110,000
USERS!
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London Marathon 2015Social Media
BUZZ GRAPH FOR
#LONDONMARATHON OR
“LONDON MARATHON”
What makes this event interesting is thelevel of positive messaging around the raceversus other sporting moments withconversations around support, charitiesand pride. It’s a great opportunity for manybrands to engage with users in such peak
of emotion but particularly for charities whocan convert commentators intoambassadors and donors.
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Source: Sysomos MAP
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London Marathon 2015Focus on Sponsor: Buxton Water
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London Marathon 2015Focus on Sponsor: Buxton Water
Perhaps the most eye catching sponsor activity over the Marathon weekend wasofficial drinks partner Buxton’s tie up with Transport For London. Canada Water
station was renamed ‘Buxton Water’ on race day with integration of branded
artwork throughout the station creating visibility and awareness of the brand’s
sponsorship of the Marathon to be built with commuters passing through the
station on race day. A couple of interesting elements to consider …
Sponsorships of this nature do not generate high levels of media exposure for
brands through the assets provided by the rights holder – they provide a brand
platform. Meaningful engagement and awareness can only be built through
smart activation. This requires additional investment – a balance must be struck
between reach and efficiency. For instance, social media is cost-efficient and
provides a dynamic engagement platform but does not guarantee reach
without efficient planning and amplification. Buying media space can guarantee
reach but not engagement without being part of a wider campaign – activation
is about striking the right balance based on objectives and available budgets.
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“BUXTON WATER”
GAINED
2,496
TWITTER MENTIONS
FROM 1,259 USERS…
WITH 2,507
CAMPAIGN HASH
TAG MENTIONS#WITHYOUALLTHEWAY
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London Marathon 2015Focus on Sponsor: Buxton Water
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Buxton Water reportedly paid £110,000 to rename the tube station for the day; aninvestment that is likely to be similar to, or in excess of what the brand pay for their
sponsorship rights. It is likely that the tube station naming rights would be
considered as ‘advertising’ spend by Buxton rather than ‘sponsorship’. Advertising
budgets are much larger than the traditionally more tightly guarded sponsorship
budgets. Rights holders have significant potential to grow revenues by tapping in
to these budgets with relevant propositions.
The first naming rights agreement concluded by TFL who see brand partnerships
as a key way of raising over £3.4bn from non-fare revenue over the next decade.
Whether brands will see the value in longer term tie-ups with TFL or whether
partnerships will tend to be more tactical remains to be seen
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London Marathon 2015Focus on Sponsor: Buxton Water
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Daniel Haddad
SeniorAccount Manager@danhaddad86
Thank You
Shea Warnes
DigitalLead Strategist@SheaWarnes
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Jack Connor
SeniorAnalyst
Futures S+E