FIS FREESTYLE SKI WORLD CUP 2018/19 · TV Media Evaluation - FIS Freestyle Ski World Cup 2018/19 2 INTRODUCTION STUDY BRIEF SPONSORS Audi (@ Ski Cross Events only) ANALYSIS PERIOD

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Expertise by Nielsen Sports

Your contacts: Akanimoh Umoh, Benedikt Neumayer

FIS FREESTYLE SKI WORLD CUP 2018/19 TV Media Evaluation – Event Summary

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

INTRODUCTION

STUDY BRIEF

SPONSORS Audi (@ Ski Cross Events only)

ANALYSIS PERIOD 2018/19 Season

EVENT FIS Freestyle Ski World Cup 2018/19 (M/L)

MARKETS Austria, Canada, China, Finland, France, Germany, Italy, Norway, Russia, Slovenia,

South Korea, Spain, Sweden, Switzerland, United Kingdom, 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 FREESTYLE SKI WC

Cumulative Audience (M)

13,77 308,48

Broadcast Time (hh:mm:ss)

291:17:41 1043:32:04

Event Impressions (M)

1.189,85 3.516,24

SPONSORSHIP ANALYSIS

Visibility (hh:mm:ss)

81:00:14 251:05.52

Sponsorship Impressions (M)

468,02 745,28

QI Media Value (€)

1.921.007 2.140.357

322,25

1334:49:45

4.706,09

333:06:06

1.213,30

4.061.364


KEY INSIGHTS

CUMULATIVE AUDIENCE

• After exceptional results in the previous

season, cumulative audience is back on

the level as in the years 2013 to 2016.

• China (-113M) and Japan (-103M) are

mainly responsible for this negative

trend.

BROADCAST TIME

• Broadcast time slightly declined year-

on-year (-10%).

• Again, China and Japan account for the

highest losses while broadcast hours

increased in Spain and UK.

VISIBILITY

• Brand visibility of Audi increased by

one third.

• Presentation Wall and Start Installation

were the most visible tools.

SPONSORSHIP IMPRESSIONS

• Most impressions generated in

Sweden and Germany.

• Enormous increase in Canada

(+1753%) thanks to more Ski Cross

coverage on CBC.

• Blue Mountain SX comes first in the

competition ranking.

QI MEDIA VALUE

• Audi’s QI Media Value almost doubled compared to 2017/18.

• While the overall media monitoring trend for the World Cup was negative,

Ski Cross competitions increased in broadcast time and audience.

• Coverage on public broadcasters in Sweden (SVT) and Germany

(ARD/ZDF) are the main drivers for this positive development.


TV COVERAGE TREND

414 331

269 318 436

604

322

2,151

5,125

2,968

4,343

6,925

6,307

4,706

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

0

500

1,000

1,500

2,000

2,500

2012/13 2013/14 2014/15 2015/16 2016/17 2017/18 2018/19

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

YEAR-ON-YEAR DEVELOPMENT

• For the first time in the past 7 years, a negative trend for all three media

monitoring parameters can be observed.

• The drop in cumulative audience and media impact can mostly be explained

by less coverage of Aerials and Moguls competitions on CCTV5 in China as

well as on TBS and Nippon TV in Japan.

• In turn, Ski Cross competitions enjoyed a broader coverage mainly thanks to

Eurosport, Rai Sport, L’Equipe and ORF Sport+.


MARKET RANKING – EVENT IMPRESSIONS (M)

MANAGEMENT SUMMARY Media Monitoring

• The Ski Cross competitions in Feldberg attracted the greatest live

audience thanks to wide-reaching live coverage on ZDF in host

market Germany, RTV SLO 2 in Slovenia and SVT 1 in Sweden.

• All other venues ranked in the top-5 in terms of live audience hosted

Ski Cross competitions, too. Free-to-air sports channel L’Equipe

(France) is the main driver – besides the aforementioned public

broadcasters in Germany, Sweden and Slovenia.

• With a live audience of 0,41M the Moguls competition held in Ruka

was the most popular event outside of Ski Cross.

• With extensive coverage on CCTV5 and CCTV5+, China ranks top in

terms of event impressions. The Aerials competitions in Minsk and

Moscow were the most popular ones.

• As most of the airings were delayed or relive, China does not have a

strong impact on the venue ranking by live audience.

1,331

754

696

638

279

248

177

143

104

79

67

59

49

31

30

23

China

France

Germany

Sweden

Italy

Switzerland

USA

Slovenia

Finland

Canada

Japan

Austria

Russia

Spain

Norway

United Kingdom

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

2.82 2.52 2.48

2.24

0.78

Feldberg Sunny Valley Idre Fjall Innichen Blue Mountain

318

597

238

264

203

648

87

189

147

113

141

285

141

152

73

144

BROADCASTS

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


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)

85:23:22

65:04:58

64:55:07

59:16:58

57:08:34

Rai Sport (ITA)

J Sports 1 (JPN)

OlympicChannel (USA)

Eurosport 2 DE(GER)

Eurosport 2 ES(ESP)

2,968

4,343

6,925 6,307

4,706

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

1,026.14

616.39

540.71

366.26

286.96

CCTV5

LEquipe

SVT 1

ZDF

ARD


• With 78 programmes, equally distributed across the various venues

and competitions, Rai Sport ranks top in terms of broadcast time.

• Overall, the Ski Cross competitions in Innichen and Feldberg enjoyed

the broadest coverage. They rank top in all three major parameters

(broadcast time, cum. Audience & event impressions).

• With 58 broadcasts and an average audience of 1M viewers, Chinese

CCTV5 naturally generated the most event impressions.

• As there were 65 airings less on CCTV5 compared to 2017/18,

cumulative audience (-113M) and event impressions (-2.026M)

notably declined – thus heavily impacting overall World Cup results.

• The domestic event in Secret Garden had accounted for more than

one third of last year’s total numbers but was not covered by CCTV at

all this year.

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9

76.96

73.12

54.21

47.27

2.59

14.72

4.30

190.41

37.93

91.86

2.24

52.57

12.54

9.57

2018/19 2017/18

94:49:22

123:31:05

68:26:15

71:16:37

149:41:39

97:41:27

69:36:34

141:39:55

340:32:38

52:00:15

153:55:38

68:26:43

73:56:27

67:05:57

China

France

Germany

Sweden

Italy

Switzerland

USA

2018/19 2017/18

TV Media Evaluation - FIS Freestyle 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


1,330.95

753.56

696.11

638.09

279.33

247.88

176.56

3,462.04

182.26

580.23

265.81

454.21

175.17

293.56

2018/19 2017/18

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Comparison of Genders

MEDIA MONITORING

57%

50%

56%

43%

50%

44%

Broadcast Time

Audience

Media Impact

TOTAL

1.335 hours

322,25 M viewers

4.706 M impressions

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Coverage Trend by Week

MEDIA MONITORING



0:00:00

50:00:00

100:00:00

150:00:00

36 37 43 44 45 46 47 48 49 50 51 52 53 1 2 3 4 5 6 7 8 9 10 11 12 13 14

Men Ladies

0

250

500

750

36 37 43 44 45 46 47 48 49 50 51 52 53 1 2 3 4 5 6 7 8 9 10 11 12 13 14

Men Ladies

SX Arosa &

Innichen

SX Feldberg & Sunny

Valley + AE Moscow

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Season Comparison by Media Impact

MEDIA MONITORING

1 0

104

846

1,187

1,976

591

0 1

98

2,369

2,113

1,149

579

September October November December January February March

Season 2018/19

Season 2017/18

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13

607.48

586.26

356.06

332.93

209.77

153.20

142.23

373.84

317.78

63.77

54.49

162.26

99.21

81.47

2018/19 2017/18

53:11:11

45:42:09

48:16:49

23:56:15

48:36:48

76:22:16

59:46:21

49:43:49

27:32:59

114:04:19

21:51:00

48:04:48

57:10:51

50:13:54

Sweden

Germany

France

China

Switzerland

Italy

Slovenia

2018/19 2017/18


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

MEDIA MONITORING



CUMULATIVE AUDIENCE (M)

MEDIA IMPACT

TREND


37.82

44.07

26.93

21.25

12.23

1.36

5.74

36.73

60.32

10.05

3.22

10.94

0.93

3.59

2018/19 2017/18

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By Channel (Top 10)

MEDIA MONITORING

42:17:59

41:48:53

38:45:54

38:42:57

38:42:57

37:27:00

36:20:05

28:29:57

28:29:57

28:00:20

Eurosport 2 DE (AUT)

Eurosport 2 ES (ESP)

Eurosport 2 DE (DE)

Eurosport 2 IT (ITA)

Eurosport 2 IT (SLO)

Eurosport 2 RU (RUS)

Eurosport 2 UK (UK)

Eurosport 2 FI (FIN)

Eurosport 2 SE (SWE)

Rai Sport (ITA) 74

93

128

137

171

189

231

295

363

517

SVT 2 (SWE)

CCTV5+ (CHN)

Rai Sport (ITA)

RTV SLO 2 (SLO)

SRF 2 (SUI)

ARD (GER)

CCTV5 (CHN)

Lequipe (FRA)

ZDF (GER)

SVT 1 (SWE)



56% OF

TOTAL

86% OF

TOTAL

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Comparison of Genders

MEDIA MONITORING

54%

70%

62%

46%

30%

38%

Broadcast Time

Audience

Media Impact

TOTAL

643 hours

161 M viewers

2.550 M impressions

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Coverage Trend by Week

MEDIA MONITORING



0:00:00

50:00:00

100:00:00

150:00:00

51 52 53 1 2 3 4 5 6 7 8 9 10 11 12 13 14

Men Ladies

0

250

500

51 52 53 1 2 3 4 5 6 7 8 9 10 11 12 13 14

Men Ladies

SX Arosa &

Innichen

SX Feldberg & Sunny

Valley

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Season Comparison by Media Impact

MEDIA MONITORING

556

710

1,165

120

597

431

9

285

December January February March

Season 2018/19

Season 2017/18

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METHODOLOGY

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19

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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20

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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GLOBAL MEDIA &

GLOBAL CONNECT

NIELSEN SPORTS

ENTERTAINMENT

22

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

23

BRANDS

RIGHTS HOLDERS

PUBLIC SECTOR

MEDIA COMPANIES

AGENCIES

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24

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As the most

experienced provider

on the market, we

offer access to a

trove of 30 years of

data – and will con-

tinue to in the future.

GLOBAL

PERSPECTIVE

Our more than 23

worldwide locations

enable us to under-

stand global trends

and impacts on your

local business.

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

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Germany

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CONTACT DETAILS

AKANIMOH UMOH

HEAD OF MEDIA DACH

NIELSEN SPORTS

Tel.: +49 221 43073 640

[email protected]

BENEDIKT NEUMAYER

TEAM MANAGER CLIENT SERVICES

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.

Whilst proper due care and diligence has been taken in the preparation of this document, Nielsen Deutschland GmbH cannot guarantee the accuracy of the information contained and does not accept any liability for any loss or damage caused as a

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