P L A N N I N G S T R A T E G Y M O N I T O R I N G

Men’s Handball World Championship 2009 in Croatia

16 January – 01 February 2009

TV Media Evaluation

Management Report

TV Media Evaluation from 14 Jan 2009 – 05 Feb 2009

An expertise by SPORT+MARKT AG

Your contact persons: Stephan Schröder | Carsten Schröer | Torsten Lüttmann

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IntroductionBackground information

Structure and targets of investigation

The International Handball Federation (IHF) commissioned SPORT+MARKT to conduct comprehensive TV Media Evaluation of the XXI Men's World Handball Championship 2009 in Croatia.

The study comprised Media Monitoring (compilation of media and spectator interest in the sponsorship object), Tool Exposure Analysis (exposure time of sponsors‘ advertising surfaces) as well as concluding evaluation.

The main aim of analysis was to provide a detailed overview of the exposure of the World Championship on TV. Exposure Analysis enables compilation and evaluation of relevant advertising tools. For objective monetary evaluation the CPT (Cost per Thousand) is calculated based on a fixed sum of € 1,-.

Analysis period: 14.01.2009 – 05.02.2009

Pre-Tournament: 14.01. – 15.01.09

Preliminary round: 16.01. – 23.01.09

Main round/President’s Cup: 24.01. – 28.01.09

Finals: 29.01. – 01.02.09

Post-Tournament: 02.02. – 05.02.09

Event period: 16.01.2009 – 01.02.2009

Country selection:

Full analysis: Croatia, Denmark, Egypt, France, Germany, Poland, Serbia, Spain, Sweden and additional Eurosport + Eurosport 2, Al Jazeera

Desk Research: Algeria, Argentina (incl. Tyc Sports), Australia, Brazil, Hungary, Korea, Norway, Romania, Russia, Saudi Arabia, Slovenia, Tunesia and additional Ten Sports, Universal Sports

Channel Panel:

Comprehensive TV media panel (see below)

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Summary of results

Presentation of results

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Media EvaluationSummary of results

Key results

*Source: EURODATA TV, S+M estimations

128,78

54,95

2505:46:50

Broadcast Time [hh:mm:ss]

Cumulated audience of the final* [in mill.]

Top sponsors visibility of broadcast time [in %]

Cumulated visibility of the four Top sponsors [hh:mm:ss]

Cumulated audience* [in mill.]

1420:28:19

1.578,20

resultcriteria

+10%

+27%

-11%

Comparison to 2007

43.586,49Cumulated event contacts* [in mill.] +21%

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Media Monitoring

Presentation of results

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Media Monitoring Broadcast Time [hh:mm:ss] by country

138:08:36

133:45:00

120:20:20

97:49:35

78:03:09

76:03:15

70:30:00

69:57:07

60:32:19

42:40:00

42:06:54

22:30:00

14:00:00

180:25:00

28:45:12

TOTAL:1420hh:28ss:19mm

Norway*

Denmark

Hungary*

Poland

Egypt

Germany

Croatia

Russia*

Spain

France

South Korea*

Sweden

Serbia

Saudi Arabia*

Algeria*

*SPORT+MARKT Desk research

Worldwide channels Al Jazeera Sport 1 / 2 / +3 / +4, Eurosport 2 and Deutsche Welle are not presented (Total: 204hh:51mm:53ss)

Top 15

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Media Monitoring Cumulated audience in mill.** by country

397,15

218,00

136,03

92,21

60,28

33,52

28,14

23,63

13,82

6,26

2,80

0,42

0,34

557,30

0,83

TOTAL:1,58 bill.

*SPORT+MARKT Desk research**Source: EURODATA TV, SPORT+MARKT estimations

Top 15

Worldwide channels Al Jazeera Sport 1 / 2 / +3 / +4, Eurosport 2 and Deutsche Welle are not presented (Total: 6,8 mill.)

Germany

Poland

France

Croatia

Denmark

Serbia

Spain

Sweden

Egypt

Norway*

Hungary*

Romania

Russia

South Korea*

Slovenia*

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8*SPORT+MARKT Full Analysis**SPORT+MARKT Desk Research***Source: EURODATA TV, SPORT+MARKT estimations

Country Tournament stage Match Channel Date Time Audience***

Market share

[in mill.] [in %]

Croatia*

Final France – Croatia RTL Televizija Sun, 01.02.2009 17:23 1,99 81,3

Semifinal Croatia - Poland RTL Televizija Fri, 30.01.2009 20:21 1,76 76,1

Main Round Croatia - Slovakia RTL Televizija Sun, 25.01.2009 20:28 1,58 64,3

Denmark*

Final France – Croatia TV2 Denmark Sun, 01.02.2009 17:23 1,09 51

Placement Match Poland - Denmark TV2 Denmark Sun, 25.01.2009 20:03 1,69 55

Semifinal Denmark - France TV 2 Denmark Fri, 30.01.2009 17:21 1,59 76

France*

Final France – Croatia France 2 Sun, 01.02.2009 17:24 4,51 24,4

Canal+ Sport Sun, 01.02.2009 17:08 1,1 6,1

Semifinal Denmark – France Canal+ France Fri, 30.01.2009 17:19 0,88 6,7

Preliminary Round France – Romania Canal+ Sport Sat, 17.01.2009 20:28 0,6 n. a.

Germany*

Final France-Croatia (2nd half) RTL Sun, 01.02.2009 18:24 3,69 14,67

Main Round Germany – Denmark (2nd half) RTL Tue, 27.01.2009 18:19 7,97 32,77

Main Round Norway – Germany (2nd half) RTL Sun, 25.01.2009 18:18 7,88 30,58

Hungary**

Final France – Croatia Sport1 Sun, 01.02.2009 17:30 0,38 3

Main Round Hungary – France Sport1 Thu, 22.01.2009 19:00 0,5 6,1

Preliminary Round Hungary – Australia Sport1 Sat, 17.01.2009 18:30 0,45 6

Poland*

Final France – Croatia TVP2 Sun, 01.02.2009 17:23 4,04 24,6

Semifinal Croatia – Poland TVP2 Fri, 30.01.2009 20:05 6,93 19,3

Placement Match Denmark - Poland TVP2 Sun, 01.02.2009 14:42 5,37 36,3

Media Monitoring: Final plus two highest audiencesBy country

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Media Monitoring Broadcast Time [hh:mm:ss] in comparison WC 2007 versus WC 2009

XX Men's World Handball Championship 2007 in Germany

Croatia

Denmark

France

Poland

XXI Men's World Handball Championship 2009 in Croatia

*Source: EURODATA TV, SPORT+MARKT estimations

Key result: For the four semi finalist the broadcast time rises in comparison to 2007 approx. +30%

Broadcast time for the four semi finalist 2009 in comparison to 2007

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Key Facts Media Monitoring

Over a three week period, the 2009 Men’s Handball World Cup in Croatia received coverage of approximately 1,420 hours in the 25 markets investigated (90 different channels). These are the main results of the SPORT+MARKT media evaluation during the Men’s Handball World Championship and it is a new record in comparison to the 2007 Championship in Germany (+27% broadcast time).

The Handball World Championship 2009 was broadcast in almost 3,300 programmes and generated a cumulated audience of 1.58 bill. and enabled 43.59 bill. event contacts on TV. Round about 293 mill. persons (cumulated audience) watched live matches of the Handball World Championship 2009.

In Norway, the highest broadcast levels were recorded with a total duration of over 180 hours. Denmark and Hungary followed with 138 and 133 hours to rank second and third. The high levels of exposure in these three markets are mainly a result of coverage of the Handball World Championship on several sports channels.

Despite comparatively lower broadcast times (78hh:03mm:09ss; 7th place in the ranking), Germany recorded the highest cumulated audience, with 557.30 mill. viewers. This is due to the coverage the Handball World Championship receives in news broadcasts, which have a wide audience reach and regular reports.

The ranking of sponsorship contacts was also topped by Germany with 11.68 bill., followed by Poland (9.69 bill.) and Croatia (6.38 bill.), that also generated high audience penetration levels.Coverage of the final match France vs. Croatia totalled 67hh:50mm:23ss with approx. 129 mill TV viewers all over the world.

The main sponsors enjoyed a high profile during the matches. In statistical terms, a main sponsor was visible in approx. half of all TV footage.

SPORT+MARKT: “The main sponsors generated outstanding visibility levels. Thanks to the usage of the rotating board, even brands with longer names generated high visibility.”