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2017 Muju World Taekwondo Championships
World Taekwondo (WT)
Nielsen Sports
Taekwondo Event Impact (TEI) Study
2Copyright © 2017 The World Taekwondo. Confidential and proprietary.
Executive Summary 5
Taekwondo Event Impact (TEI) Study
I. Sport 11
1. Event Participation 12
1) Athlete
2) Nation
3) Medal
4) Volunteer
2. Spectator 21
1) Spectator Figures
2) Event Assessment
3. Viewer 32
1) TV Viewership
2) TV Coverage
II. Economic 38
1. Revenue 39
1) Revenue Details
2. Media Value 42
1) TV
2) Online
3. Visitor Expenditure 46
1) Expenditure Details
CONTENTS
3Copyright © 2017 The World Taekwondo. Confidential and proprietary.
III. Social 49
1. Image 50
1) Visitor Response
2. Tourism 55
1) Tourism Aspect
3. Community Engagement 61
1) Engagements
4. Event Features 66
1) Features
Appendix 72
1. World Taekwondo Championships Legacy 73
2. World Taekwondo (WT) 75
3. 2017 Muju World Taekwondo Championships 76
4. Participating Nations 2017 79
5. Medal Table_Men 2017 82
6. Medal Table_Women 2017 83
7. Viewership Empirical Data 84
8. TV Research Background 86
9. TV Exposure Empirical Data 87
CONTENTS
4Copyright © 2017 The World Taekwondo. Confidential and proprietary.
10. TV Exposure Footage_Brand 89
11. TV Exposure Footage_Image 91
12. Online Research Background 92
13. Online Exposure Empirical Data 93
14. Online Exposure Image 96
15. In-Scope Visitors 97
16. Expenditure Descriptions 98
17. Awareness Analysis (AA) 99
18. Importance Performance Analysis (IPA) 100
19. Engagement Lists 102
20. Feature Lists 103
21. Survey Methodology 104
22. Respondent Profile 105
23. Research Methodology 106
24. Glossary 108
Authors 109
Terms & Conditions 110
CONTENTS
5
Executive Summary
6Copyright © 2017 The World Taekwondo. Confidential and proprietary.
Executive Summary2017 Muju World Taekwondo Championships
Taekwondo Event Impact
*The Economic sector accounts only theconservative tangible impact; Revenue,Media Value and Visitor Expenditure andexcludes other intangible impact resources.The Economic tangible impact calculationwas not conducted using any sort ofconventional economic multipliers orfactors that could have exaggerated thevalue.
SOCIAL
ECONOMIC*
SPORT
Tangible Intangible
Spectator• 42,181 Spectators• 600 Volunteers
Event Participation• 945 Athletes• 178 Nations
Viewer• 9,397,200 Global Viewers• 232:39:22 Global Coverage
Revenue• $9,460,307
Total Media Value• $12,596,434
Visitor Expenditure• $10,828,386
Image• Muju Image ‘Interesting’ & ‘Generous’• ‘Positive City Atmosphere’• ‘Re-Visit & ‘Recommend Muju’
Tourism• 6 Days of Average Stay• 13 Average number of Acquaintances• Top 3 spending characteristics
‘Transportation’ ‘F&B’ ‘Accommodation’ Community Engagement /Event Features• Over 20 Community Engagements and
Events
Spectator• ‘International’• ‘High-Level Competition’• ‘Competition spirit was Attractive’• ‘Atmosphere was Excellent’
Event Participation• Republic of Korea, Turkey, Serbia
Top 3 Gold Medal nations
7Copyright © 2017 The World Taekwondo. Confidential and proprietary.
2017 Muju World Taekwondo Championships Athlete Participation
recorded at a number of 945; male athletes 570, female athletes 375.
2017 Muju World Taekwondo Championships recorded the highest
number of participating nations with 178 nations taking part in the
event.
Republic of Korea, Turkey and Serbia were the Top 3 Gold Medal
Winning Nations in the 2017 Muju World Taekwondo Championships.
2017 Muju World Taekwondo Championships Volunteer Participation
recorded at 600; male 234, female 366.
01
02
03
04
Executive Summary2017 Muju World Taekwondo Championships
8Copyright © 2017 The World Taekwondo. Confidential and proprietary.
2017 Muju World Taekwondo Championships recorded 232 Global
Broadcast hours.
2017 Muju World Taekwondo Championships Total Spectators were
42,181 during the event period.
2017 Muju World Taekwondo Championships spectators expressed
the events Image as ‘International’ & ‘High-Level Competition’.
2017 Muju World Taekwondo Championships Total Cumulative
TV Viewership was 9,387,200.
05
06
07
08
Executive Summary2017 Muju World Taekwondo Championships
9Copyright © 2017 The World Taekwondo. Confidential and proprietary.
2017 Muju World Taekwondo Championships Total Visitor Expenditure
amounted to $10,828,383.
2017 Muju World Taekwondo Championships Total Revenue
was $9,460,307.
2017 Muju World Taekwondo Championships 100% TV Media Value
amounted to $8,260,820.
2017 Muju World Taekwondo Championships 100% Online Media Value
amounted to $4,958,866.
09
10
11
12
Executive Summary2017 Muju World Taekwondo Championships
10Copyright © 2017 The World Taekwondo. Confidential and proprietary.
Spectators thought Muju was ‘Generous’ and ‘Interesting’, liked the
‘Positive City Atmosphere’, and wanted to ‘Re-Visit’ and
‘Recommend Muju to Others’.
Transportation, Food & Beverage and Accommodation,
Were the top spending categories at the World Championships
Various Community Engagements related to the 2017 Muju World
Taekwondo Championships occurred before and after the event.
The 2017 Muju World Taekwondo Championships had many
Event Features that enlightened the tournament overall.
13
14
15
16
Executive Summary2017 Muju World Taekwondo Championships
11
1. Event Participation
2. Spectator
3. Viewer
Ⅰ. SPORT
12
1. Event Participation
13Copyright © 2017 The World Taekwondo. Confidential and proprietary.
The 2017 Muju World Taekwondo Championships Total Athlete Participation recorded at a
number of 945; male athletes 570 and female athletes 375. The event recorded the highest
athlete participation compared to any previous events.1
The 2017 Muju World Taekwondo Championships recorded the highest number of competing
nations ever, 178 nations in total. European athletes represented 32%(total of 302) of the
athletes in attendance with 47 European nations, more than any other continent, taking part in
the event.
2
Republic of Korea, Turkey and Serbia were the Top 3 Gold Medal winning nations in the
2017 Muju World Taekwondo Championships. The Top 3 medal counts by nations were
Republic of Korea, Russia and China.
3
Summary
Ⅰ Sport
4The 2017 Muju World Taekwondo Championships’ Volunteer total added up to 600; male 234
and female 366. The majority of the volunteers were in their 20s(83%).
1. Event Participation
14Copyright © 2017 The World Taekwondo. Confidential and proprietary.
The 2017 Muju World Taekwondo Championships recorded
the highest number of athletes participating, featuring 945,
9.2% more than the previous highest edition of 872 in
Chelyabinsk, Russia 2015.
A total of 570 Male athletes and 375 Female athletes
participated in the event. Among the 945 athletes total, 929
were overseas athletes and were16 domestic athletes.
Europe had the most athletes entering the event with a total
of 302 (32%). Asia had the next highest number of 258
(27%) athletes competing in the event.
For the 2017 Muju World Taekwondo Championships,
Europe had the most number of nations competing at 47.
Asia and Africa both had 41 nations competing in the
Championships recording the second largest number of
nations participating.
Athletes by Continent 2017
Europe 302 32%
Asia 258 27%
Pan-America 182 19%
Africa 160 17%
Oceania 42 4%
Refugee Team(WT) 1 0.1%
32%
27%
19%
17%
4%
Europe Asia Pan-America
Africa Oceania
Athletes by Continent 2017
1) AthleteSport_Event Participation
Participation
Athletes – Total 945
Male / Female 570 / 375
Overseas / Domestic 929 / 16
Competing Nations 177
Refugee Team(WT) 1
Muju 2017
15Copyright © 2017 The World Taekwondo. Confidential and proprietary.
839
812
866
945
123130
138
178
0
20
40
60
80
100
120
140
160
180
200
700
750
800
850
900
950
1000
2011 2013 2015 2017
Athletes Nations
Athletes & Nations, 2011-2017Based on the study of the last four editions of the event,
each edition had athlete representation from all 5 continents.
As at the previous three editions of the World
Championships, Europe had the most number of athletes at
the 2017 Muju world Taekwondo Championships.
One refugee athlete also participated in the 2017 Muju World
Taekwondo Championships as a member of the World
Taekwondo (WT) team but this is not reflected in the graph
below.
299
256
310 302
0
50
100
150
200
250
300
350
2011 2013 2015 2017
Europe Asia Pan-America Africa Oceania
Athletes by Continent, 2011-2017
1) AthleteSport_Event Participation
16Copyright © 2017 The World Taekwondo. Confidential and proprietary.
Of the participating athletes, 60% were male and 40% were
female.
Africa(37.5%) had the largest gender difference among the
continents. Oceania(33.3%) and then Asia(22.4%) had the
next largest gender difference by continents.
Male Female Total Difference(#) Difference(%)
Europe 173 129 302 44 14.6%
Asia 158 100 258 58 22.4%
Africa 110 50 160 60 37.5%
Pan-America 101 81 182 20 11.0%
Oceania 28 14 42 14 33.3%
Refugee
Team(WT)0 1 1 1 100%
173
158
110101
28
0
129
100
50
81
14
1
Europe Asia Africa Pan-America Oceania WT
Male Female
Athletes by Gender & Continent 2017
60%
40%
Male Female
Athletes by Gender 2017
1) AthleteSport_Event Participation
17Copyright © 2017 The World Taekwondo. Confidential and proprietary.
Nations by Continent, 2011-2017
2011 2013 2015 2017
Europe 40 41 44 47
Pan-
America21 29 25 35
Asia 33 27 33 41
Africa 22 26 32 41
Oceania 7 7 4 13
Refugee
Team(WT)0 0 0 1
Total 123 130 138 178
Nations by Continent, 2011-2017
40 4144
47
0
10
20
30
40
50
2011 2013 2015 2017
Europe Pan-America Asia Africa Oceania
The total number of competing nations at the 2017 Muju
World Taekwondo Championships was 178, surpassing
the previous record of 138 nations at the 2015
Chelyabinsk World Taekwondo Championships.
Overall, nation participation across every continent
increased in Muju from previous editions.
2) NationSport_Event Participation
18Copyright © 2017 The World Taekwondo. Confidential and proprietary.
In the 2017 Muju World Taekwondo Championships, South
Korea finished top of the medal table, winning a total of 10
medals, of which five were gold.
Despite South Korea leading the competition with the most
medals, Europe led the number of medals by continent with
a total of 29; two more than Asia.
Pan-America won five medals as the continent was again
unable to match the medal haul of 19 at the 2013 World
Championships.
Meanwhile, no athletes from Oceania won a medal at the
World Championships. The continent has not won a World
Championship medal since 2013.
The number of nations that have won medals at the world
Championships has increased at every edition since 2011.
Muju 2017: Medal table
Nation Gold Silver Bronze Total
1Republic of
Korea5 1 4 10
2 Turkey 2 1 0 3
3 Serbia 2 0 0 2
4Russian
Federation1 4 2 7
5 Great Britain 1 1 3 5
6
People's
Republic of
China
1 0 3 4
7 Azerbaijan 1 0 1 2
=8 Cote d'Ivoire 1 0 0 1
=8 Germany 1 0 0 1
=8 Nigeria 1 0 0 1
11
Islamic
Republic of
Iran
0 3 1 4
12United States
of America0 2 0 2
13 Thailand 0 1 2 3
14 Uzbekistan 0 1 1 2
=15Chinese
Taipei0 1 0 1
=15 Vietnam 0 1 0 1
Continent Gold Silver Bronze Total
1 Europe 8 6 15 29
2 Asia 6 8 13 27
3Pan-
America0 2 3 5
4 Africa 2 0 1 3
5 Oceania 0 0 0 0
Muju 2017: Continental Medal table
2426
2930
0
5
10
15
20
25
30
35
2011 2013 2015 2017
Number of medal winning nations, 2011-2017
3) MedalSport_Event Participation
19Copyright © 2017 The World Taekwondo. Confidential and proprietary.
A total of 600 volunteers engaged in the 2017 Muju World Taekwondo
Championships. The majority(61%) were female volunteers with 89%
aged in their 20s. Of the male volunteers(39%), 74% were in their 20s.
Volunteers in their 70s represented the lowest percentage age group at
just 0.8%.
15
498
21 22 23 16 5
10s 20s 30s 40s 50s 60s 70s
Youngest 18
Oldest 78
Average age 25
Volunteers by Gender:
Male 234
Female 366
Volunteers by Age:
Bed Nights for Volunteers:
Bed nights 5,130
540
30 30
Non-Local Local International
Volunteers by Region:The Regional profile of the volunteers could be distinguished into two
categories. 570 National volunteers and 30 International volunteers. Of the
570 national volunteers, 540 were Non-Local volunteers that originated
outside of the host-city Muju and 30 were Local residents from the host-city
Muju.
For the 30 International and 540 Non-Local volunteers, separate
accommodations were reserved. On average, the volunteers had nine bed
nights, resulting in an estimate total bed nights for all volunteers of 5,130.
Volunteers fulfilled a wide variety of roles such as:
VIP / Information / Transportation
Team Support / Game Operations / Food and Beverage
Press Center / Safety & Security / Cultural Event
4) VolunteerSport_Event Participation
20Copyright © 2017 The World Taekwondo. Confidential and proprietary.
4) VolunteerSport_Event Participation
21
2. Spectator
22Copyright © 2017 The World Taekwondo. Confidential and proprietary.
The 2017 Muju World Taekwondo Championships’ attracted a total of 42,181 spectators over
the course of the event. The opening ceremony attracted the most spectators with 9,128 in
attendance.5
Based on the 2017 Muju World Taekwondo Championships on-site survey results, the majority
of the spectators described the event as ‘International’ and as a ‘High-Level Competition’.
Other key attributes were ‘Competition Spirit was Attractive’ and the ‘Atmosphere was
Excellent’.
Spectator feedback around Satisfaction during the event was the ‘Venue Atmosphere’ and
‘Safety’ and they had a strong overall satisfaction score and recommendation to others.
6
Summary
Ⅰ Sport2. Spectator
23Copyright © 2017 The World Taekwondo. Confidential and proprietary.
During the 2017 Muju World Taekwondo
Championships from June 24th to 30th, the Local
Organizing Committee(LOC) confirmed the event’s
total number of spectators as 42,181.
The opening ceremony on June 24th attracted the
highest number of spectators for a single session with
9,128 in attendance. The closing ceremony brought
the second highest spectator attendance figures with
8,991.
Overall, to accurately analyse the true total number of
spectator is very difficult as the World Championships
was an open, non-ticketed event and the spectators
were not countered when entering the venue.
Day Date Venue Spectator*
Sat 24th June T1 Arena 9,128
Sun 25th June T1 Arena 7,500
Mon 26th June T1 Arena 3,808
Tue 27th June T1 Arena 3,434
Wed 28th June T1 Arena 4,569
Thu 29th June T1 Arena 4,751
Fri 30th June T1 Arena 8,991
Total 42,181
Muju 2017: Total Spectator
*Estimate forwarded by the Local Organizing Committee(LOC)
using acecdotal evidence and resources.
1) Spectator FiguresSport_Spectator
24Copyright © 2017 The World Taekwondo. Confidential and proprietary.
37.1
39.7
36.8
34.9
32.9
33.6
36.8
44.0
43.3
29.0
31.3
35.5
50.2
51.1
22.8
26.7
Strongly Disagree Disagree Neither agree nor disagree Agree Strongly Agree
3.92
3.73
4.30
4.30
3.98
3.95
3.92
4.19
WT World Taekwondo Championships Image
(base: Total, n=307, %)
Thrilled
Outstanding
International
High Level Competition
Fair
Family Friendly
Trendy
Interesting
Mean(5)
“International” “High Level Competition”
2) Event AssessmentSport_Spectator
25Copyright © 2017 The World Taekwondo. Confidential and proprietary.
76.0
66.0
61.3
68.0
79.3
82.0
62.7
62.0
(base: Total, n=307, top2%)
Image
Thrilled
Outstanding
International
High Level
Competition
Fair
Family Friendly
Trendy
Interesting
Domestic(n=150)
WT World Taekwondo Championships Image
84.7
71.3
74.5
72.6
86.6
87.3
56.7
79.0
Foreigner(n=157)
“International” “High-Level Competition”
Sport_Spectator
2) Event Assessment
26Copyright © 2017 The World Taekwondo. Confidential and proprietary.
WT World Taekwondo Championships Image
(base: Total, n=307, %)
WT event was better
than other sports events
The atmosphere of the
WT event was excellent
The competition spirit is
attractive to visitors
WT event is similar to
other sports events
WT event is attractive to
those who only affiliate
Taekwondo
32.6
29.6
35.2
43.3
40.7
22.8
23.5
41.4
37.8
33.2
Strongly Disagree Disagree Neither agree nor disagree Agree Strongly Agree
4.02
4.16
4.14
3.62
3.50
Mean(5)
“Competition Spirit was Attractive” “Atmosphere was Excellent”
Sport_Spectator
2) Event Assessment
27Copyright © 2017 The World Taekwondo. Confidential and proprietary.
60.7
56.7
72.0
78.0
76.7
(base: Total, n=307, top2%)
Image
WT event was better
than other sports events
The atmosphere of the
WT event was excellent
The competition spirit is
attractive to visitors
WT event is similar to
other sports events
WT event is attractive
only to those who
affiliate Taekwondo
50.3
49.7
80.9
84.1
71.3
Foreigner(n=157) Domestic(n=150)
WT World Taekwondo Championships Image
“Competition Spirit was Attractive” “Atmosphere was Excellent”
Sport_Spectator
2) Event Assessment
28Copyright © 2017 The World Taekwondo. Confidential and proprietary.
41.4
28.335.8
28.723.1 24.8
32.227
38.432.2 29.3 32.9
37.1
43
37.8
39.745.3
37.540.1
43.3
32.9
45.9
41.438.8 27.7
33.9
12.7
21.5
20.5 20.8
28.728
20.8
27
13.4
18.9 28.337.5
25.1
Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree (base: Total, n=307, %)
Safety Transpor
tation
Hygiene
Status
Event
Info
Food &
Beverage
Event
Explanati
on
Event
Staffs
Parking
Facilities
Venue
Atmosph
ere
Grandsta
nd
Event
Mileston
e
Other
Tickets
Event
Pamphlet
s
4.22 3.80 4.07 3.97 3.72 3.81 4.03 3.71 4.20 3.97 3.93 3.91 4.03Average(5)
WT World Taekwondo Championships Satisfaction
“Venue Atmosphere” “Safety”
Sport_Spectator
2) Event Assessment
29Copyright © 2017 The World Taekwondo. Confidential and proprietary.
64.0
60.0
65.3
70.7
78.0
58.0
73.3
60.0
56.0
71.3
73.3
65.3
81.3
Domestic(n=150)
WT World Taekwondo Championships Satisfaction
Safety
Transportation
Hygiene Status
Event Information
Food & Beverage
Event Explanation
Event Staffs
Parking Facilities
Venue Atmosphere
Grandstand
Event Milestone
Other Tickets
Event Pamphlets77.7
61.1
70.7
76.4
90.4
61.8
77.7
69.4
65.0
76.4
77.7
66.9
87.3
Foreigners(n=157)
(base: Total, n=307, top2%)
“Venue Atmosphere” “Safety”
Sport_Spectator
2) Event Assessment
30Copyright © 2017 The World Taekwondo. Confidential and proprietary.
13
9.1
13
48.5
43
48.5
35.5
45.6
35.5
Strongly Dissatisfied Dissatisfied Neither satisfied nor dissatisfied Satisfied Strongly Satisfied
4.16
4.31
4.28
WT World Taekwondo Championships Satisfaction
(base: Total, n=307, %)
Overall Satisfied
Recommend WT World
Taekwondo
Championships to
others
Re-visit the WT World
Taekwondo
Championships
Mean(5)
“Recommend WT World Taekwondo Championships to others”
Sport_Spectator
2) Event Assessment
31Copyright © 2017 The World Taekwondo. Confidential and proprietary.
(base: Total, n=307, top2%)
Assessment
Overall Satisfied
Recommend WT World
Taekwondo
Championships to others
Re-visit the WT World
Taekwondo
Championships
86.0
86.7
81.3
Domestic(n=150)
84.1
90.4
86.6
Foreigner(n=157)
WT World Taekwondo Championships Satisfaction
“Recommend WT World Taekwondo Championships to others”
Sport_Spectator
2) Event Assessment
32
3. Viewer
33Copyright © 2017 The World Taekwondo. Confidential and proprietary.
The 2017 Muju World Taekwondo Championships’ total TV Viewership was 9,387,220. The
Asia Pacific region recorded the highest viewership figures and China recorded the highest
viewership for an individual market.7
The 2017 Muju World Taekwondo Championships’ total TV Coverage was recorded at
232:39:22. The 2017 Muju World Taekwondo Championships coverage duration by broadcast
types was Live 103:05:49, Recorded Live 126:32:30 and Highlights 3:01:03.
8
Summary
Ⅰ Sport3. Viewer
34Copyright © 2017 The World Taekwondo. Confidential and proprietary.
Region Classification
AFRICA & MIDDLE EAST:
Pan Africa, Pan Middle East, South Africa
ASIA PACIFIC:
South Korea, Australia, China, Hong Kong, Indonesia, Japan, Malaysia, New Zealand, Philippines, Singapore, Taiwan, Thailand
CENTRAL & SOUTH AMERICA:
Brazil, Pan Latin America
EUROPE:
Albania, Austria, Belarus, Belgium, Bosnia & Herzegovina, Bulgaria, Croatia, Cyprus, Czech Rep, Denmark, Estonia, Finland, France, Georgia,
Germany, Greece, Hungary, Iceland, Ireland, Israel, Italy, Latvia, Lithuania, Macedonia, Malta, Moldova, Montenegro, Netherlands, Norway, Poland,
Portugal, Romania, Russia, Serbia, Slovakia, Slovenia, Spain, Sweden, Switzerland, Turkey, Ukraine, United Kingdom
CENTRAL &
SOUTH AMERICA
122,200
AFRICA &
MIDDLE EAST
132,000
ASIA PACIFIC
8,461,200
TOTAL
TV Viewership
9,387,200
EUROPE
671,800
1) TV ViewershipSport_Viewer
TV Viewership by
Continents
35Copyright © 2017 The World Taekwondo. Confidential and proprietary.
74.1%
16.0%
4.6% 2.0% 1.4% 0.7% 0.6% 0.5% 0.1% 0.1%
China SouthKorea
Spain Russia Israel Mexico Brazil UnitedKingdom
Ireland Argentina
South Korea1,506,200
TOP
10
CO
UN
TRY
V
IEW
ERSH
IP
China6,955,000
Spain 430,000
Russia187,000
Brazil53,200
Mexico64,000
United Kingdom48,000
Argentina5,000
Israel132,000
Ireland6,800
1) TV ViewershipSport_Viewer
TV Viewership by
Countries
36Copyright © 2017 The World Taekwondo. Confidential and proprietary.
CENTRAL &
SOUTH AMERICA
46:49:00
AFRICA & MIDDLE
EAST
28:00:00
ASIA PACIFIC
57:08:56
TOTAL
TV Coverage
232:39:22
EUROPE
100:41:26
Region Classification
AFRICA & MIDDLE EAST:
Pan Africa, Pan Middle East, South Africa
ASIA PACIFIC:
South Korea, Australia, China, Hong Kong, Indonesia, Japan, Malaysia, New Zealand, Philippines, Singapore, Taiwan, Thailand
CENTRAL & SOUTH AMERICA:
Brazil, Pan Latin America
EUROPE:
Albania, Austria, Belarus, Belgium, Bosnia & Herzegovina, Bulgaria, Croatia, Cyprus, Czech Rep, Denmark, Estonia, Finland, France, Georgia,
Germany, Greece, Hungary, Iceland, Ireland, Israel, Italy, Latvia, Lithuania, Macedonia, Malta, Moldova, Montenegro, Netherlands, Norway, Poland,
Portugal, Romania, Russia, Serbia, Slovakia, Slovenia, Spain, Sweden, Switzerland, Turkey, Ukraine, United Kingdom
TV Coverage by
Continents
2) TV CoverageSport_Viewer
37Copyright © 2017 The World Taekwondo. Confidential and proprietary.
20.3%
15.2%13.8% 13.0% 12.0% 11.5%
5.9%3.9% 3.9%
0.4%
Russia Spain Mexico SouthKorea
Israel China Brazil UnitedKingdom
Ireland Argentina
South Korea30:19:56
TOP
10
CO
UN
TRY
C
OV
ERA
GE
China26:49:00
Spain 35:26:26
Russia47:15:00
Brazil13:49:00
Mexico32:00:00
United Kingdom9:00:00
Argentina1:00:00
Israel28:00:00
Ireland9:00:00
Sport_Viewer
2) TV Coverage
TV Coverage by
Countries
38
1. Revenue
2. Media Value
3. Visitor Expenditure
Ⅱ. ECONOMIC
39
1. Revenue
40Copyright © 2017 The World Taekwondo. Confidential and proprietary.
2017 Muju World Taekwondo Championships generated a Total Revenue amount of
$9,460,307. The State Government Subsidy recorded the highest revenue source
percentage(63.9%). Sponsorship was the next highest revenue source(20.6%) for the event.9
Summary
Ⅱ Economic1. Revenue
41Copyright © 2017 The World Taekwondo. Confidential and proprietary.
Revenue Summary
State Government Subsidy5,516,667
Official Sponsors1,759,111
Special Sponsors 15,000
Central Government Subsidy1,000,000
Accommodation 842,849
F&B Sales 230,513
Competition Entry Fee 94,500
Licensing1,667
Total $9,460,307
The 2017 Muju World Taekwondo Championships main
source of revenue was the State Government Subsidy and
Sponsorship revenue which totaled $5,516,667.
The event attracted a total Sponsorship revenue amount of
$1,774,111 including Official and Special sponsors.
The event collected a Competition Entry Fee of $94,500.
The event was open and so there was no revenue
generated from ticket sales.
In total, the event raised Accommodation revenue of
$842,849 and F&B Sales of $230,513.
$5,516,667
$1,774,111
$1,000,000 $842,849
$230,513 $94,500 $1,667
State Gov Sponsorship Central Gov
Accommodation F&B Sales Entry Fee
Licensing
63.9%
20.6%
11.6%
0.0%
State Gov Sponsorship Central Gov
Accommodation F&B Sales Entry Fee
Licensing
1) RevenueEconomic_Revenue
42
2. Media Value
43Copyright © 2017 The World Taekwondo. Confidential and proprietary.
The 2017 Muju World Taekwondo Championships 100% TV Media Value was recorded at
$8,260,820. WT brand showed the most exposure time and the highest media value. Booyoung
brand had the next highest exposure time and media value during the event.10
The 2017 Muju World Taekwondo Championships 100% Online Media Value was recorded at
$4,335,614. WT brand recorded the most Online Media exposure followed next by the KP&P
brand.
11
Summary
Ⅱ Economic2. Media Value
44Copyright © 2017 The World Taekwondo. Confidential and proprietary.
2017 Muju World Taekwondo Championships 100% TV Media Value
$8,260,820
1) TVEconomic_Media Value
350
297
285
260
174
252
180
168
157
140
76
EXPOSURE[hh:mm:ss]
83:16:06
75:27:49
47:03:43
36:11:31
14:12:03
11:35:03
11:23:23
9:35:55
8:40:44
8:34:33
7:49:59
6:11:26
5:48:59
4:59:06
1:59:28
WT
Booyoung
KTA
KP&P
Jb Woori Capital
Jeonbuk Bank
Asiana
Kwangju Bank
Kukkiwon
adidas
AzGroup
TUSAH
Dae do
Mooto
TaiShan
100% MEDIA VALUE[$000‘s]
1,839
1,576
940
Top TV Exposure by Brand Top 100% TV Media Value by Brand
1,171
45Copyright © 2017 The World Taekwondo. Confidential and proprietary.
$2,415,853
$982,242
$486,661
$226,726
$132,098
Text
Presentation Backdrop
Chest Guard
Event Backdrop
Press Conference
TOP Online 100% Media Value by Tool
$2,738,490
$551,777
$167,536
$136,347$131,981
WT KP&P Booyoung Kukkiwon AzGroup
TOP Online 100% Media Value by Brand
* The World Taekwondo (WT) has rebranded its corporate identity from WTF to WT during the event
period. The analysis results of WTF is representative of WT due to the circumstances above.
2017 Muju World Taekwondo Championships 100% Online Media Value
$4,335,614
2) Online Economic_Media Value
46
3. Visitor Expenditure
47Copyright © 2017 The World Taekwondo. Confidential and proprietary.
The 2017 Muju World Taekwondo Championships Total Visitor Expenditure amount was
recorded at $10,828,386.12
Summary
Ⅱ Economic3. Visitor Expenditure
48Copyright © 2017 The World Taekwondo. Confidential and proprietary.
Nielsen Sports utilised results via the on-site survey and total visitor numbers, to model the in scope total visitor
economic impact from the World Championships.
We estimated a total of 27,207 In-Scope Visitors from the 2017 Muju World Taekwondo Championships.
These visitors spent an average total of $398 per person across multiple nights; an average of 6 nights per
person based on the on-site survey result Nielsen Sports conducted during the event period in Muju, South
Korea.
Overall, the 2017 Muju World Taekwondo Championships lead to a direct Visitor Expenditure amount by In-
Scope Visitors of $10,829,386.
27,207 IN-SCOPE VISITORS
PER PERSON$398
$10,828,386 TOTAL VISITOR EXPENDITURE
2017 Muju World Taekwondo Championships Visitor Expenditure
$10,828,386
1) Visitor ExpenditureEconomic_Visitor Expenditure
49
Ⅲ. Social1. Image
2. Tourism
3. Community Engagement
4. Event Issue
50
1. Image
51Copyright © 2017 The World Taekwondo. Confidential and proprietary.
Ⅲ Social
Summary
Based on the on-site survey by the 2017 Muju World Taekwondo Championships visitors, the
host city Muju Image was mostly described as ‘Interesting’ and ‘Generous’.
Based on the on-site survey by the 2017 Muju World Taekwondo Championships visitors, the
strongest Proposition that was agreed about the host city Muju, was the ‘Positive City
Atmosphere’.
Based on the on-site survey by the 2017 Muju World Taekwondo Championships visitors, the
Overall Assessment of the host city Muju was that they would like to ‘Re-Visit’ and
‘Recommend Muju to Others’.
13
1. Image
52Copyright © 2017 The World Taekwondo. Confidential and proprietary.
72.6
72.6
72.0
79.6
75.8
73.2
76.4
72.6
75.8
81.5
80.9
76.4
0
20
40
60
80
100
Before
After
High
Infrastructure
Generous
Beautiful
International
Unique
Interesting
66.7
68.7
71.3
67.3
70.7
58.0
77.3
73.3
79.3
78.0
82.0
66.0
0
20
40
60
80
100
Before
AfterLocal(n=150, top2%)Foreigner(n=157, top2%)
High
Infrastructure
Generous
Beautiful
International
Unique
Interesting
‘Muju’ Image Before/After participating in the WT World Taekwondo Championships
“Interesting” “Generous”
1) Visitor ResponseSocial_Image
53Copyright © 2017 The World Taekwondo. Confidential and proprietary.
61.3
55.3
66.762.0
50.7
70.7
64.7
79.370.0
55.3
0
20
40
60
80
100
Before
After
69.4
53.5
72.058.0
47.8
72.6
59.9
75.865.0
56.7
0
20
40
60
80
100
Before
After
Residental
Preference
Destination for
TourismPositive City
Atmosphere
High
Reputation
Attractive
Residental
Preference
Destination for
TourismPositive City
Atmosphere
High
Reputation
Attractive
Local(n=150, top2%)Foreigner(n=157,top2%)
Various propositions about ‘Muju’ Before/After participating in the WT World Taekwondo Championships
“Positive City Atmosphere”
1) Visitor ResponseSocial_Image
54Copyright © 2017 The World Taekwondo. Confidential and proprietary.
67.3
64.762.0
74.0
78.776.0
0
20
40
60
80
100
Before
After
72.0
61.163.7
73.9
68.266.2
0
20
40
60
80
100
Before
After
Re-visit
‘Muju’Recommend ‘Muju’ to
Others
Overall,
Satisfied
Re-visit
‘Muju’Recommend ‘Muju’ to
Others
Overall,
Satisfied
Local(n=150, top2%)Foreigner(n=157,top2%)
Overall assessment of ‘Muju’ Before/After participating in the WT World Taekwondo Championships
“Re-visit Muju” “Recommend Muju to Others”
1) Visitor ResponseSocial_Image
55
2. Tourism
56Copyright © 2017 The World Taekwondo. Confidential and proprietary.
Ⅲ Social
Summary
The Spending Characteristics for the visitors of the 2017 Muju World Taekwondo
Championships were, from highest to lowest, Transportation, Food & Beverage and
Accommodation.
The Visitors Average Stay was recorded as 6 days and their most likely place of stay, during
the event, was Resorts.
Visitors came to Muju mostly in Small Groups of 5 or less and the Average Number Of
Acquaintances was 13.
The 2017 Muju World Taekwondo Championships attracted Non-Locals and Foreigners to the
host city Muju and as a result increased the volume of Transportation.
14
2. Tourism
57Copyright © 2017 The World Taekwondo. Confidential and proprietary.
67
32.6%
[Transportation]
71
28.6%
[Food & Beverage]
79
20.8%
[Accommodation]
98
2.2%
[Other
Tickets]
93
6.9%
[Other]
95
4.9%
95
4.7%
[Moving
Expenses
in Muju]
[Souvenir]
Spending characteristics, from highest to lowest,
“Transportation – Food & Beverage - Accommodation”
1) Tourism AspectSocial_Tourism
58Copyright © 2017 The World Taekwondo. Confidential and proprietary.
28.4
16.110.7
29.1
3.3
25.8
22.4 22.1
16.7
6.7
3.7 3.0
Domestic
(n=142)7.7 43.7 2.1 23.9 11.3 5.6 5.6
Foreigner
(n=157)42.0 3.2 40.1 10.2 2.5 1.9 .6
Location of Stay in ‘Muju’Duration of Stay in ‘Muju’
Average
Stay
≒ 6 Days
1 Week
~ 2 Week
3 Days ~ 1 Week
2 Day
1 Day
More than 2
Weeks
(base: Non-local; Foreigner, n=299, %) (base: Non-local; Foreigner, n=299, %)
Average Stay “6 Days”
Foreigners location of stay mostly “Resort”
1) Tourism AspectSocial_Tourism
59Copyright © 2017 The World Taekwondo. Confidential and proprietary.
29.3
25.1
17.3 16.6
11.1
2.9 2.9
Number of companion to ‘Muju’(Include Respondent)Number of companion to ‘Muju’
(base: Total, n=307, %) (base: Total, n=307, %)
Fellow
Sports
Club
Family/
Relatives
Friends Colleague Other Alone Couple
Domestic
(n=150)10.0 41.3 12.7 22.0 9.3 3.3 3.3
Foreigner
(n=157)47.8 9.6 21.7 11.5 12.7 2.5 2.5
40.7
16.9
35.2
7.2
1~5
6~10
11~30
31~80
Average Acquaintance
≒ 13.4
• Domestic average acquaintance : 14.1
• Foreign average acquaintance : 12.8
“Mostly visited Muju with small groups of 5 or less”
“Average number of Acquaintances was overall, 13”
1) Tourism AspectSocial_Tourism
60Copyright © 2017 The World Taekwondo. Confidential and proprietary.
33.630.9
28.7
14.0
8.8
2.91.0
Car Airplane Express
Bus
Other Local Bus Taxi Train
64.5
30.1
5.4
WT Spectator WT Tournament
Entry
Other(Business, etc)
Non-LocalDomestic(n=142)
93.0 1.4 5.6
Foreigner(n=157) 38.9 56.1 5.1
Use of TransportationPurpose of Visit
(base: Non-local & Foreigner, n=299, %)
Domestic(n=150) 65.3 0.0 16.7 17.3 1.3 0.7 0.0
Foreigner(n=157) 3.2 60.5 40.1 10.8 15.9 5.1 1.9
(base: Total, n=307, %)
“Taekwondo Event attracted Non-Locals & Foreigners to Muju”
“Taekwondo Event vitalized the amount of Transportation in Muju”
1) Tourism AspectSocial_Tourism
61
3. CommunityEngagement
62Copyright © 2017 The World Taekwondo. Confidential and proprietary.
Ⅲ Social3. Community Engagement
Summary
Various Community Engagements related to the 2017 Muju World Taekwondo
Championships occurred before and after the event. The five listed below had the biggest
impact and scale among the various community engagements held throughout the event.
• World Taekwondo Culture Expo
• KBS Comedy Show for Muju Taekwondo
• D-100 ‘Taekwon-For-All’ Event
• KBS Open Concert
• Muju Taekwondo World Music Festa
15
63Copyright © 2017 The World Taekwondo. Confidential and proprietary.
WORLD TAEKWONDO CULTURE EXPO
World Taekwondo Culture Expo was held in Jeonbuk provincial
square in advance of the successful hosting of the 2017 Muju World
Taekwondo Championships.
▶ Organizer:
▶ Venue:
▶ Participants:
Local Organizing Committee
Jeonbuk Provincial Square, South Korea
2,000
KBS Broadcast station comedians wished Muju luck in hosting the
upcoming 2017 Muju World Taekwondo Championships by opening a
variety of comedy shows for the local Muju community.
▶ Organizer:
▶ Venue:
▶ Participants:
KBS COMEDY SHOW FOR MUJU TAEKWONDO
1) EngagementsSocial_Community Engagement
Local Organizing Committee
T1 Arena Muju, South Korea
1,100
64Copyright © 2017 The World Taekwondo. Confidential and proprietary.
D-100 ‘TAEKWONDO-FOR-ALL’ EVENT
2017 Muju World Taekwondo Championships D-100 special
‘Taekwond-For-All’ event with various Taekwondo exhibitions,
displays and performances held to wish good luck for the hosting of
a successful event.
▶ Organizer:
▶ Venue:
▶ Participants:
Local Organizing Committee
Gwanghwamun Square, Seoul, South Korea
1,500
KBS Broadcast station held an Open Concert for the local Jeonju
community members to wish for the successful hosting of the 2017
Muju World Taekwondo Championships.
▶ Organizer:
▶ Venue:
▶ Participants:
KBS OPEN CONCERT
Local Organizing Committee
Vision College of Jeonju, South Korea
13,000
1) EngagementsSocial_Community Engagement
65Copyright © 2017 The World Taekwondo. Confidential and proprietary.
MUJU TAEKWONDO WORLD MUSIC FESTA
During the 2017 Muju World Taekwondo Championships period, a
daily music concert was held for the local community members,
inviting the most famous Korean artists and singers.
▶ Organizer:
▶ Venue:
▶ Participants:
Korea National University of Arts
T1 Arena, Muju, South Korea
2,000 (Daily)
1) EngagementsSocial_Community Engagement
66
4. Event Features
67Copyright © 2017 The World Taekwondo. Confidential and proprietary.
Ⅲ Social4. Event Features
Summary
The 2017 Muju World Taekwondo Championships had many Event Features that
enlightened the tournament. Among the various event features, the four listed below were
the key features that displayed the World Taekwondo Championships’ powerful social
impact.
• World Taekwondo(WT), A New Federation Brand
• Moon Jae-In, President of the Republic of Korea
• Chang Ung, Democratic People’s Republic of Korea International Olympic
Committee(IOC) Member
• Thomas Bach, President of the International Olympic Committee(IOC)
16
68Copyright © 2017 The World Taekwondo. Confidential and proprietary.
The World Taekwondo (WT)
launches new federation brand
“The World Taekwondo Federation(WTF)
launched its new federation brand as World
Taekwondo (WT) during the 2017 Muju World
Taekwondo Championships”
The 2017 Muju World Taekwondo Championships was a celebration for
both the federation and the athletes. The World Taekwondo
Federation, the formally known acronym WTF, has re-branded its
corporate brand as the World Taekwondo (WT).
The re-brand has solved the negative connotation problems that
evolved in the new digital age. The new brand retains the “kicking
athlete” from the past design and is colored in five colors of the
Olympic ring to represent the leadership role in Olympic taekwondo.
The president of the World Taekwondo cherished the newly World
Taekwondo(WT) brand commenting that the new brand is superb in its
simplicity and represents its straightforward global presence.
After the 2017 Muju World Taekwondo Championships, the new brand
was incorporated in all official communications, marketing materials
and merchandises related to the World Taekwondo (WT).
1) FeaturesSocial_Event Features
69Copyright © 2017 The World Taekwondo. Confidential and proprietary.
Moon Jae-In, President of the
Republic of Korea
“The president of the Republic of Korea, Moon
Jae-In visits the 2017 Muju World Taekwondo
Championships, becoming the first national
president to visit the event”
The president of South Korea, Moon Jae-In visited Muju to praise
Korea’s national sport, Taekwondo and one of its biggest sporting
events held on Korea’s national soil.
The South Korea president spoke of his high hopes for the success
of the event and also, wished the event to be a festival of peace
and harmony between the two Koreas, North and South.
As the North Korea’s taekwondo demonstration team, hosted by
the International Taekwondo Federation(ITF), visited Muju to stage
a great taekwondo performance, Mr. Moon congratulated the North
Korea based ITF taekwondo demonstration team with great
applause and shook the hand of every member following their
spectacular performance in Muju.
Taekwondo served as the mediator between the two nations, North
and South Korea, and Mr. Moon showed how the sport could be
used to send a diplomatic message to the North Korean
representatives for a peaceful future relationship.
1) FeaturesSocial_Event Features
70Copyright © 2017 The World Taekwondo. Confidential and proprietary.
Chang Ung, Democratic People’s
Republic of Korea International
Olympic Committee(IOC)
Member
“The Democratic People’s Republic of Korea
International Olympic Committee(IOC)
Member, Chang Ung, visits Muju to
commemorate the 2017 Muju World
Taekwondo Championships”
At the opening of the 2017 Muju World Taekwondo
Championships, the visit of Mr. Ung was a moment of celebration
for the Korea peninsula as Taekwondo opened up peaceful
dialogue between North and South Korea.
Moon Jae-In, president of the Republic of Korea greeted Mr. Ung
and discussed hopes of a unified team for the 2018 Winter
Olympics Games in Pyeongchang.
Although Mr. Ung ruled out the idea of a North-South unified team
due to the unrealistic and difficult present political climate, it was
clear that the 2017 Muju World Taekwondo Championships set
the atmosphere for future harmony between the two separate
nations to once again be a united country.
In line with Mr. Ung’s visit, the International Taekwondo
Federation led by a North Korean Delegation visited Muju and
staged a historic Taekwondo demonstration performance during
the opening and closing ceremony of the event.
1) FeaturesSocial_Event Features
71Copyright © 2017 The World Taekwondo. Confidential and proprietary.
Thomas Bach, President of the
International Olympic
Committee
“The president of the International Olympic
Committee(IOC) Thomas Bach, visits Muju,
South Korea to celebrate the 2017 Muju World
Taekwondo Championships”
The 2017 Muju World Taekwondo Championships held in Muju,
South Korea was an event full of valuable guests such as the IOC
President, Thomas Bach.
Bach congratulated the World Taekwondo Federation(WT) on its
successful track record and said Taekwondo and Olympism “share
the same values” and that “Taekwondo is about more than just
sport, it is a philosophy of life.”
During his visit, Bach praised how global Taekwondo has become
starting from a national sport in Korea. Bach spoke of how
impressed he was by the work of the World Taekwondo(WT) in
supporting refugees. World Taekwondo(WT) had invited a refugee
team to participate in the event.
The president participated in a special Symposium on “Olympism
and Good Governance” and also, praised the academic
symposium the World Taekwondo held during the event period.
The IOC President wished to be part of the bright moment of
Taekwondo’s future growth and praised the exciting Taekwondo
momentum towards the next Summer Olympics in Toyko 2020..
1) FeaturesSocial_Event Features
72
Appendix
73Copyright © 2017 The World Taekwondo. Confidential and proprietary.
1. World Taekwondo Championships Legacy
Appendix
The inaugural World Taekwondo Championships was held in 1973 in Seoul, South Korea.
Since then, 23 male editions(16 female editions) have taken place and already London, United Kingdom has been named the next city to host the 24th World Taekwondo Championships.
Of all the events held through 1973-2017, the Championships have been held in Asia ten times and in Europe nine times.
In total, 19 cities from 12 nations have hosted the World Taekwondo Championships. Among these nations, South Korea have hosted the event seven times and United States, China, Germany, Denmark and Spain have hosted the event twice.
Taking into account the 10 most recent editions from 1999-2017,, Europe and Asia have hosted it the most often, wichboth continents hosting it four times each.
Most times hosted:
7 – South Korea
2 - United States, China, Spain, Denmark, Germany
10
8
5
Asia Europe Pan America
Continental hosting distribution, 1973 - 2017:
World Taekwondo Championships, 1999 - 2017
Edition Year City Nation Continent
14th 1999 Edmonton Canada North America
15th 2001 Jeju South Korea Asia
16th 2003Garmisch-
PartenkirchenGermany Europe
17th 2005 Madrid Spain Europe
18th 2007 Beijing China Asia
19th 2009 Copenhagen Denmark Europe
20th 2011 Gyeongju South Korea Asia
21st 2013 Puebla Mexico South America
22nd 2015 Chelyabinsk Russia Europe
23rd 2017 Muju South Korea Asia
4
4
1
1
Asia Europe South America North America
10 Most recent editions,1999 - 2017:
74Copyright © 2017 The World Taekwondo. Confidential and proprietary.
Appendix
World Taekwondo Championships 2015
City:
Nation:
Venues:
World Taekwondo Championships 2013
City:
Nation:
Venues:
2015
Participants - Total 1600
Athletes - Total 872
Male / Female 524 / 348
Nations 139
Chelyabinsk
Russia
Traktor Arena
Puebla
Mexico
Exhibition Center of Puebla
2013
Participants - Total 1500
Athletes – Total 811
Male / Female 489 / 322
Nations 130
1. World Taekwondo Championships Legacy
75Copyright © 2017 The World Taekwondo. Confidential and proprietary.
2. World Taekwondo (WT)
Appendix
The World Taekwondo (WT) is the InternationalFederation(IF) governing the sport of Taekwondo.
Since established in May 28th 1973, the World Taekwondo(WT) has set off to be now one of the biggest and mostpopular sports category worldwide.
Taekwondo was first confirmed as a core Olympic sport atthe Sydney 2000 Olympic Games and has remained animportant part of the Olympic Games ever since.
Earning its confirmation as an official sport in the Sydney2000 Olympic Games, the sport of Taekwondo has left itsglobal milestone ever since.
Successful competitions at the Beijing 2008, London 2012and Rio 2016 have helped grow taekwondo around theworld and the sport was recently confirmed on the coreprogramme for Tokyo 2020.
The number of World Taekwondo (WT) Member NationalAssociations is currently 208, spanning over five continents.
World Taekwondo (WT)
No. of Member National
Associations208
Continental Reach 5
Source: World Taekwondo (WT), Aug 2017
76Copyright © 2017 The World Taekwondo. Confidential and proprietary.
3. 2017 Muju World Taekwondo Championships
Appendix
Date:
Location:
Venue:
Owner:
Organiser:
The 2017 Muju World Taekwondo Championships was held in Muju,
South Korea.
The 2017 Muju World Taekwondo Championships was a recording
breaking event with more athletes from more countries competing than
ever before.
The 2017 Muju World Taekwondo Championships was also the first
event by an International Federation(IF) to include the participation of a
refugee athlete, who competed as a member of the World
Taekwondo(WT) team.
The event attracted many prestigious guests including the president of
the International Olympic Committtee(IOC), Thomas Bach, and the IOC
Member from North Korea, Chang Ung. Also in attendance was the
president of the Republic of Korea, Moon Jae-in, who commemorated the
event with a welcoming speech.
The North Korea based demonstration team from the International
Taekwondo Federation(ITF) were invited to perform a special routine
alongside the WT demonstration team during the opening and closing
ceremonies.
The event took place in the state-of-the-art, T1 Arena, which has a
maximum capacity of 4,523.
.
24 June – 30 June 2017
Muju, South Korea
T1 Arena
World Taekwondo
Muju Local Organizing Committee
77Copyright © 2017 The World Taekwondo. Confidential and proprietary.
3. 2017 Muju World Taekwondo Championships
Appendix
Venue:
Capacity:
Facilities:
T1 Arena, Taekwondowon
4,523 (Arena)
Arena, Stand (public seating, handicapped seating, VIP area, media booth)
The Taekwondowon is located in Muju, South Korea and it covers an
area of 2,314,000 square meters. Opened in April 2014, visitors can
experience the Korea’s traditional martial art, Taekwondo, by exploring
the area.
The Taekwondowon is the largest Taekwondo focused training space in
the world for professional athletes and for anyone interested in learning
and in being part of Taekwondo.
Specially built for Taekwondo, Taekwondowon is dedicated for
international competitions, training and educational research related to
Taekwondo.
The T1 Arena, located inside the Taekwondowon, was the main arena for
hosting the 2017 Muju World Taekwondo Championships. The T1 Arena
has a seating capacity of 4,523 also including handicapped and VIP
seating areas.
The Taekwondowon has other special facilities such as the Taekwondo
Museum and the Exhibition Center where visitors can learn about the
history of Taekwondo and experience the traditional sport hand to hand.
78Copyright © 2017 The World Taekwondo. Confidential and proprietary.
3. 2017 Muju World Taekwondo Championships
Appendix
Muju
Size:
Population:
Bio
South Korea
Size:
Population:
Bio:
631.87㎢
25,220 (2017)
Muju is located in the south-west part of the South
Korea peninsula. Muju is named as a new
economic hub city in the Korean midland.
100,032㎢
51,736,224 (2017)
South Korea occupies the southern portion of the
Korean Peninsula, which extends 1,100km from
the Asian midland.
Major Global Sports Events held in South Korea, 2010 - 2018
Year Sport Event City
2010-
2013F1 Formula 1 Korean Grand Prix Yeongam
2011 Athletics IAAF World Championships Daegu Daegu
2011 Taekwondo WTF World Taekwondo Championships Gyeongju
2015 Multi-Sport Universiade Gwangju 2015 Gwangju
2015 Taekwondo WTF World Cadet Taekwondo Championships Muju
2017 Soccer FIFA U-20 World Cup KoreaSuwon, Jeonju, Daejun,
Jaeju, Incheon, Cheonan
2017 Taekwondo Muju World Taekwondo Championships Muju
2018 Olympics 2018 Pyeongchang Winter Olympics Pyeongchang
79Copyright © 2017 The World Taekwondo. Confidential and proprietary.
Continent Nations Continent Nations
Africa
Algeria
Asia
Afghanistan
Burundi Bangladesh
Botswana Bhutan
Burkina Faso Brunei Darussalam
Congo Cambodia
Cote d'Ivoire People's Republic of China
Cameroon Hong Kong, China
Democratic Republic of the Congo Indonesia
Comoros India
Cape Verde Islamic Republic of Iran
Djibouti Iraq
Egypt Jordan
Ethiopia Japan
Gabon Kazakhstan
Ghana Kyrgyzstan
Kenya Republic of Korea
Libya Saudi Arabia
Liberia Lao People's Democratic Republic
Lesotho Lebanon
Morocco Macao, China
Malawi Malaysia
Mali Mongolia
Mozambique Myanmar
Mauritius Nepal
Mauritania Oman
Nigeria Pakistan
Niger Philippines
Rwanda Palestine
Senegal Qatar
Sierra Leone Singapore
South Sudan Sri Lanka
Sao Tome and Principe Syrian Arab Republic
Sudan Thailand
Swaziland Tajikistan
Seychelles Turkmenistan
United Republic of Tanzania Democratic Republic of Timor-Leste
Togo Chinese Taipei
Tunisia United Arab Emirates
Uganda Uzbekistan
Zambia Vietnam
Zimbabwe Yemen
4. Participating Nations 2017
Appendix
80Copyright © 2017 The World Taekwondo. Confidential and proprietary.
Nations
Continent Nations Continent Nations
Europe
Albania
Europe
Slovenia
Andorra San Marino
Armenia Serbia
Austria Switzerland
Azerbaijan Slovakia
Belgium Sweden
Bosnia and Herzegovina Turkey
Belarus Ukraine
Bulgaria
Croatia
Cyprus
Czech Republic
Denmark
Spain
Estonia
Finland
France
Great Britain
Georgia
Germany
Greece
Hungary
Ireland
Iceland
Israel
Italy
Kosovo
Latvia
Lithuania
Luxembourg
Republic of Moldova
Former Yugoslav Republic of Macedonia
Malta
Netherlands
Norway
Poland
Portugal
Romania
Russian Federation
Appendix4. Participating Nations 2017
81Copyright © 2017 The World Taekwondo. Confidential and proprietary.
Continent Nations Continent Nations
Pan-
America
Argentina
Oceania
Australia
Aruba Fiji
Barbados French Polynesia
Bolivia Kiribati
Brazil Marshall Islands
Canada New Caledonia
Curacao New Zealand
Chile Papua New Guinea
Colombia Samoa
Costa Rica Solomon Islands
Cuba Tonga
Dominican Republic Tuvalu
Ecuador Vanuatu
French Guiana
Guadeloupe
Grenada
Guatemala
Guyana
Haiti
Honduras
Jamaica
Saint Lucia
Mexico
Nicaragua
Panama
Paraguay
Peru
Puerto Rico
Saint Kitts and Nevis
Suriname
Trinidad and Tobago
Uruguay
United States of America
Venezuela
St Vincent and the Grenadines
Appendix4. Participating Nations 2017
82Copyright © 2017 The World Taekwondo. Confidential and proprietary.
Event Medal Name Nation
Men -54kg
GOLD KIM Tae-Hun KOR
SILVER HADIPOUR SEIGHALANI Armin IRI
BRONZE DELL'AQUILA Vito ITA
BRONZE SAWEKWIHAREE Ramnarong THA
Men -58kg
GOLD JEONG Yun-Jo KOR
SILVER ARTAMONOV Mikhail RUS
BRONZE NAVARRO Carlos MEX
BRONZE TORTOSA CABRERA Jesus ESP
Men -63kg
GOLD ZHAO Shuai CHN
SILVER HOSSEINI Mirhashem IRI
BRONZE MAMMADOV Mahammad AZE
BRONZE SINDEN Bradly GBR
Men -68kg
GOLD LEE Dae-Hoon KOR
SILVER HUANG Yu-Jen TPE
BRONZE ABUGHAUSH Ahmad JOR
BRONZE DALAKLIEV Vladimir BUL
Men -74kg
GOLD KHRAMTCOV Maksim RUS
SILVER RAFALOVICH Nikita UZB
BRONZE HAJIZAVAREH Masoud IRI
BRONZE SARYMSAKOV Kairat KAZ
Men -80kg
GOLD BEIGI HARCHEGANI Milad AZE
SILVER KOTKOV Anton RUS
BRONZE COOK Aaron MDA
BRONZE SANSUM Damon GBR
Men -87kg
GOLD BACHMANN Alexander GER
SILVER LARIN Vladislav RUS
BRONZE IN Kyo-Don KOR
BRONZE TRAJKOVIC Ivan SLO
Men +87kg
GOLD ISSOUFOU Abdoul NIG
SILVER CHO Mahama GBR
BRONZE KUZNETSOV Roman RUS
BRONZE OBAME Anthony GAB
5. Medal Table_Men 2017
Appendix
83Copyright © 2017 The World Taekwondo. Confidential and proprietary.
Event Medal Name Nation
Women -46kg
GOLD SIM Jae-Young KOR
SILVER TRUONG Thi Kim Tuyen VIE
BRONZE CHARANAWAT Napaporn THA
BRONZE RAMIREZ VARGAS Andrea COL
Women -49kg
GOLD STANKOVIC Vanja SRB
SILVER WONGPATTANAKIT Panipak THA
BRONZE TOMIC Kristina CRO
BRONZE WENREN Yuntao CHN
Women -53kg
GOLD AGRIS Zeliha TUR
SILVER KUDASHOVA Tatiana RUS
BRONZE MAMADIBRAGIMOVA Dinorahon UZB
BRONZE TARVIDA Inese LAT
Women -57kg
GOLD LEE Ah-Reum KOR
SILVER ILGUN Hatice Kubra TUR
BRONZE GLASNOVIC Nikita SWE
BRONZE JONES Jade GBR
Women -62kg
GOLD GBAGBI Ruth CIV
SILVER ALIZADEH ZENOORIN Kimia IRI
BRONZE KIM So-Hee KOR
BRONZE KUZMINA Tatiana RUS
Women -67kg
GOLD TATAR Nur TUR
SILVER Mc PHERSON Paige USA
BRONZE KIM Jan-Di KOR
BRONZE ZHANG Mengyu CHN
Women -73kg
GOLD MANDIC Milica SRB
SILVER OH Hyeri KOR
BRONZE ESPINOZA Maria MEX
BRONZE OOGINK Reshmie NED
Women +73kg
GOLD WALKDEN Bianca GBR
SILVER GALLOWAY Jackie USA
BRONZE AN Saebom KOR
BRONZE ZHENG Shuyin CHN
Appendix6. Medal Table_Women 2017
84Copyright © 2017 The World Taekwondo. Confidential and proprietary.
MEDIA CHANNEL
TV
COVERAGE
(hh:mm:ss)
TV VIEWERSHIP
Live
BBC Red Button (GBR) 18:00:00 54,800
Sport 1 (ISR) 14:55:00 60,000
Match Arena (RUS) 12:15:00 90,000
CCTV 5+ (CHN) 11:12:00 293,000
Sport 1 HD (ISR) 11:00:00 60,000
Teledeporte (ESP) 10:13:23 129,000
SporTV2 (BRA) 9:46:00 28,590
CCTV 5 (CHN) 6:47:00 4,883,000
KBS N Sports (KOR) 4:04:37 45,000
Sport 2 (ISR) 2:05:00 12,000
SporTV3 (BRA) 1:42:00 12,250
KBS1 (KOR) 1:05:49 739,800
Total 103:05:49 6,407,440
Appendix7. Viewership Empirical Data
MEDIA CHANNEL
TV
COVERAGE
(hh:mm:ss)
TV VIEWERSHIP
Recorded Live
Match Arena (RUS) 35:00:00 97,000
Claro Sports (MEX) 32:00:00 64,000
Teledeporte (ESP) 25:06:01 261,000
KBS N Sports (KOR) 23:25:29 322,400
CCTV 5+ (CHN) 7:30:00 173,000
SporTV3 (BRA) 2:21:00 12,360
CCTV 5 (CHN) 1:10:00 1,261,000
Total 126:32:30 2,190,760
85Copyright © 2017 The World Taekwondo. Confidential and proprietary.
Appendix
MEDIA CHANNEL
TV
COVERAGE
(hh:mm:ss)
TV VIEWERSHIP
Highlights
TyC Sports (ARG) 1:00:00 5,000
KBS1 (KOR) 0:58:04 226,000
KBS2 (KOR) 0:45:57 173,000
CCTV 5 (CHN) 0:10:00 345,000
Teledeporte (ESP) 0:07:02 40,000
Total 3:01:03 789,000
7. Viewership Empirical Data
86Copyright © 2017 The World Taekwondo. Confidential and proprietary.
The 100% TV Media Value analysis period for the 2017
Muju World Taekwondo Championships was from June
23rd to July 2nd. The analysis period covers the whole
actual event period which was from June 24th to June 30th
with an additional 1~2 days expanding in order to capture
any additional highlights that may follow after the event
ending.
The 100% TV Media Value was produced considering the
following media medium; Live, Recorded Live and
Highlights.
The media broadcast was analyzed within a global
spectrum of 5 global continents, more than 20 countries
and reaching over 100+ TV channels.
The 2017 Muju World Taekwondo Championships resulted
in a total broadcast time of 232:39:22.
TV Live recorded a total broadcast time of 126:32:30
during the analysis period.
TV Recorded Live(Re-live) covered a total broadcast time
of 103:05:49 during the analysis period.
TV Highlights recorded a total broadcast time of 3:01:03
during the analysis period.
TV Broadcast Time hh:mm:ss
TV Recorded Live 126:32:30
TV Live 103:05:49
TV Highlights 3:01:03
Total 232:39:22
TV Media Value
Analysis Period: 23/06/17 – 02/07/17
TV Program Types:▪ Live
▪ Re-live
TV Channels: Over 100+ TV Panels
Continental Reach
▪ Europe
▪ Asia Pacific
▪ Central & South America
▪ Africa & Middle East
▪ Oceania
National Reach:
▪ Russia
▪ Spain
▪ Netherlands
▪ South Korea
▪ Pan Middle East
▪ Highlights
▪ Italy
▪ Kazakhstan
▪ China
▪ Iran
▪ etc
8. TV Research Background
Appendix
87Copyright © 2017 The World Taekwondo. Confidential and proprietary.
9. TV Exposure Empirical Data
Brand Tool
Exposure
Duration
(hh:mm:ss)
100% Media
ValueQI Score QI Media Value
WT*
Event Backdrop 29:27:07 633,565 0.17 110,446
Static Board 15:59:02 398,052 0.16 65,028
TVGI 15:33:20 351,109 0.32 112,824
LED Board 09:15:31 215,862 0.36 77,670
Presentation Backdrop 07:38:25 107,838 0.38 41,127
Mini Board 02:18:18 59,698 0.19 11,315
Total 80:11:43 $1,766,124 0.27 $418,411
Booyoung
Event Backdrop 46:53:56 908,601 0.17 154,403
Static Board 10:19:21 291,184 0.19 55,381
LED Board 09:40:50 203,976 0.36 73,888
Presentation Backdrop 06:30:30 103,173 0.37 38,015
Stadium 02:03:03 69,489 0.24 16,359
Total 75:27:40 $1,576,423 0.27 $338,046
*The Tools listed for WT brand in the table are selective and thus
not a total representation of the Brand’s Total Media Value
KTA
Event Backdrop 39:44:35 775,251 0.16 120,111
LED Board 03:14:14 91,588 0.40 37,068
Presentation Backdrop 04:04:57 73,897 0.30 21,867
Total 47:03:46 $940,736 0.29 $179,046
JB Woori
Capital
Static Board 04:31:02 138,433 0.19 25,986
Presentation Backdrop 06:11:18 99,437 0.37 36,641
LED Board 03:04:37 96,632 0.39 37,296
Event Backdrop 00:25:18 15,979 0.18 2,733
Total 14:12:15 $350,481 0.28 $102,656
Jeonbuk
Bank
Static Board 03:54:09 125,317 0.19 24,057
LED Board 03:00:46 96,871 0.40 38,507
Presentation Backdrop 04:26:33 67,913 0.31 21,341
Event Backdrop 00:13:41 7,345 0.19 1,366
Total 11:35:09 $297,447 0.27 $85,271
Appendix
Asiana
Static Board 07:09:52 165,882 0.15 25,479
LED Board 03:02:49 94,256 0.41 38,675
Presentation Backdrop 01:10:43 24,540 0.27 6,463
Total 11:23:24 $284,678 0.28 $70,617
KP&P
Chest Guard 14:30:44 496,840 0.32 158,192
LED Board 09:45:00 323,682 0.27 70,467
Helmet 04:24:59 164,029 0.30 49,157
Event Backdrop 02:55:00 107,243 0.14 15,480
Presentation Backdrop 04:31:20 77,151 0.31 23,502
Total 36:06:47 $1,168,945 0.27 $316,799
88Copyright © 2017 The World Taekwondo. Confidential and proprietary.
Brand Tool
Exposure
Duration
(hh:mm:ss)
100% Media
ValueQI Score QI Media Value
Kwangju
Bank
Static Board 03:39:20 116,230 0.22 24,281
LED Board 02:42:45 86,134 0.41 35,345
Presentation Backdrop 03:10:43 55,094 0.27 15,181
Event Backdrop 00:03:00 2,585 0.17 440
Total 09:35:48 $260,043 0.27 $75,248
AzGroup
LED Board 03:01:44 91,571 0.42 38,408
Presentation Backdrop 04:29:36 76,043 0.33 24,865
Event Backdrop 00:18:46 12,492 0.19 2,370
Total 07:50:06 $180,106 0.31 $65,642
TUSAH
LED Board 02:02:16 73,608 0.38 28,063
Presentation Backdrop 03:37:01 73,068 0.24 17,917
Apparel 00:31:24 20,675 0.27 5,436
Gloves 00:00:14 269 0.36 97
Total 06:10:55 $167,620 0.31 $51,513
Daedo
LED Board 02:15:45 81,131 0.39 31,938
Presentation Backdrop 03:16:37 61,237 0.28 16,801
Apparel 00:16:14 14,496 0.27 3,949
Promotional Signage 00:00:04 240 0.21 50
Total 05:48:40 $157,104 0.29 $52,737
Mooto
LED Board 01:46:48 69,192 0.42 28,926
Presentation Backdrop 02:57:40 61,278 0.29 17,773
Apparel 00:14:49 9,101 0.28 2,594
Total 04:59:17 $139,571 0.33 $49,294
TaiShanLED Board 01:49:25 70,631 0.42 29,620
Presentation Backdrop 00:09:55 5,351 0.32 1,687
Total 01:59:20 $75,982 0.37 $31,307
Appendix
Kukkiwon
LED Board 3:38:32 95,833 0.39 37,452
Presentation Backdrop 4:58:25 74,520 0.31 22,871
Event Backdrop 0:03:46 3,334 0.22 721
Total 08:40:44 $173,687 0.31 $61,043
adidas
Apparel 2:34:26 101,442 0.30 30,147
LED Board 2:17:18 80,196 0.40 31,854
Presentation Backdrop 3:39:55 67,439 0.26 18,057
Gloves 0:02:45 2,641 0.29 773
Equipment 0:00:10 241 0.24 58
Total 08:34:33 $251,959 0.30 $80,888
9. TV Exposure Empirical Data
89Copyright © 2017 The World Taekwondo. Confidential and proprietary.
- WT(2) - - Booyoung(1) -
- Booyoung(2) - - KP&P - - KTA -
- WT(1) -
10. TV Exposure Footage_Brand
Appendix
90Copyright © 2017 The World Taekwondo. Confidential and proprietary.
- AzGroup- - JB Woori Capital -
- Asiana - - Kwangju Bank - - adidas -
- Jeonbuk Bank -
Appendix10. TV Exposure Footage_Brand
91Copyright © 2017 The World Taekwondo. Confidential and proprietary.
- TVGI - - LED Board -
- Mini Board - - Static Board - - Presentation Backdrop -
- Event Backdrop -
Appendix11. TV Exposure Footage_Image
92Copyright © 2017 The World Taekwondo. Confidential and proprietary.
The Online Media Value(100%) for the 2017 Muju
World Taekwondo Championships was analyzed using
a specific search term and analysis period both
agreed beforehand with the World Taekwondo (WT).
Nielsen Sports conducted the Online Media analysis
using the search term ‘Muju’ translated in the following
8 languages:
• English
• Chinese
• Japanese
• Russian
• Spanish
• French
• German
• Arab
The total number of Online Articles related to the event
recorded a number of 9,633. Also, the total number of
mentions related to the event recorded 10,489.
The Online Articles resulted in 122 national reach and
covered all 5 continents.
Online Articles
Article Total 9,633
Number of Mentions 10,489
Continental Reach 5
National Reach 122
Online Articles
Analysis Period: 01/06/17 – 02/07/17
Search Term ‘Muju’
Languages
▪ English
▪ Chinese
▪ Japanese
▪ Russian
▪ Spanish
▪ French
▪ German
▪ Arab
12. Online Research Background
Appendix
93Copyright © 2017 The World Taekwondo. Confidential and proprietary.
Brand Tool* Mentions100% Media
ValueQI Media Value
WT
Text 5,426 2,403,447 652,576
Presentation Backdrop 412 167,008 64,292
Chest Guard 293 104,886 29,303
Press Conference 81 40,498 17,758
Event Backdrop 30 15,374 5,182
Static Board 25 6,127 1,673
Mini Board 16 936 301
Interview Backdrop 35 213 72
Total 6,318 $2,738,490 $771,157
KP&P
Chest Guard 979 381,774 119,511
Presentation Backdrop 67 95,402 34,041
Press Conference 22 43,342 15,869
Helmet 183 23,324 7,164
Event Backdrop 8 6,135 1,700
LED Board 15 1,800 539
Total 1,274 $551,777 $178,825
13. Online Exposure Empirical Data
Appendix
Booyoung
Presentation Backdrop 304 118,195 41,917
Event Backdrop 23 22,238 6,690
Static Board 30 20,317 6,553
Press Conference 26 6,774 3,045
Text 11 10 4
Total 394 $167,536 $58,209
Kukkiwon
Presentation Backdrop 273 102,763 37,729
LED Board 120 14,245 4,561
Text 16 12,318 1,887
Press Conference 14 6,646 2,991
Event Backdrop 2 374 112
Total 425 136,347 47,280
AzGroup
Presentation Backdrop 244 115,250 42,931
Event Backdrop 2 10,098 3,029
Press Conference 22 6,611 3,288
LED Board 1 22 8
Total 269 $131,981 $49,257
*The Tools listed for WT brand in the table are selective and thus
not a total representation of the Brand’s Total Online Value
94Copyright © 2017 The World Taekwondo. Confidential and proprietary.
Appendix
Brand Tool* Mentions100% Media
ValueQI Media Value
Jeonbuk Bank
Presentation Backdrop 235 107,560 42,715
Static Board 7 6,417 2,221
Press Conference 11 4,205 1,892
Event Backdrop 2 84 25
Total 255 $118,266 $46,853
Kwangju Bank
Presentation Backdrop 172 81,386 30,788
Static Board 2 6,605 2,268
Press Conference 8 2,491 1,121
Total 182 $90,482 $34,177
Asiana
Presentation Backdrop 78 75,005 32,142
Press Conference 5 2,668 808
Static Board 1 3 1
Total 84 $77,676 $32,951
KTA
Presentation Backdrop 83 52,789 19,658
Event Backdrop 5 5,934 1,938
Press Conference 5 2,603 1,172
Total 93 $61,326 $22,767
adidas
Presentation Backdrop 94 57,245 20,843
Press Conference 13 3,755 1,433
Text 1 78 8
LED Board 3 11 4
Total 111 $61,089 $22,288
Daedo
Presentation Backdrop 80 44,186 15,539
Press Conference 15 7,445 2,420
LED Board 31 5,289 1,376
Jersey 5 3,733 1,019
Total 131 $60,653 $20,354
MootoPresentation Backdrop 83 41,144 17,021
Press Conference 2 2,441 1,099
Total 85 $43,585 $18,120
TaiShanPresentation Backdrop 42 38,157 16,026
Press Conference 4 128 56
Total 46 $38,284 $16,082
*The Tools listed for WT brand in the table are selective and thus
not a total representation of the Brand’s Total Online Value
13. Online Exposure Empirical Data
95Copyright © 2017 The World Taekwondo. Confidential and proprietary.
Brand Tool* Mentions100% Media
ValueQI Media Value
JB Woori
Capital
Presentation Backdrop 98 25,600 8,199
Event Backdrop 2 10,098 3,029
Press Conference 8 2,491 1,121
Static Board 1 11 4
Total 109 $38,199 $12,353
TUSAHPresentation Backdrop 20 16,943 7,621
LED Board 4 2,980 1,043
Total 24 $19,923 $8,664
Appendix
*The Tools listed for WT brand in the table are selective and thus
not a total representation of the Brand’s Total Online Value
13. Online Exposure Empirical Data
96Copyright © 2017 The World Taekwondo. Confidential and proprietary.
14. Online Exposure Image
Appendix
97Copyright © 2017 The World Taekwondo. Confidential and proprietary.
Total Attendance
–
Entry, Entourage
–
No Nature
TOTAL
SPECATOR
ENTRY,
ENTOURAGE
NO
NATURE
IN-SCOPE
VISITORS
Based on Local
Organizing
Committee
Estimates
–
Nielsen contrasts
these with
estimates provided
by On-Site Survey
Research
Based on survey
results
–
30% visitation for
the WT tournament
Entry and also,
associated
Entourage
42,181
Total
12,654
Entry, Entourage
2,320
No Nature27,207
In-Scope Visitors
Estimating In-Scope Visitors
Calculation
The process of estimating the number of In-Scope Visitors was broken down in to 4 steps. The total
estimated spectator number was provided by the Local Organizing Committee which was inclusive
of all participants during the event period. In order to conclude a more precise number, Nielsen
Sports sorted out the number of Entry, Entourage and No Nature visitors to deduct a closer figure of
visitors that fits the Visitor Expenditure calculation.
Based on the survey results, 30% of the visitors were accustomed to the 2017 Muju World
Taekwondo Championships ‘Entry’ and also included the number of associated team ‘Entourages’
that came along to the event.
Based on the survey results, 5.5% of the ‘No Nature’ attendees’ whom visited Muju was not their
primary purpose to attend the 2017 Muju World Taekwondo Championships.
Excluding the ‘Entry’, ‘Entourage’ and ‘No Nature’ attendees, we estimated a total of 27,207 In-
Scope Visitors to closely figure the visitor expenditure amount during the 2017 Muju World
Taekwondo Championships.
.
Based on survey
results
–
5.5% visitation was
for other reasons
except for the WT
Event
Appendix15. In-Scope Visitors
98Copyright © 2017 The World Taekwondo. Confidential and proprietary.
124
25
83 11
61
17
34
43
0
50
100
150
Souvenirs
Moving
Expenses in Muju
Other
Tickets
Food & Beverage
Other
Purchase
(n=307, USD)Expense to Muju
Accommodation
Other
Appendix16. Expenditure Descriptions
“Average Spending per visitor $398”
$124
$83
$61
$43
$34
$25
$17
$11
Expense to Muju
Accommodation
Food & Beverage
Other
Other Purchase
Moving Expenst in Muju
Souvenirs
Other Tickets
99Copyright © 2017 The World Taekwondo. Confidential and proprietary.
Awareness Analysis of the host city ‘Muju’
Before After Increase
Rate(%)n % n %
Total 166 100.0 190 100.0 114.5
NationalLocal 82 49.4 99 52.1 120.7
Foreigner 84 50.6 91 47.9 108.3
Age
15~18 16 9.6 16 8.4 100.0
19~29 53 31.9 68 35.8 128.3
30~39 32 19.3 37 19.5 115.6
40~49 41 24.7 48 25.3 117.1
50+ 24 14.5 21 11.1 87.5
Taekwondo Experience
Yes 131 78.9 149 78.4 113.7
No 35 21.1 41 21.6 117.1
Taekwondo
‘Dan’
1 42 32.1 46 30.9 109.5
2 26 19.8 26 17.4 100.0
3 20 15.3 21 14.1 105.0
4 12 9.2 21 14.1 175.0
5+ 21 16.0 23 15.4 109.5
Appendix17. Awareness Analysis (AA)
“The Awareness of Muju increased at a rate of 114.5% after the visit of the 2017 Muju
World Taekwondo Championships. The visitors in their 20s had the highest increase rate
of 128.3% among the other categories. Also, despite having no Taekwondo experience,
the awareness of Muju increased at a rate of 117.1%.”
100Copyright © 2017 The World Taekwondo. Confidential and proprietary.
Safety
Transportation
Hygiene
Status
Event Information
Food
& Beverage
Event
Explanation
Staffs
Parking
Venue
Atmosphere
Grandstand
Event
Milestone
Other Tickets
Pamphlet
CategorySatisfaction
(Points)
Importance
(%)
Safety 4.22 17.4
Transportation 3.80 4.5
Hygiene Status 4.07 0.6
Event Information 3.97 10.5
Food & Beverage 3.72 8.7
Event Explanation 3.81 12.1
Event Staffs 4.03 22.0
Parking Facilities 3.71 6.7
Venue Atmosphere 4.20 26.0
Grandstand 3.97 4.7
Event Milestone 3.93 21.9
Other Tickets 3.91 0.0
Event Pamphlets 4.03 13.0 LowImportance
Satisfaction
Low Priority
High
High
Overkill Keep Up
Concentrate
Appendix18. Importance Performance Analysis(IPA)
“The Importance Performance Analysis(IPA) results showed Venue Atmosphere, Safety and Staff
as highly satisfied and important among the visitors, which indicates future tourism targets for the
World Taekwondo Championships.”
101Copyright © 2017 The World Taekwondo. Confidential and proprietary.
IPA Importance Performance Analysis
Possible Overkill:
Necessary to concentrate on management
because of its low importance
Keep Up the Good Work:
Satisfaction and Importance are high, in
need to make efforts to maintain current
level of state
Low Priority:
Although the Satisfaction level is low, the
Importance level is also low.
Concentrate Here:
Even though the Importance is high, the
area with low Satisfaction needs immediate
improvement
LowImportance
Satis-
faction
High
High
Satisfaction↑
Importance ↓
Satisfaction ↓
Importance ↓
Satisfaction ↓
Importance ↑
Satisfaction ↑
Importance ↑
Low priority
Overkill
Concentrate
Keep up
IPA is divided into four areas, each of which is
composed of Satisfaction level and
Importance, and it is analyzed to derive
strategic implications related to efficient
allocation of resources and efforts.
Appendix18. Importance Performance Analysis(IPA)
102Copyright © 2017 The World Taekwondo. Confidential and proprietary.
Appendix19. Engagement Lists
Date Engagements
2016-07 World Taekwondo Culture Expo
2016-11 KBS Comedy Show for Muju Taekwondo
2017-03 D-100 ‘Taekwondo For All’ event
2017-06 KBS Open Concert
2017-06 2017 Muju Rock Festival
2017-06 Muju ‘Firefly’ Night Market
2017-06
Muju Taekwondo World Music Festa
• World Music Night
• Africa Night
• K-Music Night
• Latin Night
• Crossover Night
• Reggae Night
103Copyright © 2017 The World Taekwondo. Confidential and proprietary.
Appendix20. Feature Lists
Date Features
2017-06 World Taekwondo(WT) New Brand Launch
2017-06 Moon Jae-In, President of the Republic of Korea
2017-06 Chang Ung, International Olympic Committee(IOC) Member
2017-06 Thomas Bach, President of the International Olympic Committee(IOC)
2017-06 Modern Korea Traditional ‘Pan’ Music
2017-06 ‘Starfish’ Band Live Music Concert
2017-06 ‘Groove9’ Band Live Music Concert
2017-06 ‘Humans’ Band Live Music Concert
2017-06 ‘Bandi’ Musical Band Live Concert
2017-06 ‘Ra-on-nal’ Korea Traditional Music Band Live Concert
104Copyright © 2017 The World Taekwondo. Confidential and proprietary.
21. Survey Methodology
Appendix
MARKET: Muju
METHOD: On-site survey
Four different language type survey sheets (Korean, English, Chinese,
Japanese) and also, two different types of survey forms separating the Muju
locals and the Non-local domestic and international visitors.
Face to Face Interview
LENGTH OF INTERVIEW: 30 minutes
SELECTION PROCEDURE: All event attendees present on-site during the 2017 Muju World Taekwondo
Championships
SAMPLE SIZE: Locals: n=8
Non-Locals: n=142
Foreigners: n=157
TOTAL: n= 307
FIELDWORK DATES: June 25th – June 26th 2017
105Copyright © 2017 The World Taekwondo. Confidential and proprietary.
22. Respondent Profile
Appendix
Age
8.1
41.0
18.2
21.5
11.1
Gender Nationality
Taekwondo Experience
Foreigner Nationality
Taekwondo ‘Dan’
[Base : n=307, Unit: %]
64.5
35.5
Male
Female
51.0
20.4
16.6
6.4
5.7
Asia
Europe
America
Africa
Other
15-18
19-29
30-39
40-49
Over 50
51.1 48.9 Domestic
International
31.7
14.6
15.0
17.9
13.3
78.2
21.8
Yes
No1 Dan
2 Dan
3 Dan
4 Dan
Over 5 Dan
International(n=157)
106Copyright © 2017 The World Taekwondo. Confidential and proprietary.
Tools Exposures
Exposure
Duration
(hh:mm:ss)
100% Media
ValueQI Media Value QI Score
Static Dugout Wall 122 558 $109,452 $23,504 21.47
Static Dugout Roof 98 451 $88,464 $16,707 18.89
Total 220 1,009 $197,915 $40,211
EXPOSURES Total number of times each brand appears during broadcast
DURATION Total time brand appears on screen, measured in seconds
100% MEDIA EQUIVALENCY Gross media value of brand exposure during broadcast
QI MEDIA VALUE Adjusted value of brand exposure during broadcast (see QI definition)
QI SCOREQuality score for each brand exposure during broadcast, based on four factors:
Property Property represents the source location where the brand exposure was recorded
1. SIZE OF THE LOGO
QI methodology provides a higher valuation weighting for brand exposures that appear larger on screen and have a greater level of impact on the viewer.
2. LOCATION OF LOGO
QI methodology provides a higher valuation for brand exposures that occur in the middle 50% of the screen where the broadcast is focused.
3. DURATION OF EXPOSURE
QI methodology provides a higher valuation weighting for brands that appear on screen for longer periods of time.
4. MULTIPLE BRAND HITS
QI methodology provides a higher valuation weighting for brand exposures where multiple brand hits occur.
23. Research Methodology
Appendix
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PROPRIETARY TECHNOLOGY SOLUTION TO QUANTIFY AND VALUE BRAND EXPOSURE AND INTEGRATION IN BROADCAST.
LOCATIONLOCATION ON SCREEN
DURATIONLOGO TIME ON SCREEN
EXPOSURENO' OF BRAND EXPOSURES
NUMBER OF HITSMULTIPLE SIMULTANEOUS BRAND EXPOSURE
SIZESIZE OF BRAND EXPOSURES
Appendix23. Research Methodology
108Copyright © 2017 The World Taekwondo. Confidential and proprietary.
Number of Exposures (number)
The number of exposures a property generates is the
number of independent sequences of exposure a brand-
property combination generates. In regards to its
usefulness in analysis, it can be used to assess the
number of times a signage point is seen uniquely.
Sum of Duration on Screen (seconds)
Duration on screen is probably the most common
comparative used as it is a pure measure. There are no
external factors such as audience, cost per thousand , or
the quality of location in play. It is suitable in assessing
pure exposure capture for share of voice within a shared
property such as LED Signage, or if looking at a specific
property year on year where a logo or setup may have
changed.
Average Exposure Duration (seconds)
The average exposure duration gives a snapshot view of
the average duration on screen per exposure for a
property.
Average exposure size (% of total screen size)
The average exposure size represents the average size
on screen for the hits collected for each exposure. It can
give a basic view on hit size for a property.
100% Media Value
100% media value brings an added layer of audience
and cost per thousand on top of the duration
comparison. It is suitable if an analysis is needed where
weight of exposure (duration), and the audience and cost
per thousand is factored in, but the quality or impact of
the exposure is not.
QI Media Value
This is the most common method of comparison as it
comprises all elements of the equation – weight of
exposure, audience, cost per thousand, and quality of
the exposure (QI media value). This is the best method
for overall appraisals of sponsorships and inventory,
particularly in comparison to investment.
QI Score
QI Score is an excellent comparison of the actual
exposure quality and impact between logos and
properties. If the QI Score is devised for an overall
sponsorship, it can act as a guide on which a mix of
properties is the optimum from a pure quality and impact
perspective, not counting weight of exposure, audience,
or cost per thousand.
24. Glossary
Appendix
109Copyright © 2017 The World Taekwondo. Confidential and proprietary.
First Authors:
Jeongkang Seo,
Head of Event Department, World Taekwondo(WT)
Won Jae LEE,
Director of Event Department, World Taekwondo(WT)
Contributing Authors:
Guy Port,
Managing Director AP, Nielsen
Sei Hoon Kang,
General Manager, Nielsen
ChongHang Lee,
Senior Coordinator, Nielsen
Yoonju, Lim
Research Manager, Nielsen
Jiwon, Kang
Research Coordinator, Nielsen
YunKyo, Jung
Manager, GBS DA, Nielsen
AUTHORS
110Copyright © 2017 The World Taekwondo. Confidential and proprietary.
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