VIESSMANN FIS NORDIC COMBINED WORLD CUP …...Germany Finland Norway Austria Russia Italy France 2019/20 TV Media Evaluation - FIS Nordic Combined World Cup 2019/20 By Country Trend

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Expertise by Nielsen Sports

Your contacts: Alexander Karduck, Markus Kreile

VIESSMANN FIS NORDIC COMBINED WORLD CUP 2019/20TV Media Evaluation – Event Summary

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2TV Media Evaluation - FIS Nordic Combined World Cup 2019/20

INTRODUCTION

STUDY BRIEF

SPONSORS Audi, Viessmann

ANALYSIS PERIOD 2019/20 Season

EVENT Viessmann FIS Nordic Combined World Cup 2019/20 (M)

MARKETS Austria, Finland, France, Germany, Italy, Japan, Norway, Russia, Switzerland, USA

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

AUDIENCE SOURCESMediametrie/Eurodata TV, The Nielsen Company, MMS, TNS Gallup | Adults 3+ |

Estimations by Nielsen Sports

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MANAGEMENT SUMMARY

Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 4

GLOBAL OVERVIEW

LIVE NON-LIVE

FIS NORDIC COMBINED WC

Cumulative Audience* (M)

88,54 354,18

Broadcast Time(hh:mm:ss)

309:31:48 590:20:23

Event Impressions(M)

5.949,91 2.611,23

SPONSORSHIP ANALYSIS

Visibility(hh:mm:ss)

231:04:13 544:23:06

Sponsorship Impressions(M)

5.471,35 1.870,45

QI Media Value(€)

14.157.244 4.123.590

442,72

899:52:11

8.561,14

775:27:19

7.341,80

18.280.834

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

Estimations by Nielsen Sports


KEY INSIGHTS

CUMULATIVE AUDIENCE

• Decreased by 230M compared to

2018/19, mainly due to -163M in

Germany.

• Still, Germany accounts for two thirds

of total numbers.

BROADCAST TIME

• 899h of coverage means an increase by

almost 70h compared to 2018/19 with

more coverage in Italy and Finland.

• Live coverage accounts for 34% of total

broadcast time

VISIBILITY

• Combined, Audi and Viessmann were

visible for over 775h. This is 60h more

than in the previous season.

• Intermediate was the most visible tool

for Audi (50h), the Platinum Circle for

Viessmann (81h).

SPONSORSHIP IMPRESSIONS

• Germany accounts for the majority of

sponsorship impressions (66%).

• As in the previous season, Audi

accounts for approx. one third,

Viessmann for two thirds.

QI MEDIA VALUE

• Audi and Viessmann together cumulate a total of € 18,3M in QI Media

Value which represents a 23% decrease compared to the previous season.

• Ramsau is the most valuable World Cup stage (2,8M), followed by Ruka

(2,6M) and Seefeld (2,5M).


KEY INSIGHTS

679636

832

945

673

443

9.726 9.769 8.933 10.562 12.0658.561

-10.000

10.000

30.000

50.000

70.000

90.000

110.000

0

200

400

600

800

1.000

1.200

2014/15 2015/16 2016/17 2017/18 2018/19 2019/20

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

YEAR-ON-YEAR DEVELOPMENT

• Year-on-year development to some extent reflects the performance of

German athletes as Germany is the key (TV) market for Nordic Combined.

• Jarl Magnus Riiber could spark some excitement at home but just because

of its population size, Norway cannot compensate for the negative trend in

Germany.

• Also, there were 5 competitions less compared to 2018/19 – both Otepää

and Schonach had to be cancelled due to warm weather / lack of snow

(not COVID-19 pandemic).

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


MARKET RANKING – EVENT IMPRESSIONS(M)

MANAGEMENT SUMMARYMedia Monitoring

• Ramsau is the top venue in terms of cumulative live audience,

even beating Seefeld (staging the triple again).

• In Norway, there was broader coverage from Ramsau than from

Seefeld. In Germany, public broadcaster ZDF only aired 4 of the 6

jumpings/races in Seefeld live (and all 4 in Ramsau).

• Apart from Ramsau, the top 5 show different venues compared to

the previous season. Chaux-Neuve, for example, ranked top in

2018/19 as it substituted WCH host Seefeld for the triple but was

not part of the World Cup calendar this season.

• The country ranking in terms of media impact remains unchanged

compared to 2018/19 – with one exception: Italy overtakes Russia

as event impressions increase by 17% thanks to more coverage

on Rai Sport.

5.622

1.230

628

586

234

137

56

40

27

1

Germany

Finland

Norway

Austria

Italy

Russia

France

Japan

Switzerland

USA

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

13,81 13,34 12,8612,10

9,20

Ramsau Seefeld Oberstdorf Trondheim Ruka

411

331

351

281

177

185

124

40

124

3

BROADCASTS


Copyright ©2020 The Nielsen Company. Confidential and proprietary. 8

Media Monitoring

MANAGEMENT SUMMARY

CHANNEL RANKING BY BROADCAST TIME (TOP 5)(hh:mm:ss)

CHANNEL RANKING BY EVENT IMPRESSIONS (TOP 5)(M)

WORLD CUP EVENT IMPRESSIONS TREND(M)

50:51:57

49:17:20

48:55:09

40:00:56

39:00:47

Eurosport 2 DE(AUT)

Eurosport 2 RU(RUS)

Eurosport 2 IT(ITA)

Eurosport 2 DE(GER)

Eurosport FI(FIN)

9.769

8.933

10.562

12.065

8.561

2015/16 2016/17 2017/18 2018/19 2019/20

2.943,56

2.324,43

1.065,11

577,84

544,24

ARD (GER)

ZDF (GER)

YLE 2 (FIN)

NRK 1 (NOR)

ORF 1 (AUT)

• Eurosport covers the first 10 spots in the channel ranking by

broadcast time. Overall, it accounts for 72% of total coverage (and

7% of total media impact).

• Italian Rai Sport (39 hours) leads the table outside the Eurosport

network.

• The top 5 channels in terms of media impact remain unchanged

compared to the previous season – only ARD and ZDF are swapping

places.

• Together, these 5 channels account for 87% of total media impact.

• Considering that there were 5 competitions less than in 2018/19, ORF

1 is the only channel with an increasing average media impact per

competition.

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9

295,92

68,10

36,48

22,83

3,10

2,23

3,29

459,12

79,19

46,05

46,93

2,78

2,31

5,72

2019/20 2018/19

5.621,58

1.230,01

628,47

585,94

137,20

234,45

56,35

8.154,69

1.625,31

927,02

759,04

234,68

200,01

76,38

2019/20 2018/19

108:25:19

153:32:20

87:36:29

129:29:22

106:06:20

143:04:43

46:21:52

102:00:18

121:01:22

120:30:37

114:09:16

87:08:40

109:31:46

69:01:19

Germany

Finland

Norway

Austria

Russia

Italy

France

2019/20 2018/19

TV Media Evaluation - FIS Nordic Combined World Cup 2019/20

By Country Trend (Top 7 by Event Impressions 2019/20)

MEDIA MONITORING

BROADCAST TIME(hh:mm:ss)

EVENT IMPRESSIONS(M)

CUMULATIVE AUDIENCE(M)

MEDIA IMPACT

TREND


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By Channel (Top 10)

MEDIA MONITORING

74:01:55

68:07:33

57:20:57

56:42:12

53:24:37

50:27:57

46:21:57

37:58:29

35:56:40

34:37:23

Eurosport 2 DE (AUT)

Eurosport 2 RU (RUS)

Eurosport 2 IT (ITA)

Eurosport 2 DE (GER)

Eurosport FI (FIN)

Eurosport 2 FI (FIN)

Eurosport IT (ITA)

Eurosport RU (RUS)

Eurosport NO (NOR)

Rai Sport (ITA) 60

76

125

176

271

544

578

1.065

2.324

2.944

Eurosport 2 RU

Eurosport RU (RUS)

YLE 1 (FIN)

Rai Sport (ITA)

Eurosport DE (GER)

ORF 1 (AUT)

NRK 1 (NOR)

YLE 2 (FIN)

ZDF (GER)

ARD (GER)

BROADCAST TIME (hh:mm:ss)

EVENT IMPRESSIONS(M)

57% OF

TOTAL

95% OF

TOTAL

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Coverage Trend by Week

MEDIA MONITORING

BROADCAST TIME (hh:mm:ss)

EVENT IMPRESSIONS (M)

00:00:00

30:00:00

60:00:00

90:00:00

120:00:00

150:00:00

47 48 49 50 51 52 53 1 2 3 4 5 6 7 8 9 10 11 12

0

500

1.000

1.500

2.000

47 48 49 50 51 52 53 1 2 3 4 5 6 7 8 9 10 11 12

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Season Comparison by Event Impression

MEDIA MONITORING

527

2.4742.188

2.536

837

1.211

2.617

4.111

2.428

1.698

November December January February March

2019/20

2018/19

One event more due to the

WCH break in February

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METHODOLOGY

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14

Media Monitoring

TV MEDIA EVALUATION

MEDIA MONITORING

Media monitoring is the analysis of broadcast coverage

content. It involves the data coding of events, teams

and/or fixtures, which World Cup, etc. is reported on in

the various programmes. It requires physical recording

footage of the TV broadcast to execute.

BROADCAST SCHEDULE AUDIT (BSA)

The TV programme of a channel is researched online or

compiled on the basis of TAM protocols (audience

ratings).

Note: Due to the type of data collection, only the specific

event coverage can be attributed not secondary

coverage(news, etc.).

PROGRAMME TYPES

TIME CODING

Broadcast Time (BT)

The Broadcast Time is the total duration of team, league

or event coverage, without commercials.

Actual Playing Time (APT)

This is the portion of Broadcast Time containing

competition footage only.

AUDIENCE ANALYSIS

Audience (Average Audience)

The average number of members of a specified

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

viewing a TV channel over a given interval (e.g.

programme, daypart).

Cumulative (average) Audience

Cumulative Audience is the aggregate total of all

individual programme audiences (not the unique total

individuals reached). Sometimes called Gross Audience.

Not to be confused with Reach, Cover or Cume

Market Share

Viewing of a specified population, whether households or

individuals, that is tuned to a particular programme or

station during a given time interval, and expressed as a

percentage of the total TV audience during that interval.

Audience data sources

Programme ratings are sourced from official Television

Audience Measurement (TAM) providers such as

Mediametrie/Eurodata TV, The Nielsen Company, MMS,

TNS Gallup, etc.

Audience Estimation

For channels where no official audience measurement is

in place, estimated ratings are calculated using a

quantitative estimation model.

To calculate an estimate, the following information is

included: Technical universe or number of subscribers,

day and time of the program, content of the program,

interest in the sport in the broadcasting country.

Important note: The result represents an approximation of

the TV viewing potential.

EVENT IMPRESSIONS

Event Impressions are a measure of media impact or rate

of audience delivery, event impressions relate the

television broadcast time of an event programme to its

audience ratings, with one impression being equal to one

person's viewing of 30 seconds of programming.

Broadcast time is converted to the number of 30-second

units and then multiplied by the average audience

Event impressions are an important measure for the

delivery of media coverage and audience exposed to this

media coverage of a platform, as well as for

benchmarking purposes with other events / leagues /

clubs.

Formula:

Example:

60 seconds of coverage in a broadcast with 5m viewers:

(60 seconds x 5m) / 30 seconds = 10M Event Impressions

𝐵𝑟𝑜𝑎𝑑𝑐𝑎𝑠𝑡 𝑇𝑖𝑚𝑒 𝑖𝑛 𝑆 𝑥 𝐴𝑢𝑑𝑖𝑒𝑛𝑐𝑒 𝑖𝑛 𝑀

30 𝑆𝑒𝑐𝑜𝑛𝑑𝑠

Dedicated coverage

(primary coverage)

Live Live broadcast

Delayed Near-live, first broadcast airing

Re-live Repeat of a live / delayed broadcast

Highlights

Sports programme showing

event reports and summaries as

well as background information

and interviews

Secondary coverage

Magazines /

Sportmagazine

Programme with

minimal sporting content or sport mix

programmes

News Features in news programmes


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15

Sponsorship Analysis

TV MEDIA EVALUATION

BRAND EXPOSURE ANALYSIS

Measurement of brand exposure differentiated by source.

An exposure is counted on the condition that it is legible

and at least 80% visible on-screen. An exposure can be

either a brand, claim, logo or product likeness.

ASSET VISIBILITY ANALYSIS

Measurement of tool exposure differentiated by sponsor

regardless of brand legibility. An exposure is counted on

the condition that the tool source is at least 80% visible

on-screen, and has an on-screen-share of 0,5% or

higher.

Note: If under 80% of the tool is visible, but the brand

exposed is legible, the exposure will be count towards the

result.

This can also be adapted to tracking of a space that does

not have a signage placement.

SPONSORSHIP IMPRESSIONS

Sponsorship impressions are a measure of sponsorship

impact or rate of audience exposure to sponsorship.

Sponsorship Impressions relate the brand visibility

duration in a television broadcast to its audience ratings,

with one impression being equal to one person's

exposure to 30 seconds of brand visibility.

Brand exposure is converted into the number of 30-

second units and then multiplied by the average

audience. Not to be confused with Event Impressions

Formula:

Example:

(120 seconds x 4m) / 30 seconds = 16M Sponsorship

Impressions.

SPONSORSHIP CPT

Calculation of a CPT based on delivery of sponsorship

impressions against a set sponsorship fee. This metric

demonstrates what price the sponsor paid to reach 1,000

viewer impressions people based on their sponsorship

visibility.

Formula:

Example:

A sponsor pays 1,2m EUR for a sponsorship

which generates 600m sponsorship impressions:

(1,2M EUR x 1.000) / 600m = 2 EUR

100% MEDIA VALUE

Also known as "advertising value equivalency" (AVE),

each brand exposure is valued by equivalating it against

the commercial airtime rate of the programme it is

captured in. The rates are either sourced from the

broadcasters official rate cards or calculated with a 30’

Second advertising CPT and the corresponding audience

of the programme that the exposure was captured in.

Note: This measure is the cash equivalent “cost” of a

media exposure, not its market value

Formula:

Example:

120 seconds of visibility in a programme with a

commercial airtime rate of 2,000 EUR for a 30-second

advertisement:

(120 seconds x 2,000 EUR) / 30 seconds = 8,000 EUR

QUALITY INDEXED MEDIA VALUE

The Quality Index Score (QI Score) is a comparison of the

actual exposure quality and impact between and logos

and properties, based on four factors that influence visual

impact: size, location on Screen, brand hits & duration per

exposure, and the impact of the asset itself (impact

factor). The QI Media Value combines the 100% Media

Value and the QI Score to a QI weighted Media Value.

The following five criteria combine to derive the QI score:

Example:

Brand exposure with a 100% Media Equivalency of 1,000

EUR and a QI Score of 27.5 would equal 275 EUR

𝑉𝑖𝑠𝑖𝑏𝑖𝑙𝑖𝑡𝑦 𝑖𝑛 𝑆 𝑥 𝐴𝑢𝑑𝑖𝑒𝑛𝑐𝑒 𝑖𝑛 𝑀


𝑆𝑝𝑜𝑛𝑠𝑜𝑟𝑠ℎ𝑖𝑝 𝑓𝑒𝑒 𝑥 1,000

𝑆𝑝𝑜𝑛𝑠𝑜𝑟𝑠ℎ𝑖𝑝 𝑖𝑚𝑝𝑟𝑒𝑠𝑠𝑖𝑜𝑛𝑠

𝑉𝑖𝑠𝑖𝑏𝑖𝑙𝑖𝑡𝑦 𝑖𝑛 𝑆 𝑥 𝐶𝑃𝑇 𝑖𝑛 𝐸𝑈𝑅 𝑥 𝐴𝑢𝑑𝑖𝑒𝑛𝑐𝑒 𝑖𝑛 𝑀

30 𝑆𝑒𝑐𝑜𝑛𝑑𝑠 𝑥 1.000

𝑉𝑖𝑠𝑖𝑏𝑖𝑙𝑖𝑡𝑦 𝑖𝑛 𝑆 𝑥 𝐴𝑑 𝑟𝑎𝑡𝑒 30 𝑆 𝑖𝑛 𝐸𝑈𝑅



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ABOUT NIELSEN SPORTS

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17

GLOBAL MEDIA &

GLOBAL CONNECT

NIELSEN SPORTS

ENTERTAINMENT

17

WHAT’S NEXT IN GLOBAL SPORTS AND ENTERTAINMENT

NIELSEN SPORTS IS PART OF

THE WORLD’S BIGGEST MARKET

AND MEDIA RESEARCH COMPANY

Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.

AT NIELSEN SPORTS, IT IS ALL

ABOUT THE DECISIONS YOU

MAKE IN SPORTS BUSINESS

18

BRANDS

RIGHTS HOLDERS

PUBLIC SECTOR

MEDIA COMPANIES

AGENCIES

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19

WE CAN LEVERAGE OUR STRENGTHSTO HELP YOU MAKE BETTER, EASIER DECISIONS

19

YOUR DECISION

MARKET

RESEARCH

DIGITAL

SERVICES

MEDIA

ANALYSIS

MARKET

INTELLIGENCE

Brand Performance,

Target Groups &

Fan Insights,

Consumer Behaviour… Audience,

Media Value,

Demographics…

Digital KPI,

Social Buzz,

Media Value…

Ad / Sponsorship

Expenditures,

Market Prices,

Duration…

UNIQUE

CONSULTING EXPERTISE

THE MOST COMPREHENSIVE

DATA SOURCE IN SPORTS

AND ENTERTAINMENT

MEDIA

ANALYSIS

DIGITAL

SERVICES

MARKET

INTELLIGENCE

MARKET

RESEARCH

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20

CONSTANT

INNOVATION

With our new

technologies and

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GUARANTEED

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We’re a neutral

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We analyze consump-

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channels – including

entertainment.

THESE ARE THE STRENGTHS THAT MAKEOUR DECISION SUPPORT UNIQUE

Copyright ©2020 The Nielsen Company. Confidential and proprietary. 21

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CONTACT DETAILS

ALEXANDER KARDUCK

ACCOUNT DIRECTOR

NIELSEN SPORTS

Tel.: +49 221 43073 638

[email protected]

MARKUS KREILE

SENIOR PROJECT MANAGER, MEDIA ANALYTICS

NIELSEN SPORTS

Tel.: +49 221 43073 868

[email protected]

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Please note that this report is subject to copyright agreements. All rights are reserved by Nielsen Deutschland GmbH. In particular, copyright is reserved for the investigation design together with expert evaluations and assessment of the results,

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Documents

VIESSMANN FIS NORDIC COMBINED WORLD CUP …...Germany Finland Norway Austria Russia Italy France 2019/20 TV Media Evaluation - FIS Nordic Combined World Cup 2019/20 By Country Trend