VIESSMANN FIS SKI JUMPING WORLD CUP WOMEN 2020/21

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Expertise by Nielsen Sports

Your contacts: Alexander Karduck, Markus Kreile

VIESSMANN FIS SKI JUMPING WORLD CUP WOMEN 2020/21TV Media Evaluation – Event Summary

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2TV Media Evaluation - Ski Jumping World Cup Women (incl. Mixed) 2020/21

INTRODUCTION

STUDY BRIEF

SPONSORS Audi, Viessman

ANALYSIS PERIOD 2020/21 Season

EVENT FIS Ski Jumping World Cup 2020/21 (Women & Mixed)

MARKETS

Austria, China, Croatia, Czech Republic, Denmark, Finland, France, Germany, Italy,

Japan, Netherlands, Norway, Poland, Romania, Russia, Slovakia, Slovenia, South

Korea, Sweden, 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

All the totals within this report refer to the Women‘s World Cup including the Mixed competition in Rasnov unless otherwise

stated.

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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 SKI JUMPING WC

Cumulative Audience(M)

32,28 561,81

Broadcast Time(hh:mm:ss)

104:08:20 239:34:12

Event Impressions(M)

2.151,52 4.610,69

SPONSORSHIP ANALYSIS

Visibility(hh:mm:ss)

62:28:22 131:55:06

Sponsorship Impressions(M)

1.229,33 2.756,22

QI Media Value(€)

5.296.667 7.597.546

594,09

343:42:32

6.762,21

194:23:28

3.985,55

12.894.213

GLOBAL OVERVIEW

LIVE NON-LIVE

FIS SKI JUMPING WC WOMEN + MIXED

Cumulative Audience* (M)

36.31 283.42


116:45:11 108:57:21


2,829.99 2,176.96



70:50:27 57:23:06


1,811.03 1,016.71

QI Media Value(€)

3,730,197 2,394,804

319.73

225:42:33

5,006.95

128:13:33

2,827.74

6,125,001

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

by Nielsen Sports

Copyright ©2021 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 5

GLOBAL OVERVIEW

LIVE NON-LIVE

FIS SKI JUMPING WC


32,28 561,81


104:08:20 239:34:12


2.151,52 4.610,69



62:28:22 131:55:06


1.229,33 2.756,22

QI Media Value(€)

5.296.667 7.597.546

594,09

343:42:32

6.762,21

194:23:28

3.985,55

12.894.213

GLOBAL OVERVIEW

LIVE NON-LIVE

FIS SKI JUMPING WC WOMEN


31.87 262.49


109:43:57 103:05:56


2,366.74 2,018.23



66:02:07 53:35:11


1,484.60 924.53

QI Media Value(€)

3,363,243 2,112,070

294.37

212:49:53

4,384.97

119:37:18

2,409.13

5,475,314


by Nielsen Sports


GLOBAL OVERVIEW

LIVE NON-LIVE

FIS SKI JUMPING WC


32,28 561,81


104:08:20 239:34:12


2.151,52 4.610,69



62:28:22 131:55:06


1.229,33 2.756,22

QI Media Value(€)

5.296.667 7.597.546

594,09

343:42:32

6.762,21

194:23:28

3.985,55

12.894.213

GLOBAL OVERVIEW

LIVE NON-LIVE

FIS SKI JUMPING WC MIXED


4.43 22.94


07:01:14 05:51:25


463.25 158.73



04:48:19 03:47:54


326.43 92.18

QI Media Value(€)

366,954 282,733

27.37

12:52:39

621.98

08:36:14

418.61

649,687


by Nielsen Sports


KEY INSIGHTS

CUMULATIVE AUDIENCE

• Increased by more than 150 M

compared to 2017/18. This

corresponds to an increase of 5%.

• Most of the increase can be attributed

to non-live broadcasts.

BROADCAST TIME

• 3.656 hours of live coverage mean a

share of 28% of the total broadcast time.

• 75% of broadcasting taking place on

Eurosport, but only 13% of media

impact.

VISIBILITY

• Combined all brands were visible for

9.900 hours.

• Most visibility generated in

Switzerland, through multi-channel

broadcasting on SRG channels.

SPONSORSHIP IMPRESSIONS

• 32.8 billion sponsorship impressions

generated through live coverage.

• Germany & Austria account for most

sponsorship impressions.

QI MEDIA VALUE

• More than €134M out of the total €172M was generated during live

broadcasts (78%).

• Naming partner Audi generated a QI media value of € 59,8M, whereas

Longines generated €54,5M.

KEY INSIGHTS

CUMULATIVE AUDIENCE

• Increased by 24M compared to 2019/20

(+9%) just for the Women‘s World Cup.

• Main driver is Slovenia, where numbers

more than doubled (+11M), followed by

Germany with an increase of 10M.

BROADCAST TIME

• Live coverage accounts for 52% of the

total broadcast time

• Share of live broadcast time increased

compared to 2019/20 by 13%.

VISIBILITY

• The two brands Audi and Viessmann

were visible for 128 hours.

• 20% of the total visibility was

generated in Austria.

• Most visible tool: Start Backdrop (56h).


• Live coverage generated 64% of the

total sponsorship impressions (1.8

billion).

• With 44%, Germany accounts for the

greatest share of sponsorship

impressions, thanks to dedicated

coverage on public broadcasters

ARD & ZDF.

QI MEDIA VALUE

• 45% of the QI Media Value were generated in Germany (2.7M €).

• Title partner Viessmann generated 69% of the QI media value (4.2M €).

Audi generated the remaining 31% (1.8M €).


TV COVERAGE TREND

516

386

337

598

741

594

4,019 3,151 3,848 5,429 5,171 6,762

-10,000

10,000

30,000

50,000

70,000

90,000

110,000

0

100

200

300

400

500

600

700

800

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

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

YEAR-ON-YEAR DEVELOPMENT

• Broadcast time reached an all-time high in the season 2018/19, thanks to

an increase of broadcasts on Eurosport, while national broadcasters

declined in broadcast time.

• After a decline in the season 2016/17, a steady increase of the media

impact continues until the current season 2018/19.

• Cumulative audience develops in a similar way as the media impact, the

value of 2018/19 almost reaching the peak registered in 2015/16.

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

TV COVERAGE TREND

YEAR-ON-YEAR DEVELOPMENT

• While Broadcast Time declines for the second consecutive season, all

other parameters show a positive trend.

• Despite fewer competitions taking place in 2020/21, overall media impact

increased (+1%). Average media impact per competition even increased

by 27%.

• While cumulative audience of live airings remained stable, the overall

increase comes from news and magazine coverage.


197

344

253213

5,171

6,762

4,359 4,385

741

594

270

294304

260229

292

2017/18 2018/19 2019/20 2020/21

Broadcast Time (h) Media Impact

Audience (M) Ø Media Impact per race


MARKET RANKING – EVENT IMPRESSIONS(M)

MANAGEMENT SUMMARYMedia Monitoring

• Hinzenbach leads the live audience ranking again, despite a

slight decline compared to last season (-0.5M). The Upper

Austrian venue is also responsible for almost one third of total

media impact.

• Rasnov, also hosting a mixed event, replaces Oberstdorf on 2nd

place. The mixed event drew a live audience of 4.4M, the

women’s jumping 3.1M.

• Overall, live audience increased by 10% compared to the

previous season (including the mixed event).

• Germany still ranks top in terms of event impressions with an

increase of 9% compared to 2019/20.

• Poland shows the highest increase with 550M more event

impressions than last season.

2,146

693

551

519

426

333

132

89

62

17

15

10

8

5

2

1

Germany

Japan

Poland

Slovenia

Austria

Norway

Finland

Russia

China

Romania

Slovakia

Czech Republic

France

Netherlands

Switzerland

Sweden

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

9.95

7.55

4.72 4.25 3.86

Hinzenbach Rasnov Chaikovsky Nizhny Tagil Ramsau

74

126

76

262

168

193

13

21

20

20

10

15

8

8

8

3

BROADCASTS



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 (W+MX)(M)

36:04:05

34:08:34

26:38:48

13:38:10

10:19:31

NHK BS1 (JAP)

ORF Sport+(AUS)

RTV SLO 2(SLV)

ORF 1 (AUS)

NRK 1 (NOR)

3,848

5,429 5,171

6,762

4,3595,006

2015/16 2016/17 2017/18 2018/19 2019/20 2020/21

1,173.24

940.20

545.50

485.09

350.83

ZDF (GER)

ARD (GER)

NHK BS1 (JAP)

RTV SLO 2 (SLV)

ORF 1 (AUS)

• NHK BS1 ranks top in terms of broadcast time, last year’s first

place ORF Sport+ loses one position due to a decline of 45%.

• Olympic Channel, last year’s 2nd place, is not part of the top 5

channels in terms of broadcast time anymore.

• German public broadcasters ARD & ZDF lead the event

impressions ranking again thanks to an increase of nearly 9%

compared to 2019/20.

• Different from last season, no Chinese channel made it into the

top 5 in terms of event impressions.

• Compared to the previous season, total event impressions

increased by nearly 15% (+1% just for the Women’s World Cup).

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11

94.21

74.39

27.91

25.07

33.12

41.76

3.20

78.36

86.22

0.73

12.84

40.48

37.02

4.12

2020/21 2019/20

10:12:24

37:16:09

20:24:17

29:51:43

48:15:02

29:27:28

06:08:13

10:05:15

41:35:49

00:08:57

26:57:17

72:35:22

33:51:32

05:19:40

Germany

Japan

Poland

Slovenia

Austria

Norway

Finland

2020/21 2019/20

TV Media Evaluation - Ski Jumping World Cup Women (incl. Mixed) 2020/21

By Country Trend (Top 7 by Event Impressions 2020/21)

MEDIA MONITORING

BROADCAST TIME(hh:mm:ss)

EVENT IMPRESSIONS(M)

CUMULATIVE AUDIENCE*(M)

MEDIA IMPACT

TREND


2,146.37

693.29

551.01

518.75

425.92

332.72

131.59

1,966.10

774.69

1.58

393.28

420.23

342.15

17.16

2020/21 2019/20

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By Channel (Top 10) – Women + Mixed

MEDIA MONITORING

36:04:05

34:08:34

26:38:48

13:38:10

10:19:31

09:21:10

08:43:54

08:43:54

07:43:40

07:14:52

NHK BS1 (JAP)

ORF Sport+ (AUS)

RTV SLO 2 (SLV)

ORF 1 (AUS)

NRK 1 (NOR)

NRK 2 (NOR)

Eurosport PL (POL)

Eurosport RU (RUS)

TVP Sport (POL)

Eurosport CZ (SLK) 126

131

163

215

230

351

485

546

940

1,173

Eurosport PL (POL)

YLE 2 (FIN)

TVP Sport (POL)

NRK 1 (NOR)

TVP 1 (POL)

ORF 1 (AUS)

RTV SLO 2 (SLV)

NHK BS1 (JAP)

ARD (GER)

ZDF (GER)

BROADCAST TIME (hh:mm:ss)

EVENT IMPRESSIONS(M)

72% OF

TOTAL

87% OF

TOTAL

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Coverage Trend by Week

MEDIA MONITORING

BROADCAST TIME (hh:mm:ss)

EVENT IMPRESSIONS (M)

00:00:00

10:00:00

20:00:00

30:00:00

40:00:00

50:00:00

60:00:00

49 50 51 52 53 1 2 3 4 5 6 7 8 9 10 11 12 13 14

0

250

500

750

1,000

1,250

1,500

49 50 51 52 53 1 2 3 4 5 6 7 8 9 10 11 12 13 14

Hinzenbach

Rasnov (incl. Mixed event)

Chaikovsky

Ramsau

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Season Comparison by Media Impact

MEDIA MONITORING

42297

889

2,666

1,113

8

818

909

2,378

276

November December January February March

Saison 2020/21

Saison 2019/20

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METHODOLOGY

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16

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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17

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 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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19

GLOBAL MEDIA &

GLOBAL CONNECT

NIELSEN SPORTS

ENTERTAINMENT

19

WHAT’S NEXT IN GLOBAL SPORTS AND ENTERTAINMENT

NIELSEN SPORTS IS PART OF

THE WORLD’S BIGGEST MARKET

AND MEDIA RESEARCH COMPANY


Copyright ©2021 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

20

BRANDS

RIGHTS HOLDERS

PUBLIC SECTOR

MEDIA COMPANIES

AGENCIES

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21

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

21

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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22

CONSTANT

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