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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
Broadcast Time(hh:mm:ss)
116:45:11 108:57:21
Event Impressions(M)
2,829.99 2,176.96
SPONSORSHIP ANALYSIS
Visibility(hh:mm:ss)
70:50:27 57:23:06
Sponsorship Impressions(M)
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
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
Cumulative Audience* (M)
31.87 262.49
Broadcast Time(hh:mm:ss)
109:43:57 103:05:56
Event Impressions(M)
2,366.74 2,018.23
SPONSORSHIP ANALYSIS
Visibility(hh:mm:ss)
66:02:07 53:35:11
Sponsorship Impressions(M)
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
*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. 6
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 MIXED
Cumulative Audience* (M)
4.43 22.94
Broadcast Time(hh:mm:ss)
07:01:14 05:51:25
Event Impressions(M)
463.25 158.73
SPONSORSHIP ANALYSIS
Visibility(hh:mm:ss)
04:48:19 03:47:54
Sponsorship Impressions(M)
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
*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. 7
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).
SPONSORSHIP IMPRESSIONS
• 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 €).
Copyright ©2021 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 8
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.
*Source: Mediametrie/Eurodata TV, The Nielsen Company, MMS, TNS Gallup /Adults 3+/Estimations by Nielsen Sports
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
Copyright ©2021 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 9
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
*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. 10
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
*Source: Mediametrie/Eurodata TV, The Nielsen Company, MMS, TNS Gallup /Adults 3+/Estimations by Nielsen Sports
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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12TV Media Evaluation - Ski Jumping World Cup Women (incl. Mixed) 2020/21
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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13TV Media Evaluation - Ski Jumping World Cup Women (incl. Mixed) 2020/21
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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14TV Media Evaluation - Ski Jumping World Cup Women (incl. Mixed) 2020/21
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
TV Media Evaluation - Ski Jumping World Cup Women (incl. Mixed) 2020/21
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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
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
30 𝑆𝑒𝑐𝑜𝑛𝑑𝑠
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
30 𝑆𝑒𝑐𝑜𝑛𝑑𝑠
TV Media Evaluation - Ski Jumping World Cup Women (incl. Mixed) 2020/21
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