Volvo Ocean Race: Overview, Marketing, History

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14 MEDIA STATISTICS TELEVISION Over the nine months of the Volvo Ocean Race, television coverage in 11 monitored territories (Germany, USA, UK, Australia, New Zealand, France, Norway, Sweden, Brazil, South Africa and Denmark), and of dedicated programmes outside these territories, amounted to 996 hours and 34 minutes. There were 4,152 items on television split between dedicated programmes, coverage in existing sports programmes, and news reports. The total cumulative audience was just over 811 million viewers who generated total viewer hours of a little over 92 million hours. TWO PILLARS OF THE MEDIA STRATEGY – NEWS AND DEDICATED PROGRAMMING The media strategy involved ensuring that a quality news feed was always available to more than 350 news broadcasters worldwide. Whilst this policy ensured a platform for broadening the audience demographic and mass (refer to News Coverage on page 16), the focus on creating dedicated race programming for a large number of free to air terrestrial stations around the world added immense strength to the coverage. Through its television partner, Granada Sport, the media service was flexible in its approach. Whilst focussing on dedicated programmes covering on the water action and stopover reviews, General Sports THE FOCUS ON NEWS PROGRAMMING CREATED A WIDESPREAD AWARENESS OF THE RACE Dedicated 13% 71% News 10% TOTAL VIEWER HOURS BY PROGRAMME TYPE News 6% 15% General Sports 23% 56% 6% Dedicated Repeat Dedicated Dedicated Repeat GRAPH SHOWING THE SPLIT OF CUMULATIVE AUDIENCE BY TYPE OF PROGRAMME. THE NEWS AND GENERAL SPORTS PROGRAMMES ARE IMPORTANT IN CREATING A BROAD AWARENESS OF THE RACE, WHILE THE DEDICATED PROGRAMMING EDUCATES THE AUDIENCE ABOUT THE RACE AND ITS PARTICIPANTS. DEDICATED PROGRAMMES PLAY AN IMPORTANT ROLE IN EDUCATING THE AUDIENCE AND CREATING GENUINE KNOWLEDGE OF THE RACE AND ITS PARTICIPANTS.
even where whole programmes were not placed, material was supplied for sports programmes to be shown alongside other major events. DEDICATED PROGRAMMING The overall results show that dedicated programmes were significantly greater in number and ratings than the previous race (broadcasts were shown in over 50 countries as compared with 27 in the 1997-98 event). The ratings were boosted by the decision to focus on quality slots on free to air terrestrial channels, adding significant value to the sponsors. The UK, Sweden and Norway saw the highest levels of dedicated coverage. In Norway weekly and monthly race highlights were shown on popular terrestrial channels TV1 and TV2. In the UK, the Saturday weekly highlight programme attracted a 40% market share whilst in Sweden 47 hours of dedicated coverage with regular repeats of weekly highlight programmes were broadcast. 565 hours of dedicated footage – over 1,000 programmes – was broadcast in markets as diverse as Canada, Japan, Italy, Thailand, Spain, Argentina, Austria and Finland. PHOTODISC MEDIA STATISTICS 15
Page 1 and 2: SHARING IN GLOBAL SUCCESS The Volvo
Page 3 and 4: Team SEB was a commercial success.
Page 5 and 6: In terms of media evaluation, the S
Page 7 and 8: The Volvo Ocean Race is a unique sp
Page 9 and 10: CONTENTS 2 INTRODUCTION 8 AUDIENCE
Page 11 and 12: GUIDO CANTINI INTRODUCTION 3
Page 13 and 14: through existing media coverage. Ta
Page 15 and 16: ace, it is estimated that more than
Page 17 and 18: 60 50 40 30 20 10 0 THE VOLVO OCEAN
Page 19 and 20: ‘INTERESTED IN’ OR A ‘SAILING
Page 21: PATRICK ANDERSON, RICK TOMLINSON ME
Page 25 and 26: 16 14 12 10 8 6 4 2 0 MEDIA RESPONS
Page 27 and 28: programme coverage and news. With t
Page 29 and 30: WWW.VOLVOOCEANRACE.ORG: A TOP 100 W
Page 31 and 32: RICK TOMLINSON MEDIA STATISTICS 23
Page 33 and 34: % of respondents 90 72 54 36 18 0 T
Page 35 and 36: 45 36 27 18 9 0 STRONG INCREASE OF
Page 37 and 38: 45.0 40.5 36.0 31.5 27.0 22.5 18.0
Page 39 and 40: 70 60 50 40 30 20 10 0 200 TO 300%
Page 41 and 42: 35 30 25 20 15 10 5 0 FORMULA 1 IS
Page 43 and 44: Direct Brand Exposure (hh:mm) 17:5
Page 45 and 46: PRINT MEDIA The written media remai
Page 47 and 48: % OF RESPONDENTS UK WAVE 1 AWARE NO
Page 49 and 50: CARLO BORLENGHI YACHT SPONSORSHIP 4
Page 51 and 52: STEPHEN MUNDAY/ALLSPORT CASE STUDIE
Page 53 and 54: WHY THE VOLVO OCEAN RACE? The Volvo
Page 55 and 56: INTERNET/INTRANET An intranet site
Page 57 and 58: CLIVE MASON/ALLSPORT CASE STUDIES 4
Page 59 and 60: RICK TOMLINSON 51 CASE STUDIES 51
Page 61 and 62: those intended for the SEB brand. T
Page 63 and 64: CONCLUSION The companies conclusion
Page 65 and 66: RICHARD MASON/ASSA ABLOY RACING TEA
Page 67 and 68: were found on all of the world’s
Page 69 and 70: advertising, but would instead rely
Page 71 and 72: CONCLUSION 63
Page 73 and 74:
INTRODUCTION IT IS UNLIKELY THAT CO
Page 75 and 76:
over the side, and in spite of a fo
Page 77 and 78:
causing controversy with large crew
Page 79 and 80:
Prior to the start it was thought t
Page 81 and 82:
Among the fleet was Simon Le Bon’
Page 83 and 84:
Despite the dramas, nothing could d
Page 85 and 86:
The victorious W60 was Yamaha, skip
Page 87 and 88:
It was not until a third of the rac
Page 89 and 90:
The Southern Ocean lived up to its
Page 91 and 92:
THE OBJECTIVES REDUCE THE COSTS FOR
Page 93 and 94:
THE NEW BOAT DESIGN Innovation has
Page 95 and 96:
push their boats to the limit and i
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Volvo Ocean Race: Overview, Marketing, History

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