Volvo Ocean Race: Overview, Marketing, History

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16 MEDIA STATISTICS NEWS COVERAGE News, naturally, is story and event-led. The judicious management and release of news stories greatly assisted in ensuring relatively even coverage of the Volvo Ocean Race over the nine months of the event, as can be seen from the table opposite. Quality news feeds rely on capturing and transmitting footage close to the event – the ability of modern Volvo Ocean Race yachts to do this even from deep in the Southern Ocean has enhanced this significantly. News footage was obtained from the yachts and aerial sorties by Volvo Ocean Race film crews and this dramatic footage was key in creating successful coverage. News was distributed through the EBU, Reuters and SNTV alongside the feed available from BT tower. Germany was the clear leader in terms of news features broadcast with 841 news features on premium channels in peak time slots, attracting high audiences. These broadcasts accounted for 95% of coverage of the Volvo Ocean Race in this country. Whereas in Germany they were spread evenly throughout the race, in the USA most of the 338 news broadcasts were concentrated around the times when the race was near American ports, with FREE TO AIR BROADCAST DELIVERS BETTER RESULTS CHANNEL BROADCAST AUDIENCE VOR EXPOSURE VALUE TIME (MINS:SECS) (USD) ITV SATURDAY 14.00 928,000 04.21 96,885 ITV DIGITAL SUNDAY 16.00 1,000 04.16 102 COMPARISON BETWEEN THESE TWO BROADCASTS OF SIMILAR LENGTH CLEARLY SUPPORTS THE DECISION TO PURSUE FREE TO AIR BROADCAST IN ORDER TO MAXIMISE QUALITY AUDIENCE FIGURES. IMPRESSIVE TV COVERAGE ALL OVER THE WORLD COUNTRY COVERAGE NO OF CUMULATIVE TOTAL VIEWER (HH:MM) PROGRAMMES AUDIENCE HOURS NORWAY 49:27 178 22,969,100 4,262,965 SWEDEN 48:32 212 72,028,300 19,027,89 GERMANY 40:39 889 273,960,600 9,232,312 DENMARK 36:34 92 6,246,100 2,114,025 UK 34:21 228 86,793,513 10,807,253 FRANCE 22:13 297 86,349,700 5,695,813 USA 19:35 360 79,609,098 5,100,485 AUSTRALIA 17:22 141 11,840,700 561,052 NEW ZEALAND 10:16 86 9,624,300 827,264 BRAZIL 02:49 57 85,336,935 2,510,898 SOUTH AFRICA 00:50 23 3,985,000 86,660 OTHER 565:05 1,290 65,128,998 29,095,387 PAN AFRICA 148:45 299 7,237,200 2,782,045 GRAND TOTAL 996:34 4,152 811,109,544 92,103,348 THE TABLE SHOWS THE KEY STATISTICS OF THE TV COVERAGE AND ITS GEOGRAPHICAL SPREAD. NEWS AND GENERAL SPORTS WERE MONITORED IN 11 COUNTRIES, WHILE DEDICATED PROGRAMMES WERE MONITORED WORLDWIDE.
16 14 12 10 8 6 4 2 0 MEDIA RESPONSE TO EVENTS IN THE VOLVO OCEAN RACE Cumulative Number of Press Articles (Thousands) Press: No. of articles TV: News audience SYDNEY TO AUCKLAND LEG HAS A MASSIVE IMPACT ON PRESS AND TV RACE BEGINS 23rd SEPTEMBER Sept. Oct. Nov. Dec. ANNAPOLIS-LA ROCHELLE LEG GENERATES HUGE INTEREST AS THE BOATS RETURN TO EUROPEAN SHORES ARRIVAL IN SYDNEY DRAWS LARGE TV NEWS AUDIENCES Month SHARP RISE IN TV NEWS AUDIENCES AS FLEET REACHES BRAZIL 01/09/01 THE STRONG DEVELOPMENT OF THE MEDIA COVERAGE CONTINUED THROUGHOUT THE RACE, WITH PEAKS AROUND SPECIAL EVENTS AND WHEN THE FLEET APPROACHED DENSELY POPULATED AREAS, LIKE THE US, BRAZIL AND EUROPE. Cumulative TV News Audience (Millions) RACE ENDS 9th JUNE TV NEWS AUDIENCE CLIMBS DRAMATICALLY WHEN THE FLEET REACHES THE USA Jan. Feb. Mar. Apr. May June 60 50 40 30 20 10 0 258 or 76% of news features broadcast during this time. This coverage contributed to huge increase in overall awareness of the race in the USA – jumping from 7.1% to 25.1% of the population. Many of the events that contribute to the drama of the Volvo Ocean Race are unpredictable, such as coverage of the illbruck flooding, Tyco’s rudder damage, Amer Sport One’s Keith Kilpatrick’s dramatic medivac and SEB’s dismasting. Some, however, are manageable – such as the fleet’s participation in the Sydney to Hobart Race. The introduction of new point scoring gates in key midleg and significant geographical locations during the next race will further encourage ‘spikes’ of interest. The drama of the ‘in-port’ racing will also add to the news value of the race at times where there has traditionally been a drop in interest (refer to the Media Strategy for 2005-06 on pages 36-39). MEDIA STATISTICS 17
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 and 22: PATRICK ANDERSON, RICK TOMLINSON ME
Page 23: even where whole programmes were no
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
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The victorious W60 was Yamaha, skip
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It was not until a third of the rac
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The Southern Ocean lived up to its
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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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