Volvo Ocean Race: Overview, Marketing, History

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30 MEDIA VALUE MEDIA VALUE For sponsors of the event, the value of media is an important measure and one of the simplest ways of quantifying a return on investment. SMS evaluated the value of exposure using internationally recognised standards. The exposure is categorised as: • PURE BRAND EXPOSURE: In simple terms, the number of times a brand name appears in the press and the number of seconds that a brand name was visible on TV. • INDIRECT EXPOSURE: The share of coverage calculated from dedicated race programmes. In each case the value is then calculated by reference to a number of factors, including the audience figures for any given media, the Cost Per Thousand of advertising in that media, and the number of other sponsors mentioned in the piece. The figures are impressive. The exposure generated for Volvo and the Volvo 18 16 14 12 10 8 6 4 2 0 STRONG BUILD UP OF MEDIA VALUE DURING THE WHOLE RACE USD (millions) 17.08 Leg 1 10.57 Leg 2 11.69 11.54 11.45 Leg 3 Leg 4 Leg 5 Press News/General Sports Programmes Dedicated programmes (brand exposure) Dedicated programmes (indirect exposure) 15.46 Leg 6 8.45 Leg 7 CHART SHOWS THE SPLIT OF THE MEDIA VALUE FOR THE VOLVO OCEAN RACE ISOLATED AS A ‘BRAND’, SPLIT BY LEG AND BETWEEN THE DIFFERENT SOURCES. THE STRONG TV COVERAGE IS AN IMPORTANT FACTOR, BUILDING MOST EFFECTIVELY DURING LONG LEGS AND WHEN APPROACHING/VISITING EUROPE AND THE US. 7.45 Leg 8 11.11 Leg 9
70 60 50 40 30 20 10 0 200 TO 300% RETURN ON INVESTMENT IN MEDIA EXPOSURE ALONE USD Millions 60.6 Illbruck Challenge 51.5 57.8 Assa Abloy 46.2 45.5 44.1 Nautor Challenge 40.7 Press News/General Sports Programmes 36.1 35.7 Dedicated programmes 33.3 (brand exposure) Dedicated programmes 28.0 (indirect exposure) 34.1 Team SEB 26.8 News Corp CHART SHOWING THE MEDIA VALUE FOR THE DIFFERENT TEAMS, SPLIT BY SOURCE. THE EXPOSURE (SEE PAGE 32) EACH SYNDICATE RECEIVED WAS MORE EVENLY SPREAD, BUT BRANDING TECHNIQUES ON BOAT, SAILS AND CLOTHING PLAYED AN IMPORTANT ROLE IN GENERATING VALUE. SEVERAL BOATS WITH LESS SUCCESS ON THE SPORTING SIDE MANAGED TO GENERATE GOOD MEDIA RETURN. 21.1 25.6 Djuice Dragons 15.0 24.1 Team Tyco Ocean Race brand within press and TV had a total equivalent value of USD 104.8 million. Of this, just under half was through direct brand exposure and just over half indirect exposure. MEDIA VALUE FOR THE SYNDICATES As already mentioned, the level of awareness, and consequently the value of the media coverage, depends on race results, clarity of branding, and the success of the PR and marketing supporting the sponsorship investment. On average, the teams generated USD40 million of media value with the top three generating an average of USD54 million. However, the share of voice amongst the sponsors is very evenly spread when compared with, for instance Formula 1 motor racing. Where Assa Abloy achieved brand legibility in 12% of programming, a title sponsor of a winning Formula 1 team recently gained only 4% of total broadcast time. It is true to say that the top performing (in sporting terms) sponsors in the race obtained excellent value by virtue of podium results. They also succeeded in making the most of their greater prominence in the media with the use of clear and distinctive branding. MEDIA VALUE 31
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 and 24: even where whole programmes were no
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: 45.0 40.5 36.0 31.5 27.0 22.5 18.0
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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