Volvo Ocean Race: Overview, Marketing, History

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32 MEDIA VALUE Teams lower down the podium also achieved excellent media values by virtue of distinctive branding or creative PR and marketing, as can be seen in relation to the SEB yacht. Nationality was a significant factor in producing high media values for the teams with approximately one third of each of illbruck, Assa Abloy and Team SEB’s media coming from their own country. VALUE BY PROGRAMME TYPE With the obvious exceptions of the first leg and the sixth leg, coverage was evenly spread over the nine month period. The greater values in the first leg are attributable to the fact that it was the start of the race. The sixth leg generated higher values by virtue of the large amount of news coverage in the USA as the boats raced into American ports. The length of the legs has an impact – explaining the lower cumulative value in leg eight. News played an important part in generating such high values for the team sponsors. Of the media value generated in Germany 74% was from news as the country focussed on the winning yacht, illbruck. TV news played a Exposure hh:mm 144:00 120:00 96:00 72:00 48:00 24:00 00:00 EXPOSURE IN THE VOLVO OCEAN RACE IS RELATIVELY EVENLY SPREAD 122:27 Assa Abloy 116:57 Illbruck 98:13 Volvo Ocean Race 76:47 75:08 News Corp Team SEB 72:08 Team Tyco CHART ILLUSTRATING THE SPREAD OF TV EXPOSURE BETWEEN THE SPONSORS AND THEIR BOATS, SHOWING SOMEWHAT HIGHER EXPOSURE FOR THE TWO LEADERS, BUT A RELATIVELY EQUAL SPREAD AMONG THE OTHER TEAMS. General Sports News Dedicated Repeat Dedicated 69:44 Djuice 46:19 Amer Sports
35 30 25 20 15 10 5 0 FORMULA 1 IS MORE LEADER FOCUSSED % share of voice Ferari 32% Williams 19% McLaren 16% Renault 6% 6% Jordan Sauber 5% 5% BAR CHART ILLUSTRATING THE SPLIT OF SHARE OF VOICE BETWEEN THE TEAMS OF F1. Toyota 4% Arrows 3% 3% Jaguar Minardi 2% 16 14 12 10 8 6 4 2 0 SUSTAINED MEDIA VALUE OVER NINE MONTHS USD (millions) 16 Leg 1 11 11 Leg 2 Leg 3 10 Leg 4 News/General Sports Programmes Dedicated Programmes (brand value) Dedicated Programmes (share of coverage value) 11 Leg 5 15 Leg 6 8 Leg 7 CHART ILLUSTRATING THE RELATIVE IMPORTANCE OF THE DIFFERENT SOURCES OF TV EXPOSURE DURING THE COURSE OF THE RACE. NEWS BUILDS AWARENESS AMONG A WIDER AUDIENCE, BUT IS ALSO AN IMPORTANT FACTOR BEHIND THE EXPOSURE VALUE. 7 Leg 8 11 Leg 9 MEDIA VALUE 33
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 and 38: 45.0 40.5 36.0 31.5 27.0 22.5 18.0
Page 39: 70 60 50 40 30 20 10 0 200 TO 300%
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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