Audi MedCup - Estimated media impact value grows by 65.6% year
by Sabina Mollart-Rogerson on 30 Mar 2011
Audi MedCup Circuit - Sport+Markt, one of the leading sports research and consultancy companies, have concluded their research and evaluation of the 2010 Audi MedCup Circuit with a result that ascertains the world's leading regatta circuit returned 41.1 million euros in terms of media impact over the course of the year.
Caja Mediterráneo Region of Murcia Trophy - Audi MedCup Circuit Guido Trombetta/AudiMedCup
The study was focused primarily in six countries, United Kingdom, Spain, France, Italy, Germany and Portugal, which are considered key target markets by World Sailing Management, the marine division of Grupo Santa Mónica Sports.
Even giving consideration to the economic uncertainty, the Audi MedCup Circuit improved on the estimated media impact value of 24,9 million euros in 2009, 2010 still showing significant growth; Sport+Markt´s most recent study details a 65.6% upturn over the equivalent time-span of 2009.
The Audi Med Cup circuit´s constant desire to improve the overall product, as well as the continuous effort to keep developing and refining the communication strategies and technology-driven package for the global audience, has spurred the increased media return.
The Advertisement Value Equivalent (AVE) from TV exposure increased by three million euros, to a total of 19,3 million euros, compared with the 16,2 million mark reached in 2009.
The figure has virtually doubled since the AVE audit of 2008, which returned 10,2 million euros, exceeding the event´s own expectations, as Fernando Íñigo, Marketing and Communication Director of Grupo Santa Mónica Sports, comments: 'Our goal last year was to increase our media impact by 10% globally and by 30% in some specific markets. Having grown by 65% on the previous year´s campaign is the result of our drive to be in the vanguard of technology, especially when talking about the audio-visual field, where we have aimed to bring new communication tools to the wider public'.
The countries which offered more TV coverage of the Audi MedCup Circuit in 2010 were, in order of importance, Spain, France, Italy, Germany, United Kingdom and Portugal. Also, the study shows supplementary returns in countries that are not considered as much target markets for the Circuit.
'Last year, we had a great impact in Argentina and New Zealand, in no small way due to teams such Matador and Emirates Team New Zealand being successful on the Circuit', notes Ignaci Triay, Audi MedCup Circuit Director, ' and the fact that we had well-known stars of the sailing world such as Dean Barker or Ray Davies, great skippers and sailors, who come from these countries.'
If you want to link to this article then please use this URL: www.sail-world.com/81851