sail-world.com
 
 
News Home Cruising Photo Gallery Video Gallery

 

Sail-World.com : Extreme Sailing Series: Big increase in global media exposure reported

Extreme Sailing Series: Big increase in global media exposure reported

'The Act 9 Skipper Press Conference - Act 9 Day 2 Extreme Sailing Series 2011'    Lloyd Images ©

Havas Sponsorship Insights released today the full and final independent media evaluation report for Extreme Sailing Series™ 2011 showing a 2.7 times increase in value compared to 2010, to €25,747,203.

Leading evaluation agency, Havas Sponsorship Insights, who has evaluated the media value for the Extreme Sailing Series since 2009 using consistent methodology, published the report following their interim statement in August 2010 that estimated an annualised media value of €23m.

In 2011 the Extreme Sailing Series grew from 5 European events in 2010, to a 9-stop global tour and the significant increase in media value was as predicted from the growing international interest and an ever-stronger TV news and programming footprint. Lou Newlands, Media & Communications Director of organisers OC ThirdPole commented: 'We are pleased with this continued upward trend and that we exceeded our targets too, even without any Main Partners in place to help activate. Importantly, we can continue to confidently market the Extreme Sailing Series to existing and new stakeholders in the knowledge that this award-winning circuit can deliver significant, and continually growing, media return to investors.'

Day 4, Act 2 Qingdao, China - Extreme Sailing Series 2012 -  Lloyd Images?nid=93825_©  

Due to the cost of monitoring the Extreme Sailing Series media coverage globally, the monitoring process is restricted to limited periods and only in countries where the Acts are staged: TV, which delivers the lion’s share of media value, is only monitored for the week of the event (excluding the 6-part TV series) and print media for one month over the course of the event; only online media is monitored year-round. A great deal of this coverage falls outside of these periods and, as such, Havas Sponsorship Insights apply a conservative 10% unmonitored coverage uplift to account for the inevitable coverage that is missed.

'We have been using the same quite harsh methodology for the last three years and have avoided publishing inflated numbers on audience size – something the sport of sailing often seems to lack consistency on. The important number for us is the progress we are making each year, so its great to see a 2.7 multiple of 2010 coverage, significantly more than just the move from 5 to 9 events,' said Mark Turner, Executive Chairman, OC ThirdPole. 'We treat the absolute numbers with healthy scepticism, and we don’t see much value in TV reach numbers even if they are large and sound impressive. The most important thing for us is the continued strong progression of our global result across all forms of media, and the specific returns this generates for our stakeholders – team sponsors, host cities and event partners.'

Fleet racing in Singapore on Day 4 - Extreme Sailing Series 2012 -  Lloyd Images?nid=93825_©  

The 6-part TV series (valuated at (€11,077,354) continues to deliver a strong value via international broadcasters (18 in 2011) including Eurosport, Bloomberg, CNBC, Channel 4 (UK), Sport+ (France), TRT (Turkey), StarHub (Singapore) and Band Sports (Brazil). Live TV coverage of the circuit also stepped up in 2011, with extensive live broadcasts going out on national TV channels Oman TV, TRT (airing live Extreme 40 action around their coverage of the F1 Grand Prix), Rai TV (Italy), Qingdao TV (China) and FOX25 (Boston, USA). These transmissions combined with the TV news, which also increased significantly in part due to the dramatic action from the Qingdao and Istanbul Acts, resulted in TV delivering the highest return.

As online platforms continue to have an ever-increasing presence and usage, the media value of this medium has shot up to €1,465,632, a 296% increase on 2010.

It is expected that the media return for the 2012 global 8-stop Extreme Sailing Series tour, could exceed the 2011 value following the huge increase in interest from international TV broadcasters attending the the Sportel conference. Forty-one channels confirmed their intention to include the 2012 TV series in their scheduling.

Luna Rosa celebrate after winning the regatta and the 2011 title - Extreme Sailing Series 2011. Act 9. Singapore -  Lloyd Images?nid=93825_©  

2011 Media Value Stats:*

Total overall value €25,747,203
Press value €9,043,159
TV value €12,861,627
Online value €1,465,632
Duration of evaluated TV exposure 301h 38m 19s
Duration of online TV exposure 31h 00m 46s

*Provided by Havas Sponsorship Insights

To receive a copy of the 2011 Extreme Sailing Series Media Report, please contact info@extremesailingseries.com

Act 6, Trapani - Day 5 - Red Bull Extreme Sailing - Extreme Sailing Series 2012 -  Lloyd Images?nid=93825_©  




by Extreme Sailing Series

  

Click on the FB Like link to post this story to your FB wall

http://www.sail-world.com/index.cfm?nid=93825

3:03 AM Sun 12 Feb 2012 GMT






Click here for printer friendly version
Click here to send us feedback or comments about this story.


Related News Stories:

20 Dec 2012  A look back at the extraordinary 2012 Extreme Sailing Series
16 Dec 2012  Edmond de Rothschild Group third in 2012 Extreme Sailing Series
10 Dec 2012  Extreme Sailing Series - Exhilarating double win for The Wave, Muscat
09 Dec 2012  Extreme Sailing Series - Podium places up for grabs + Video
08 Dec 2012  Extreme Sailing Series - Battle royale underway in Rio
30 Nov 2012  Extreme Sailing Series - Rio prepares to welcome the Extreme 40s
25 Nov 2012  Extreme Sailing Series - Rio showdown on the horizon
02 Nov 2012  Extreme Sailing Series - Four teams prepare to charge for podium
22 Oct 2012  Extreme Sailing Series - Victory for Groupe Edmond de Rothschild
21 Oct 2012  Extreme Sailing Series - Stakes ramp up on the French Riviera
MORE STORIES ...

News - USA and the World



























ISAF Sailing World Championships - Watch medal races live here by Dan Ibsen, Sail-World Europe & UK editor,








470 Men and Women Worlds - Vadlau and Ogar into pole position by 470 International Association Class,




ISAF Sailing Worlds, Santander - Strong competition for RS:X fleets by Olga Maslivets, International RS:X Class Assoc.,




























Rio 2016 Daylight the issue for Olympic sailing regatta
ISAF Sailing World Championships - USA 470's and Lasers battle at top
ISAF Sailing World Championships - Santander - Day 5 video highlights
ISAF Sailing World Championships - Santander images by Jesús Renedo
PWA Cold Hawaii World Cup - No action on day 2
470 Men and Women Worlds - Game on for Olympic Qualification
ISAF Sailing World Championships: Finns off to slow start in Santander
ISAF Sailing World Championships - Seesaw Day 5 in Santander + Video
ISAF Sailing World Championships - 470 sailors shine in Santander
Royal Cup Marina Ibiza - Kiwi Ray Davies returns to TP52 fleet
Starboard Hatteras Wave Jam - No windsurfing action on day 1
A complete recap of the most successful Melges 20 World Championship
Rolex Big Boat Series - Prizegiving images by Chuck Lantz
ISAF Santander - Upwards path for Austrian women's 470 crew + video
18ft skiffs: Carnage compilation from the glory days of the Grand Prix
ISAF Worlds: Video from the British Sailing Team
Bart's Bash expected to set new records this weekend
PWA Cold Hawaii World Cup - Marcilio Browne wins Super Session
470 Men and Women World Championships - Racing abandoned on day 2
ISAF Sailing World Championships - Day 4 images from Santander
ISAF Sailing Worlds, Santander: Emerging Nations Program sailors shine   
ISAF Sailing Worlds, Santander - Teasing winds play havoc on day 4   
ISAF Sailing World Championships: Hot conditions in Santander on day 4   
Santander ISAF Sailing World Championships joins Bart’s Bash   
PWA Cold Hawaii World Cup - Grounded fishing boat creates problems   
Marseille One Design - GC32 Armin Strom Sailing Team emerge victorious   
Rolex Big Boat Series 2014 - Ready for another 50 years   
2014 Rolex Big Boat Series - Farr 40 Day 4   
2014 Rolex Swan Cup - Eleventh-hour victories   
Extreme Sailing Series - Kiwis clinch Act win in Istanbul + Video   
2014 Rolex Big Boat Series - Two long races today for the J70 fleet   
2014 Rolex Big Boat Series - Impressive to sail out of the Golden Gate   
Extreme Sailing Series - Istanbul delivers four days of great racing   
ISAF Sailing Worlds Santander - Day 3 images by Sail-World.com   
Extreme Sailing Series: Emirates Team NZ bounces back for series win   
Santander 2014 ISAF Worlds - Light winds and current test six classes   
ISAF Sailing World Championships - Solid Day 3 for US Sailing Team   
ISAF Sailing World Championships - Day 3 images by Jesus Renedo   
Marseille One Design 2014 - GC32 Armin Strom blitzes final day   
Volvo Ocean Race 2014-15 - Una Etapa 0 complicada para todos   


For this week's complete news stories select    Last 7 Days
   Search All News
For last month's complete news stories select    Last 30 Days
   Archive News







Sail-World.com  


















Switch Default Region to:

Social Media

Asia

Australia

Canada

Europe

New Zealand

United Kingdom


http://www.sail-world.com/event_images/image/Twitter_logo_small.png http://www.sail-world.com/event_images/image/FaceBook-icon.png  http://www.sail-world.com/event_images/image/RSS-Icon.png

United States

Cruising Northern

Cruising Southern

MarineBusiness World

PowerBoat World

FishingBoating World

 

Contact

Commercial

News

Search

Contact Us

Advertisers Information

Submit news/events

Search Stories/Text

Feedback

Advertisers Directory

Newsletter Archive

Photo Gallery

 

Banner Advertising Details

Newsletter Subscribe

Video Gallery

Policies

 

 

 

Privacy Policy

 

 


Cookie Policy

 

 



This site and its contents are © Copyright TetraMedia and/or the original author, photographer etc. All Rights Reserved.  Photographs are copyright by law.  If you wish to use or buy a photograph contact the photographer directly.
XLXL NEW US
LocalAds   DE  ES  FR  IT