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















2014 J/111 World Championship - Bigger breeze arrives on day 2! by Stuart Johnstone, Cowes, Isle of Wight




























Audi Melges 20 U.S. Nationals - Oleander takes early lead by International Audi Melges 20 Class Association,






2014 Detroit Cup - Sam Gilmour leads by Dobbs Davis, Detroit, Michigan








Audi Hamilton Island Race Week: Riding the AC45 - VIDEO by Crosbie Lorimer, Hamilton Island










America's Cup: Five Challengers sign-on for 35th Match
Volvo Ocean Race CEO Knut Frostad talks Time and Money (Part II) *Feature
America’s Cup - British Challenge accepted by Golden Gate Yacht Club
Volvo Ocean Race - It’s been emotional, but it’s time to move on
Cork OCR - Sail Canada Senior Nationals wrap up
J/111 World Championships - British Teams take early lead on day 1
Round Britain and Ireland Race - Jellyfish stings British Soldier
International Cadet World Championship – Day 4 at Weymouth, England
Nanjing Youth Olympic Games - Light wind plagues Lake Jinniu
2014 Formula Kite World Championships - Bridges strike back on day 2
AWT Quatro Desert Showdown at Punta San Carlos
SAP 505 World Championship - Holt and Woelfel on top
2014 IFDS Disabled Sailing World Championship - Day 2
Audi Hamilton Island Race Week; MC38s Lindeman Island Race VIDEO
2014 Audi Melges 20 U.S. National Championship - Ready to rock
IFDS Worlds - Wind delays, but racing continues in Halifax
IFDS World Championships - Day 2 images by Jude Robertson
MS Cup - Three days until the start
America's Cup: Rod Davis - Time for a change after ten years with team *Feature
ISAF seeking hosting bids for Nations Cup
Laser 4.7 Youth Worlds - Luvisetto and Alexadr Boite victorious +Video   
IFDS World Championships - Action shots by Tim Wilkes   
Maxi yacht rendezvous this September in Sardinia   
World Yacht Racing Forum 2014: 'Growing the business of Yacht Racing'   
Clipper Race: 2015-16 edition of world's longest ocean race 70% full   
Sevenstar Round Britain and Ireland - Swish smash 5th World Record   
Leaderboards take shape at the Nanjing Youth Olympic Games 2014   
IFDS Worlds - Hot competition on first day of racing   
Challenging Conditions - CORK OCR   
IFDS World Championship - Day 1 for the US Sailing Team   
2014 Melges 20 World Championship - Countdown begins   
2014 Nanjing Youth Olympic Games - Day 3   
America's Cup: Team NZ wish Davis well with new team *Feature   
Fisher's View: Sailing perfection at Hamilton Island- Day 3   
Roble and Wilson still number one match racers in the U.S.   
2014 Formula Kite World Championship Day 1   
IFDS World Championship - Day 1 images by Jude Robertson   
Volvo Ocean Race: Forget the f-word - Team SCA profiled   
52 Super Series - Fleet grows, 2015 dates revealed   
420 and 470 Junior Europeans - Teams from 9 nations on the podium   


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 WAS US
LocalAds   DE  ES  FR  IT