Record Media Value for Extreme Sailing Series
Published on April 25th, 2016
(April 25, 2016) – Independent media evaluation agency Repucom has confirmed a record media value for the 2015 Extreme Sailing Series™, which saw a 13% increase year-on-year.
The report, released today, confirms that for the ninth consecutive year, creators and organisers of the original and only Stadium Racing series, OC Sport, generated €49.5million in global media value for the Series in 2015, a substantial increase compared to €44million in 2014.
The media value, coupled with the Series’ award-winning B2B VIP experience and Stadium Racing format that captivates the public, provides an important reflection on the sponsorship value.
Key Extreme Sailing Series 2015 headlines:
• 1,141 hours of global TV coverage achieved, including 950 global TV news reports accounting for 73% of the €49.5million media value.
• 15% increase in social media following, with 2016 videos already receiving more than 6.2million views.
• 4,264 VIP guests were hosted the Extreme Club, with 838 of those racing in the unique Guest Sailor position, confirming the Series position as a key business platform for its sponsors.
• 230 races sailed, with an average seven races per day, over eight global venues providing incredibly high sporting credibility.
• 340,000 people visited the public Race Villages, generating significant economic impact for host venues, with, as an example, €2.1million additional net spending injected into the Welsh economy as a result of the UK stopover in Cardiff.
Now in its tenth year, the TV exposure was accountable for 73% of the overall final figure, with the official eight-part TV series, which is the most widely distributed annual TV series in sailing according to distribution partner Sunset+Vine, continuing to underpin the broadcast product, and in 2015 was broadcast on 50 channels including Bloomberg, CNBC, Fox Sports and ESPN internationally. A record growth in live TV coverage both in the global venues the Series visits, and with broadcasters around the world, was also a large contributing factor.
Andy Tourell, Extreme Sailing Series Event Director commented: “Media exposure does not on its own, provide a complete reflection of sponsorship value, although it is fundamental to underpin the value of the circuit. What this report highlights is the global reach of the Series, which coupled with a unique B2B VIP experience including the Guest Sailor position, the association with the Series’ elite teams, and the unique reach to spectators in venues of commercial interest around the world, sets the benchmark for sponsor-funded global sailing circuits.
“In 2016 we have already seen a massive uplift in our engagement on social media, an area we are investing in, and we had more channels than ever broadcast the first event of the year live from Muscat (13 internationally). On the water, and with the launch of the new foiling boat this season, we have been able to refresh our racing format, opening up the courses in some venues, before bringing the fleet into the stadium, giving the teams a really diverse set of challenges that they can’t find on other circuits,” concluded Tourell.
As expected, territories hosting one of the eight Extreme Sailing Series Acts received strong global media coverage, coupled with direct economic benefits to Host Venues. The Series also significantly raised its profile outside of the territories it visits, notably in France, the USA, Brazil, Italy and South Africa, highlighting the worldwide appeal of the Series.
The 2016 Extreme Sailing Series is now in full flow, following a hugely successful first event in Muscat in March, and with the fleet of new foiling GC32s heading to Qingdao, China in less than one week for Act 2 of the eight stop global tour.
Key statistics for 2015 global media coverage:
– 862 print articles at a total value of €9,959,193 - 4,887 online articles at a total value of €2,365,215
– 1,141 hours of TV exposure at a total value of €32,738,254
– Unmonitored coverage (assumed 10%) at a total value of €4,506,266 (see below)
– Total overall value for global coverage €49,568,928
Whilst the monitoring programme will pick up the vast majority of the coverage generated, it is recognised that there will be some omissions due to coverage happening outside of the set monitoring programme. Therefore, to account for the unmonitored coverage, a conservative 10% is included as a further element. International online coverage is monitored year-round, while in each territory the Series visits, print and online coverage is monitored on average for a period of one month, and TV coverage for one week, around the event dates.
Source: Extreme Sailing Series