life at the extreme marketing through the volvo ocean race
contents
1.0 connexus precision
05
2.0 executive summary and key headlines 2.1 KEY MEDIA DELIVERY HEADLINES 2.2 KEY FINDINGS FROM AWARENESS AND IMAGE RESEARCH 2.3 RACE SUMMARY
07 09
3.0 research programme
14
4.0 volvo ocean race 4.1 TELEVISION 4.1.1 BACKGROUND 4.1.2 TELEVISION COVERAGE 4.1.3 TELEVISION AUDIENCES 4.2 PRESS 4.2.1 BACKGROUND 4.2.2 PRESS COVERAGE 4.2.3 DELIVERY OF EXPOSURE 4.3 RADIO 4.4 ONLINE 4.5 MOBILE 4.6 FOOTFALL 4.7 AUDIENCE PROFILE 4.8 QUANTITATIVE RESEARCH 4.8.1 BACKGROUND 4.8.2 AWARENESS, IMAGE & EFFECTIVENESS 4.8.3 VOLVO CARS 4.9 QUALITATIVE RESEARCH 4.9.1 BACKGROUND 4.9.2 KEY FINDINGS 4.9.3 VERBATIM COMMENTS
17 19 19 20 22 27 27 27 29 35 37 38 39 40 61 61 62 68 71 71 72 75
5.0 case study: abn amro 5.1 SUMMARY 5.2 TELEVISION 5.2.1 DELIVERY OF VALUE 5.2.2 SOURCE OF VALUE 5.3 PRESS 5.3.1 DELIVERY OF VALUE 5.3.2 VALUE BY COUNTRY 5.3.3 VALUE BY TYPE OF EXPOSURE 5.3.4 VALUE BY TITLE
79 80 82 83 85 86 87 89 91 91
6.0 2001-2002 retrospective
93
11 13
this report summarises the key findings from the global research programme for the 2005-06 volvo ocean race. the research programme, which covered a wide range of topics, had two goals: to provide stakeholders with a comprehensive assessment of the race's reach and impact, and to offer original, objectively-derived insights into the values associated with the race. the research gathered for this report covers the period from october 2005 - the month before the start of the race - to july 2006 - the month after the race's conclusion. the research programme was designed and managed by connexus precision, the volvo ocean race's appointed research consultancy. it includes figures generated by several appointed data suppliers across the various disciplines covered. 02
1.0 connexus precision
Founded in 1999, Connexus PreciSion is an independent specialist sponsorship research, evaluation and strategy consultancy. Based in London, Connexus PreciSion designs and manages research programmes for both sponsors and rights owners, to help measure and analyse the value delivered by sponsorship investments. Services include measurement and analysis of both sponsorship outputs (eg audience delivery) and sponsorship outcomes (eg the impact of sponsorships on brand and commercial objectives).
04
Connexus PreciSion has, over the past eight years, built a reputation for developing innovative approaches to sponsorship research and for delivering professional, meaningful and credible analysis and reporting. A selection of some of Connexus PreciSion’s clients is illustrated below.
2.0 executive summary and key headlines
The mission statement for the 2005-06 Volvo Ocean Race was: “To attract, excite and inspire a global audience beyond the traditional sailing enthusiast.” The figures generated by the research programme demonstrate how effectively this target was achieved. Media coverage for the race reached a far greater audience around the world than ever before, and platforms such as mobile downloads provided a wholly new channel through which people could interact with the race. Similarly, a number of innovations were introduced to the format of the event itself, and research amongst race followers shows how successful these were at engaging audiences and building interest. Some of the research programme’s headline statistics are provided on the following pages, illustrating key findings such as: • A global TV audience of 1.8 billion, an increase of 121% on the figure for 2001-02. • Over 17,500 articles in the worldwide press, an increase of 15% on the volume achieved in 2001-02.
06
• 3.5 million unique visitors to the official website, a 15% increase on the 2001-02 figure. • 4 million mobile downloads – a new channel for the race in 2005-06. • 2.8 million visitors to the ports at stopovers. • Strong increases in all positive brand attributes associated with the race compared with last time. • A clear, distinctive identity for the Volvo Ocean Race compared with the America’s Cup and Formula 1, with strong competitive advantages on many of the brand image dimensions. • A demonstrable effect on the purchasing of new Volvo cars by race followers. • Typical return on investment for syndicate sponsors of up to 200-300%. These results will now be used to inform the strategic planning process for the 2008-09 race, to build on the successes achieved – and measured – in 2005-06.
2.1 key media delivery headlines
cumulative global tv viewing audience 1,792,450,630 total number of press articles 17,609 total hours of recorded radio coverage 261 total unique visitors to the official website 3,509,282 total number of mobile downloads 3,933,065 total number of visitors to port cities 2,815,000
08
2.2 key findings from awareness and image research
awareness of the volvo ocean race amongst abc1 men in the netherlands, spain and the usa reached 53% by june 2006 the values most strongly associated with the race include: *adventurous *exciting *world-class *dramatic *global *performance compared with the america's cup and formula 1, the volvo ocean race is perceived as being the event most strongly associated with: *endurance *extreme *adventure *global *teamwork twice as many core followers of the race have recently purchased a new volvo car as have purchased any other marque those who are aware of the race are nearly twice as likely to consider purchasing a volvo as those who are unaware of it
10
2.3 race summary
Mike Sanderson’s ABN AMRO One dominated the 2005-06 Volvo Ocean Race, taking maximum points 15 times out of 21 scoring opportunities during the race. But, having said that, this was a highly competitive race, with plenty of drama and excitement provided by all seven boats – even before the official start in November 2005. In April 2005, Spain’s movistar broke the world record for the longest 24-hour run, covering 530 nautical miles. This record was then, in turn, broken first by ABN AMRO One, with 546 nautical miles, and then by the crew of ABN AMRO Two on Leg 2, from Cape Town to Melbourne, with a run of 563 nautical miles, demonstrating both the power and speed of the ground-breaking new Open 70 design.
final points table
12
1
abn amro one
96.0 points
2
pirates of the caribbean
73.0 points
3
brasil 1
67.0 points
4
abn amro two
58.5 points
5
ericsson racing team
55.0 points
6
movistar
48.0 points
7
brunel
15.5 points
The first ever in-port race, held in Sanxenxo a week before the fleet departed from Vigo for Leg 1, was won by Ericsson Racing Team. This was a real achievement for both the boat and the crew, who were the penultimate team to be announced only six months before the start of the race. A storm on the first night of Leg 1, just hours after the fleet left Vigo, forced three of the boats – movistar, Pirates of the Caribbean and Sunergy and Friends (later to be renamed Brunel) – to head for ports in Spain and Portugal for repairs. For the first two, this resulted in retirement from the leg. With no points gained from Leg 1, Pirates’ final position of second overall represented a strong performance. Their late entry into the race meant that skipper Paul Cayard and his crew had comparatively little time on the water prior to the start, but they benefited from an increasing familiarity with the boat as the race progressed.
The most severe storm, however, did not hit until the fleet was in the midAtlantic, having departed from New York. This storm caused the tragic loss of ABN AMRO Two’s Hans Horrevoets, followed shortly afterwards by the abandonment of the movistar boat. Following consultation with Hans’ family, the ABN AMRO Two crew decided to continue the race to the finish. They very nearly won Leg 9, the final leg between Rotterdam and Gothenburg, only to fall victim to a hole in the wind. They were overtaken near the end, giving Pirates their only win of the race. ABN AMRO One was the last of the finishers in the final leg but, by this time, had already won the race. Expressing what it meant to him, skipper Mike Sanderson said, “This is my Olympic medal, this is my climbing of Mount Everest, this is my childhood dream: to win the Volvo Ocean Race.”
3.0 research programme
The design and management of the research programme were consistent with the principles of industry best practice. The background and method to each of these are explained in greater detail at the start of each relevant section in this document.
The 2005-06 research programme included the following elements: • Measurement and analysis of TV audiences, exposure and value. • Measurement and analysis of press coverage and value. • Measurement of other key output variables. • Quantitative research into levels of awareness and perceptions of the race, and sponsorship effectiveness. • Focus group research to gain deeper insights into attitudes towards the race.
14
The schedule of the 2005-06 race is given in the table below. Also shown below are the dates which – for the purposes of the media exposure and value figures described in this document – represent the finish dates of each leg.
The research programme’s focus and design were towards the Volvo Ocean Race and Volvo in particular. However, important findings and learnings for syndicates and their sponsors were also generated and can be extrapolated or inferred from the overall sets of results produced.
leg
start
galicia in-port race
05 nov
finish
01
vigo
12 nov
cape town in-port race
26 dec
02
cape town
02 jan
melbourne in-port race
04 feb
03
melbourne
12 feb
wellington
16 feb
04
wellington
19 feb
rio de janeiro
11 mar
rio de janeiro in-port race
25 mar
05
rio de janeiro
02 apr
baltimore/annapolis in-port race
29 apr
06
annapolis
07 may
new york
09 may
07
new york
11 may
portsmouth
21 may
portsmouth in-port race
29 may
08
portsmouth
02 jun
rotterdam in-port race
11 jun
09
rotterdam
15 jun
cape town
melbourne
baltimore
rotterdam
gothenburg
reporting dates
01 dec
21 jan
17 apr
10 jun
17 jun
pre-race + leg 01
11 dec
leg 02
29 jan
leg 03
19 feb
leg 04
19 mar
leg 05
23 apr
leg 06
10 may
leg 07
28 may
leg 08
11 jun
leg 09 + post-race
31 jul
4.0 volvo ocean race
the charts and figures in this section describe: * the media outputs generated by the 2005-06 race, in terms of media exposure and audience delivery * the profile of the audience that follows an event such as the volvo ocean race * the values associated with the race * the impact of the race on key measures for volvo
16
4.1 television
4.1.1 background Measurement for principal broadcasters at key times was carried out for the following territories between 1 October 2005 and 16 July 2006. australia, brazil, china, france, japan, netherlands, new zealand, south africa, spain, sweden, uk, usa Exposure in the countries to which packaged programming was distributed, and for pannational broadcasters covering over 200 territories, was monitored throughout. In addition to the TV exposure covered by this monitoring specification there was, clearly, further coverage for the race in other territories, on other channels and at other times. Based on various sources of additional information, including figures from the 2001-02 race, it has been assumed that this “unmonitored” exposure added an additional 10% of audiences and value.
18
Media values have been calculated by taking into account levels of brand exposure, audience size and profile, and the cost of purchasing TV airtime in the relevant territory. For syndicate sponsors, in line with the methodology applied to the 2001-02 race, sponsorship brand exposure has been weighted at 70% of the cost of paid-for TV advertising airtime. Indirect exposure for sponsors (or share of coverage) – when the boat or crew etc are visible on screen even if the brand logo is not – has also been valued at 70% of the cost of paid-for advertising airtime. Again, this is consistent with the 200102 methodology. Finally, it is important to emphasise that the figures described in this document do not include the audiences or values that will be generated by the forthcoming documentaries. Whilst these programmes will increase the audience size and will add further value for all sponsors, it is necessary to wait until the major distribution agreements are completed before specific figures are attributed to these.
4.1.2 television coverage
• Weekly half-hour programmes were produced in-house throughout the race, in collaboration with specialist production company Sunset & Vine. • This programming was provided to major international broadcasters and distributed to more than 192 countries by Television Corporation (now Tinopolis). • Daily news items were produced and distributed by ITV, the UK’s largest commercial broadcaster.
• This television coverage was based primarily on the footage created by the 10 cameras on board each boat, feeding live and stored content wherever they were in the world. • In addition, six half-hour documentaries have been produced, for which the distribution process is currently in progress. These documentaries aim to appeal to a broad audience, beyond the core sailing enthusiast, and will add to the TV audience and value figures described in this document.
number of broadcasts
In addition to the partner broadcaster relationships, coverage of the Volvo Ocean Race was also distributed to further broadcasters. This coverage was not monitored within the scope of the research programme. It has been estimated, for the purposes of this report, that the additional coverage from these and other broadcasters delivered additional audiences and value of 10% on top of that which was measured.
These charts do not reflect the coverage of the race that was featured on panterritory broadcasters (though this is included in the subsequent audience and media value analysis).
by territory 117
australia
by territory (hh:mm:ss) australia
19:16:06
brazil
brazil
100:05:17
112
china
china
1:07:52
145
japan
japan
81:30:00
1,039
82
netherlands
netherlands
8:07:47
69
new zealand
new zealand
16:10:45
230
south africa
south africa
116:02:06
168
spain
spain
14:32:29
91
uk
uk
22:16:40
412
usa
usa
46:43:36
by broadcast type
7 11
719
news
393 1,353
20
unmonitored territories
The following levels of coverage for the Volvo Ocean Race – from dedicated, news and sports programmes – were recorded in the 10 leading markets.
by broadcast type (hh:mm:ss) news
31:45:44
sport general
sport general
59:20:49
sport sailing
sport sailing
334:46:05
country italy
(rai, rai sat, sailing channel)
norway
(nrk)
finland
(channel 4)
hungary
(mtv)
russia
(mtv plus)
canada
(rogers sportsnet)
korea
(kbs sky)
fiji
(fiji tv)
india/pakistan
(ten sports-taj tv, doordashan)
pan middle east
(showtime, orbit)
argentina
(tyc)
venezuela
(meridiano tv)
peru
(cmd)
pan-europe
(cnbc)
pan-asia
(eurosport asia)
hours of featured coverage
4.1.3 television audiences
A total cumulative audience of 1,792,450,630 was registered for broadcasts featuring the Volvo Ocean Race, more than double the audience figure (811 million) for the 2001-02 race.
This audience built steadily over the course of the race, as illustrated by the following graphs. The graphs also show how weekly audiences varied during the race, reflecting the coverage given when
the boats arrived at and departed from ports (high audiences) and during stopovers themselves (lower audiences).
audience by territory/broadcaster (millions) australia
35.5
brazil
631.8
china
253.2
france
10.5
japan
3.3
netherlands
55.9
new zealand
23.9
south africa
2.8
spain
173.6
sweden
13.0
uk
17.0
usa
29.1
pan-territory
380.0
other
163.0
total tv audience by week audience (millions)
week 01 = w/c 03/10/05
audience by programme type, by territory (%)
140 120
90
100 80
80
60 70
40 20
60
week
pre 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43
0
50 total cumulative tv audience audience (millions)
week 01 = w/c 03/10/05
40
1,600 30
1,400 1,200
20
1,000 800
10
sport sailing
600
sport general
400
pan -te rri tor y oth er
uk usa
aus tra lia bra zil chi na fra nce jap an net her lan ds new zea lan sou d th afr ica spa in sw ede n
pre 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43
0 week
news
0
200
television audiences
tv audience delivery 2005-06 vs 2001-02
600
541.2
audience (millions)
68.3
81
41.7
118
90
80
70
60
50 leg 09 +post
40
leg 08 leg 07
30
leg 06 leg 05
20
leg 04 leg 03
10
leg 02 pre+ leg 01 uk usa pan -te rri tor y oth er
aus tra lia bra zil chi na fra nce jap an net her lan ds new zea lan sou d th afr ica spa in sw ede n
0
leg +p 09 ost
leg 08
leg 07
leg 06
leg 05
leg 04
audience by leg, by territory/broadcaster (%)
24
38.4
58
53.6
91.4
147.3
133.6
87.2
leg 03
0 pre leg + 01
2001-02
100
leg 02
2005-06
114.5
200
152.6
266
300
50
400
213.5
347.4
500
4.2 press
4.2.1 background Monitoring for articles featuring or mentioning the Volvo Ocean Race was carried out between 1 October 2005 and 31 July 2006 in the following territories: australia, brazil, china, france, germany, netherlands, new zealand, south africa, spain, sweden, uk, usa It has been assumed that the press coverage in the non-monitored territories generated a further 10% of the total volume and value measured in the monitored territories. Further, an assumption has been made that the amount of coverage generated prior to the start of the monitoring period accounted for an additional 1% of volume and value.
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Advertising-equivalent values for this exposure have been calculated, taking into account the cost of purchasing advertising space in the respective publications, and factoring in qualitative elements such as a sponsor’s name appearing in a headline, picture caption, photograph etc.
4.2.2 press coverage • Over 17,500 articles referred to the 2005-06 Volvo Ocean Race, an increase of 15% on the 2001-02 figure. • The combined circulation of all the publications that featured the Volvo Ocean Race amounted to almost 300 million. • Over 2,000 accredited media visited the race. • Race imagery was made available through Reuters to 10,000 picture desks around the world.
press coverage
2005-06*
2001-02
total number of articles
17,609
15,264
total cumulative unique circulation
295,957,525
246,554,434
* Includes assumption of additional 10% generated from territories not monitored under the scope of the research programme, plus additional 1% from coverage prior to the start of the monitoring period.
4.2.3 delivery of exposure
The pattern of weekly exposure in the press was relatively consistent over the course of the race. There were regular reports, both when the fleet was at sea and when it was in port, but with peaks at key times such as the start of the race or arrival in port.
number of press articles by week number of articles
week 01 = w/c 03/10/05
1,200 1,000 800 600 400 200
pre 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 post
0 week
number of press articles by week: cumulative number of articles
week 01 = w/c 03/10/05
16,000 14,000 12,000 10,000 8,000 6,000 4,000 2,000
28
pre 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 post
0 week
delivery of exposure
number of press articles by country australia
796
brazil
791
china
2
france
822
germany
654
netherlands
2,162
new zealand
511
south africa
244
spain
5,690
sweden
784
uk
2,563
usa
988
other
1,601
number of press articles by leg, by territory (%)
90
80
70
60
50 leg 09 +post
40
leg 08 leg 07
30
leg 06 leg 05
20
leg 04 leg 03
10
leg 02 pre+ leg 01
30
oth er
uk usa
aus tra lia bra zil chi na fra nce GER MA NY net her lan ds new zea lan sou d th afr ica spa in sw ede n
0
The Volvo Ocean Race was featured in 17,609 press articles in publications ranging from mass-circulation newspapers and consumer magazines to specialist titles with smaller, more tightly defined readerships. In total, the combined cumulative circulations delivered for all articles featuring the Volvo Ocean Race amounted to 295,957,525. The greatest coverage was achieved in the following titles:
press coverage delivery 2005-06 vs 2001-02 number of articles
4,415
5,000
4,925
delivery of exposure
3,413
4,000
1,280 815
526
827
1,055
1,150
1,189
1,008
1,000
1,149
1,695 leg 05
1,917 1,674 leg 04
1,269
2,000
1,965
2,602
3,000
2005-06
32
leg +p 09 ost
leg 08
leg 07
leg 06
leg 03
leg 02
0 pre leg + 01
2001-02
top 25 titles (excluding tv listings publications) featuring the volvo ocean race at least once country
title
circulation
germany
berliner zeitung
6,154,529
usa
sports illustrated
3,212,595
spain
adn madrid
2,616,500
uk
mail on sunday
2,344,834
uk
daily mail
2,311,023
usa
usa today
2,154,539
usa
wall street journal
2,091,062
uk
daily mirror
1,741,740
usa
sunday times - usa
1,671,865
uk
daily mail (weekend magazine)
1,596,677
usa
new york newsday
1,410,162
uk
sunday times
1,375,972
usa
popular mechanics
1,222,014
germany
welt kompakt
1,170,000
usa
new york times
1,149,700
spain
pronto
1,143,502
germany
der spiegel
1,123,023
uk
the economist
1,096,154
spain
veronica
1,077,505
spain
and barcelona
1,047,000
usa
los angeles times
1,006,130
uk
metro london
1,004,607
usa
washington post
1,000,565
sweden
scanorama
1,000,000
spain
que!
978,786
delivery of exposure
top 25 cumulative circulation (excluding tv listings publications) country title circulation
no. of articles
cumulative circulation
uk
daily telegraph
904,283
124
112,131,092
australia
herald sun
504,150
156
78,647,400
spain
marca
510,078
128
65,289,984
spain
el mundo
404,636
137
55,435,132
usa
washington post
1,000,565
55
55,031,075
brazil
o estado de sao paulo
491,070
95
46,651,650
uk
the times
661,400
68
44,975,200
france
l'equipe
343,567
125
42,945,875
usa
new york times
1,149,700
32
36,790,400
spain
as
316,757
116
36,743,812
usa
usa today
2,154,539
17
36,627,163
sweden
goteborgs-posten
253,700
117
29,682,900
netherlands
de telegraaf
807,800
36
29,080,800
spain
el pais
558,530
48
26,809,440
spain
mundo deportivo
172,588
151
26,060,788
spain
sport
187,488
132
24,748,416
spain
metro directe
849,838
29
24,645,302
spain
abc
276,552
86
23,783,472
france
ouest france
862,203
26
22,417,278
uk
sunday times
1,375,972
15
20,639,580
spain
la vanguardia
238,021
84
19,993,764
usa
the sun
301,186
64
19,275,904
spain
la voz de galicia
121,267
150
18,190,050
france
le telegramme
225,235
77
17,343,095
spain
faro de vigo
49,748
347
17,262,556
4.3 radio
• The Volvo Ocean Race was featured in broadcasts across 5,221* radio stations around the world, delivering a possible combined weekly audience of 870,551. • Radio coverage was provided in English and Spanish, delivered by two radio reporters in each port. • The primary focus was on news distribution for maximum reach. • For the second consecutive race, the Broadcasting Company was employed. This is a British-based production house and Europe’s largest radio sports agency, providing coverage of major sports events to radio stations worldwide.
• Distribution was achieved through: - Official relationships with Voice of America, Clear Channel and ABC in the USA, the BBC World Service, Globo in Brazil and Radio National Espagne in Spain. - Additionally, radio broadcast material could be heard on the website and picked up from the website by other radio stations. - Distribution was also achieved for the first time by email upon request, significantly boosting numbers.
radio coverage
34
2005-06
2001-02
Number of feeds and broadcasts
4,147
894
Duration
261 hours
54 hours
Approximate typical audience for feeds and broadcasts**
5,326,957,000
2,252,261,000
* The potential number of stations, based on the total known number of affiliate and network stations. ** Typical audience is calculated on one in eight of the station’s known weekly audience (RAJAR) or from figures obtained from similar organisations or the stations themselves. Does not include repeats.
4.4 online
• The official websites for the race – www. volvooceanrace.org and www.volvooceanrace.es – were visited by over 3.5m unique visitors (ie unique ISP addresses) during the course of the race, delivering almost 95m page impressions from 18.6m site visits, and averaging 3.5 minutes per visit. • This is not, of course, the sum total of online coverage for the race, which was covered on many other websites connected directly or indirectly with the race. The Team ABN AMRO website, for example, was visited by 1.7m unique users, delivering over 8.5m page impressions.
• The official website was designed to provide comprehensive coverage of the race. It used editorial generated by the teams, including emails and articles supplied from the yachts, as well as position updates and results, data analysis, video, audio and still images. As a result, it offered an extensive menu of information and archive material to the end user. • The number of unique visitors peaked at 133,546 on 18 May (following the tragic events of the Atlantic crossing) and there were two other days when unique visitor numbers exceeded 100,000 (13 Nov and 22 May).
• Over the lifetime of the event, users were registered from 163 countries. The top five countries were the Netherlands, the United States, the United Kingdom, Australia and Brazil. • The most popular areas of the site were the home page, news page, multimedia page and race data centre. • The site was developed by twentysix London, a full service digital agency, which provides creative, technical and marketing services to 16 of the top 100 FTSE companies. The site was run on a day-to-day basis by Volvo Event Management UK’s expert in-house team of web and editorial staff.
figures from official websites www.volvooceanrace.org & www.volvooceanrace.es total unique visitors (unique isp addresses)
3,509,282
average visitors per day
40,501
- offshore legs - on the water (offshore and in-port) - stopovers
57,828 43,280 31,915
page impressions
94,892,673
average user session length
3.5 minutes
average number of pages visited per visit
3.1
number of countries producing visitors
163
top five countries
36
- netherlands - usa - uk - australia - brazil
21% 14% 7% 6% 6%
unique registered (opted-in) users
33,892
4.6 footfall
number of downloads
1,200,000
Over 2.8m people visited the race attractions at the host ports. The numbers of visitors to each port, for both the 2005-06 and 2001-02 races, were recorded as follows:
(2005-06) galicia 180,000 cape town 160,000 melbourne 335,000 wellington 70,000 rio de janeiro
1,027,956
Mobile technology represented a new distribution channel for the Volvo Ocean Race in 2005-06. 3,933,065 Volvo Ocean Race features were downloaded over the course of the race, across the 15 network provider partners who were secured in key territories. The most popular features were as follows:
1,143,579
4.5 mobile
170,000 baltimore/annapolis
1,000,000
500,000 new york 150,000 portsmouth 250,000 800,000
rotterdam 500,000 gothenburg
(2001-02) 506,721
600,000
605,856
500,000
southampton 35,000 cape town 160,000
400,000 318,046
sydney 100,000 auckland 529,551 206,511
rio de janeiro
200,000
60,000 miami
38
56,315
baltimore/annapolis 337,000 la rochelle
oth er
fri end
tel la
blo gs
gothenburg
aud io
150,000 rac e in fo wa llp ape rs
0 gam es vid eo dow nlo ads
71,081
80,000
350,000 kiel 500,000
Research carried out during the 2005-06 race has built upon the audience-profiling analysis conducted for the 2001-02 race. Some of the key findings are illustrated here, together with the analysis of TGI, a national lifestyle database in the UK, indicating the type of individual who follows sailing events.
a high proportion of the race's closest followers occupy senior managerial positions
audience types (%) 29
Sailing delivers a very affluent audience, providing sponsors with a highly efficient vehicle for reaching the types of wealthy, upmarket individuals who are typically hard to reach through conventional media targeting.
28
4.7 audience profile
25
20
40
12
audience breakdown sex
• Like most sports, sailing delivers a strong male profile – in particular amongst the most committed followers.
15-24
10
17
25-34
18
16
35-44
22
19
45-54
24
20
socio-economic group a
34
06
b
18
32
sailing enthusiasts
c1
11
interested in sailing
29
5
1
age
0 cas ual
• Two-thirds of those who are interested in sailing are in the ABC1 social groups – a very high proportion for this hardto-reach audience.
5
39
5
17
ski lle d/s em i-sk ille d
female
10
8
61
ret ire d
83
stu den t
male
sen ior ma nag int erm er edi ate ma nag er jun ior ma nag er sel f-e mp loy ed
sailing is a sport that delivers a strong male and upmarket audience
12
15
the sailing audience is an affluent group
followers of the race are more likely to drive highvalue cars
interest in sailing by income group index on national average 250
• Sailing is clearly an extremely efficient vehicle through which to reach people in the highest income brackets. • People interested in sailing are 2½ times more likely to be in the highest earning group than the national average.
• Awareness of the race is generally higher amongst drivers of higher-value cars. • This indicates that the race engages the interest of individuals with high disposable incomes and a desire for higher-value brands.
200
150
percentage awareness of volvo ocean race (%)
90
80
70
60
53
152
prompted awareness of the volvo ocean race as a function of car driven
59
audience profile
34
29
30
33
100
36
38
100
37
42 40
100
41
44
48
50
20 50
10
10 any interest in sailing
40 42
those who have paid to watch sailing or watched it on tv in past 12 months
aud i vol vo vol ksw age n me rce des for d ren aul t saa b vau xha ll toy ota
men with income £50K+
ope l lex us bm w
0
adults
• As well as retaining the interest of those who have followed the event for many years, the race has successfully attracted a strong proportion of new followers. • A quarter of those most closely following the 2005-06 event were new to the race.
have you followed previous volvo ocean races or whitbread round the world races? i have followed all the races over the past 15 years or more
24%
i have followed the past two or three races
36%
the 2001-02 race was the first one i followed
12%
this is the first time i have followed the race
25%
i have not followed the race before, and i am not really following this year's race either
3%
• The highest market share amongst the race's core followers belongs to Volvo – and by some distance.
cars bought from new in the past five years (%)
45
over half of the race's closest followers have bought a new car in the past five years. volvo's share of these new purchases is almost twice as high as that of any other marque
the race delivers a broad spread of committed enthusiasts and newly interested followers
40
30
20
audience profile
17
20
3 lex us
1
3
4 saa b
ope l
4
5 aud i
me rce des
5
7 ren aul t
bm w
7
9 for d
toy ota
9 vol vo vol ksw age n
10
44
non e
oth er
vau xha ll
0
audience profile
sailing followers are well educated almost 50% more likely than average to have been to university/ higher education
received a level of education to degree standard or higher index on national average
180
160
sailing followers are 50% more likely than average to speak a foreign language
speak a foreign language index on national average
180
160
147
140
150 144
120
140
120
100
100 100
100
80
80
60
60
40
40
20
20
0
0 national average
40 46
150
any interest in sailing
pay to watch sailing/follow on tv/in newspapers
national average
any interest in sailing
pay to watch sailing/follow on tv/in newspapers
audience profile
sailing followers are interested in the world around them, keeping up to date on european and foreign news
sailing followers are over 70% more likely than average to take an interest in business news
very interested in european or foreign news index on national average
180
160
163
151 140
120
• These charts, and those on the previous page, suggest sailing followers are an intelligent, educated audience group, engaged with and interested in the world around them.
very or fairly interested in business news index on national average
180 176 172 160
140
120
100
100 100
100
80
80
60
60
40
40
20
20
0
0 national average
40 48
any interest in sailing
pay to watch sailing/follow on tv/in newspapers
national average
any interest in sailing
pay to watch sailing/follow on tv/in newspapers
audience profile
sailing followers are frequent holiday-goers
sailing followers are over 50% more likely than average to own a gold or platinum credit card
three or more holidays taken in past 12 months index on national average
187
180
• These charts suggest sailing followers are active consumers, prepared to spend money to support their chosen lifestyles.
160
140
125
120
100
• A degree of wealth/ affluence is indicated by ownership of gold and platinum credit cards – both in terms of the desire to own them and the ability to fulfil the credit-card companies’ acceptance criteria.
own gold or platinum credit card index on national average
180
160 156 152 140
120
100 100
100
80
80
60
60
40
40
20
20
0
0 national average
40 50
any interest in sailing
pay to watch sailing/follow on tv/in newspapers
national average
any interest in sailing
pay to watch sailing/follow on tv/in newspapers
items present in the home index on national average
180 172
high levels of adoption of new technology amongst sailing followers
163
164
171
audience profile
133
141
137
139
135
140
137
17
149
160
100
100
100
100
100
100
100
110
120
ipod
dab digital radio
sat nav
home cinema
plasma screen tv
recordable cd player
80
60
40
20 national average any interest in sailing pay to watch sailing/ follow via tv/newspaper
52
40
0
audience profile
sailing followers take a keen interest in modern technology • Whilst the demographic profile of sailing followers indicates an upmarket, middle-aged audience, these charts indicate that they are modern and up-to-date in their lifestyles, purchasing sophisticated and advanced items of electronic technology.
agree with the statement: "i try to keep up with developments in technology" index on national average
180
160
140
132
134
120
100 100
80
60
40
20
0 national average
54
any interest in sailing
pay to watch sailing/follow on tv/in newspapers
• This chart demonstrates that the sailing audience is interested in luxury branded items and has a high propensity to purchase these goods.
brand of watch owned index on national average
220
sailing followers have a high propensity to own a luxury watch
220 210
audience profile
200
168
167
180
123
123
129
135
140
144
147
152
154
160
100
100
100
100
100
100
100
120
cartier
longines
omega
rolex
tag heuer
gucci
80
60
40
20 national average any interest in sailing pay to watch sailing follow via tv/newspaper
56
0
audience profile
sailing followers have a high propensity to purchase the products of companies who sponsor sports and events • The sailing audience is receptive to sponsorship messages, with a strong propensity to view sponsors as “their kind of brandâ€?.
agree with the statement: "i tend to buy products from companies who sponsor sports teams and events" index on national average
180
167
160 156
140
120
100 100
80
60
40
20
0 national average
58
any interest in sailing
pay to watch sailing/follow on tv/in newspapers
4.8 quantitative research
60
4.8.1 background Two waves of quantitative research were conducted, to measure the impact and perceptions of the race amongst both core race followers and the broader public. Online research, carried out in December 2005 (after the end of Leg 1) and June 2006 (after the end of the race), measured responses amongst these two groups of people:
CORE RACE FOLLOWERS People responding to a button placed on the volvooceanrace.org website, inviting them to take part in the survey. UPMARKET MEN A sample of 350 nationally representative upmarket men in each of the following: the Netherlands, Spain and the USA (December 2005), and France, the Netherlands, Spain, the UK and the USA (June 2006).
%
82
82
84
90
84
• The Volvo Ocean Race is clearly associated with strong, distinctive, positive values.
words and phrases associated with the volvo ocean race - june 2006
97
strong values are associated with the race, especially "adventurous" and "exciting"
89
4.8.2 awareness, image & effectiveness
59
60
58
65
70
60
• By implication, it is these values that should most strongly be transferred to brands involved in the race.
76
80
• The attributes most strongly associated with the race include “adventurous”, “exciting”, “world-class” and “dramatic”.
43
48
50
30 23
30
30
32
40
13
15
20
62
0 saf e sty lish bor non ing eo f th ese
adv ent uro us exc itin wo g rld -cl ass dra ma tic glo bal per for ma tec nce h. i nno vat ive dyn am ic pre stig iou ins s pir ati ona l em oti ona l att rac tiv e spo rty ple env asu iro re n. f rie ndl y gla mo rou s elit ist
0
1
10
the values associated with the race have grown strongly since 2001-02
words and phrases associated with the volvo ocean race 2006 vs 2002 %
90
the volvo ocean race possesses clear, distinctive brand values, strongly differentiated from other events
• Amongst the sailing audience, the Volvo Ocean Race clearly has a strong competitive advantage over other events in a number of brand attribute associations.
more closely associated with “endurance”, “extreme”, “adventure” and “global”. • Both these other events are more likely to be seen as “boring” and “predictable” than the Volvo Ocean Race.
• Compared with the America’s Cup and Formula 1, the Volvo Ocean Race is much
80
70
60
volvo ocean race america's cup 50
formula 1
volvo ocean race vs america's cup vs formula 1 - relative perceptions
87
90
72
54
55
50
64
37
41 bor ing
pre stig iou s pre dic tab le
sty lish
spe ed
com pel lin g
ski lfu l
tec h. i nno vat ive env iro nm ent
exc itin g
nat ure
dra ma
0
1
4
4
3
3
3
tea mw ork wo rld -cl ass
glo bal
2
6
7
11
14
11
16
20 15
14
17 20
15 12
10 8 1
adv ent ure
2
0 end ura nce
0
ext rem e
3 3
7
10
em oti ona l att rac tiv ins e pir ati ona l glo bal ple asu re pre stig iou s gla mo rou per s for ma nce adv ent env uro iro us n. f r i tec end h. i ly nno vat ive dyn am ic exc itin g saf e elit ist bor ing wo rld -cl ass sty lish spo rty dr non amat ic eo f th ese
september 2002
13 12
17
20
26
28
30 10
june 2006
41 32
40
32
40
47
47
20
56
60
55
61
70
65
30
79
80
64
90
90
% 91
40
the appeal of the race has been enhanced by the 2005-06 innovations
excellent good neither disappointing
• Respondents were especially positive about the type of boat – Volvo Open 70s – and the In-port races.
attitudes towards new features of the volvo ocean race 2005-06
strongly agree agree
(%)
neither
volvo open 70s
very bad
disagree 53
not aware
32
6 21 7
19
54
19
• Importantly, it was felt that the coverage was not too specialist, but had a broad appeal that reached beyond the core sailing audience.
perceptions regarding tv coverage of the volvo ocean race 2005-06 (%) tv coverage made for gripping viewing
strongly disagree
20
don't know
2 6
37
21
6 2
14
21
22
28
12
3
13
41
12
6
12
the quality of the tv pictures was of a very high standard
pit stops 21
41
27
31 8
43
43
9
32 20
46
15
23
13
37
31
i was more interested in the race as a result of the way it was shown on tv
extreme 40/vx40 30
22
the tv coverage was focused too much towards people who follow sailing closely
inshore series (in-port racing)
40
18 60
2
18 80
12
21
27
22
6
13
8
12
the tv coverage focused too much on racing and not on the human interest stories 12 0
66
• Views of the TV coverage were very positive. It was considered to be engaging and of a high quality.
tv coverage was so exciting you sometimes couldn't take your eyes off it
scoring gates
0
the television coverage was successful in appealing to a broad audience
• The innovations introduced in 2005-06 to enhance the appeal of the race have been very warmly received.
29 20
38 40
60
80
4.8.3 volvo cars
the race helped to build brand perceptions of volvo cars
perceptions of volvo cars amongst aware vs unaware of the race %
the race had a strong effect on purchase consideration for volvo cars
likelihood of considering buying a volvo car %
94 90
85 25
80
22
70 20 64 62
60
50
46
45
40
10
11
30
20 6
10
aware of race unaware of race
aware of race unaware of race
0 make cars that are particularly safe
68
offer cars with a make more particularly refined technically driving experience advanced cars
0 very likely
quite likely
4.9 qualitative research
70
4.9.1 background In order to gain some deeper insights into people’s views and attitudes towards the race, and the values associated with it, the research programme also included qualitative research.
Two focus groups, consisting of 30-50-yearold ABC1 men, were held in Rotterdam in July 2006. The following pages describe some of the key findings from this research, plus some of the verbatim comments made by group members.
4.9.2 key findings
the volvo ocean race is seen as having a number of strong usps compared with other "competitor" events • The key factor that makes the Volvo Ocean Race “stand out” is the dependency of its participants on weather and conditions. - The race is seen as a fight against the forces of nature.
• This factor, combined with the innovative technology that is being used, is what gives the race its unique appeal. - Sailing enthusiasts are keen to see the techniques being used. For this group, who is winning isn’t necessarily the most important aspect of the race. • For non-sailing enthusiasts, the real USP of the Volvo Ocean Race in 2005-06 was the involvement of a Dutch team, and therefore the patriotic element of the race. - This is what attracted their interest initially, but it was the extreme conditions of the race that retained it.
the volvo ocean race was received very positively by the sample group, who recognised that these were sportsmen performing at the most challenging end of their sport
the race is perceived as representing a good match with volvo • Most of the respondents in the sample had positive brand associations with Volvo. - Attributes such as “reliability”, “safety”, “robustness” and “quality” stood out particularly. - “Appealing to everyone” was also identified as a quality of Volvo.
volvo ocean race is: best of the best top of its game successful dynamic enjoyable extreme hard-working challenging adventurous fast elite/upper-class
72
• Alongside this, the Volvo Ocean Race was received well by all respondents who had taken an interest (either by attendance of the event, or following its progress via the news). - They felt that the race broadened their interest in sailing. - Initial interest in the race, however, was driven primarily by patriotic interest. • The two brands, Volvo and the Volvo Ocean Race, are seen as being a successful “fit”. - Quality and technology are particularly emphasised by their association. - Volvo takes on a younger, “tougher” brand presence as a result of its ownership of the race.
sponsorship of the race is recognised as creating strong brand associations • It is clear from the research that sponsorship of the race provides many benefits in terms of brand perception for the companies involved, ie “quality”, “innovation” and “upper-class emphasis”. • There was also an expectation that “trendy”, “young” brands should be increasingly involved in future in order to broaden viewer interest. - Examples of these include Red Bull and fashion brands.
- Alternatively there is a strong argument for brands to become involved that would benefit from the association with the environment/nature (either because they currently go against this perception or because they already align with it). • It is also clear that the inhabitants of ports that host the event take increased interest and pride in their city and port area. - There is increased potential for tourism for those close to, but not living in, the area, plus a recognition that the city has established a firm place on the worldwide media scene. - Our respondents were positively “gushing” about their city in the aftermath of this event.
4.9.3 verbatim comments from focus groups: the race
"it's about conquering adversity, about winning - emphasising that a company has made it" "the race is in a class all of its own. and the same goes for volvo" "golf, for example, isn't interesting to watch - but sailing is very dynamic - making constant decisions, trusting each other 400%" "this is extreme" "the best of the best in terms of equipment" "if you look at it from the perspective of taking responsibility for oneself, and the risks involved, everest is the most extreme challenge for mountaineers and i think the same is true of the volvo ocean race for sailors" "the most incredible boats" "the advantage for brands is global attention and acknowledgement it can also give you a tougher image, and that degree of eliteness" "power and speed and sportsmanship: that's the volvo ocean race for me" "what a test - man and boat"
74
4.9.3 verbatim comments from focus groups: the ports
"international recognition, and the association of glamour" "you do put yourself on the map. it's a lot of attention" "a huge amount of people are attracted to the harbours, and it will result in a lot of money for them" "it does add something to the port" "i mean - where do they have something like that? - that is such a nice way to end a major event. it concludes everything and makes you feel proud" "my view of rotterdam has changed immensely - i talk about rotterdam in a better light. i think we have reinforced that we have a harbour to be proud of" "with all the lights and attention it was the best thing you could have"
76
5.0 case study abn amro
To illustrate the benefits that sponsorship of the Volvo Ocean Race can generate for syndicate sponsors, this section describes the strategy, execution and results for one of the syndicates – ABN AMRO. It provides a good example of how value can be generated – and measured – for entries involving both a boat and a host stopover port, a strategy at the heart of the 2008-09 Volvo Ocean Race. This case study focuses in particular on the level and nature of media coverage generated for ABN AMRO and illustrates how the Volvo Ocean Race can provide a sponsor with a powerful platform for significant global media exposure over an eightmonth period. Additional exposure and value will
78
of course be delivered by the forthcoming documentaries, and this should be borne in mind when reviewing the figures described here. The value figures refer to the exposure generated for both ABN AMRO boats. Whilst it is possible to isolate some of the exposure as referring to one boat or the other, much of the exposure relates to both boats or to the sponsor’s name overall. For this reason, all coverage has been collated and reported as a single whole.
5.1 abn amro summary
the company ABN AMRO has long ABN AMRO is based in recognised the 60 countries and employs advantages of sports over 100,000 people in sponsorship and has a network of 3,500 backed the Dutch soccer branches. It is ranked team Ajax since 1990, 20th in the world and sponsored the World 11th in Europe. The bank Tennis Championship is clearly focused on since 1973 and the La consumer and commercial Salle Chicago Marathon clients within local since 1994. Its strapline – markets and focuses “Making More Possible” – globally on select and its corporate values multinational corporations of “integrity”, “teamwork”, “respect” and and financial institutions, as well as private clients. “professionalism” work Its commercial strategy is well with sports sponsorship and worked built on leveraging its exceptionally well with the advantage as a group to basic themes presented create the best value for by the Volvo Ocean Race. its clients. It was the first team to enter the Volvo Ocean Race 2005-06 and the only team to have a two-boat campaign.
total media value delivery
80
television
press
total
$45,095,313
$14,014,655
$59,109,968
sponsorship objectives ABN AMRO cites five ABN AMRO had already clear examples of how the been a supporting sponsor Volvo Ocean Race helped of one of the syndicates leverage added-value in a previous running of commercial benefit to its campaign: the event and had been keeping a close eye on a. The company spent the Volvo Ocean Race as a potential marketing quality time with 35,000 vehicle. When the company key senior customers made the decision to and clients before and standardise its corporate during the race, making colours and branding them feel special in the across the whole group, it unique setting and looked for an international ambience of the Volvo sporting event that would Ocean Race. deliver the media and b. By engaging their marketing impact that it 100,000 staff around the sought. The company world in the campaign, considered golf, tennis from wearing ABN and sailing and, within AMRO team gear to sailing, the America’s Cup, watching the boats being the Olympic Regatta and launched live online, the the Volvo Ocean Race. The bank not only excited and Volvo Ocean Race was the stimulated the workforce, only event that was truly but inspired them. global, embraced its core markets of North and South America and Europe, and reflected its business of competing against the very best in the world in a hostile environment. It also aligned itself with the company strapline and delivered a vast array of corporate branding, communications and hospitality opportunities on an international scale. ABN AMRO also unashamedly went into the race to win it.
c. Through its media and broadcast operations, offering free stills and broadcast images as well as generating stories, interviews and sailing copy, ABN AMRO estimated that it received more than 60 million euros worth of value – well in excess of expectations. The internet proved a key communications tool, with 8m unique page views during the race. d. By winning the Volvo Ocean Race, ABN AMRO amply reinforced and demonstrated its strapline – “Making More Possible” – and its values of “integrity”, “teamwork”, “respect” and “professionalism”. e. The central tenet for participating in the Volvo Ocean Race was to introduce and enhance new corporate branding and its participation in the event did just that on a global scale.
10,543,919 1,608,266
4,000,000
2,455,331
6,000,000
6,521,568
8,000,000
5,379,047
• Significant value was delivered after the end of the race, from programmes reviewing the race and, in particular, from highvalue programmes in the USA.
10,000,000
4,235,428
• Value delivery was steady and regular throughout the race.
($)
3,496,715
• Not all legs were of equal length – Legs 6 and 8, in particular, were of a short duration.
value by leg
4,703,753
5.2.1 delivery of value
6,151,286
5.2 abn amro television
2,000,000
leg 02
leg 03
leg 04
leg 05
leg 06
leg 07
leg 08 leg +p 09 ost
leg 02
leg 03
leg 04
leg 05
leg 06
leg 07
leg 08 leg +p 09 ost
pre leg + 01
0
value build ($) 45,000,000 40,000,000 35,000,000 30,000,000 25,000,000 20,000,000 15,000,000 10,000,000 5,000,000
pre leg + 01
0
82
3,089,849
value by source
25,000,000
24,540,857
($)
20,000,000
84
184,514
140,471
122,137
41,958
471,317
boo m
cab in
hel m
oth er
hul l
sai l
sha re of cov era ge ver bal me nti on
0
dec k
5,000,000
3,721,158
10,000,000
8,623,786
15,000,000
oth er
usa pan -te rri tor y
uk
1,073,209
223,387 sw ede n
2,235,071
spa in
126,251
1,819,972
2,985,207 1,140,525 clo thi ng
net her lan ds new zea lan d sou th afr ica
jap an
2,276,318
70,488
scr een cre dit
chi na
0
fra nce
614,064
2,000,000
2,737,727
4,000,000
4,099,574
8,000,000
aus tra lia
• Regular mentions of the boat’s name generated significant value, alongside the value delivered by regular exposure of both the boat and the crew.
10,538,990
10,000,000
6,000,000
• The value delivered by regular coverage from pan-territory broadcasters is clear.
10,082,748
($)
4,077,508
• Strong levels of value were generated in several countries around the world, including key target markets for ABN AMRO such as Brazil and the USA.
value by country
bra zil
5.2.2 source of value
5,153,542
abn amro television
4,000,000 3,500,000 3,000,000
1,893,364
500,000
799,069
1,000,000
581,817
1,500,000
862,576
2,000,000
1,625,017
2,500,000
1,281,777
• The level of media interest in the race as a whole – and in all the participants – during the build-up to the start is reflected in the value generated for ABN AMRO at this time, before the team’s racing success was known.
($)
1,001,209
• As with TV, value from press coverage was delivered consistently and regularly throughout the race.
value by leg
2,230,725
5.3.1 delivery of value
3,739,100
5.3 abn amro press
leg 02
leg 03
leg 04
leg 05
leg 06
leg 07
leg 08 leg +p 09 ost
leg 02
leg 03
leg 04
leg 05
leg 06
leg 07
leg 08 leg +p 09 ost
pre leg + 01
10
value build ($)
12,000,000
10,000,000
8,000,000
6,000,000
4,000,000
2,000,000
pre leg + 01
0
86
2,689,077
2,183,793
2,120,711
2,226,510
1,500,000
1,274,060
1,191,900
1,329,469
2,000,000
1,000,000
value by leg by country (%) australia 90
brazil china
80
france germany
70
netherlands 60
new zealand south africa
50
spain sweden
40
uk 30
usa other
20 10
88
leg 08 leg +p 09 ost
leg 07
leg 06
leg 05
leg 04
leg 03
leg 02
pre leg + 01
0
oth er
usa
uk
90,437 sw ede n
spa in
11,969
80,762
384,976 ger ma ny
0
net her lan ds new zea lan d sou th afr ica
529
500,000
fra nce
• Changing levels of interest as the race moved around the world are illustrated by, for example, the increased coverage in the USA around Leg 5 and in the UK from Leg 7.
2,500,000
chi na
• Significant value was delivered for ABN AMRO from several territories – including the Dutch home market.
($)
bra zil
• Unlike TV, where the amount of coverage is largely dependent on broadcast deals, press coverage is unaffected by contractual arrangements. It can therefore, perhaps, be regarded as a truer reflection of natural media and public interest than television.
value by country
430,461
5.3.2 value by country
aus tra lia
abn amro press
abn amro press
5.3.3 value by type of exposure • The success of the ABN AMRO boats is reflected in the quality of the press coverage. Well over half the value came from mentions/ representation beyond simple inclusion within the copy of an article.
5.3.4 value by title • ABN AMRO featured in 8,777 articles featuring the Volvo Ocean Race. • These articles came from 1,176 different publications. • The 25 titles delivering the greatest value for ABN AMRO came from seven different countries as listed in the table on the right:
90
value by type of exposure headline
11%
sub-heading
7%
body text
43%
photo (high-quality)
22%
photo (low-quality)
10%
caption
7%
top 25 contributing titles country
title
circulation
no. of articles
value ($)
usa
washington post
1,000,565
38
1,067,260
france
l'equipe
343,567
117
765,305
netherlands
algemeen dagblad
304,000
32
646,627
brazil
o estado de sao paulo
491,070
46
514,418
netherlands
de telegraaf
807,800
35
439,253
usa
washington post sunday
1,000,565
12
395,509
usa
new york times
1,149,700
17
341,013
uk
daily telegraph
904,283
83
327,660
france
le telegramme
225,235
62
291,872
spain
el mundo
404,636
64
291,794
france
ouest france
862,203
23
288,214
australia
herald sun
504,150
57
239,234
spain
marca
510,078
91
225,089
brazil
jornal da tarde
120,000
40
216,272
uk
sunday times
1,375,972
11
212,681
spain
abc
276,552
58
200,517
france
le figaro
436,006
20
175,180
france
le dauphine
283,847
27
146,013
usa
usa today
2,154,539
14
137,506
brazil
jornal do brasil
107,000
29
132,350
spain
la voz de galicia
121,267
77
131,991
usa
wall street journal
2,091,062
3
126,945
france
liberation
202,081
17
115,392
spain
faro de vigo
49,748
135
107,328
spain
el pais
558,530
29
98,258
6.0 2001-2002 retrospective
To provide additional context for the nature of the marketing platform that the Volvo Ocean Race can provide, this section describes some of the key headlines from the 200102 research programme.
The 2001-02 research programme covered a wide range of topics and research disciplines, and a more comprehensive summary of results is available on request. The following pages illustrate some of the key findings regarding both the media delivery and the impact created for the race’s syndicate sponsors.
key media & audience delivery figures from 2001-2002 research programme total tv audience 811m
92
number of press articles
15,264
recorded radio coverage
54 hours
unique visitors to the official website
3.05m
number of visitors to port cities
2.3m
• The 2001-02 race created a clear and strong impact for the syndicate sponsors.
awareness of syndicates 2001-02 by syndicate (%)
40.3
43.2
• Not only did awareness of the teams and their sponsors grow significantly over the course of the race, but this translated into a substantially greater level of understanding of the sponsors’ areas of business. This effect applied both to sponsors already benefiting from a reasonable level of knowledge and to those that were previously comparatively unknown.
37.2
40
20.2
23.3
24.5
25.7
30
9.8
10.9
12
14
13.8
15.6
20
7.1
10
pre-race post-race
0 A
b
c
d
e
f
g
knowledge of sponsors' area of business 2001-02
42.2
43.2
by syndicate (%)
30.8
40
22.3
23.6
30
unaware of race
6.8 4.6
0 A
94
2.7
2.1
aware of race
3.7
7.1
9
10
8.1
16.1
20
b
c
d
e
f
g
If you would like to find out more, contact the commercial team: commercial@volvooceanrace.org Direct +44 (0)1489 564 555
the commercial team