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Sport Impact Study - ROI

Gheorghe Cristian Dragos
Gheorghe Cristian Dragos

The document analyzes a study conducted over 21 days that quantified brand appearances in TV broadcasts related to football/sport events in Romania. It found that for every 1 Euro invested in sport sponsorships/branding, brands received a minimum exposure of 6 Euros worth of airtime on TV through event rebroadcasts. The study concludes that communication through sport provides a more cost-effective marketing investment than traditional TV advertising.

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football is more economic than detergent 1 EURO INVESTED IN SPORT 6 EURO IN YOUR POCKET
Football is the most powerful media vehicle for masses. It raises emotions, it consumes energies and it creates a state of optimism among them. Football creates addiction between the consumer and the brand by the high emotional impact and its involvement in the event, therefore, football is studied psychologically as a religion. No other television production creates so powerful attachment between the viewer and the TV show. The sport events create a feeling of certitude, stability and safety between the product and the consumer, an attachment that may be obtained very hard and with very high budgets in the other communication media (tv publicity/radio/online). On long term, it is identified a specific transition of viewers, from the classical tv show (analogous/digital) to online show which provides benefits related to view independence (time, control start/stop). Communication by football is among the few areas not affected by such transitions. The conventional media spaces (traditional publicity on tv/ advertising breaks) on long term will loose publicly in front of the confrontations with the online environment. The sport represents contents, and communication by sport implies a strong connection between public and brand. football is more economic than detergent is the first complex study that analyzes the benefits obtained by companies in sport, following to become a unique calculation formula on the level of media industry considering the productivity of investment in sport. The study sets forth, for the first time, the profit of investment of one EURO in sport opposite to traditional media in television. The study involved the collaboration of over 40 individuals of Sport Evolution Group companies (SEG), Media Image and the Centre of Excellence in Marketing (ASE). introduction
35 NEWSCASTS 42 NEWSCASTS 42 NEWSCASTS 14 NEWSCASTS 35 NEWSCASTS 91 NEWSCASTS 14 NEWSCASTS 91 NEWSCASTS 21 NEWSCASTS 21 NEWSCASTS 21 NEWSCASTS 7 days of sport in Romania 24OF 24
methodology The scope of the study is to calculate transparently and clearly the manner of communication of the brands involved in sport, actively by investments in the specific means of communication (game equipment, location branding, communication on led and fixed system). For 21 days, one has quantified the appearances in the general, sport and news TV shows in Romania (PRO TV, ANTENA1, ANTENA3, REALITATEA TV, KANAL D, TVR). The appearances have been quantified on level of seconds, considering the rating registered during the show and all brands appeared within 24 hours on all channels included in the study. The quantification of the results of study included only the appearances of the brands which meet a display of 100% of identity characteristics. The GRPs for every company have been calculated on 10 second-level on a minimum cost of 150 EURO, since the communication by sport is deemed television insertion. In order to submit the final results of the study, one selected representative companies which communicate their direct involvement in sport by SPORT EVOLUTION GROUP(SEG TEAM). During the study, over 100 companies have been supervised, totalizing a number of 7515 GRP10 with an overall appearance of 636 minutes, calculation valid only for general and shows channels. 100% 100%
NOTE -The communication systems used were the LED systems, the fixed systems and the flash interview boards: -One presented only the companies communicating by SEG TEAM, the costs are on ratecard level(including videoleds minutes and static systems(: -The investment report has been strictly calculated for the presentation in League 1, target 18-49 Urban; -In case of sport channels, one has assessed a minimum threshold of exposure of 10 minutes/day on an average rating of 0.2 points audience for every company, 0.09% out of a total of 10.080 minutes of sport broadcasts ( 7 sport channels, 24 hours) daily; -The audiences analysed are the property of ARMADATA;
football is more economic than detergent The study analyses a 21-day period, between September 9th -21st 2012, by supervision on all television channels in Romania the companies that communicated by sport, through the competitions of 1st League, Romanian Cup and by the games of the National Football Team. The medium efficiency report was performed by an investment on ratecard level of 15.000 EURO and with an exposure of 90.261 EURO on classical traditional media level (television insertion), therefore, the report resulted is that on every 1 EURO invested in sport it is guaranteed an exposure of minimum 6 EURO in traditional media, the most efficient report resulted being of 1:12. The high efficiency is the result of re- running the images on the majority of television channels during the sport shows of analysis and sport news. The evaluation did not consider the free presentation obtained from the retransmission of video and photo images in written press and on internet. On long term, the communication by sport will increase, since it is the only environment not affected by the transition of television contents on internet, since the sport represents contents, and the presentation through it is not aggressive and leads to the positive congruence between the brand and consumer. For an investment in sport of 10.000 EURO, the marketing budget saves minimum 50.000 EURO, a budget which may be reinvested in direct increase of the companys sales.
General television channels The study analyses the 1st League Championship, the phases of Romanian Cups and the games of national football team during the period 9th - 28th September 2012. 1ST LEAGUE FOOTBALL The 1st League Championship is the sole sport event which, by its development, provides a linear exposure level during a calendar year, being the only competition which provides a qualitatively constant number of games. The exposure offered is wide by cover on national level (18 teams cover all Romanian regions). The images of the games are taken over by all Romanian television channels in the broadcasts and by the televisions holding television rights in the daily shows of sport analysis. The number of viewers and spectators provides the data of the largest mass communication phenomenon. 1st League has become the main vehicle of development of media and telecommunication industry in Romania. NATIONAL FOOTBALL TEAM The National Team of Romania is the main image vector of Romanian sport. All games of the national team are broadcast by television channels with terrestrial national broadcast (free to air ANTENA 1). The exposure provided is maximum, all information being considered of general audience is taken over and broadcast to the public constantly in the news shows (these register the highest audience of a television programs schedule) and sport shows. Every official and amiable game is preceded /followed by a wide overview of at least 4-5 days, and favors a unique and high audience level. TIMIOREANA ROMANIAN CUP Romanian Cup is an event organized by the Romanian Football Federation, providing to the winning team a place in Europe League. Since 2006, the audience of competition has increased every year, securing a high audience level for the premium show area. The competition provides equal chances to all football teams, from amateurs to 1st league. Sport television channels News television channels 127 shows of sport news DAILY 20 shows of sport analysis sport competitions
COMPETITION LIVE MINUTES EXPOSURE % COMPANY IN 60 MINUTES exposure in international sport competitions ATP SHANGHAI FINAL ERC HEINEKEN CUP FINAL FIBA EUROBASKET FINAL FIFA GROUP WORLD CUP UEFA CHAMPIONS LEAGUE GROUP MATCH F1 BRITISH GRAND PRIX 00:42:55 71,52% 00:15:09 25.25% 00:31:52 53,11% 00:09:34 15,94% 00:15:21 25,58% 00:11:07 18,52% * SOURCE MM INTELLIGENT BRAND ANALYSIS 2012 GLOBAL INDUSTRY WITH ANNUAL INCREASE OF +20%
more than sport television insertion, intelligent media
study partners Media Image Group is the most important media supervision company, operating on Romanian market. The company was incorporated in 1999, and currently it has a portfolio including around 300 clients of all activity fields. The range of Media Image services includes supervision reports on the press from Romania and other European countries, analyses of contents, advertising supervision reports (written press and radio/tv). Sport Evolution Group (SEG Team) holds exclusively the marketing rights of Romanian Football Federation. The only advertising space on the most important sport channel in Romania, DigiSport, is represented by Sport Evolution Group(SEG) through the advertising ring of Romanian football stadiums during the broadcast of 1st League and Romanian Cup football competitions), appearing as television insertion (sports of 15/30 seconds). SEG Team participates to 3 games of every 1st League lap and to all games of Romanian Cup broadcast by the television channels partner of the competition, with LED communication systems. Romanian Football Federation -The budget of federation has increased by over 600% since 2005; -Has organized the FRF centennial (2009), 650 guests; -Has organised during the entire EURO 2008 championship the largest areas of Public Viewing in Bucharest (Constitu釘iei Square, George Enescu Square). Over 400.000 supporters were present; -Has been co-organizer with FRF on Europe League 2012 final, from Bucharest (event, ticket launch, cup handover, grassroots tournament, fan zone); Romanian Cup -Has created a brand and an important competition (2005); -Has created the image of competition with the main sponsor TIMIOREANA; -Has increased the competition prizes during the last years by over 300%; -Has organized Public Viewing areas with the participation of the competition sponsors in the towns where the final was organized; EHF Women Champions League -Has organized the return game of the final of EHF Women Champions League(2010), at Sala Polivalent in Bucharest (Oltchim- Vilborg); -Has organized the semi-final of feminine handball Oltchim-Gyori(2012) European Football Federation U19 -Was co-organizer with FRF at the European Football Championship U19 (2011), played in Bucharest
project team SPORT EVOLUTION GROUP MEDIA IMAGE EXCELLENCE CENTER IN MARKETING ACADEMY OF ECONOMIC STUDIES BUCHAREST GHEORGHE CRISTIAN DRAGOS COUNTRY SALES MANAGER E-mail cristian.gheorghe@seg.ro Mobile 0724480080 VICTOR VOICU ACCOUNT EXECUTIVE LAURA DOBRE ACCOUNT EXECUTIVE BOGDAN TIRON-ANTON AREA SALES MANAGER E-mail bogdan.tiron@mediaimage.ro Lecturer PhD MIHAI IOAN ROSCA E-mail mihai.rosca@ase.ro Lecturer PhD MIHAELA CONSTANTINESCU Lecturer PhD ALIN VALENTIN ANGHELUTA
FEDERATION FINANCED BY STATE BUDGET BUGET 2012 EURO ATHLETIC 1.011.235 BASKET 449.438 BOXING 247.191 CANOEING 898.876 GYMNASTICS 898.876 WEIGHT LIFTING 674.157 HANDBALL 786.516 HOCKEY 292.134 JUDO 561.797 KAYAK-CANOE 674.157 FIGHTS 561.797 NATATION 269.662 POLO 359.550 RUGBY 674.157 FENCING 561.797 TARGET SHOOTING 157.303 9.078.643 EURO How much values the Romanian sport? 3% OF MEDIA MARKET 300 MIL. EURO/2012* *according to Media Fact Book 0% OF MEDIA BUDGETS 300 MIL. EURO/2012

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Sport Impact Study - ROI

  • 1. football is more economic than detergent 1 EURO INVESTED IN SPORT 6 EURO IN YOUR POCKET
  • 2. Football is the most powerful media vehicle for masses. It raises emotions, it consumes energies and it creates a state of optimism among them. Football creates addiction between the consumer and the brand by the high emotional impact and its involvement in the event, therefore, football is studied psychologically as a religion. No other television production creates so powerful attachment between the viewer and the TV show. The sport events create a feeling of certitude, stability and safety between the product and the consumer, an attachment that may be obtained very hard and with very high budgets in the other communication media (tv publicity/radio/online). On long term, it is identified a specific transition of viewers, from the classical tv show (analogous/digital) to online show which provides benefits related to view independence (time, control start/stop). Communication by football is among the few areas not affected by such transitions. The conventional media spaces (traditional publicity on tv/ advertising breaks) on long term will loose publicly in front of the confrontations with the online environment. The sport represents contents, and communication by sport implies a strong connection between public and brand. football is more economic than detergent is the first complex study that analyzes the benefits obtained by companies in sport, following to become a unique calculation formula on the level of media industry considering the productivity of investment in sport. The study sets forth, for the first time, the profit of investment of one EURO in sport opposite to traditional media in television. The study involved the collaboration of over 40 individuals of Sport Evolution Group companies (SEG), Media Image and the Centre of Excellence in Marketing (ASE). introduction
  • 3. 35 NEWSCASTS 42 NEWSCASTS 42 NEWSCASTS 14 NEWSCASTS 35 NEWSCASTS 91 NEWSCASTS 14 NEWSCASTS 91 NEWSCASTS 21 NEWSCASTS 21 NEWSCASTS 21 NEWSCASTS 7 days of sport in Romania 24OF 24
  • 4. methodology The scope of the study is to calculate transparently and clearly the manner of communication of the brands involved in sport, actively by investments in the specific means of communication (game equipment, location branding, communication on led and fixed system). For 21 days, one has quantified the appearances in the general, sport and news TV shows in Romania (PRO TV, ANTENA1, ANTENA3, REALITATEA TV, KANAL D, TVR). The appearances have been quantified on level of seconds, considering the rating registered during the show and all brands appeared within 24 hours on all channels included in the study. The quantification of the results of study included only the appearances of the brands which meet a display of 100% of identity characteristics. The GRPs for every company have been calculated on 10 second-level on a minimum cost of 150 EURO, since the communication by sport is deemed television insertion. In order to submit the final results of the study, one selected representative companies which communicate their direct involvement in sport by SPORT EVOLUTION GROUP(SEG TEAM). During the study, over 100 companies have been supervised, totalizing a number of 7515 GRP10 with an overall appearance of 636 minutes, calculation valid only for general and shows channels. 100% 100%
  • 5. NOTE -The communication systems used were the LED systems, the fixed systems and the flash interview boards: -One presented only the companies communicating by SEG TEAM, the costs are on ratecard level(including videoleds minutes and static systems(: -The investment report has been strictly calculated for the presentation in League 1, target 18-49 Urban; -In case of sport channels, one has assessed a minimum threshold of exposure of 10 minutes/day on an average rating of 0.2 points audience for every company, 0.09% out of a total of 10.080 minutes of sport broadcasts ( 7 sport channels, 24 hours) daily; -The audiences analysed are the property of ARMADATA;
  • 6. football is more economic than detergent The study analyses a 21-day period, between September 9th -21st 2012, by supervision on all television channels in Romania the companies that communicated by sport, through the competitions of 1st League, Romanian Cup and by the games of the National Football Team. The medium efficiency report was performed by an investment on ratecard level of 15.000 EURO and with an exposure of 90.261 EURO on classical traditional media level (television insertion), therefore, the report resulted is that on every 1 EURO invested in sport it is guaranteed an exposure of minimum 6 EURO in traditional media, the most efficient report resulted being of 1:12. The high efficiency is the result of re- running the images on the majority of television channels during the sport shows of analysis and sport news. The evaluation did not consider the free presentation obtained from the retransmission of video and photo images in written press and on internet. On long term, the communication by sport will increase, since it is the only environment not affected by the transition of television contents on internet, since the sport represents contents, and the presentation through it is not aggressive and leads to the positive congruence between the brand and consumer. For an investment in sport of 10.000 EURO, the marketing budget saves minimum 50.000 EURO, a budget which may be reinvested in direct increase of the companys sales.
  • 7. General television channels The study analyses the 1st League Championship, the phases of Romanian Cups and the games of national football team during the period 9th - 28th September 2012. 1ST LEAGUE FOOTBALL The 1st League Championship is the sole sport event which, by its development, provides a linear exposure level during a calendar year, being the only competition which provides a qualitatively constant number of games. The exposure offered is wide by cover on national level (18 teams cover all Romanian regions). The images of the games are taken over by all Romanian television channels in the broadcasts and by the televisions holding television rights in the daily shows of sport analysis. The number of viewers and spectators provides the data of the largest mass communication phenomenon. 1st League has become the main vehicle of development of media and telecommunication industry in Romania. NATIONAL FOOTBALL TEAM The National Team of Romania is the main image vector of Romanian sport. All games of the national team are broadcast by television channels with terrestrial national broadcast (free to air ANTENA 1). The exposure provided is maximum, all information being considered of general audience is taken over and broadcast to the public constantly in the news shows (these register the highest audience of a television programs schedule) and sport shows. Every official and amiable game is preceded /followed by a wide overview of at least 4-5 days, and favors a unique and high audience level. TIMIOREANA ROMANIAN CUP Romanian Cup is an event organized by the Romanian Football Federation, providing to the winning team a place in Europe League. Since 2006, the audience of competition has increased every year, securing a high audience level for the premium show area. The competition provides equal chances to all football teams, from amateurs to 1st league. Sport television channels News television channels 127 shows of sport news DAILY 20 shows of sport analysis sport competitions
  • 8. COMPETITION LIVE MINUTES EXPOSURE % COMPANY IN 60 MINUTES exposure in international sport competitions ATP SHANGHAI FINAL ERC HEINEKEN CUP FINAL FIBA EUROBASKET FINAL FIFA GROUP WORLD CUP UEFA CHAMPIONS LEAGUE GROUP MATCH F1 BRITISH GRAND PRIX 00:42:55 71,52% 00:15:09 25.25% 00:31:52 53,11% 00:09:34 15,94% 00:15:21 25,58% 00:11:07 18,52% * SOURCE MM INTELLIGENT BRAND ANALYSIS 2012 GLOBAL INDUSTRY WITH ANNUAL INCREASE OF +20%
  • 9. more than sport television insertion, intelligent media
  • 10. study partners Media Image Group is the most important media supervision company, operating on Romanian market. The company was incorporated in 1999, and currently it has a portfolio including around 300 clients of all activity fields. The range of Media Image services includes supervision reports on the press from Romania and other European countries, analyses of contents, advertising supervision reports (written press and radio/tv). Sport Evolution Group (SEG Team) holds exclusively the marketing rights of Romanian Football Federation. The only advertising space on the most important sport channel in Romania, DigiSport, is represented by Sport Evolution Group(SEG) through the advertising ring of Romanian football stadiums during the broadcast of 1st League and Romanian Cup football competitions), appearing as television insertion (sports of 15/30 seconds). SEG Team participates to 3 games of every 1st League lap and to all games of Romanian Cup broadcast by the television channels partner of the competition, with LED communication systems. Romanian Football Federation -The budget of federation has increased by over 600% since 2005; -Has organized the FRF centennial (2009), 650 guests; -Has organised during the entire EURO 2008 championship the largest areas of Public Viewing in Bucharest (Constitu釘iei Square, George Enescu Square). Over 400.000 supporters were present; -Has been co-organizer with FRF on Europe League 2012 final, from Bucharest (event, ticket launch, cup handover, grassroots tournament, fan zone); Romanian Cup -Has created a brand and an important competition (2005); -Has created the image of competition with the main sponsor TIMIOREANA; -Has increased the competition prizes during the last years by over 300%; -Has organized Public Viewing areas with the participation of the competition sponsors in the towns where the final was organized; EHF Women Champions League -Has organized the return game of the final of EHF Women Champions League(2010), at Sala Polivalent in Bucharest (Oltchim- Vilborg); -Has organized the semi-final of feminine handball Oltchim-Gyori(2012) European Football Federation U19 -Was co-organizer with FRF at the European Football Championship U19 (2011), played in Bucharest
  • 11. project team SPORT EVOLUTION GROUP MEDIA IMAGE EXCELLENCE CENTER IN MARKETING ACADEMY OF ECONOMIC STUDIES BUCHAREST GHEORGHE CRISTIAN DRAGOS COUNTRY SALES MANAGER E-mail cristian.gheorghe@seg.ro Mobile 0724480080 VICTOR VOICU ACCOUNT EXECUTIVE LAURA DOBRE ACCOUNT EXECUTIVE BOGDAN TIRON-ANTON AREA SALES MANAGER E-mail bogdan.tiron@mediaimage.ro Lecturer PhD MIHAI IOAN ROSCA E-mail mihai.rosca@ase.ro Lecturer PhD MIHAELA CONSTANTINESCU Lecturer PhD ALIN VALENTIN ANGHELUTA
  • 12. FEDERATION FINANCED BY STATE BUDGET BUGET 2012 EURO ATHLETIC 1.011.235 BASKET 449.438 BOXING 247.191 CANOEING 898.876 GYMNASTICS 898.876 WEIGHT LIFTING 674.157 HANDBALL 786.516 HOCKEY 292.134 JUDO 561.797 KAYAK-CANOE 674.157 FIGHTS 561.797 NATATION 269.662 POLO 359.550 RUGBY 674.157 FENCING 561.797 TARGET SHOOTING 157.303 9.078.643 EURO How much values the Romanian sport? 3% OF MEDIA MARKET 300 MIL. EURO/2012* *according to Media Fact Book 0% OF MEDIA BUDGETS 300 MIL. EURO/2012