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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

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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.

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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

Marketing through the Volvo Ocean Race  

Marketing through the Volvo Ocean Race

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