VELUX 5 OCEANS MEDIA EVALUATION
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KEY FACTS:
- MEDIA COVERAGE PRODUCING A CUMULATIVE AUDIENCE IN EXCESS OF 766.6 MILLION VIEWERS.
- HIGH SOCIO-ECONOMIC GROUPING WITH 41% OF TV NEWS VIEWERS CATEGORISED AS ABC1 ADULTS.
- PRINT MEDIA COVERAGE OF OVER 3,762 PUBLISHED ARTICLES IN 25 TERRITORIES, CREATING IN EXCESS OF 354 MILLION UNIQUE READERS.
- CORE SAILING AUDIENCE ENGAGED THROUGH DEDICATED SERIES WHICH HAS DELIVERED OVER 13.1 MILLION VIEWERS IN 29 TERRITORIES.
- GLOBAL MEDIA COVERAGE GENERATES UMV OF €66.2 MILLION.
TELEVISION EXPOSURE:
- THE VELUX 5 OCEANS RECEIVED 42.3 HOURSOF NEWS AIRTIME BETWEEN MAY 2006 -SEPTEMBER 2007.
- AS A RESULT THE EVENT REACHED A CUMULATIVE AUDIENCE OF 380.7 MILLION ADULTS IN 18 TERRITORIES, INCLUDING COVERAGE ON PAN REGIONAL NETWORKS.
- SIGNIFICANTLY, 41% OF TV VIEWERS WERE OF ABC1 ADULT STATUS.
- THE UK & JAPAN WERE THE MOST IMPORTANT SOURCES OF COVERAGE, WITH SIGNIFICANT ATTENTION PAID TO THE PROGRESS OF SIR ROBIN KNOX JOHNSTON AND KOJI SHIRAISHI.
- THE RACE WAS MOST PROMINENT DURING LEG 1 WHEN 59% OF NEWS COVERAGE WAS SECURED.THE CLIMAX TO BOTH LEG 2 AND LEG 3 COINCIDED WITH OTHER MAJOR NEWS STORIES THAT REDUCED SAILING’S SHARE OF VOICE ON NATIONAL TV.
PRINT:
- THE VELUX 5 OCEANS GENERATED 3,762 PRINT ARTICLES THAT FILLED A TOTAL OF 1,255 PAGES OF DEDICATED COVERAGE.
- COVERAGE WAS MOST SIGNIFICANT IN WESTERN EUROPE, WHERE NATIONAL AND REGIONAL NEWSPAPERS FROM THE UK AND SPAIN PROVIDED WEEKLY COVERAGE ON THE PROGRESS OF THE FLEET.
- PRINT MEDIA INTEREST WAS GREATEST DURING LEG 1, WHICH SAW A TOTAL OF 1,708 ARTICLES AND PRODUCED A UMV OF €7.9 MILLION.
- 77% OF ARTICLES WERE PUBLISHED IN NATIONAL & REGIONAL NEWSPAPERS HELPING THE RACE TO REACH A MASS AUDIENCE.
- SAILING AND SPORTS MAGAZINES AFFORDED THE MOST IN-DEPTH COVERAGE. FROM A 22% SHARE OF ARTICLES, THIS CATEGORY OF PUBLICATION ACCOUNTS FOR 42% OF COVERAGE, WHICH EACH ARTICLE TYPICALLY FILLING 60% OF THE PAGE.
To see the complete media evaluation in pdf click here...