The study was focused primarily in six countries, United Kingdom, Spain, France, Italy, Germany and Portugal, which are considered key target markets by World Sailing Management, the marine division of Grupo Santa Mónica Sports.
Even giving consideration to the economic uncertainty, the Audi MedCup Circuit improved on the estimated media impact value of 24,9 million euros in 2009, 2010 still showing significant growth; Sport+Markt´s most recent study details a 65,6% upturn over the equivalent time-span of 2009.
The Audi Med Cup circuit´s constant desire to improve the overall product, as well as the continuous effort to keep developing and refining the communication strategies and technology-driven package for the global audience, has spurred the increased media return.
The Advertisement Value Equivalent (AVE) from TV exposure increased by three million euros, to a total of 19,3 million euros, compared with the 16,2 million mark reached in 2009.
The figure has virtually doubled since the AVE audit of 2008, which returned 10,2 million euros, exceeding the event´s own expectations, as Fernando Íñigo, Marketing and Communication Director of Grupo Santa Mónica Sports, comments: “Our goal last year was to increase our media impact by 10% globally and by 30% in some specific markets. Having grown by 65% on the previous year´s campaign is the result of our drive to be in the vanguard of technology, especially when talking about the audio-visual field, where we have aimed to bring new communication tools to the wider public”.
The countries which offered more TV coverage of the Audi MedCup Circuit in 2010 were, in order of importance, Spain, France, Italy, Germany, United Kingdom and Portugal. Also, the study shows supplementary returns in countries that are not considered as much target markets for the Circuit.
“Last year, we had a great impact in Argentina and New Zealand, in no small way due to teams such Matador and Emirates Team New Zealand being successful on the Circuit”, notes Ignaci Triay, Audi MedCup Circuit Director, “ and the fact that we had well-known stars of the sailing world such as Dean Barker or Ray Davies, great skippers and sailors, who come from these countries”.
Media presence
Media content regarding the Audi MedCup Circuit has also increased across the different platforms. The 2009 campaign registered a total of 1.201 published articles, and 2010 reached a higher number: 1.437, with an equivalent value of 7,3 million euros.
Some of the most important international written press publications -both general and specialized- such as Le Figaro and L´Equipe (Francia), The Sunday Telegraph and The Times (United Kingdom), ABC, MARCA, La Vanguardia and El Mundo Deportivo (Spain), published articles about the circuit on their pages.
A total of 546 international journalists from 11 different countries were accredited to work over the regattas, a clear reflection of the circuit´s international reach over recent years.
Live TV
Live transmission of the circuit´s regattas through the new Audi MedCup TV platform, built in www.medcup.org, started out in 2010 among some of the innovations that developed such a significant media impact. With this initiative, the circuit has become a prime example of the use of the latest technologies for the transmission of this type of racing, an initiative that was also supported by an improved Virtual Eye technology that allows viewers to follow the regatta in 3D with a level of realism that has never seen before.
Another innovation which brought great success from the media, teams, guests and sponsors was the addition of the Crew+ initiative, a project that allowed one person to be on board in each and one of the boats during the regatta, experiencing the race in person, something that few other sports can claim to offer.
Also, the Audi MedCup Circuit consolidated its complete on-shore programme of activities which make the public´s involvement with the events so successful. In 2010 this included the Public Village, a free entrance zone with a wide range of activities designed to make the event even more exciting and engaging for the local visitor, registering a total attendance of over half a million people. Interactive games and infotainment -information - entertainment-, sailing-related games, a huge TV screen or live music shows were some of the attractiont that its visitors enjoyed in 2010.
