SAILING TO THE PUBLIC – Extreme Sailing Series™ organisers OC Sport has today released a very positive interim independent media evaluation report conducted by independent agency Havas Sports & Entertainment. The report projects a 24% increase in media value by the year-end, and like-for-like comparison of first 4 Acts this year versus last indicates an impressive 40% increase.
The announcement comes at a pivotal time for many of the teams looking to secure their funding for the 2015 Extreme Sailing Series, with the pre-entry period for the existing teams open until 30 September, and entries for new teams closing on 1 November. Read more here.
The report projects an increase in TV media value across all levels of output, with a significant improvement in distribution and high-value coverage. The addition of CNBC (Asia and Europe), Sky Sports (New Zealand) and Fox Sports (globally) to an already strong list of broadcasters that includes Eurosport, Al Jazeera and ESPN, has considerably boosted the reach of the official seven-part TV series. The report also includes almost 30 hours of live TV, as well as over 90 hours of repeats with international broadcasters including ESPN 3 (USA), Network 7 (Australia), Canal + (France) and OSN (Middle East) amongst others.
The report also highlights the truly global nature of the event, with the top 10 countries in terms of volume including China, the UK, France, Australia, USA and Russia.
The Extreme Sailing Series has seen a significant increase in global media value year on year, and Havas Sports & Entertainment, who has evaluated the media coverage for the Extreme Sailing Series since 2009, when the media exposure was valued at €5.9million, uses the same consistent methodology to further demonstrate the strong media growth.
The key figures*:
Total value of coverage in 2014: €43,462,360 (projected)
Total value of coverage in 2013: €35,090,375
Total value of coverage in 2012: €27,815,024
Total value of coverage in 2011: €25,870,240
Total value of coverage in 2010: €9,574,055
Total value of coverage in 2009: €5,910,989
* Provided by Havas Sports & Entertainment
“Whilst there are many takes on the media value numbers across different events and sports, what has been most important for us and our stakeholders to see is the year-on-year growth we have achieved, using the same conservative and consistent methodology since 2009. We see no reason for this growth to change whilst the Stadium Racing format continues to take the sport to new and important commercial markets around the world,” commented Event Director Andy Tourell.
Gavin Peters, Head of Insight at Havas Sports & Entertainment, spoke about the significant increase and the Series worldwide appeal for investors, “For the fifth year in succession (since Havas has been evaluating the media coverage of the Series), we’ve seen a rise in the value of media coverage delivered by the Extreme Sailing Series, with a projected year end increase of over 20% and an actual mid-year increase of almost 40%. We use a conservative methodology that includes 10% of unmonitored coverage, which is inevitably missed outside of the events periods we monitor.
“Much of this strong growth year on year comes from the increased reach of the dedicated TV series, and the volume of press and online articles, which has shown a considerable rise compared to 2013. The nature and quality of the media coverage, covering significant traditional and digital media coverage, demonstrates the reach of the event to sponsors, host venues and teams, with the Series receiving coverage on a global scale, including outside territories it visits.”
A comprehensive full season media value report will be produced at the start of 2015, upon completion of the 2014 Series in Sydney, Australia in December. To receive a copy of the 2014 Extreme Sailing Series Interim Media report, please contact [email protected].