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© 2011 Kantar Media THE DIGITAL OLYMPIC DEBATE INTRODUCTION TO MEDIA PLAYGROUND 2011 PANEL SESSION Richard Brinkman : Head of KantarSport
3 rd Party logo © 2010 Kantar Media SPORTS MARKETING IS NOT YOUR AVERAGE SECTOR…
3 rd Party logo GLOBAL RECESSION = SLOW DOWN IN MARKETING SPEND… © 2010 Kantar Media Source: GroupM – This Year, Next Year Global Marketing Spend
3 rd Party logo …HOWEVER SPONSORSHIP REMAINS IN GOOD HEALTH © 2010 Kantar Media Global Sponsorship Spend Source: GroupM – This Year, Next Year Global Sponsorship Spend
3 rd Party logo MULTI-PURPOSE, MULTI-DISCIPLINED MODEL © 2010 Kantar Media Sales Promotion Corp Comms PR Brand ImageHospitality Brand Exposure Advertising Staff Incentive SPONSORSHIP
3 rd Party logo A NATURAL MARRIAGE – Social Media is interactive dialogue and the exchange of user-generated content amongst communities with shared interests using internet-based applications – Sport is one of the world’s greatest shared interests (music?) – a global passion and universal language for a global universal tool – Highly topical, ever-changing, emotional, everyone has an opinion – perfect for the immediate exchange of views without boundaries – Is Social Media the new global water cooler? © 2010 Kantar Media A NATURAL MARRIAGE
3 rd Party logo KEY SPORTS MARKETING DYNAMICS SOCIAL MEDIA – Rationalisation – Optimisation – Globalisation – Digitalisation © 2010 Kantar Media
3 rd Party logo A MULTI-CHANELLED, MULTI-DISCIPLINED RESEARCH MODEL © 2010 Kantar Media Multimedia Monitoring & Evaluation Commercial Sport Programmes Custom Market Research Tailored Solutions Tried and tested group methodology Syndicated tracking surveys SportScope 6 panels annually 20 different sports Consumer Outcomes Media Output Multimedia Monitoring & Evaluation Audience Analysis Bespoke solutions to find and measure sport output Broadcast Press Online Social Media
3 rd Party logo ONE YEAR OUT… © 2010 Kantar Media UK: 36% planned to follow the World Cup
3 rd Party logo THE BROADER APPEAL © 2010 Kantar Media UK: 60% intend to follow 2012 Sport+ UK In 2007 for Beijing : 45% Final following in 2008 : 70% In China went from 58% to 92% BROADER APPEAL
3 rd Party logo THE OLYMPICS ARE DIFFERENT AGAIN © 2010 Kantar Media
3 rd Party logo A UNIQUE BUY COMMERCIAL VALUE DRIVEN BY UNIQUE NON-COMMERCIAL VALUES – Hope for a better World – Dreams and Inspiration – Friendship & Fair play – Universal joy in doing one’s best © 2010 Kantar Media
3 rd Party logo WINNERS & LOSERS: AN UNUSUAL MOTIVATION © 2010 Kantar Media
3 rd Party logo THERE ARE OVER 50 LONDON 2012 PARTNERS ACROSS 3 TIERS © 2010 Kantar Media …could not pick out a World Cup sponsor before the tournament 40% 1,249 UK football followers April-May 2010
3 rd Party logo METHODS OF SPORTS CONSUMPTION ARE EVOLVING…. © 2010 Kantar Media Source: KantarSport Sportscope Engagement in Sport
3 rd Party logo IT’S ESSENTIALLY A LICENCE TO USE A UNIQUE PROPERTY & MODEL: CREATIVITY & INNOVATION IS PARAMOUNT © 2010 Kantar Media Spontaneous during World Cup: Nike 21%, Adidas 21% 19.4m YouTube views
3 rd Party logo THE CHALLENGES – A very different commercial entity entered into for very different reasons – Different commercial objectives challenging a young and diverse research model – A Broadcast and Sponsor (TOP) programme built on exceptional control – Digital outlets threaten that control – ie Olympic village “haven” from the media – Digital outlets will be key in broadcasters extending their audience and reach – And sponsors creating differentiation through innovation and creativity – Its not just measuring the effect of what’s happened but policing what’s happening that will be challenging © 2010 Kantar Media
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