© 2011 Kantar Media

THE DIGITAL OLYMPIC DEBATEINTRODUCTION TO MEDIA PLAYGROUND 2011 PANEL SESSION

Richard Brinkman : Head of KantarSport

© 2010 Kantar Media

SPORTS MARKETING IS NOT YOUR AVERAGE SECTOR…

© 2010 Kantar Media

GLOBAL RECESSION = SLOW DOWN IN MARKETING SPEND…

2003 2004 2005 2006 2007 2008 2009 2010

242.8259.2

276.3298.7

315.5 324.5 310.1 317.6US$ billion

+34%v 2003

-4%v 2008

Source: GroupM – This Year, Next Year

Global Marketing Spend

© 2010 Kantar Media

…HOWEVER SPONSORSHIP REMAINS IN GOOD HEALTH

2003 2004 2005 2006 2007 2008 2009 2010

26 27.930.5

33.737.9

43 44.146.5

US$ billion

+65%v 2003

+3%v 2008

+5%v 2009

Source: GroupM – This Year, Next Year

Global Sponsorship Spend

© 2010 Kantar Media

MULTI-PURPOSE, MULTI-DISCIPLINED MODEL

Sales Promotion

Corp Comms

PR

Brand Image HospitalityBrand

Exposure

Advertising

Staff Incentive

SPONSORSHIP

© 2010 Kantar Media

– 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?

A NATURAL MARRIAGE

© 2010 Kantar Media

KEY SPORTS MARKETING DYNAMICS SOCIAL MEDIA

– Rationalisation

– Optimisation

– Globalisation

– Digitalisation

© 2010 Kantar Media

A MULTI-CHANELLED, MULTI-DISCIPLINED RESEARCH MODEL

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

AudienceAnalysis

Bespoke

solutions to find

and measure

sport output

Broadcast

Press

Online

Social Media

© 2010 Kantar Media

ONE YEAR OUT…

UK: 36% planned to follow the World Cup

© 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

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THE OLYMPICS ARE DIFFERENT AGAIN

© 2010 Kantar Media

A UNIQUE BUYCOMMERCIAL 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

WINNERS & LOSERS: AN UNUSUAL MOTIVATION

© 2010 Kantar Media

THERE ARE OVER 50 LONDON 2012 PARTNERS ACROSS 3 TIERS

…could not pick out a World Cup

sponsor before the

tournament

40%

1,249 UK football followers April-May 2010

© 2010 Kantar Media

METHODS OF SPORTS CONSUMPTION ARE EVOLVING….

Source: KantarSport Sportscope

Engagement in Sport

© 2010 Kantar Media

IT’S ESSENTIALLY A LICENCE TO USE A UNIQUE PROPERTY & MODEL:CREATIVITY & INNOVATION IS PARAMOUNT

Spontaneous during World Cup: Nike 21%, Adidas 21%

19.4m YouTube views

© 2010 Kantar Media

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

THANK YOU