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FOOTBALL 24 – West Bromwich Albion Football Club – Summary Report 1

Repucom International

Football 24 – Summary Report

West Bromwich Albion Football Club


Introduction & Rationale Repucom International

Repucom International is an independent sponsorship evaluation business, utilising market-leading image detection technology, coupled with a universally accepted valuation methodology. Repucom’s methodology was developed in conjunction with the world’s largest media buying conglomerate, GroupM, and used by over 550 brands, rights owners, broadcasters and agencies worldwide.

Football24

Football24 is Repucom’s football service analysing every match of the Barclays Premier League, for every club, every sponsor and every sponsorship asset across the full broadcast platform of the league. Repucom audits every licensed broadcaster on weekly basis to determine broadcast times, broadcast durations and viewership. This data is reported back to over 10 clubs and many league sponsors on a weekly basis.

Rationale

This report has been commissioned by West Bromwich Albion Football Club to provide its key stakeholders with an independent evaluation of the media exposure generated by sponsorship assets during the match between West Bromwich Albion vs. Newcastle United on 25th March 2012:

• Global Broadcast Summary Index

• Full Inventory Analysis


Radiuss Technology

Location

Location on Screen

Duration

Logo Time on Screen

(seconds)

Exposures

No. of times the brand

appears on screen.

Multiple Exposures

No. of times the brand

appears.

Size

Size of brand exposures

on screen (% of total

screen size)

GLOBAL BROADCAST SUMMARY 1


Global Broadcast Summary

South America = 113:20 hrs

North America = 27:00 hrs

Europe = 171:59 hrs

Asia Pacific = 121:18 hrs

Africa & ME = 697:25 hrs

Total Hours of Live, Delayed and Repeat match coverage – 1,131:03 hrs

Audience : 898,300

Fixture Competition Asia PacificAfrica &

Middle EastEurope North America

Central &

South AmericaTotal

West Brom v Newcastle United 121:18 697:25 171:59 27:00 113:20 1131:03

MEDIA VALUE & BRAND EXPOSURE OVERVIEW 2


Media Value BY TOP 20 SPONSORS

bodog 31,464 158,004 $4,283,114 £525,920 28.33 $1,113,915 £136,777

Adidas 13,794 92,454 $2,506,209 £307,735 24.47 $623,567 £76,567

Probiz 2,964 53,466 $1,449,337 £177,963 22.32 $339,293 £41,661

Crabbies 2,508 56,316 $1,526,593 £187,449 24.06 $336,945 £41,373

Nivea 7,182 36,252 $982,706 £120,666 26.84 $263,747 £32,385

Carlsberg 2,166 41,952 $1,137,219 £139,638 22.26 $245,458 £30,140

Car Plan 15,162 51,756 $1,402,983 £172,271 16.60 $234,993 £28,855

Esprit 10,032 29,982 $812,741 £99,796 22.23 $139,046 £17,073

Erke 3,078 18,126 $491,353 £60,333 26.21 $128,796 £15,815

Super Soccer 2,508 15,846 $429,548 £52,744 27.89 $119,765 £14,706

Volkswagen 2,736 12,996 $352,291 £43,258 26.10 $91,948 £11,290

Lucozade Sport 3,192 13,224 $358,471 £44,016 24.34 $88,063 £10,813

Westbromwich Albion 3,078 11,856 $321,388 £39,463 27.20 $87,407 £10,733

Big Cola 1,596 13,224 $358,471 £44,016 23.99 $85,984 £10,558

Food Trading 2,394 10,032 $271,944 £33,392 26.76 $72,785 £8,937

Holler Soul 3,078 9,006 $244,131 £29,977 29.08 $71,001 £8,718

Sky F1 Only 2,280 10,032 $271,944 £33,392 25.98 $70,638 £8,674

Visit Tanzania 1,710 9,006 $244,131 £29,977 27.09 $66,125 £8,119

Black and Decker 2,736 7,980 $216,319 £26,562 25.87 $55,975 £6,873

Beko 1,824 6,954 $188,506 £23,147 28.34 $53,420 £6,559

Grand Total (All Sponsors) 123,576 687,306 $18,631,238 £2,287,715 24.98 $4,446,280 £545,955

Brand Exposures DurationGlobal 100% Media

Equivalency

UK 100% Media

EquivalencyRBA%

Global RBA Media

Value

UK RBA Media

Value


Media Value & Share of Voice BY TOP 10 SPONSOR


Media Value BY TOP 20 MARKETS

MEDIA VALUE & BRAND EXPOSURE BREAKDOWN 3


Media Value BY LOCATION

LED Board 15,276 63,156 $1,712,010 £210,216 25.15 $430,591 £52,872

Media Backdrop 456 49,020 $1,328,816 £163,164 26.43 $351,241 £43,129

Shirt Front 6,156 14,478 $392,464 £48,190 33.82 $132,722 £16,297

Static Board 7,296 20,292 $550,068 £67,542 20.24 $111,326 £13,670

Bench 1,710 9,234 $250,312 £30,736 27.99 $70,066 £8,603

Sportswear 570 1,824 $49,444 £6,071 36.37 $17,969 £2,206

Grand Total (All Locations) 31,464 158,004 $4,283,114 £525,920 28.33 $1,113,915 £136,777

RBA%Global RBA Media

Value

UK RBA Media

ValueLocation Exposures Duration

Global 100% Media

Equivalency

UK 100% Media

Equivalency


LED Board Media Backdrop Shirt Front

Static Board Bench Sportswear

Exposure Snapshots



Media Backdrop 570 48,792 $1,322,636 £162,405 23.67 $312,995 £38,432

LED Board 4,332 21,660 $587,151 £72,096 25.24 $148,191 £18,196

Shirt Front 6,612 14,250 $386,284 £47,431 30.02 $115,969 £14,240

Sportswear 912 4,218 $114,340 £14,040 21.22 $24,253 £2,978

General 228 1,938 $52,535 £6,451 21.11 $11,091 £1,362

Player Kit 1,140 1,596 $43,264 £5,312 25.57 $11,067 £1,359

Grand Total (All Locations) 13,794 92,454 $2,506,209 £307,735 24.47 $623,567 £76,567

Location Exposures DurationGlobal 100% Media

Equivalency

UK 100% Media

EquivalencyRBA%

Global RBA Media

Value

UK RBA Media

Value


Media Backdrop LED Board Shirt Front

Sportswear General Player Kit

Exposure Snapshots



Media Backdrop 1,026 47,082 $1,276,282 £156,714 23.75 $303,123 £37,220

Highboard 1,938 6,384 $173,055 £21,249 20.89 $36,169 £4,441



Equivalency

UK 100% Media

EquivalencyRBA%

Global RBA Media

Value

UK RBA Media

Value


Media Backdrop Highboard

Exposure Snapshots



Media Backdrop 1,026 47,082 $1,276,282 £156,714 23.75 $303,123 £37,220

Highboard 1,938 6,384 $173,055 £21,249 20.89 $36,169 £4,441



Equivalency

UK 100% Media

EquivalencyRBA%

Global RBA Media

Value

UK RBA Media

Value


Media Backdrop Highboard

Exposure Snapshots



LED Board

LED Board 7,182 36,252 $982,706 £120,666 26.84 $263,747 £32,385

Grand Total (All Locations) 7,182 36,252 $982,706 £120,666 26.84 $263,747 £32,385


Equivalency

UK 100% Media

EquivalencyRBA%

Global RBA Media

Value

UK RBA Media

Value



LED Board

LED Board 3,078 9,006 $244,131 £29,977 29.08 $71,001 £8,718

Grand Total (All Locations) 3,078 9,006 $244,131 £29,977 29.08 $71,001 £8,718


Equivalency

UK 100% Media

EquivalencyRBA%

Global RBA Media

Value

UK RBA Media

Value


Glossary of Terms Number of exposures (number) The number of exposures a property generates is the number of independent sequences of exposure a brand-property combination generates. In regards to its usefulness in analysis, it can be used to assess the number of times a signage point is seen uniquely. Sum of duration on screen (seconds) Duration on screen is probably the most common comparative used as it is a pure measure. There are no external factors such as audience, cost per thousand , or the quality of location in play. It is suitable in assessing pure exposure capture for share of voice within a shared property such as LED Signage, or if looking at a specific property year on year where a logo or setup may have changed. Average exposure duration (seconds) The average exposure duration gives a snapshot view of the average duration on screen per exposure for a property. Average exposure size (% of total screen size) The average exposure size represents the average size on screen for the hits collected for each exposure. It can give a basic view on hit size for a property. 100% media equivalency 100% media equivalency brings an added layer of audience and cost per thousand on top of the duration comparison. It is suitable if an analysis is needed where weight of exposure (duration), and the audience and cost per thousand is factored in, but the quality or impact of the exposure is not. RBA+ media value This is the most common method of comparison as it comprises all elements of the equation – weight of exposure, audience, cost per thousand, and quality of the exposure (RBA%). This is the best method for overall appraisals of sponsorships and inventory, particularly in comparison to investment. RBA % RBA % is an excellent comparison of the actual exposure quality and impact between and logos and properties. If the RBA % is devised for an overall sponsorship, it can act as a guide on which a mix of properties is the optimum from a pure quality and impact perspective, not counting weight of exposure, audience, or cost per thousand. Screen Location Screen location can be used to make an assessment of the location of the hits on screen. Location A is the centre of the screen. Location B is the cumulative figure for hit in location B, C, D and E


Appendix 1. Methodology 2. Summary Information

Repucom recommends the use of the RBA Media Value model, due to the simple fact that not all exposures should be valued the same. The better the “quality” of the exposure, the more value it should be attributed. Unlike 100% Media Equivalency, the RBA Media Value model takes into account the following qualitative variables for each individual exposure:

Size of Exposure

On-Screen

Multiple Exposures On-Screen

Location of Exposure

On-Screen

Duration of Exposure

On-Screen

Variable 1 - Location RBA% provides a higher value weighting for brands that appear in the central 50% of the screen, as opposed to brands that appear in the peripheral 5%.

Variable 4 – Duration RBA% provides a higher value weighting for brands that appear on screen for longer than others.

Variable 2 – Multiple Exposures RBA% takes multiple exposures into account and attributes a higher value where brands are exposed in this manner

Variable 3 – Size RBA provides a higher value weighting for brands that appear larger on screen than others

Summary notes All exposure and media value relates to all the live, delayed, repeat and highlights programming during the previous month broadcast globally The inventory information lists the top five performing properties (where applicable) for the top five performing brands from the previous month The Year to Date figures are cumulative figures for all exposure and media values from live, delayed, repeat and highlights broadcast globally


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JOHANNESBURG

LONDON

DUBAI

BANGALORE

SINGAPORE

MUMBAI

AMSTERDAM

TORONTO COLOGNE

MILAN PARIS

MADRID

CHARLOTTE

SAO PAULO

ROME

KANSAS CITY SEOUL

BARCELONA

UK OFFICE

Level 2, 87 Notting Hill Gate

London W11 3JZ United Kingdom

T: + 44 207 2217 040

Danny Townsend Vice President EMEA

[email protected]

Ross McCall Senior Client Services Manager

[email protected]


© Copyright

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International.

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repucom international football 24 summary report west ... · football24 is repucom’s football...

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