Download - 2011 BTCS Marketing Report
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2011 BTCS MARKETING REPORT
IMPACT, VALUE & MARKET SHARE
www.btcseries.be
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Philippe Stéveny & Didier de Radiguès │ Kia Buy Way
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COVERAGE MEDIA IMPACT
& BUSINESS VALUE
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Edouard Mondron & Stéphane Lémeret │ Delahaye Racing Team
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COVERAGE MEDIA IMPACT
& BUSINESS VALUE
79.442.419 CONTACTS 2.034.967 € VALUE
59%
41% French
Dutch
OVERALL LANGUAGE REPARTITION Media coverage repartition by language, based on the number of contacts reached by television and print.
The Belgian Touring Car Series offers a great value for money platform for brands. Year after year, the media coverage is improved, to reflect brands’ communication needs. BTCS is a multi-channels, year-long and complete communication plan :
It helps to build the brand, by transposing and acquiring motorsport values ; It provides a platform for activation, with a large number of spectators ; It reaches mass public through several media.
© SpeedWorld Organisation & Promotion. All rights reserved. Produced by Think Out Of The Track (www.thinkoott.com)
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Eric van de Poele, Vincent Radermecker & Nico Verdonck │ Volvo S60 Racing Team
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COVERAGE DETAILED CHART
& KEY FIGURES
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MTE – Prime Racing
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COVERAGE DETAILED CHART
& KEY FIGURES
79.442.419 CONTACTS 2.034.967 € VALUE
Contacts Value
TV 4.615.000 € 360.523
Print 62.932.189 € 379.089
Internet 6.583.800 € 822.176
Spectators 106.100 € 106.100
Ticketing 445.230 € 115.780
Lifestyle Racing
187.500 € 187.500
Others 4.572.600 € 63.798
TOTAL 79.442.419 € 2.034.967
MEDIA IMPORTANCE BY CONTACTS GENERATED
COVERAGE OVERVIEW CHART
TV
Internet
Spectators
Ticketing
Lifestyle Racing
Others
MEDIA IMPORTANCE BY VALUE GENERATED
79%
€ 0 € 100.000 € 200.000 € 300.000 € 400.000 € 500.000 € 600.000 € 700.000 € 800.000 € 900.000
*Print : from 01/01/2011 to 30/09/2011. Months 11 and 12 based on 2010 coverage figures. **Ticketing : paper + downloads ***Lifestyle Racing : 2,5 readers / magazine ****Others : Telepro, Champion-Mestdagh partnership
© SpeedWorld Organisation & Promotion. All rights reserved. Produced by Think Out Of The Track (www.thinkoott.com)
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Pierre-Yves Rosoux & Pierre Piron │ Astur Car Claude-Yves Gosselin & Jean-Jacques Smits │ W Racing Team
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COVERAGE TV IMPACT
& DIFFUSION GRID
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COVERAGE TV IMPACT
& DIFFUSION GRID
9 TV CHANNELS 612.500 TELEVIEWERS PER RACE 4.615.000 TOTAL CUMULATED
44,9% 55,1%
French
Dutch
PER RACE
BTCS benefits from great media exposure in both French and Dutch languages. Race results and specials are broadcasted on 9 TV channels and gather 612.500 televiewers each in average. In 2011, two Joutral Télévisé (RTL-TVI) summarized BTCS races, for an additional audimat figure of 940.000.
TV NEWS (JT)
CUMULATED (Year)
TV LANGUAGE REPARTITION BY CONTACTS GENERATED
© SpeedWorld Organisation & Promotion. All rights reserved. Produced by Think Out Of The Track (www.thinkoott.com)
5 Programmes
21 Diffusions
612.500 Televiewers (in average)
2 News Programmes
471.706 RTL-TVI (18.06.2011)
940.000 News Programmes
3.675.000 Per Race Programmes
4.615.000 Total Cumulated
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Werner Van Herck │ Van Herck Racing
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COVERAGE TV IMPACT
& DIFFUSION GRID
0
50.000
100.000
150.000
200.000
250.000 RTBF
RTL Group
VT4
VRT
Exqi Sport
Motors TV
AUDIMAT / TV CHANNEL / RACE
TV Group Programme Channel Diffusion Date Cumulated Avg. Audimat
%
La Une Friday 22h
RTBF Automobile La Deux Saturday 12h30 95.000 15,51%
La Une Sunday 8h30
Club RTL Saturday 22h15
RTL Group Moteurs RTL-TVI Sunday 11h30 100.000 16,33%
Club RTL Monday 00h00
VT4 Pit-Lane VT4 Thursday 22h00
62.500 10,20% VT4 Sunday 17h00
VRT Sporza VRT Sunday 14h-18h 215.000 35,10%
Exqi Sport Dedicated Exqi Sport 6 Diffusions 60.000 9,80%
Motors TV Dedicated Motors TV* 6 Diffusions 80.000 13,06%
TOTAL 5 Programmes** 9 Channels 21 Diffusions 612.500 100%
VTM coverage not taken into account Thanks to Koen and Kris Wauters’ presence, we also have TV coverage on VTM (but no precise data available; it is not taken back in our TV report).
© SpeedWorld Organisation & Promotion. All rights reserved. Produced by Think Out Of The Track (www.thinkoott.com)
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Marketing. Communication. Management.
Motorsport Agency. +32 (0)472 29.29.77
www.thinkoott.com
Motorsport agency for drivers, teams, brands and organisations.
What is your objective ?
What is your objective ? Winning? Sponsor? Image? VIP Hospitality? Media Coverage? Calculate your media value and impact? At Think Out Of The Track, we design and deliver the right tools and support to reach your objective. We service drivers, teams, brands and organisations.
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Jean-Pierre Lequeux & Jean-Marc Ueberecken │ MTE – Prime Racing
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COVERAGE WRITTEN PRESS
& COMMUNICATION LOOP
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COVERAGE WRITTEN PRESS
& COMMUNICATION LOOP
62.932.189 CONTACTS 379.089 € VALUE
61%
37%
2% French
Dutch
German
WRITTEN PRESS LANGUAGE REPARTITION
0
5.000.000
10.000.000
15.000.000
20.000.000
25.000.000
30.000.000
35.000.000
40.000.000
45.000.000
Q1 Q2 Q3 Q4
Total
French
Dutch
CONTACTS GENERATION BY 2012 QUARTERS
12 HOURS OF SPA IMPACT Q2 (April-May-June) clearly shows the huge impact of the 12 Hours of Spa.
PUBLICATION VS READERSHIP Auxipress supplies BTCS with articles list, media name and publication figure. The figure Contacts takes into account readership estimation.
© SpeedWorld Organisation & Promotion. All rights reserved. Produced by Think Out Of The Track (www.thinkoott.com)
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COVERAGE SPECTATORS
& ENTERTAINMENT
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COVERAGE SPECTATORS
& ENTERTAINMENT
109.100 SPECTATORS 62% MAN 38,7 YEARS OLD IN AVERAGE
23.000 24.000
29.500
15.400 17.200
GT1 Dijon 12 H of Spa 25 H VW Fun Cup Belgian Masters Francorchampagne
SPECTATORS FIGURE PER RACE MEETING
*The race of Dijon (France) is not open to public
© SpeedWorld Organisation & Promotion. All rights reserved. Produced by Think Out Of The Track (www.thinkoott.com)
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From left to right : Philippe Stéveny, Stéphane Lémeret, Edouard Mondron, Eric van de Poele & Vincent Radermecker
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COVERAGE CHAMPION-MESTDAGH
PARTNERSHIP
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Motorsport International, Delahaye Racing Team & W Racing Team
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COVERAGE CHAMPION-MESTDAGH
PARTNERSHIP
Champion-Mestdagh retail network partnered with SpeedWorld to offer free tickets to its customers and to promote race events.
POSTERS In 2011, an average of 33.500 tickets were distributed for free in Champion-Mestdagh shops. In addition, two posters were displayed in every shop.
LARGE COVERAGE This partnership resulted in a large coverage, with a
strong focus on the French-talking part of Belgium.
67 SHOPS 33.500 FREE INVITATIONS PER RACE 167.500 FREE INVITATIONS TOTAL
© SpeedWorld Organisation & Promotion. All rights reserved. Produced by Think Out Of The Track (www.thinkoott.com)
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Werner Moonens & Nico Verdonck │ Motorsport International
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COVERAGE INTERNET
MULTI-PASS ACTION
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Gomez Competition
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COVERAGE INTERNET
MULTI-PASS ACTION
MORE THAN 1.100.000 MULTI-PASS OFFERED
In partnership with Skynet and Just For You, SpeedWorld offered a Multi-Pass, valid for 4 races (for 4 persons). This action took place in March 2011. The Multi-Pass was sent to more than 1,1 million e-mail addresses.
© SpeedWorld Organisation & Promotion. All rights reserved. Produced by Think Out Of The Track (www.thinkoott.com)
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Benjamin Mardeen, Damien Dupont & Michel Plennevaux │ Delahaye Racing Team
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CHAMPIONS DRIVERS AND CARS
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Julien Buffet & Denys Buffet │ D.B.J. Racing
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CHAMPIONS DRIVERS AND CARS
S1 Philippe Stéveny & Didier de Radiguès Kia Buy Way Kia Pro_cee’d
S2 Alexis van de Poele MTE Solution F
S3 Benoît De Keijser & Christophe de Fierlant Racing Club Partners Roadster Cup
T4 Christophe Pampel Euroracing BMW M3
T3 Steve Vanbellingen & Erik Qvick Qvick Motors Racing BMW M3 WTCC
T2 Guy Katsers Surinx Racing Honda Civic
SEAT LEON Christian Franck G.D.M.H. Seat Leon Supercopa
JUNIOR Guy Katsers Surinx Racing Honda Civic
MANUFACTURER
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Eric van de Poele & Vincent Radermecker │ Volvo S60 Racing Team
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MARKET SHARE BRAND BY BRAND
& VALUATION
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Wim De Graef, Gunther De Maeijer & Kris Van Kelst │ Spork Racing Team
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MARKET SHARE BRAND BY BRAND
& VALUATION
Car Brand SOV Contacts Value
KIA 24% 38.132.361 € 976.784
Volvo 20% 31.776.967 € 813.987
Renault 15% 23.832.726 € 610.490
VW 11% 17.477.332 € 447.693
Jaguar 9% 14.299.635 € 366.294
Seat 8% 12.710.787 € 325.595
BMW 7% 11.121.939 € 284.895
Mazda 2% 3.177.697 € 81.399
Others 4% 6.355.393 € 162.797
24%
20%
15%
11%
9%
8%
7%
2% 4% KIA
Volvo
Renault
VW
Jaguar
Seat
BMW
Mazda
Others
24% SHARE OF VOICE FOR KIA 813.987 € VALUE FOR VOLVO
SHARE OF VOICE, CONTACTS AND VALUE PER BRAND The chart below is an estimation of share of voice per brand. We deliberately chose to double the contact number, as two or more brands can appear on the same article, pictiure or TV programme.
VISUAL INTERPRETATION
WARNING SOV, charts and figures are only an estimation. and do not constitute a guarantee of any kind.
© SpeedWorld Organisation & Promotion. All rights reserved. Produced by Think Out Of The Track (www.thinkoott.com)
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Steve Vanbellingen & Eric Qvick │ Qvick Motors Racing
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2012 CALENDAR
BELGIAN RACING SERIES
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Guy Katsers, Christophe Daerden & Erik Bruynoghe │ Surinx Racing
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2012 CALENDAR
BELGIAN RACING SERIES
GOODBYE ‘BTCS’ WELCOME ‘BELGIAN SPRINT CHAMPIONSHIP’
April 20-21-22 FIA GT Zolder
May 4-5-6 Trophée de Bourgogne Dijon
June 8-9-10 12 Hours of Spa Spa-francorchamps
July 26-27-28 24 Hours of Spa Spa-Francorchamps
September 14-15-16 Francorchampagne Spa-Francorchamps
October 19-20-21 Belgian Masters Zolder
NEW FORMAT
TRACK TIME Qualifying 1 : 40’ Qualifying 2 : 40’ Race 1 : 60’ Race 2 : 30’ Race 3 : 30’
2012 CALENDAR
STARTING GRIDS Qualifying 1 determines Grid Race 1 Qualifying 2 determines Grid Race 2 Results Race 2 determines Grid Race 3 (with a reverse grid for the 8 firsts)
12 HOURS OF SPA An exception is made for 12 Hours of Spa : 2 x 40’ qualifying 3 x 40’ races
© SpeedWorld Organisation & Promotion. All rights reserved. Produced by Think Out Of The Track (www.thinkoott.com)
NEW IN 2012 BELGIAN RACING SERIES Next year, the three main championships in Belgium will race under one banner : Belgian Racing Series. Belgian Endurance Champ. Belgian Sprint Champ. VW Fun Cup Challenge
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CONTACT SPEEDWORLD
Christian Lahaye [email protected] Steven Stichelbout [email protected] Hans Van De Ven [email protected] Laurent Voogt [email protected]
Produced by Think Out Of The Track Motorsport Marketing Agency M +32 (0)472 29.29.77 [email protected] www.thinkoott.com
SpeedWorld Rue des Roseaux 6 7331 Baudour T +32 (0)65 61.38.38 F +32 (0)65 61.38.36 www.speedworld.be
PURPOSE OF THIS DOCUMENT This document is strictly for use of BTCS teams, drivers and brands. Numbers, figures, charts and estimations are given for informative use only and do not constitute a guarantee of any kind.
Visit our website Last news, pictures and videos www.btcseries.be