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2018 Wimbledon Championship

TV Tentpole Event Study: Wimbledon Championship Brand and Audience Insights July 2018

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TV Tentpole Event Study: Wimbledon Championship

Brand and Audience Insights from the 2018 Wimbledon Championship

Airing: 7:00am ET July 2, 2018 through 8:00pm ET July 15, 2018

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View

ersh

ip In

dex

0.0

0.5

1.0

2018-07-14 2018-07-15 2018-07-04 2018-07-14 2018-07-08 2018-07-15 2018-07-07 2018-07-02 2018-07-09

The Women’s Final Encore and Men’s Final encore had twice the viewership of the rest of the matches. ABC drove higher viewership with the replays (Encores) than ESPN did with live matches, partly attributable to the 7:00pm airings.

* Viewership Index is relative to the match with highest viewers

Women’s Final Encore

Men's Final Encore

Second Round Live

Men’s Semifinals, Men’s and Ladies’

Doubles Finals Live

First Week Highlights

Encore

Men’s Finals Live

Third Round Live

Third Round Live

First Round Live

Round of 16 Centre Court

Live

Source : Alphonso TV Audience data 25th June to 15th July, 2018

2018-07-06

Top Matches Watched By Wimbledon Audience Ranked By Viewership Index

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Spen

d

$0.00

$2.50

$5.00

Mercedes-Benz Farmers Insurance

Franklin Templeton Investments

Netflix IBM Angie's List Canada Dry Buick GMC

Mercedes-Benz led the way in top brands by spend, significantly outspending other brands such as Farmers Insurance, Franklin Templeton Investments, and Netflix. GMC and Buick were the only other automakers in the top 10, but trailed the rest.

*Spend is in Millions Source : Alphonso TV Audience data 25th June to 15th July, 2018

Top Brands By Spend During Wimbledon Tournament

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Sports shows including the 2018 FIFA World Cup, FIFA World Cup Today, SportsCenter, and FIFA World Cup Live were the top sports shows watched by the Wimbledon Audience.

Source : Alphonso TV Audience data 25th June to 15th July, 2018

Aud

ienc

e Si

ze(%

)

0.0%

40.0%

80.0%

2018 FIFA World Cup

FIFA World Cup Today

SportsCenter FIFA World Cup Live

MLS Soccer MLB Baseball FIFA World Cup Tonight

2018 Tour de France

Copa Mundial de la FIFA 2018

SportsCenter

Top Sports Shows Watched By Wimbledon Audience Overlap

New York, NY

Columbus, OH

Raleigh, NC

Charlotte, NC

Orlando, FL

Tampa, FL

161168

169

162183

184

171

Atlanta, GA159

155Philadelphia, PA

San Diego, CA 150Nashville, TN

149 Boston, MA

149 Miami, FL

Indianapolis, IN140 136

Washington, D.C.

154

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The Alphonso Viewership Index measures which DMA is watching matches more (over indexed) or less (under indexed) when compared to the average viewing pattern. For example, an index of 150 means the city was 50% more likely to be watching than the average city.

This is a sample of the top indexing cities in the U.S. Overall, east coast viewers were more likely to be watching the matches than fans out west, but event in the west, the major cities over-indexed for viewership.

Source : Alphonso TV Audience data 25th June to 15th July, 2018

Detroit, MI

Regional affinity: where were fans watching the most?

Los Angles, CA

Portland, OR

St. Louis, MO

Chicago, IL

Seattle, WA

San Fransisco, CA

Dallas, TX

Denver, CO

Houston, TX

130

128

125

123

114

113

113

110

110X00 = Top 10 Cities

About AlphonsoAlphonso is a TV data company with the industry's largest TV viewership footprint. It is the market leader in providing brands and agencies with real-time, self-serve TV ad campaign measurement and attribution. The company enables its clients to reach and measure verified TV audiences across all screens. Brands work with Alphonso to amplify their TV spend on digital, and to connect the dots between TV ad exposures and real business results, such as foot traffic and sales, to better understand return on ad spend (ROAS). 

With automatic content recognition (ACR) technology embedded in tens of millions of hardware and software products, including smart TVs, TV chipsets, mobile apps, and other connected living room devices, Alphonso understands what programming and advertising people watch on TV. Through its Alphonso Insights SaaS offering, Alphonso delivers actionable insights and closed-loop attribution with offline data in real time, to help its customers understand the true impact of TV advertising. To learn more, visit www.alphonso.tv.

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