Euro
2004 – Performance Analysis
Table of Contents
A Brief History of Soccer
3
The Beginning of Euro Cup.
3
Chronological History and Highlights-
for the Soccer Crazy..
3
International Viewership Snapshots
5
Global On Ground Sponsors on Euro Cup
Football 2004.
5
On Air Sponsors of Euro 2004 In India.
5
The Media Mileage for Advertisers In
India.
6
Innovations On Euro-2004 On-Air Telecast
6
Understanding the Soccer Audience.
7
Euro Cup 04 vis-a-vis other Sports
& Non India cricket
7
Euro Cup 04 vis-a-vis other Niche Channels In Different Markets
8
A closer look at Kerala and West Bengal
Market
8
Match-By-Match Break Up of Euro 2004.
9
High Drop In Break TRPs
9
Some International Case Studies
10
Soccer In Canada.
10
Soccer in South Africa.
11
Soccer In UK.
12
Top lines UK Market
12
India Soccer Scenario vis-à-vis the
Global Scene.
13
Soccer, The Right Medium to Reach the
Metro TG.
14
As long back in 2500 BC, it is
reported that the Chinese, Italians, Egyptians and Romans played
a crude form
of Football – with the ball made
of animal skins.
From 1000-1500 AD, soldiers in
the British army played a soccer-like game with enemy skulls
as a pass-time/recreation.
In 1883 AD modern soccer was
born with the formation of International Football Association.
The European Championships were
first held in 1960 and were originally called the UEFA European
Nations Cup.
In 1968 the tournament changed
its name to the European Football Championship.
Even till 1976 only four teams
entered the final tournament. Thereafter, the tournament has
become very
popular and viewership has been
on the rise. In Euro 2004, 16 teams participated in the final
tournament.
Euro
1960
Highlights:
Spain was eliminated from the
tournament when Gen. Francisco Franco's government refused to
let the
Spanish team travel to Moscow.
Winner: USSR
Euro
1964
Highlights:
Largest crowd in championship
history -- 125,000 at Santiago Bernabeu
Winner: Spain
Euro
1968
Highlights:
Name was changed from the Nations
Cup to the European Championship
Winner: Italy
Euro
1972
Highlights:
Muller netted a remarkable 68
goals in 62 appearances for West Germany.
Winner: Germany
Euro
1976
Highlights:
Czechoslovakia won on penalties.
Winner: Czechoslovakia
Euro
1980
Highlights:
The final field was increased
to eight teams from four.
Winner: Germany
Euro
1984
Highlights:
Spanish 'keeper Luis Arconada
knocked the first goal over his own line.
Winner: France
Euro
1988
Highlights:
Only three of the eight finalists
from '84 qualified, including France.
Winner: Netherlands
Euro
1992
Highlights:
U.N. sanctions forced out war-torn
Yugoslavia.
Winner: Denmark
Euro
1996
Highlights: First Golden Goal
in a major international championship.
Winner: Germany
Euro
2000
Highlights:
David Trezeguet scoring the Golden
Goal winner 13 minutes to win France their 2nd Euro championship
shocking Italy.
Winner: France
Euro
2004
Highlights: Greece win over Portugal
in the first match as well as the final with 1-0 margin.
Winner: Greece
(Source:
Global Research across 52 Countries)
•
Viewership
up by 14% over the 2000 European Championship
•
Euro
2004 had the highest average rating globally since the 1998
World Cup, because
–
2002
World Cup held in Japan-Korea had uncomfortable timing for European
viewers
–
In Europe
and America Euro 2004 was telecast on non-commercial channels
– resulting
in higher viewership
- Canon
- Coca-Cola
- Carlsberg
- Hyundai
- JVC
- Mastercard
- McDonalds
- NTT/VERIO
The on-ground sponsors have spent
$15 million each to leverage the benefits of presence during
the live
telecast since the Euro Cup 2004 was slated for telecast on
commercials-free channels all across Europe and US.
Global leverage for the brands
must be another motivation even in countries where the commercials
could be telecast.
- Samsung
- Hero Honda
- Airtel
Other spot buyers:
- Emirates Airlines
- Rupa Euro Briefs
- Perfetti
- LG Electronics
- TVS Motors
- Kinetic Engineering
- Hutch
·
Sponsors
SOV 43%, total GRPs generated for all advertiser = 94
·
Sponsors
category drives spot buyers to the event : LG follow Samsung,
TVS follow
Hero Honda, Hutch follow Airtel
•
Euro
2004 In India Marked the Beginning of Clutter breaking on Soccer:
–
Rupa
– Save of the Day
–
Samsung
- Goals
–
Benq
- Action Replays
–
Hero
Honda - Ambitious Team of Euro Cup 04 Contest
•
Received
more than 30,000 responses
•
More
than 6,000 in the first two days
of the tournament
Source: TAM
| Sex |
Euro
Cup |
FIFA
02 |
Natwest
Series |
Wimbledon |
Champs
03 |
| Males |
0.30 |
0.94 |
0.36 |
0.13 |
0.28 |
| Females |
0.16 |
0.76 |
0.19 |
0.10 |
0.27 |
| All Adults 15+ |
0.27 |
0.76 |
0.15 |
0.12 |
0.40 |
|
|
|
|
|
|
|
| Age Group(Males) |
Euro
Cup |
FIFA
02 |
Natwest
Series |
Wimbledon |
Champs
03 |
| 15-24 |
0.31 |
0.76 |
0.34 |
0.15 |
0.39 |
| 25-34 |
0.36 |
1.09 |
0.43 |
0.10 |
0.47 |
| 35-44 |
0.35 |
1.07 |
0.51 |
0.11 |
0.56 |
| 45-54 |
0.31 |
1.11 |
0.31 |
0.12 |
0.46 |
| 55 & above |
0.43 |
1.52 |
0.28 |
0.21 |
0.67 |
|
|
|
|
|
|
|
| SEC |
Euro
Cup |
FIFA
02 |
Natwest
Series |
Wimbledon |
Champs
03 |
| A |
0.34 |
1.41 |
0.47 |
0.16 |
0.67 |
| B |
0.23 |
1.24 |
0.37 |
0.12 |
0.46 |
| C |
0.16 |
0.79 |
0.33 |
0.07 |
0.31 |
| D/E |
0.12 |
0.48 |
0.32 |
0.04 |
0.17 |
·
Males,
25-44 in SEC AB, are the most important soccer audience.
·
Non-India
Cricket has a broader base but is more a SEC A phenomenon
·
Tennis
viewership is still very niche – TG confined to Males, 15-24
years SEC A
·
Hockey
has a more mature profile of viewers
·
Males,
55+ have highest TRPs for all categories – attributed to higher
leisure time available.
Source: TAM
| Markets |
5
METROS |
KERALA |
North
West |
West
Bengal |
Rest
of India |
| Euro
Cup |
0.36 |
1.25 |
0.29 |
4.85 |
0.23 |
| AXN |
0.09 |
0.06 |
0.09 |
0.09 |
0.09 |
| Discovery |
0.04 |
0.01 |
0.09 |
0.04 |
0.09 |
| HBO |
0.15 |
0.14 |
0.12 |
0.16 |
0.12 |
| Nat.
Geo. |
0.04 |
0.05 |
0.06 |
0.05 |
0.06 |
| Star
Movies |
0.14 |
0.17 |
0.12 |
0.14 |
0.12 |
Euro has
the highest viewership in West Bengal followed by Kerala.
Source:
TAM
| Kerala GRPs |
|
|
| Euro Cup |
Asianet |
Kairali |
Surya TV |
| 116 |
649 |
119 |
457 |
|
|
|
|
|
| West Bengal GRPs |
|
|
| Euro Cup |
Aakaash Bangla |
Alpha Bangla |
ETV Bangla |
| 340 |
220 |
60 |
257 |
|
|
|
|
|
West Bengal
soccer has deliveries better than the regional channels
Kerala
soccer performed significantly, but regional was quite high
Source: TAM
| MATCH |
5 METROS |
KERALA |
NW |
WB |
Rest of INDIA |
| ENGLAND /SWZ |
1.13 |
0.26 |
1.07 |
12.15 |
0.81 |
| GREECE/CZE |
0.60 |
1.62 |
0.32 |
10.09 |
0.74 |
| GREECE / SPAIN |
0.60 |
1.62 |
0.32 |
10.09 |
0.74 |
| LATVIA / GERMANY |
0.45 |
0.65 |
0.32 |
6.55 |
0.61 |
| DENMARK / ITALY |
0.68 |
3.22 |
0.64 |
13.15 |
0.51 |
| DENMARK / SWEDEN |
0.11 |
1.49 |
0.42 |
1.51 |
0.46 |
| PORTUGAL / NED |
0.41 |
0.21 |
0.54 |
15.65 |
0.38 |
| FRA/GRE |
1.34 |
1.95 |
0.96 |
6.55 |
0.37 |
| CHECH REP / LATVIA |
0.41 |
1.56 |
0.21 |
7.41 |
0.34 |
| PORTUGAL / ENGLAND |
0.38 |
3.76 |
0.48 |
11.08 |
0.32 |
| BULGARIA / DENMARK |
0.52 |
2.13 |
0.40 |
6.32 |
0.27 |
| FRANCE /ENGLAND |
0.08 |
5.31 |
0.18 |
5.41 |
0.17 |
| ITALY / BULGARIA |
0.01 |
0.28 |
0.14 |
3.15 |
0.16 |
| PORTUGAL / GREECE |
0.23 |
0.91 |
0.18 |
7.45 |
0.14 |
| SWZ'LAND / CROATIA |
0.31 |
2.90 |
0.21 |
7.92 |
0.14 |
| CROATIA / FRANCE |
0.08 |
0.61 |
0.15 |
1.99 |
0.13 |
| CHECH REP / DENMARK |
0.36 |
1.04 |
0.29 |
2.53 |
0.13 |
| SWZ'LAND / FRANCE |
0.14 |
0.32 |
0.14 |
4.50 |
0.13 |
| SWEDEN / NETHERLAND |
1.31 |
1.45 |
0.69 |
3.24 |
0.12 |
| NED/LATVIA |
0.16 |
0.41 |
0.19 |
1.34 |
0.11 |
| PORTUGAL / ENGLAND |
0.21 |
0.27 |
0.14 |
0.23 |
0.06 |
| SPAIN / PORTUGAL |
0.34 |
0.00 |
0.23 |
2.50 |
0.06 |
| GERMANY/CZE |
0.14 |
0.83 |
0.11 |
1.64 |
0.06 |
| GERMANY/NED |
0.49 |
0.70 |
0.21 |
3.51 |
0.06 |
| CROATIA / ENGLAND |
0.34 |
1.44 |
0.22 |
0.72 |
0.06 |
| ITALY / SWEDEN |
0.34 |
0.16 |
0.23 |
1.09 |
0.05 |
| SWEDEN / BULGARIA |
0.10 |
1.15 |
0.04 |
0.62 |
0.04 |
| SPAIN /RUSSIA |
0.14 |
0.21 |
0.10 |
1.94 |
0.03 |
| RUSSIA / PORTUGAL |
0.03 |
0.13 |
0.01 |
1.99 |
0.02 |
| FRANCE / GREECE |
0.00 |
0.00 |
0.01 |
0.08 |
0.01 |
| CHECH REP / NETHERLAND |
0.14 |
3.37 |
0.08 |
1.92 |
0.01 |
| RUSSIA / GREECE |
0.00 |
0.00 |
0.00 |
1.02 |
0.00 |
Upto
85% drop in Break TRPs. This is highest in any sport event.
(Source:
International GroupM Offices)
English
Canada Universe: 14,621,000
Audience (Nos.) In Different Events
- English Premier League Soccer:
34,000
- Champion's League: 21,000
- Euro 2004 Final Game:
861,000
- NHL Hockey Play-Offs: 1,057,000
- World Cup of Hockey: 1,547,000
- Canadian Football Championships:
1,557,000
Telecast – Rights and Costs
- Soccer Telecast on Local
Cable.
- Sportsnet, TSN, Telelatino
broadcast most international soccer games.
- The Euro final cost $6,500
for a 30-second spot (INR: 260,000 per 30 sec).
- Less prestigious games cost
$1,100 a spot (INR : 44000 per 30 sec).
Toplines - Canada
- International soccer viewership less than half
of Canadian Football; Hockey more preferred Sport in Canada
- Soccer gives very low ROI in Canada
| Category |
Cost |
Av.
Ratings |
CPRP |
Ch.
Share |
| 2004 Soccer |
9810 |
3 |
4621 |
6 |
| 2003 Soccer |
8945 |
2 |
7651 |
4 |
| |
|
|
|
|
| 2004 Other Sports |
9441 |
3 |
4005 |
7 |
| 2003 Other Sports |
10154 |
3 |
6081 |
5 |
Toplines – South Africa
- Soccer viewership as high
as Cricket (other sports--majorly Cricket).
- Costs are inflationary but
the average ratings have improved the ROI.
- South Africa – Developed
Sports Market
- Main categories advertised
are Beer, Fast food and Telecom.
| ABC1 Men Average Rating |
Broadcaster |
2002-2003 |
2003-2004 |
| Premier League |
Sky-Pay TV (Mch ratings) |
4.4 |
3.9 |
| Champions League |
ITV – Free to air |
14.6 |
10.3 |
| Euro 2000 |
ITV |
|
7.3 |
| Euro 2004 |
ITV |
|
7.4 |
|
Tournament |
ER (10secs) |
| (Pound Sterling) |
| England internationals |
91 |
| Premier League featuring the top teams (Man Utd, Liverpool,
Newcastle, Arsenal, Chelsea) |
84 |
| Premier League – Outside top teams |
51 |
| Champions League – Featuring English Clubs |
84 |
| Other sport programming |
47 |
Top
lines UK Market
•
Soccer
viewership going down in the UK market
•
Euro
2004 performed better in comparison to the other soccer events
•
Pay Channels
telecast results in low TRPs
Top Five Categories involved in football Sponsorship:-
1. Beer - Carlsberg,
Budweiser, Carling
2. Telecoms - Vodafone, O2, T-Mobile, 3
3. Soft Drinks - Pepsi, Coca-cola
4. Fast Food - McDonalds
5. Sporty brands - Umbro,
Nike, Adidas
Sky
is the dominant player in UK domestic football.
ROI
on Soccer is very attractive in UK.
(Source: International GroupM
Offices)
| Parameter |
India Scenario |
Global Scene |
|
Soccer
viewership
|
o
In India, soccer viewership goes up only during International events of
large scale (like FIFA, Euro) – increases upto 300%
o
Viewership Increasing in India – average up by 50%
|
o
Globally soccer viewership more consistent- an international event increase
ratings by 100%
o
Declining vierwership of soccer worldwide
|
|
Advertiser
categories/
brands
|
o
No specific advertiser categories/brands in India for soccer
o
Hospitality and services in 2002 to 2-Wheelers and Telecom in 2004, the
categories/brands are not constant |
o
Globally there are categories which are always present on soccer
o
Carlsberg beer, MacDonalds, Coke and footwear like Nike and Adidas are
regular advertisers on soccer |
|
Cost
of Association/
Advertising
|
o
Cost per Impression of soccer lower than average TV per impression cost
by 30% |
o
Cost per Impression higher than average TV per impression cost by 15% (approx.)
|
•
Unlike
Cricket, Soccer viewership is still metro dominated
•
Kerala
and West Bengal are exceptions -- Soccer scores across the state
•
Break
TRP in Soccer is close to most English Niche Channels
•
Cost
per impression In INDIA much lower than other countries
