GSI EVENT STUDY / HEMPEL SAILING WORLD CHAMPIONSHIPS AARHUS 2018
Executive Summary
Hempel Sailing World Championships Aarhus 2018 MEDIA • • • • • • •
Media - Detail
A total of 75 broadcasters showed live, delayed or highlights coverage of the championships on television Monitored television coverage from 29 key broadcasters identified more than 943 hours of aired content 183 hours of this monitored coverage was broadcast live, making up one fifth of all broadcasts in total The domestic coverage alone generated over 30 broadcast hours 7.55 million hours of television was viewed The total cumulative television audience was 15.67 million, with 3.3 million watching live coverage There were 269 accredited media present at Aarhus 2018 with the vast majority based in Europe (92.6 per cent)
TV broadcasters* TV broadcasters
• •
6
Broadcast hours and audience** TV broadcast hours TV hours viewed TV audience
943:17:08 7.55m 15.67m
Accredited media 296
*reported coverage (Sunset+Vine) **monitored coverage (IRIS)
SOCIAL MEDIA
•
198
TV continental reach
Accredited media
•
75
TV nations
Six official social media accounts were measured by Sportcal over a 28-day period around Aarhus 2018 These accounts combined contributed to 634 posts, 88,615 reactions and favourites, 4,156 shares/retweets and 4,611 comments and replies 7,868 new followers were gained across all accounts with World Sailing’s Instagram account achieving the largest growth with 2,037 new followers Accounts administered by the organisers achieved a near-80 per cent increase in followers across its three social media channels; Facebook, Instagram and Twitter
Social media - Detail Posts
634
Reactions / Likes
88,615
Shares / Retweets
4,156
Comments / Replies
4,611
New followers
7,868
Avg. follower increase
2.26%
Sponsorship - Detail SPONSORSHIP • • • • • •
8
Partner breakdown
The event was supported by a total of 25 sponsors and partners This comprised three main sponsors, 15 official partners and seven foundations The Danish coatings manufacturer, Hempel, was the title sponsor of Aarhus 2018 As part of the sponsorship, Hempel received significant on-water and on-shore branding rights Numerous activation campaigns were run by the event sponsors throughout the on-shore Maritime Festival 95.1 per cent of spectators were aware of Hempel’s sponsorship of the championships
Main sponsors Official partners Foundation partners
3 15 7
Prompted sponsor awareness (event participants) Hempel 95.1% SAP
69.6%
TDC Group
19.8%
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