EDITION 2, January 212 Leg 1 + Cape Town Stopover: 6.11.11 11.12.11 Other dates/comparisons as stated HIGHLIGHTS Almost 2, print articles were published in leading newspapers in major markets in the Leg 1 period up to December 11. 1,2 In the same period, almost 6 TV news clips were broadcast globally, with China alone generating a cumulative audience of over 2 million. 1,2 More than 14, online news items have been published on websites such as Yahoo, New York Times, L Équipe and Marca. Online coverage of the Leg 1 period rose by 96 percent from the 28-9 race. Since the race started there have been more than 1 million visits to the race s home page, volvooceanrace.com and more than 35 million page views. Volvo Ocean Race YouTube videos have been watched more than 2 million times since the race start. Cumulative views of the channel already exceed 5 million. Nearly 115, downloads of the race app for iphone, ipad and Android platforms have been made since its launch in late October. Volvo Ocean Race is the leading sailing competition on Facebook, with more than 8, fans and great levels of engagement, with more than 55, likes of content since the race start. 1 Key markets analysed by IFM/SMS Brazil, China, France, Germany, Ireland, Italy, Netherlands, New Zealand, Portugal, South Africa, Spain, Sweden, United Arab Emirates, United Kingdom and USA 2 The monitoring period started on September 29 in Spain and on October 1 in the rest of the markets TV Coverage in Cape Town 821 clips were downloaded from the Broadcast Room by 181 media outlets from 35 countries. 788 videos were downloaded from the News Market platform. Radio Coverage in Cape Town Four radio stations were on site, while over 4 stations reported on the Cape Town action in more than 1 countries. Print Since the race started almost 2, print articles have been published in major newspapers 3, in countries such as China, USA, Spain, France, Italy and the UK. Country Top 2 Publications by Circulation Name Published Articles Daily Circulation China Global Times 4 2,4, USA USA Today 4 1,827, China Guangzhou Daily 7 1,8, China TITAN Sports 3 1,3, China UK USA Beijing Evening News The Sunday Times The New York Times 5 1,2, 3 987, 2 951, France Ouest France 54 762,233 UK Daily Telegraph 11 647, France Paris Match 2 611, France L Express 2 559,892 Italy Corriere della Sera 4 539, Spain Marca 52 527,478 China Life Style China 2 5, France Le Parisien 2 489, UK The Times 8 486, Italy La Reppublica 5 485, Germany The Netherlands Süddeutsche Zeitung 2 438, AD 8 395, Spain El País 18 392, Date period: 1.1.11-11. 12.11 3 Sources included in the table above are those with the highest circulations in the 14 markets analysed, that have published at least two articles about the Volvo Ocean Race since the start of the monitoring period.
KEY COUNTRIES BY READERSHIP Country Acc. Readership Total Published Articles Spain 357,923,61 62 France 356,918,664 337 Italy 155,155,136 93 China 123,425, 74 UK 63,137,88 5 UAE 59,166,58 226 USA 33,323,746 38 Brazil 3,354,331 6 Ireland 29,243,26 137 Netherlands 28,752,254 36 Portugal 26,497,41 52 New Zealand 18,243,36 133 Germany 13,33,213 21 South Africa 8,321,53 18 Sweden 7,939,13 18 Other 8,321,53 36 Outlet Top 3 Publications Readership Marca (52) 527,478 El País (18) 392, ABC (84) 257, Ouest France (54) 762,233 Le Figaro (23) 315, L Equipe (5) 33, La Reppublica (5) 485, La Gazzetta dello Sport (21) 342, Corriere dello Sport (6) 24, Guangzhou Daily (7) 1,8, Beijing Evening News (5) 1,2, Shanghai Evening Post (7) 28, The Sunday Times (3) 987, Daily Telegraph (11) 647, The Times (7) 486, Al Khaleej (15) 15, Al Ittihad (24) 94,275 The National (84) 9, USA Today (4) 1,827, The New York Times (2) 951, Miami Herald (15) 235, O Globo (5) 328, Diario Catarinense (12) 1955 Lance (8) 184355 Irish Independent (19) 144, The Irish Times (22) 16, The Irish Examiner (12) 5, AD (8) 1,565, De Volkskrant (2) 23, NRC Handelsblad (7) 57, Record (18) 71, Diário de Noticias (17) 33, O Jogo(12) 29, New Zealand Herald (19) 62, Herald on Sunday (12) 357, Otago Daily Times (11) 99, Süddeutsche Zeitung (2) 438, Frankfurter Allgemeine (2) 373, Die Welt (2) 265, New Age (2) 1, Die Burguer (4) 67,422 Cape Times (3) 51,428 Expressen (4) 349, Goteborgs Posten (4) 235, GT (3) 57,7 TOTAL 1,319,755,14 1949 Date period: 1.1.11-11. 12.11 The table above 4 demonstrates that a high percentage of news coverage comes from major national outlets, as we can see in Spain with Marca, L Equipe in France and La Gazzetta dello Sport in Ital 4 The classification has been made in terms of readership and published articles. In countries with more than 1 published articles, only publications with more than 1 articles have been taken into account. For countries with a number of published articles between 5 and 1, this ratio is between 5 and 1. For the rest, the minimum amount is two articles. 2
TV News Broadcasts 56 TOP MARKETS BY AUDIENCE FIGURES Market Number Of News Items Broadcast Cumulative audience China 121 224,484,777 Spain 29 94,571,937 France 43 56,382,468 New Zealand 57 11,125,835 USA 2 1,625, South Africa 19 8,276,4 Italy 58 4,16,2 Germany 2 3,47,546 International 7 1,7, Sweden 3 1,138, Ireland 5 1,89,3 Portugal 8 1,41,4 UK 4 422,964 UAE 18 99,426 Brazil 3 16,2 Other 4 726,2 TOTAL 581 419,276,653 TOP 1 BROADCASTS Date period: 1.1.11-11. 12.11 Country Date Outlet Duration Audience China 7.11.11 CCTV-1 ::26 13,218, France 13.11.11 TF1 :1:52 8,85, France 6.11.11 TF1 :1:59 8,694,5 France 5.11.11 TF1 :1:39 6,928, China 7.11.11 CCTV-5 :1:6 6,248, China 2.12.11 CCTV-5 :1:5 5,82, USA 29.11.11 NBC ::4 5,515,4 China 8.12.11 CCTV-5 :1:14 5,497, China 8.12.11 CCTV-5 :1:15 5,469, China 4.11.11 CCTV-5 ::59 5,378, Date period: 1.1.11-11. 12.11 5 TV program distribution (IMG) The Volvo Ocean Race 211-12 has 7 contracted TV broadcasters globally that deliver on average 31 hours of dedicated Volvo Ocean Race coverage. 6 TV dedicated coverage is not analysed in this report as the IFM/SMS analysis is not yet complete. Since the race started 78, almost 6 news items have been broadcast in key markets, with a total cumulative audience of almost 42 million. The highest audiences are clearly concentrated in China but there have been widespread broadcasts in countries such as Spain, France, Italy and New Zealand. Two of the most famous shows in the USA, The Today Show and The Price is Right have featured the Volvo Ocean Race in the past three months News items have been shown by main national broadcasters in key markets, including CCTV (China), TVE (Spain) and TF1 (France). Outlet CHINA: TOP BROADCASTERS BY CUMULATIVE AUDIENCE Number Of News Cumulative Items Broadcast Audience CCTV-5 74 174,75,947 CCTV News 11 2,864,33 CCTV-1 1 13,218, Outlet Date period: 1.1.11-11. 12.11 SPAIN: TOP BROADCASTERS BY CUMULATIVE AUDIENCE Number Of News Cumulative Items Broadcast Audience TVE 1 21 49,554,2 Telecinco 14 19,868,711 Canal 9 6 7,316,27 Date period: 29.9.11-11. 12.11 In Spain, besides TVE and Telecinco, the rest of the main national channels (Antena 3, Cuatro, La Sexta) have broadcast stories about the race. These outlets have brought a cumulative audience of more than 4 million in eight different news items. FRANCE: TOP BROADCASTERS BY CUMULATIVE AUDIENCE Number Of News Cumulative Outlet Items Broadcast Audience TF1 5 26,879,2 France 3 16 22,559,1 France 2 2 2,929,2 Date period: 1.1.11-11. 12.11 7 The monitoring period started on September 29 in Spain and on October 1 in the rest of the markets. 8 TV News results are up to December 11, concentrating outcomes from the Pre-Race period and Leg 1 Period. 3
Online coverage Online coverage came from 73 different countries, with Spain, United States and France together generating more than a 5% of the total number of articles published online. Number of Daily News Total Articles Number of Sources 7 6 5 4 3 2 1 Time period: 11.1. 8 15.11.8 / 6.11.11 11.12.11 Source: Meltwater News Leg 1 start (Nov. 5) Telefonica Arrival to Cape Town (Nov. 26) Cape Town in Port Race (Dec.1) Cape Town in-port Race and Leg 2 Start produced almost 8 news items in 415 different online outlets In the period from the start of the race to January 9, 12,46 articles were published online, making the Volvo Ocean Race the number one sailing competition in terms of internet coverage. Total Articles Number of Sources 28-9 211-12 Increase 4,219 8,274 96.11% 1,4 1,48 47.41% Online Articles Volvo Ocean Race 28/29 211/212 America s Cup 14,917 4,75 1,984 1,394 Time period: 5.11.11 9.1.12 Source: Meltwater News The Volvo Ocean Race has been heavily featured on major mainstream websites. In the following table 9, we can find the Top 2 nonsailing online publications in terms of daily traffic and the number of news items published since the beginning of the race, on November 5. Source Country News Items Published Monthly Unique Visitors Yahoo! News Global 29 37,43,36 Yahoo! Sports Global 34 29,418,766 Daily Motion France 23 26,356,832 The Guardian UK 15 11,738,146 The Telegraph UK 85 11,738,146 Road Runner USA 14 8,76,548 Le Figaro France 75 6,958,4 El País Spain 2 5,191,681 2 Minutes France 5 5,191,493 L Equipe France 37 5,161,3 Le Parisien Global 53 5,126,756 Marca (Nauta 36) Spain 76 5,87,18 France 24 France 31 5,51,493 L Express France 15 4,784,941 Sports Illustrated La Gazzetta dello Sport Mpulanga News USA 16 4,179,725 Italy 19 South Africa 4,15,814 13 3,884,294 ANSA Italy 38 3,324,863 Liberation France 43 3,32,177 La Poste France 19 3,155,7 Date period: 5.11.11-9. 1.12 Source: Meltwater News Other prestigious sources, like the New York Times (>2 million monthly unique visitors) or the Washington Post (>1 million monthly unique visitors) in the United States have featured online articles about the Volvo Ocean Race several times since the start. Volvo Ocean Race related articles are more than three times higher in number than those about the America s Cup ones, which had its last World Series race in late November. 9 In order to guarantee a clearer picture, only websites with more than 1 published news items have been taken into account. 4
Total News 8, 6, 4, 2,75 6,548 7,44 3,399 4,584 4,337 Accumulated visits (in millions) 12 1 8 6 4 2 Accumulated Weekly Visits 2, Abu Dhabi Ocean Racing CAMPER with Emirates Team New Zealand Groupama Sailing Team PUMA Ocean Racing powered by BERG Team Sanya Team Telefónica Time period: 5.11.11 9.1.12 Source: Meltwater News Since August, the webpage has registered almost 12 millions visits, with 9% of those coming since the race start on November 5. Visitors have come from more than 17 countries, with Spain, France and the United States supplying almost 4% of the total visits registered on the website since the start of the race. Top 1 Countries Looking at team specific coverage, we see that Groupama Sailing Team and CAMPER with Emirates Team New Zealand have had most online coverage since the race started. Website figures (www.volvooceanrace.com) 28-29 211-212 Evolution Number of Visits Visits 14,917 6,247,83 81,5% Unique Visitors Time period: 11.1. 8 2.11.8 / 6.11.11 11.12.11 Source: Google Analytics 7,5, 6,, 4,5, 3,, 1,5, 97,16 1,272,754 31,21% Pageviews 7,973,18 21,489,591 169,52% Website Visits 211-212 28-29 Between the race start and January 9, the Volvo Ocean Race website registered more than 1.8 million visits, with more than 35 million pageviews. The number of unique visitors in this period reached almost 2 million. Country Visits France 1,649,29 Spain 1,487,128 United States 1,64,799 Netherlands 67,574 United Kingdom 597,644 New Zealand 549,322 Sweden 548,725 Germany 56,74 Canada 361,331 Italy 345,863 Time period: 5.11.11 9.1.12 Source: Google Analytics Paris (39,766 visits), Auckland (38,13 visits), and Madrid (316,23 visits) are the top 3 cities 5
When benchmarking the Volvo Ocean Race website with other sailing competitions, like the America s Cup, according to Alexa, one of the leading software analysis companies, we can see that the Volvo Ocean Race is the number one sailing website in terms of traffic and daily reach. Time period: 9.12.11 9.1.12 Source: Alexa Web Information Software Time period: 9.1.11 9.1.12 Source: Alexa Web Information Software The last race of the America s Cup World Series was held in San Diego in November and the Volvo Ocean Race generated much more traffic at the same stage. The comparison period from December onwards is less relevant given that the next America s Cup race is not until May. Time period: 9.12.11 9.1.12 Source: Alexa Web Information Software Time period: 9.1.11 9.1.12 Source: Alexa Web Information Software Comparing the race to other big sports properties such as the Tour de France and golf s PGA tour official website, the Volvo Ocean Race comes out well. 6
Livestream The Volvo Ocean Race Livestream channel was launched in late October. The channel provides a live coverage from in-port races and leg starts as well as a feed of raw multimedia content from the Media Crew Members on each leg. Cape Town in Port Race Total Uniques Live Peak Concurrents Source: Livestream Analytics Volvo Ocean Race Livestream Followers Live Total Streams 42,58 1,627 226,454 Leg 2 Start 34,9 12,579 296,499 TOTAL 76,517 23,26 522,953 1/28/11 6/11/11 27/11/11 11/12/11 13,227 14,485 15,31 Since the race started, YouTube videos have been shared more than 4, times on Facebook and Twitter United States, Germany, Italy and Spain are the top countries in terms of number of views. Total Accumulated Views (in millions) 6 4 2 Total views/weekly views Total Views 45 3 15 Weekly Views (in thousands) Source: Livestream Analytics YouTube YouTube has become the leading online platform for viewing audiovisual material during the race. 28-29 211-212 Evolution Leg 1 27,226 984,2 +956,794 Cape Town Stopover 7,159 417,496 +41,337 TOTAL 34,385 1,41,516 +1,367,131 Time Period: 1.8.211 9.1.12 Source: YouTube Analytics The total amount of views is more than 5.4 million (Jan. 9). Comparing video audiences for 211-212 with those for the last edition of the race, we have to take into account the main source of audiovisual content from 28-29 to make a proper comparison: volvooceanrace.tv. Time Period: 11.1. 8 2.11.8 / 6.11.11 11.12.11 Source: Perform/YouTube Analytics The number of views on the Volvo Ocean Race YouTube channel has increased 4 times. Total Views Volvooceanrace.tv Top 1 Videos 1 (28-29) YouTube Top 1 Videos 11 (211-212) Difference 34,63 225,157 +191,94 Source: Perform/YouTube Analytics Views 1,5, 1,, YouTube Views 211-212 28-29 Comparing the Top 1 most viewed videos during last race on volvooceanrace.tv and the Top 1 YouTube videos solely during the last month, we can clearly see the positive trend. 5, Time Period: 11.1. 8 2.11.8 / 6.11.11 11.12.11 Source: Perform/YouTube Analytics 1 Top 1 volvooceanrace.tv videos in terms of views in a random month of the 28-29 edition (month of June). 11 Top 1 YouTube videos in terms of views during last month (from December 9 to January 9). 7
Since the race start, the number of subscribers to the Volvo Ocean Race YouTube channel has increased by 6% to a total of 11,649 subscribers (Jan 9.). Number of Subscribers 15, 12, 9, 6, 3, Subscribers Benchmarked against America s Cup, the other leading sailing event (42,374 fans), the Volvo Ocean Race Facebook page is the number one page with the biggest number of fans and the highest level of engagement (see two graphs below) both in race periods and stopovers. 1, 8, 6, Facebook Fans Comparison Time Period: 1.8.211 9.1.12 Source: YouTube Analytics Since the race start, more than 3% of YouTube views have come from mobile devices 4, 2, Volvo Ocean Race America s Cup Facebook Facebook has become a great platform to provide real-time information and generate engagement with followers of the Volvo Ocean Race. As of January 9, the official Facebook account of the Volvo Ocean Race had 8,73 fans. Number of Fans 1, 8, 6, 4, 2, Faceboook Fans 7, 6, 5, 4, 3, 2, 1, Date: 9.1.12 Source: Simply Measured Fan Page Engagement Details Comparison Volvo Ocean Race Fan Likes Fan Comments Fan Posts America s Cup Time Period: 1.8.211 9.1.12 Source: Simply Measured Since the start of the race, almost 2.7 million people have seen a story on Facebook about the Volvo Ocean Race, with these stories being seen more than 42 million times. Ireland, United States, Spain and UK attract the highest concentration of fans. Date Period: 5.11.11 9.1.12 Source: Simply Measured Since race start, our Facebook content has been liked more than 5, times, generating 7, comments On average, every post on the Volvo Ocean Race Facebook page gets 49 likes and 5 comments The Volvo Ocean Race teams have their own Facebook pages, which drive a lot of activity during the race. 8
Teams Facebook Fan Page Comparison 5, 43,962 Total Fans 4, 3, 29,662 2, 19,83 1, 4,896 2,69 3,396 Abu Dhabi Ocean Racing Groupama sailing team Team Sanya CAMPER with Emirates Team New Zealand PUMA Ocean Racing powered by BERG Team Telefónica Date: 9.1.12 Source: Simply Measured Fan Page Comparison: Total Engagement 25, 666% 7% Fan InteracRons 2, 15, 1, 5, Total Engagement Engagement as % of Fans 9,31 Abu Dhabi Ocean Racing 21% 13,713 CAMPER with Emirates Team New Zealand 28% 16,52 16,559 Groupama sailing team 56% 87% PUMA Ocean Racing powered by BERG 22,611 172% 4,633 Team Sanya Team Telefónica 6% 5% 4% 3% 2% 1% % Date Period: 5.11.12 9.1.12 Source: Simply Measured Team Telefónica boast the highest levels of engagement on their Facebook page, despite not having the largest number of fans. On average, 14 posts have been displayed on their Facebook page daily since the race started, with more than 22, 12 total fan interactions since November. 12 Total Interactions = Number of content likes + Number of comments + Number of content shares + Number of fan posts 9
Twitter Since the start of the race, the number of followers has increased by 4% to a total of 15,458 as of January 9. In addition, the number of registered boats has already exceeded 15,. Registered Boats Followers 2, 15, 1, 5, Twitter Followers Acc. Registered boats (in thousands) 2 15 1 5 13-Oct 3-Nov 24-Nov 15-Dec Date Period: 1.8.11 9.1.12 Source: Volvo Ocean Race Date Period: 13.1.211 19.12.211 Source: United Games Clipper round the World Game had 48,471 players as of January 9. Mentions Retweets Tweets Sent Twitter Engagement Details 586 2,852 5,284 Volvo Ocean Race App for iphone and ipad The official Volvo Ocean Race app for Apple devices iphone and ipad was launched in late October and the number of downloads as of January 9 was 14,425, more than six times the total number of downloads reached in the whole last edition of the race. Date Period: 5.11. 11 9.1.12 Source: Simply Measured Volvo Ocean Race Game The Volvo Ocean Race game has become the main sailing game. Up to December 19, 15,496 players had signed up to play it. Accumulated Registrations (in thousands) 12 1 8 6 4 2 Registrations 13-Oct 3-Nov 24-Nov 15-Dec Downloads 12 1 8 6 4 2 Accumulated Downloads 3-Oct 21-Nov 13-Dec 4-Jan Source: App statistics Volvo Ocean Race App for Android The Android App has had almost 1, downloads from its launch in late October to January 9. Date Period: 13.1.211 19.12.211 Source: United Games The game website received more than 5,6 million visits with 15,6 million page views up to December 19 1
Number of Downloads 12 1 8 6 4 2 Accumulated Downloads 1-Dec-11 18-Dec-11 4-Jan-12 Source: App statistics Up to January 9, the total amount of App downloads for IOS and Android devices had reached 114,281 Race Tracker The race tracker displays the boats graphically and is the most used platform to monitor the race positions. Hits (in millions) In Leg 1, the race tracker received a daily average of around 9, visits and 1.8 million pageviews 1 8 6 4 2 Hits Evolution Leg 1 Leg 2 Cape Town Stopover 5-Nov 5-Dec 4-Jan Date Period: 5.11.12 9.1.12 Source: Geovoile Number of visits Visits (in thousands) 15 125 1 75 5 25 Leg 1 Leg 2 Cape Town Stopover Arrival to Abu Dhabi 5-Nov-11 5-Dec-11 4-Jan-12 During Leg 1, and up to Groupama s arrival in Cape Town on November 29, the race tracker server was hit on average 65 times every second Telefonica Arrival to Cape Town (Nov. 26) Date Period: 5.11.12 9.1.12 Source: Geovoile Since the race started, the race tracker has received more than 4 million visits and 65 million pageviews. Daily Pageviews (in thousands) 3, 2,5 2, 1,5 1, 5 Pageviews Evolution Leg 1 Leg 2 Cape Town Stopover 5-Nov 5-Dec 4-Jan Date Period: 5.11.12 9.1.12 Source: Geovoile 11
Marca (Spain) L Equipe (France) Al Khaleej (UAE) International Herald Tribune (Global) Guanzhou Daily (China) La Stampa (Italy) The Telegraph (UK) New Zealand Herald (New Zealand) 12
TF1 (France) CCTV-5 (China TV3 (New Zealand) TVE 1 (Spain) NBC Today Show (USA) Rai Sport (Italy) Abu Dhabi TV (UAE) 13