The City Sprint from Sandhamn, the finish line of leg 9, to the city of Stockholm. Image copyright Rick Tomlinson/Volvo Ocean Race.
by Sophie Luther
Media statistics published Wednesday, 11th November, for the Volvo Ocean Race 2008-09 show a huge increase over the 2005-06 event. The race is in tune with the new media age, and in 2008-09, plenty of high quality content was streamed to websites and mobile handsets. The new addition of each boat carrying a Media Crew Member, who was a dedicated reporter equipped with the latest technology in High Definition filming and satellite communication, has also proved to be a big step forward.
Media reach was generated through a multi-channel communication approach with a sharper online focus including the official website, broadband TV, a mobile portal in partnership with Ericsson, a highly successful online game and use of social media such as Facebook and Twitter.
“As the media world evolves into a more online community, we have had great success with our online properties and new media areas. Our official website had over 89 million visitors with over one million fans visiting more than 100 times and the Official Game was a run-away success with over 221,768 players from over 180 countries,” said Volvo Ocean Race CEO, Knut Frostad.
The cumulative broadcast audience was 1.3 billion. Over 3,300 hours of coverage was generated through 11,000 broadcasts in 46 different territories on 217 channels globally. This resulted in a television media value for Volvo alone of USD107 million.
It was also significantly improved by the introduction of new territories on the racetrack and China, for example, delivered an audience of 600 million, 45 per cent of the race total. Programming reached Western, Central and Eastern Europe, Africa and the Middle East, Central Asia, the Far East and the Pacific Rim in countries as diverse as Bulgaria, Czech Republic, Iran, Iraq, Latvia, Slovakia and South Korea.
“We are very happy with the numbers we have generated in the 2008-09 edition of the race. Not only have we surpassed the previous race in media reach, but we have increased our value in new territories such as India and China,” Frostad added.
Print stories about the crews’ ongoing battle against the forces of nature were featured in publications ranging from mass-circulation newspapers and lifestyle magazines to specialist titles with niche readerships.
The event generated 13,038 press cuttings in 15 monitored territories, providing a cumulative circulation of 606 million, a 104 per cent increase on the previous race.
The combination of TV and print gave Volvo a media value of USD 116.5million, an increase of 34.6 per cent, and a syndicate media value of USD 279.4million, an increase of 52 per cent.
Ericsson 3, skippered by Magnus Olsson (SWE). Image copyright Dave Kneale/Volvo Ocean Race.
VITAL STATISTICS
Online
• English, Spanish, Russian, Chinese websites received 23,855,785 visits combined – 27.5 per cent increase over 2005-06
• 4,060,0928 unique visitors to www.volvooceanrace.org – 15.7 per cent increase
• 89,596,892 million cumulative online audience (visits) from all Volvo Ocean Race online properties
• 83.62 per cent of the audience visited the site more than once
• 63.27 per cent of the audience visited the site more than nine times
• Over one million users visited the site more than 100 times
• The biggest single day (Monday, 15 June, leg nine) drew 200,351 visits to the four sites
• Daily average during race legs was 125,256 visits
• 95,352 was the highest number of unique visitors
• 10,147,842 total visits to all race viewers
Online Articles
• 30,202 online articles
• 101 countries published online articles
• 3181 online sites carrying stories on the race
Mobile Platform
• 10 million mobile page views delivered to over five million visits.
• Every second of the race, somebody was hitting the server
• Mobile traffic increased by 2.5 per cent
Online Game
• 221,768 registered players from more than 180 countries
Broadband
• 1,199,892 visitors to www.volvooceanrace.TV
• 1.619 billion readers - cumulative readership from 13,038 articles
• Cumulative print circulation 606.7 million – 104 per cent increase
Broadcast
• 1.327 billion viewers cumulative TV audience from 11,057 broadcasts, from 46 different countries provided over 3,386 hours of coverage
• 400 news outlets from 62 different countries downloaded a total of 10,463 video news clips
Radio
• 1.168 billion listeners, cumulative radio audience from nearly 1,500 broadcasts
Media Value TV and Print
• 54.2 million USD* average TV and print media value for each team’s main sponsor. *This figure represents the top seven teams
Images
• 4473 images distributed to publications in 103 countries
• Over 3,000 registered users
• Over 160,000 image downloads
Volvo Ocean Race
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