NIELSEN SPORTS BREAKFAST - Sponsorship...across TV and streaming Source: OWL …and young 90%+ of...

Copyright © 2018 The Nielsen Company. Confidential and proprietary.

OCTOBER 2018 KELVIN WATT MANAGING DIRECTOR AFRICA ASIA PACIFIC & MIDDLE EAST

TRENDS UPDATE AND CONNECTED SOLUTIONS

NIELSEN SPORTS BREAKFAST


DISTRIBUTOR DISRUPTION The destination is unclear, but sports must adapt to a rapidly changing media landscape

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DISTRIBUTOR DISRUPTION

OTT IS BOOMING: FACEBOOK’S PORTFOLIO GROWS

Major rights deals • Premier League – Southeast Asia

• Uefa Champions League – Latin America

• LaLiga – Indian subcontinent

Analysis • Robust acquisition strategy: buys TV rights too

and sublicenses on to broadcasters

• No mega-deals yet – it’s buying significant, but not premium, properties in populous growth markets

• Positives for all involved:

- Facebook gets high-quality content

- Property gets competitive rights fee, retains TV

coverage to ensure broad exposure

- Consumers’ viewing options expand

- Broadcasters retain some content

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OTT IS BOOMING: AMAZON EXPERIMENTS

Activity • Renewed NFL Thursday Night Football; acquired Laver Cup tennis global rights

• Is using X-Ray Prime Video feature to enhance NFL TNF viewer experience,

e.g. with statistics and options to buy merchandise

• Is adding third-party apps and channels: F1TV, MUTV

• Hired Marie Donoghue (17 years’ experience at ESPN)

Analysis • Few rights acquisitions – appears to be conducting low-cost

experiments around its ability to monetise sport

• The next experiment – Premier League rights in UK, which start in Nov/Dec.

Its matchdays coincide with key sales events: Black Friday and post-Christmas.

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STREAMING PROBLEMS HIGHLIGHT RISKS OF LEAVING TV

Even the biggest struggle Tech giants and major rights holders

have all had problems, including:

• Amazon – US Open

• YouTube – FIFA World Cup

• Facebook – World Surf League

• F1TV

…but it’s not impossible • Hotstar India has streamed IPL

cricket to 10m+ concurrently

It will take time to get it right:

Peter Hutton, Head of Live Sports, Facebook


ESPORTS EVOLUTION Tapping the power of esports is a top priority for publishers, brands, media and traditional sports

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ESPORTS EVOLUTION

THE ESPORTS FANBASE IS STILL GROWING RAPIDLY

Percentage of fans that started following esports in the past year (2018 survey)

Source: Nielsen Esports Report

23% 21% 13% 10% 39%

U.S. U.K. China South Korea Japan South Africa

20%

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ESPORTS EVOLUTION

THE OVERWATCH LEAGUE GOT OFF TO A GOOD START

CASE STUDY

Audiences were big

861K Estimated global average per-minute audience for Grand Finals, across TV and streaming Source: OWL

…and young

90%+ of OWL Season 1 viewers in U.S. were under 35yo Source: Nielsen

Strong non-endemic sponsorship

43% of in-broadcast league/team sponsor value driven by non-endemic brands

VS.

33% esports average

Source: Nielsen Esport24

OWL season one generated positive results

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ESPORTS EVOLUTION FORTNITE’S RISE SHOWS HOW QUICKLY THE ESPORTS SCENE

CAN EVOLVE

2017:

Sept - Free-to-play version launched

2018:

Jan - 45m downloads

March - Star streamer Tyler ‘Ninja’ Blevins and rapper Drake play in live stream – 635k concurrent viewers breaks Twitch record

June - 125m downloads, Epic announces esports plans for 2019

Jul – Epic’s esports competitions begin with Summer Skirmish

Sep - 140m downloads

Oct – Samsung runs Fortnite esports-themed commercial

Epic Games is pouring $100m into prize money for Fortnite esports in 2019

It’s not yet clear if the game will translate into a popular esport – it may remain a gaming and streaming phenomenon

https://www.youtube.com/watch?v=U3ROyZFB7Is

https://www.youtube.com/watch?v=U3ROyZFB7Is


CONTENT RULES Content is key to sports fan engagement, and it is evolving at a dizzying pace

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CONTENT RULES

CONTENT CONTINUES TO SHORTEN IN LINE WITH ATTENTION

Attention spans are down to 8 seconds – less than a goldfish!

Media, advertising and sports sectors continue to respond with short content formats:

6-second video ads are increasingly popular on TV and online • Fox says the rate for 6s ads during its sports broadcasts is equal to that for 15s slots

House of Highlights has 10m+ followers on Instagram • “Young people are spending more time with House of Highlights on Instagram than

Bleacher Report at times” Rory Brown, president of Bleacher Report (owns HoH) ‘Stories’ are booming on Snapchat and Instagram • Instagram Stories has 400m daily active users, two years after launch NBA sells last-quarter streams • NBA and Turner are allowing fans to buy streams of the last quarter of games for $1.99

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CONTENT RULES

CONTENT IS BECOMING INCREASINGLY PERSONALIZED

Social media, Netflix and other web/tech

services that employ user data to deliver

tailored experiences

Rise of mobile as primary media interaction

device – encourages development of

personalized, 1-to-1 UX

“Within a few years you will be the director

of the game you are watching…If the match is PSG v Liverpool, for example, the Paris fan will be able to watch the whole match build-up from a PSG perspective and watch the match from a PSG angle. The Liverpool fan will be watching the same match from the same provider but seeing everything from a Liverpool angle.” Guy-Laurent Epstein, Marketing Director, UEFA

Consumers have come to expect

personalized content thanks to:

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CONTENT RULES

TECH PARTNERSHIPS ARE DRIVING PERSONALIZATION

Technology - cloud, data, applications - is critical in delivering personalized content, and rights holders are teaming with tech sponsors to get it, in multi-year, multi-million-dollar partnerships Manchester United-HCL

• Partnership includes new app, revamped

website, microsites

• PR refers to: “the ongoing digital-transformation

of the club to provide a real-time, engaging,

personalized, and unified experience to

Manchester United’s 659 million global followers”

Real Madrid-Microsoft • Wide-ranging partnership included a new fan

app that saves personal preferences of users

• A fan of a specific player sees news

about that player prioritized

• Other aspects to the partnership: creating data profiles

on individual fans; recording player and match data

This trend is still at an early stage as technology providers learn about the sports space

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CONTENT RULES

CARVING CONTENT OUT OF RIGHTS DEALS TO DRIVE REACH AND REVENUE

Alongside the novel, new content, there is value for rights holders in surfacing ‘traditional’ content that might previously have been bundled in broadcaster deals and/or unexploited

Tennis Australia During the 2018 Australian Open, streamed action from 16 courts, as well as replays, post-match speeches, behind-the-scenes moments and press conferences.

United States Golf Association Live-streams featured groups and holes via its website and Fox Sports Go app.

PGA Tour Shows action from featured groups in the morning of weekend rounds, distributed globally on its OTT service PGA Tour Live and in the U.S. on Facebook.


SPONSORSHIP TO PARTNERSHIP In the new sponsorship paradigm, the winning traits are data, compelling content and connection to corporate strategy

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SPONSORSHIP TO PARTNERSHIP

INCENTIVE-BASED SPONSORSHIPS ARE PRIMED FOR GROWTH

A new model for how brands negotiate with, measure and compensate rights holders

• AB InBev is offering properties as much as a 30% bonus

if on-field or marketing performance criteria are met

• Incentive-based partners include:

• Minnesota Timberwolves

• LA Dodgers

• New Orleans Saints

• NASCAR

“The power is beginning to shift from what the rights holder wants to sell to what the brand needs to buy” Brian Gordon, CEO of experiential agency Engine Shop

Headline from Bizjournals.com

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RIGHTS HOLDERS ARE SEEKING SPONSORSHIPS THAT CO-MARKET THEIR PROPERTIES

• Riot’s esports title League of Legends is being included in Mastercard’s ‘Priceless’ campaign, which creates unique experiences

for fans

• Mastercard gets access to a coveted,

hard-to-reach demographic

• Riot and LoL gain legitimization in the

eyes of other non-endemic brands

and exposure for their fan experiences

CASE STUDY Mastercard and Riot Games

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TECH PARTNER DEALS CONTINUE TO FLOURISH

Tata Communications and F1

• Tata owns one of the world’s largest fibre cable networks

• The network transmits video and data from races back to F1’s Media & Technology Centre in the UK

• Deal provides F1 with cutting-edge technology, and Tata with a means to showcase it

SAP and sailing

• SAP says: “Sailing provides the perfect platform for SAP to showcase solutions and help the sport run like never before”

• Partner of properties including Extreme Sailing Series and World Sailing

• Solutions include: - Analytics for sailors - Race management system for organizers - Strategy simulator for teams

Product showcase opportunity justifies the sponsorship business case

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BRANDS ARE BECOMING BROADCASTERS

• Innovative sponsorships are emerging in which brands facilitate streaming of sports events

• These sponsorships work because: the right content is delivered to the right audience on the right platform at the right time

Dominic Thiem-Kia Austra

Carmaker website streamed

live coverage of tennis player’s matches at ATP 250 event

FIFA-McDonald’s Sweden

Live coverage of 2018 World

Cup matches was streamed

in restaurants


SPORTS IN OUR CHANGING SOCIETY

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5 What’s good for society is good for the sports business

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. SPORTS IN OUR

CHANGING SOCIETY

WINNING FANS’ TRUST IS MORE IMPORTANT THAN EVER

The growth of data-driven business in sport increases the importance of handling fan data responsibly

OPPORTUNITY

GDPR Example of a challenge for sports organisations to adapt to, but also an opportunity to get on the right side of the argument by responding correctly.

Sports properties must ensure fans perceive their relationship as useful, beneficial and authentic. And they need a way to measure that this is the case.

COST

79% => 27% Change in percentage of Facebook users who

agreed the network is committed to protecting

the privacy of their personal information,

2017 vs Week 1 of Cambridge Analytica scandal. Source: Ponemon Institute survey of 3,000 Facebook users

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. SPORTS IN OUR

CHANGING SOCIETY

WOMEN’S SPORT IS GROWING: AUDIENCE RECORDS

This research is being borne out by viewing and attendance figures

51,211 World record attendance for a women’s club football game, Liga MX Femenil 2018 final

1.6m Women’s FA Cup Final 2018 audience on BBC television

Large numbers in major markets are interested in women’s sports, including men

interested in at least one women’s sport

66% 84%

of general sports fans interested in women’s sports

female

male

49%

51%

VERSUS

Survey of U.S., U.K., France, Italy, Germany, Spain, Australia, N.Z.

…of that 84%:

Source: Nielsen Sports Women’s Sports research 2018

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. SPORTS IN OUR

CHANGING SOCIETY

WOMEN’S SPORT IS GROWING: SPONSORSHIP SURGE

The number and value of sponsorship deals in women’s sport is rising rapidly

Increase in annual number of women’s sports sponsorship deals announced

between 2013 and 2017

37%

49% Increase in average monetary size of

deal between 2013 and 2017

Within women’s sports sponsorship, the number of deals completed by clubs, federations and teams has increased:

2013

2017

7%

19%

Source: Nielsen Sports Sponsorglobe

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. SPORTS IN OUR

CHANGING SOCIETY

COURTING CONTROVERSY CAN PAY OFF

Avoiding offense and staying neutral might not be enough to differentiate your brand in 2019

AFL, NRL back gay marriage ‘Yes’ vote

Nike-Kaepernick Nike has been deliberately divisive, and it seems to be paying off

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. SPORTS IN OUR

CHANGING SOCIETY ATHLETES ARE PUSHING SOCIAL IMPACT INITIATIVES VIA THEIR

OWN PLATFORMS

Platforms like Uninterrupted and The Players’ Tribune are creating the space

This is opening new opportunities for brand partnerships with athletes and social causes

Take Action • Documentary series on The Players’ Tribune in

partnership with American Family Insurance

• “In each episode, an athlete advocates for a cause they are passionate about – exploring issues of

community, equality and education”

FIBA Allow Hijab • Two-episode feature about African-American

Muslim college athlete Bilqis Abdul-Qaadir, who

campaigned to wear hijab on-court

• Produced by Uninterrupted, the platform owned

by Lebron James and Maverick Carter

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NIELSEN CONNECTED SOLUTIONS

KPI DASHBOARD

Brand Effect Studies Sponsor Cut Through

Event Measurement Brand Impact at Events

Passive Path Tracking Exposure at Events

Social 24 $ value of Social Media Exposure

Sport 24 $ value of TV & Online Exposure

SPONSORSHIP TRACKERS incl. Fan DNATM

+ Drivers Analysis + Social Media Impact

Winning Brands

Customer Journey

Market Structure

Broader Brand Research

Mix Modelling Retail Point of Sale Data >100 countries

Buyer Insights Credit/Debit Cards USA (NBI)

Sales Effect Frequent Shopper Cards USA (CATALINA)

Fan Links Nielsen Households 26 countries

WATCH VS BUY Behavior Analytics

Au

die

nce

Data

+ S

ale

s D

ata

Click to animate next segment

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Sponsorship

Strategy &

Portfolio

Selection

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Next Previous

BACK

S*LINK 1. Profile

2. Sports & Lifestyle Interest

3. Sponsorship Attitudes

5. Fan & Participant Behaviours

4. Sponsorship Health Monitor

• Higher frequency n~80k/year survey of fans, optimized for local decision-making

• Links sports/entertainment interests & behavior with brand and media behavior in granular detail

• US, UK, DE, FR, IT, CN, JP, ZA, AU, SG

• In South Africa we currently running two waves annually

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Local Football fans show high levels of extreme interest in Braaing in particular and Gospel Music. Compared to All S*Link respondents they show higher levels of interest in Sports Betting, Celebrity Events, Comedy, Gospel Music and Live Local Music.

LEVEL OF INTEREST IN LIFESTYLE ACTIVITES LOCAL FOOTBALL FANS RANKED BY TOP 2 BOX = INTERESTED + EXTREMELY INTERESTED. LIFESTYLE ACTIVITIES 1 TO 10

• n = 750

• Q1. Please rate your level of interest in the following lifestyle activities.

Top 2

9

16

20

21

22

21

25

24

26

27

4

9

9

10

11

12

14

15

13

14

9

15

13

13

17

16

16

16

16

15

24

29

27

20

25

27

25

25

24

21

54

30

31

36

25

24

20

20

21

23

Braaing

Live music - Local

Comedy shows

Gospel music performances

Health and Fitness

Live music - International

Celebrity events

Dance shows

Visiting/going to markets

Food shows

Extremely Disinterested Somewhat Disinterested Neither Somewhat Interested Extremely Interested

78%

45%

45%

45%

51%

50%

56%

58%

59%

44%

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Local Football fans show high levels of interest in a wide range of sports. Their Football interest, both in Local and International Football is driven by extreme interest.

LEVEL OF INTEREST IN SPORTS LOCAL FOOTBALL FANS RANKED BY TOP 2 BOX = INTERESTED + EXTREMELY INTERESTED. SPORTS 1 TO 10

• n = 750

• Q2. Please rate your level of interest in the following sports.

Top 2

10

19

25

27

32

36

37

38

43

6

13

11

15

13

15

11

15

11

10

14

13

12

14

13

15

12

13

32

22

28

23

19

20

18

19

16

14

68

52

26

28

27

21

19

18

18

19

Local Football

International Football

Athletics - track & field

Walking

Gymming

Cricket

Road Running

Rugby

Gaming

Wrestling


100%

34%

37%

37%

41%

46%

51%

54%

74%

33%

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GAMING AND ESPORT PARTICIPATION LOCAL FOOTBALL FANS

• n = 260. n = 158

• Q3. How often do you participate in Gaming (playing video games)? Q5. How often would you say you do the following in relation to E-Sports (organised video game competitions)?

10

50

40

58

49

7

5

6

11

9

9

3

5

4

5

10

6

10

7

10

15

12

13

7

10

23

8

11

5

4

25

16

15

8

12

Gaming

Participate online

Watch online

Participate at live events

Attend live events

Never Less often than once a year At least once a year

Two to three times a year At least once a month Two to three times a month

At least once a week

• For Esports, watching and participating online occurs more frequently than attending or participating in live events.

34% of Local Football fans show an interest in gaming, with 63% of those interested, participating in Gaming at least once a month or more.

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The majority of respondents who are engaging with esports at least once a month, do so for 5 hours or less per month. Extreme levels of participation and viewing are more prevalent for online participation and watching online.

ESPORTS PARTICIPATION PER MONTH LOCAL FOOTBALL FANS PARTICIPATE IN ESPORTS AT LEAST ONCE A MONTH

• Q6. How many hours per month would you say you do the following in relation to E-Sports (organised video game competitions)?

54

14

13

24

58

12

12

22

50

28

6

12

68

15

7 8

PARTICIPATE ONLINE (%)

n = 57

WATCH ONLINE (%)

n = 61

PARTICIPATE AT LIVE EVENTS (%)

n = 31

ATTEND LIVE EVENTS (%)

n = 41

1 TO 5 HOURS 6 TO 10 HOURS 11 TO 20 HOURS 21+ HOURS

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TEAM SUPPORT – FOOTBALL LOCAL FOOTBALL FANS RANKED BY TOP 2 BOX = SUPPORTER + STAUNCH SUPPORTER / HUGE FAN.

• n = 750

• Q7. Please rate your level of support for the following teams.

79%

53%

44%

29%

18%

15%

14%

Bafana Bafana

Kaizer Chiefs

Orlando Pirates

Mamelodi Sundowns

SuperSport United

Bloem Celtic

Bidvest Wits

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Local Football fans stream significantly more Football, both International and Local, than any other sport.

SPORTS WATCHED VIA STREAMING LOCAL FOOTBALL FANS

• n = 750

• Q14. Which of the following sport do you watch via internet streaming?

E-Sports Basketball Gaming Boxing Athletics - track & field

Wrestling Cricket Rugby Local Football International Football

17% 16%

4%

4%

4%

3% 3%

3%

2%

2%

RANKED BY MOST STREAMED SPORT. SPORTS 1 TO 10

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SPORTS WATCHED VIA STREAMING LOCAL FOOTBALL FANS

• n = 720. n = 119

• 14. Which of the following sport do you watch via internet streaming? Q15. For each of the sports that you watch via internet streaming, which website url, app, link, social media or service provider are you using…Q16. For each of the sports that you watch via internet streaming, would you say you are…

STREAM USING Watching…

live

a repeat

full length

highlights

61%

6%

4%

4%

3%

32%

21%

60%

14%

16% Watch LOCAL FOOTBALL via Internet Streaming

16% of Local Football fans stream Local Football, with YouTube being the most used platform. Match highlights are predominantly what is being streamed followed by live games content.

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Netball, Hockey and Tennis are the sports where the Women’s format proves to be more popular than Men’s. For most of the Top 10, Local Football fans are watching both Men’s and Women’s versions of the game.

INTEREST IN WOMEN’S VS MEN’S SPORTS LOCAL FOOTBALL FANS. INTERESTED IN WOMEN’S SPORT. RANKED BY WOMEN’S + BOTH SPORT INTEREST. SPORTS 1 TO 10

• Q17. You indicated you were interested in the following sports. Which do you follow or are you interested in, for each of the following sports?

Including Women

8

14

14

18

20

22

22

26

29

30

15

73

63

74

63

72

68

49

51

29

77

13

23

8

17

6

10

25

21

41

Netball (n=202)

Swimming (n=214)

Tennis (n=201)

Athletics - track & field (n=402)

Triathlon/Biathlon (n=70)

Road Running (n=272)

Walking (n=383)

Gymnastics (n=174)

Crossfit (n=63)

Hockey (n=90)

Men Both Women

92%

72%

74%

78%

78%

80%

82%

86%

86%

70%

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Of the Women’s sports that Local Football fans showed an interest in, Football is their favourite. Athletics, Netball, Swimming and Tennis make up the top 5.

FAVOURITE WOMEN’S SPORTS LOCAL FOOTBALL FANS. INTERESTED IN WOMEN’S SPORT. RANKED BY WOMEN’S + BOTH SPORT INTEREST. SPORTS 1 TO 10

• n = 602 Q18. Of the Women’s sport you showed interest in, which one is your favourite?

Road Running Wrestling Walking Gymming International Football

Tennis Netball Swimming Athletics - track & field Local Football

19% 17%

13%

7%

7%

6% 5%

5%

4%

3%

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The South African Women’s Football Team enjoys the highest levels of viewership amongst Local Football fans, followed by International Athletics and Women's Tennis.

WOMEN’S SPORTS WATCHED LOCAL FOOTBALL FANS. INTERESTED IN WOMEN’S SPORT. RANKED BY WOMEN’S SPORTS WATCHED.

• Q20. Which, if any, of the following have you previously watched either live or highlights (on TV, online, on social media etc.)?

South African Women's Football Team

South African Women's Cricket Team

South African Women's Rugby 15’s Team

South African Women's Sevens Rugby Team

South African Women's Hockey Team

59%

30%

9%

6%

19%

% Who Watched

South African Women's Netball Team

South African Women's Premier Hockey League

South African Women's Netball League

South African Women's Basketball League

33%

6%

19%

21%

Ladies European Tour (Golf)

Women's Tennis (Women's Wimbledon, US Open etc.)

International Athletics

International Marathons

0%

43%

48%

15%

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Caster Semenya is top of mind for the majority of respondents, followed by Serena Williams. Local Football fans have both Caster Semenya and Portia Modise significantly more top of mind than All SponsorLink fans.

TOP OF MIND SPORTSWOMEN LOCAL FOOTBALL FANS. INTERESTED IN WOMEN’S SPORT.

• n = 602 Q21. Please list the first 5 sportswomen which come to mind?

CASTER SEMENYA

SERENA WILLIAMS VENUS WILLIAMS

PORTIA MODISE

NATALIE DU TOIT

81% 12%

42% 21%

35%

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Local Football fans are more interested in Schools Football in particular, and also in Athletics, Cricket and Basketball compared to All S*Link respondents.

LEVEL OF INTEREST IN SCHOOL SPORTS LOCAL FOOTBALL FANS RANKED BY TOP 2 BOX = INTERESTED + EXTREMELY INTERESTED. SCHOOL SPORTS 1 TO 10

• n = 750

• Q25. Please rate your level of interest in the following SCHOOL’S sports.

Top 2

12

22

30

33

37

41

41

44

46

43

4

9

12

11

15

14

17

14

13

17

6

12

13

16

13

14

15

15

16

18

20

26

19

19

16

14

14

15

11

13

57

31

25

20

19

17

14

12

13

10

Football

Athletics - track & field

Netball

Cricket

Rugby

Swimming

Tennis

Gymnastics

Chess

Basketball


77%

24%

27%

28%

31%

35%

39%

44%

57%

23%

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INSIGHT

International Football fans show higher levels of interest in Motoring/Car Shows, Film Festivals and Live International Music than Local Football fans.

Local Football fans show high levels of interest in a wide range of sports, notably higher levels of interest in International Football and higher level of interest in Wrestling, Athletics, Boxing, Road Running, Cricket, Gymming and Gaming compared to All S*Link respondents

In comparison to All SponsorLink respondents Local Football fans show slightly higher levels of support for the Springboks and the Proteas and International Football fans show notably higher levels of support for the Springboks and the Proteas.

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INSIGHT

Local football fans are showing significant interest in Women’s sport events, teams and athletes

Streaming football content, even schools football, is becoming main stream even in a broadcast market such as South Africa where football dominates both Free to Air and Subscription networks.

Cell C’s black has made more significant impact amongst local football fans with respect to streaming of football than long term football sponsors Vodacom and MTN offerings

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NIELSEN FANLINKS

FanLinks combines actual purchase behavior of South African households with their interests and passions across entertainment and sports. Nielsen Homepanel households capture the products they buy, so Nielsen can report their purchasing behavior and changes over time

From Nielsen HomePanel

• What products households buy

(actual purchase behavior)

• How many households buy

• How much each household buys

• The households’ demographics

What We Know About Consumers From FanLink Survey

• The main purchaser of the households’ entertainment and sports preferences and passions

Category / Brand Buyer Fan

Category / Brand Buyer & Fan

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LEVEL OF INTEREST IN SPORTS Based on the response of the main purchaser in the household

% OF HOUSEHOLD MAIN PURCHASERS INTERESTED

Local Football 35,0

International Football 25,1

Cricket 20,1

Rugby 13,4

Road Running 11,3

7's Rugby 9,8

Boxing 9,3

Netball 8,6

Golf 4,8

International Motorsport 4,8

Local Motorsport 4,3

Basketball 2,9

MMA 2,2

Horse Racing 2,1

Esports 1,8

Road Cycling 1,5

Mountain Miking 1,5

Hockey 1,3

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35,0% of South African

household main purchasers are

fans of local football

35,0% OF HOUSEHOLD MAIN PURCHASERS ARE LOCAL FOOTBALL FANS, 40% OF WHICH ARE IN LSM 5-6

35.0

32.7

34.6

35.5

37.3

Total Panel

LSM 1-4

LSM 5+6

LSM 7+8

LSM 9+10

% OF HOUSEHOLD MAIN PURCHASER FANS BY LSM

24.4 19.7 21.0 17.3

39.6 35.7 40.3

36.4

21.0 23.1

23.4 25.0

15.0 21.5 15.3 21.3

Total no.Buyers(HH)

Total Rands Total no.Buyers(HH)

Total Rands

Total Panel Local Football Fans

SIGNIFICANCE OF LSM PROFILES

LSM 1-4 LSM 5+6 LSM 7+8 LSM 9+10

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THE AVERAGE FAN HOUSEHOLD SPENDS R12,678.00 R164 MORE THAN THE AVERAGE SOUTH AFRICAN HOUSEHOLD PER ANNUM

SPEND R12 678 R164 more

than average SA HH’s

TRIPS 62,3

2,3 more than average SA HH’s

# OF CATEGORIES 65,1


# OF BRANDS 113,8


They also shop more often and buy more brands.

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CATEGORIES MOST PURCHASED AND MORE LIKELY TO BE PURCHASED

LOCAL FOOTBALL FANS. TOP 10 RANKED.

1 2 3 4 5

Sugar Toothpaste Canned Vegetables Bread Cooking Oil

1 2 3 4 5

6 7 8 9 10

MOST PURCHASED BY LOCAL FOOTBALL FANS

MORE LIKELY TO BE PURCHASED BY LOCAL FOOTBALL FANS HOUSEHOLDS

Pasta Flour Stock Cubes Instant Coffee Liquid Bleach

Flavourings Eggs Soap Biscuits Processed Meat

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THE TOP BRAND PURCHASED IS SUNLIGHT LOCAL FOOTBALL FANS. TOP 20 RANKED.

1 2 3 4 5

6 7 8 9 10

11 12 13 14 15

16 17 18 19 20

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THE TOP BRAND MORE LIKELY TO BE PURCHASED IS PARMALAT LOCAL FOOTBALL FANS. TOP 20 RANKED.

16 17 18 19 20

11 12 13 14 15

6 7 8 9 10

1 2 3 4 5

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INSIGHT

Annual grocery and personal care spend of R12,678 means Football households don’t have significant free cash for sport and entertainment expenditure.

FMCG Brands are under invested in football and sport properties and have the opportunity to use local and international football properties to differentiate themselves from their competitors.

Higher income households are more likely to be interested in sports.

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BACKGROUND The Nielsen Esports Report is a comprehensive, in-depth look at consumer interaction with esports in South Africa.

Sponsorship & Branding

Discover which brands are the current players in esports and what brand archetypes fit best in this industry. Pinpoint best

practices for sponsor activations in South Africa.

Fan Behavior

Take a detailed look at who South African esports fans are; How and Where they engage with esports; Why

they love and follow esports.

Global & SA Trends

Uncover major trends in the esports industry and see how new fans are evolving the fan base in South Africa. Identify the drivers of future esports

growth.

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MOST FOLLOWED GAMES/FRANCHISES

FIFA & Call of Duty are the most popular South African titles followed by Fighting games

Base: Esports fans South Africa n=1000 Q47: Which of the following games/franchises do you follow through esports?

FIFA 57% 59% 56% 57%

Call of Duty 56% 58% 57% 57%

Street Fighter 37% 39% 38% 38%

Pro Evolution Soccer 36% 38% 37% 36%

Mortal Kombat 36% 38% 38% 37%

Tekken 35% 36% 37% 35%

Counter-Strike 31% 31% 34% 31%

Fortnite Battle Royale 30% 31% 32% 31%

League of Legends 30% 31% 33% 32%

NBA 2K 28% 30% 28% 28%

Dragon Ball FighterZ 26% 27% 27% 26%

World of Warcraft 25% 25% 27% 26%

1

2

3

4

5

6

7

8

9

10

11

12

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Call of Duty World League 43% 46% 44% 44%

FIFA 18 Global Series 43% 45% 42% 43%

League of Legends World Championship 23% 24% 26% 25%

NBA 2K League 18% 19% 19% 18%

Formula 1 (F1) Esports Series 17% 18% 18% 17%

ELEAGUE TEKKEN Team Takedown 13% 14% 15% 13%

Vodacom 4U CS:GO Cup 13% 14% 15% 14%

ELEAGUE Injustice 2 World Championship 12% 13% 13% 13%

Samsung Galaxy CS:GO Challenge 12% 14% 14% 13%

VS Gaming Festival 12% 13% 13% 14%

European League of Legends Championship Series 12% 12% 12% 12%

Overwatch League 12% 12% 14% 13%

TOP CLAIMED ESPORTS EVENTS (viewership or attendance)

In-line with global trends, CWL is a mainstay in South Africa followed by FIFA which is almost equally viewed

LoL WC is ranked 3rd although a long way behind the top 2 spots.

Base: Esports fans South Africa n=1000 Q51: In the past 12 months, which of the following esports leagues, competitions, events, if any, have you watched (either in-person, via stream, on-demand, etc.)?

1

2

3

4

5

6

7

8

9

10

11

12

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Base: Esports fans South Africa n=1000 Q49: Which of the following pro teams, if any, do you follow through esports?

PRO ESPORTS TEAMS FOLLOWED

Fanship of sports club esports teams is generally higher/top

EU LCS Teams

(League of Legends) n=328

Notable crossover in top followed teams across countries includes Cloud9 and Fnatic.

30%

29%

28%

25%

23%

21%

Giants

Team Vitality

FC Schalke04

MisfitsGaming

G2 Esports

Fnatic

NA LCS Teams

(League of Legends) n=332

35%

33%

23%

21%

21%

20%

Cloud9

Team Liquid

Echo Fox

100 Thieves

ClutchGaming

Counter LogicGaming

Counter-Strike (CS:GO) Teams

n=426

27%

24%

23%

23%

22%

22%

Cloud9

Ninjas inPyjamas (NiP)

FaZe Clan

Team Liquid

G2 Esports

SK Gaming

Overwatch League Teams

n=142

32%

32%

27%

27%

25%

24%

BostonUprising

Los AngelesGladiators

San FranciscoShock

ShanghaiDragons

New YorkExcelsior

Dallas Fuel

NBA 2K Teams n=239

28%

23%

22%

21%

20%

19%

CelticsCrossoverGaming

Cavs LegionGC

Kings GuardGaming

WarriorsGaming Squad

Magic Gaming

Heat CheckGaming

Sports Club with Esports Team

n=607

67%

35%

28%

23%

20%

12%

ManchesterCity

Paris Saint-GermaineSport

OlympiqueLyonnais (OL)

eSports

FC Shalke 04

AS MonacoeSport

VfL Wolfsburg

Other Esports Teams n=697

35%

20%

19%

18%

16%

15%

Evil Geniuses

Alliance

Big 5 Esports

EnergyEsports

InvictusGaming

BravadoGaming

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CoD and FIFA are the most common titles esports fans personally play in South Africa

Call of Duty 69% 72% 71% 71%

FIFA 67% 70% 67% 68%

Street Fighter 49% 51% 50% 51%

Mortal Kombat 49% 51% 51% 50%

Tekken 47% 50% 50% 49%

Pro Evolution Soccer 42% 44% 43% 43%

WWE 2K 35% 37% 35% 36%

Counter-Strike 35% 35% 39% 36%

Gran Turismo 34% 37% 35% 35%

Dragon Ball FighterZ 34% 36% 36% 35%

League of Legends 32% 33% 35% 33%

Fortnite Battle Royale 32% 33% 35% 32%

Dota 2 20% 20% 24% 20%

1

2

3

4

5

6

7

8

9

10

Base: Esports fans South Africa Any gamer n=968

Q27: Which of the following games/franchises/series do you typically play?

TOP GAMES PLAYED

11

12

25

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34%

More/Much more timewith esports

28%

About the same

Base: Esports fans South Africa n=1000

Q126. In general, do you spend more time engaging with traditional sports or esports?

Esports fans spend slightly more time engaging with traditional sports than esports

38%

More/Much more timewith traditional sports

TIME SPENT ENGAGING (TRADITIONAL VS. ESPORTS)

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TOP 5 TRADITIONAL SPORTS LEAGUES

In South Africa, Soccer and Rugby are commonly popular among esports fans

Base: Esports fans South Africa Interested in traditional sports Q74 n=991

Q78: Which of the following sports leagues do you follow?

Soccer (NET)

85%

Rugby (NET)

74%

Motorsports (NET)

71%

Other Sports (NET)

66%

Cricket (NET)

64%

Golf (NET)

44%

74%

66%

60%

36%

33%

FIFA WorldCup

EnglishPremierLeague

UEFAChampions

League

PSL

UEFAEuropaLeague

57%

47%

44%

35%

VodacomSuper Rugby

Currie Cup

IRB RugbyWorld Cup

HSBC World Rugby 7’s

Series

56%

25%

19%

17%

F1Championship

Dakar Rally

NASCAR

Formula E

43%

29%

27%

18%

9%

Olympics

NBA

Wimbledon

NFL

MLB

60%

28%

ICC CricketWorld Cup

IPL

26%

21%

20%

OpenChampionship

US Masters

US Open

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76%

45% 24%

Music Video Games Movies Sports Live Music Reading/

Books Awards Shows Podcasts

59%

LOW INTEREST INTERSETED HIGH INTEREST

44% 20%

68% 77%

Base: Esports fans South Africa n=1000

Q134. Please indicate your interest in each of the following leisure activities..

Esports fans have wide range of interest in other leisure activities – such as music and movies

INTEREST IN LEISURE ACTIVITIES

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INSIGHT

Football is an important ingredient in the gaming and esports environment.

Esports Fans, like Football Fans are interested and invested in a number of other sports and lifestyle activities

Investment by major teams such as Manchester City and PSG in Esports Teams will give them first mover advantage in the battle to win new fans across the world.

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BRC TAMS RESEARCH DETAILS

Nationally representative of the South African population 4+

44 998 436 2017-2018

Meter universe Market

People meters

Electronic measurement system Individuals present in the room

LSM 1-10 Ages 4+

Individuals 4 years of age and older, with Eskom mains

electricity and a working TV set

Target Sample

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. WHAT HAPPENED IN MAY 2018?

Top 15 performing programmes

• SABC and eTV

• DStv

• DStv, SABC and eTV integrated

Top 15 performing sports programmes

• SABC and eTV

• SuperSport

• SuperSport, SABC and eTV integrated

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AVERAGE DAILY REACH All ages 4+. All SABC and eTV programming. May 2018

• Uzalo on SABC 1 continue to deliver the highest unique audience across all programming on free to air. • 12 of the top 15 best performing programmes were broadcast on SABC 1. • Overall in May, 87% of total unique viewership was on SABC 1 (34 933 582). • The Mandela Centenary Cup reports the highest unique audience across all sport broadcasts in May.

4 229 527

6 154 056

6 232 640

6 369 296

6 427 418

6 437 650

6 469 194

6 607 105

6 748 830

7 412 404

7 444 488

9 198 506

10 417 113

11 632 219

11 928 367

PSL Awards 2018 (SABC 1, 29/05, 21h00)

Friends Like These (SABC 1, Sat-Sun, 18h00)

Scandal (eTV, Monday-Friday, 19h30)

Throwback Thursday (SABC 1, Thursday, 19h30)

Xhosa News (SABC 1, Tuesday-Sunday, 19h00)

Heroes (SABC 1, 27/05, 19h30)

Zulu News (SABC 1, Monday-Sunday, 19h00)

Ingozi (SABC 1, Sunday, 19h30)

Nyan Nyan (SABC 1, Tuesday, 18h00)

Nedbank Cup (Final): Maritzburg United vs. Free State Stars (SABC 1, 19/05, 19h02)

Mandela Centenary Cup: Mamelodi Sundowns vs. Barcelona (SABC 3, 16/05, 18h18)

State of the Nation Address (SABC 2, 09/02, 17h55)

Skeem Saam (SABC 1, Monday-Friday, 18h30)

Generations: The Legacy (SABC 1, Monday-Friday, 20h00)

Uzalo (SABC 1, Monday-Friday, 20h30)

Source: BRC TAMS, 1-31 May 2018, All 4+ Average daily reach: Unduplicated viewers who watched at least 3 minutes consecutively.

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AVERAGE DAILY REACH All ages 4+. All DStv programming. May 2018

• The Mandela Centenary Cup (SuperSport 4) reports the highest unique audience across all broadcasts in May with 1 962 001 unique viewers (SuperSport 4 only).

• Miss SA 2018 is ranked 3rd with 1 756 510 unique viewers on Mzansi Magic. • 10 out of the top 15 best performing broadcasts are sport related, 7 of which are football related.


873 923

880 066

892 784

903 060

917 315

943 552

1 016 780

1 091 617

1 197 189

1 244 095

1 544 358

1 748 081

1 756 510

1 807 883

1 962 001

Nedbank Cup (Final): Maritzburg United vs. Free State Stars (SuperSport 4, 19/05, 18h53)

WWE Wrestling RAW (SuperSport 10, 18/05, 20h00)

Nedbank Cup (Final): Maritzburg United vs. Free State Stars (SuperSport 10, 19/05, 18h53)

UEFA Champions League: Real Madrid vs. Bayern Munich (SuperSport 3, 01/05, 20h45)

WWE Backlash (SuperSport 10, 11/05, 20h00)

Titanic (M-Net Movies All Stars, 19/05, 20h00)

UEFA Champions League: AS Roma vs. Liverpool (SuperSport 3, 02/05, 20h46)

Mandela Centenary Cup: Mamelodi Sundowns vs. Barcelona (SuperSport 10, 16/05, 17h46)

Isibaya (Mzansi Magic, Monday-Friday, 20h30)


UEFA Champions League: Real Madrid vs. Liverpool (SuperSport 3, 26/05, 20h45)

Our Perfect Wedding (Mzansi Magic, Sunday, 19h30)

Miss SA 2018 (Mzansi Magic, 27/05, 17h00)

The Queen (Mzansi Magic, Monday-Thursday, 21h00)

Mandela Centenary Cup: Mamelodi Sundowns vs. Barcelona (SuperSport 4, 16/05, 17h46)

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AVERAGE DAILY REACH All ages 4+. All sport broadcasts on SABC, eTV and SuperSport combined. May 2018

• 7 of the top 15 sports broadcasts were simulcast on SABC and SuperSport channels. • The Mandela Centenary Cup achieved the highest unique audience at 10 498 106. SABC accounts for 71% of

the audience. • WWE Backlash and The TKO are the only two non-football related broadcasts to feature among the top 15 in

May.


1 244 095

1 273 355

1 487 796

1 729 398

2 171 547

3 098 429

3 659 230

3 718 695

4 053 917

4 222 544

4 573 490

4 592 213

5 065 276

9 179 111

10 498 106


The TKO (SABC 2, Friday, 21h30)

FIFA Magazine (SABC 1*)

Road to Russia (SABC 1*)

Sport@10 (SABC 1, Wednesday, 22h00)

Mandela Centenary Cup: Mamelodi Sundowns vs. Barcelona-Repeat (SABC 1, 19/05, 15h10)

SoccerZone (SABC 1, Monday, 21h00)

National First Division: Black Leopards vs. Platinum Stars (SABC 1, SS10, 06/05, 14h53)

Absa Premiership: Ajax C.T vs. Kaizer Chiefs (SABC 1**, SS10, 13/05, 15h09)

National First Division: Platinum Stars vs. Black Leopards (SABC 1, SS4, 26/05, 20h15)

PSL Awards 2018 (SABC 1, SS4, 29/05, 21h00)

National First Division: Jomo Cosmos vs. Black Leopards (SABC 1, SS10, 20/05, 14h54)

Absa Premiership: Bloemfontein Celtic vs. Mamelodi Sundowns (SABC 1, SS4, 12/05, 14h55)

Nedbank Cup (Final): Maritzburg United vs. Free State Stars (SABC 1, SS4, SS10, 19/05,…Mandela Centenary Cup: Mamelodi Sundowns vs. Barcelona (SABC 3, SS3, SS10, 16/05,…

*Various broadcast times ** Delayed broadcast on SABC 1

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UNIQUE REACH All ages 4+. All sport broadcasts on SABC, eTV and SuperSport combined. May 2018

Total unique audience by sport Live and Secondary Coverage in April 2018

Total unique audience by sport Live and Secondary Coverage in May 2018

• Football reached the highest unique audience, showing a 4% increase compared to March.

• Wrestling reports 16% increase in viewership month on month. Wrestlemania, broadcast on 15 April, reached the highest unique audience across all sport, increasing total unique reach.

• Boxing viewership is up 68% month on month. TKO broadcast on SABC 2 is the key audience driver.

• 864 817 unique viewers watched the Commonwealth Games.

• Variety: Various sports broadcasts on SuperSport Blitz.

• Football reached the highest unique audience, showing a 0.2% drop compared to April.

• Cricket reports a drop of 81% month on month. This is due to the fact that no cricket has been broadcast on SABC in May.

• Athletics is also down 65%. There was no live Athletics coverage on SABC 2 in May, delivering a lower unique audience month on month.

• Tennis reports an upward shift of 56% with the start of the Roland Garros on 26 May.

• Variety: Various sports broadcasts on SuperSport Blitz.

441 362 678 102 826 901 864 817 868 385 1 061 867 1 156 835 1 865 890 3 349 688 3 658 396 4 297 943 5 825 622 6 784 181

15 751 087 26 542 437

TennisCycling (on/off road)

MarathonCommonwealth Games

GolfSwimming

Motor racing (on/off road)EFC

RugbyBoxing

AthleticsWrestling

CricketVariety*Football

350 387 690 586 792 792 922 996 970 659 1 104 962 1 236 091 1 291 835 1 490 997 1 756 261 2 860 702 3 024 451

5 000 814 16 500 616

26 478 954

Varsity HockeyTennis

Cycling (on/off road)Golf

NetballSwimming

Motor racing (on/off road)Cricket

AthleticsEFC

RugbyBoxing

WrestlingVariety*Football 0.2

5

7

14

17

15

6

65

81

4

6

17

56

Source: BRC TAMS, April-May 2018, All 4+ Total unique reach: Unduplicated viewers who watched at least 3 minutes consecutively.

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TOTAL UNIQUE REACH COMPARISON All ages 4+. Top 5 sports on SABC, eTV and SuperSport combined. 2018

4 377

4 573

12 273

15 015

25 848

EFCBoxingCricket

Variety*Football

4 158

4 582

11 885

16 769

25 730

Olympics**Wrestling


5 006

6 564

13 498

14 253

25 446

WrestlingAthletics


Q1

January February March

4 298

5 826

6 784

15 751

26 542

AthleticsWrestling


2 861

3 024

5 001

16 501

26 479

RugbyBoxing

WrestlingVariety*Football

Q2

April May June

Q3

July August September

Q4

October November December

Values in ‘000s * Variety: Blitz updates on the SuperSport Update channel. ** Winter Olympic Games

Source: BRC TAMS, January-May 2018, All 4+ Total TV time: All broadcast formats grouped

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INSIGHT

In any given month of the year, TV Viewership in South Africa is dominated by SABC 1 and Football dominates Sports related content.

On the DSTV network, Sport dominates the audience ratings and again Football is the major driver of this dominance along with WWE. Higher LSMs = Sport

Cricket’s broadcast across both SABC and SuperSport maximises their broadcast reach and this augers well for their upcoming Mzansi T20.


SATISFYING MOMENTS OF TIME

WITH EFFORTLESS EXPERIENCES

THE QUEST FOR

CONVENIENCE

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IFE

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CONVENIENCE UNCOVERED

What is driving consumer

lifestyle changes?

PRIMING THE NEED FOR

CONVENIENCE

1 What solutions are

consumers seeking?

ENHANCING CONSUMPTION,

SHOPPING AND ENGAGEMENT

EXPERIENCES

2 How can companies best

provide convenience?

SATISFYING DEMAND FOR

EASE, UTILITY, SIMPLICITY

3

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TIME IS THE ULTIMATE CURRENCY USE TIME SAVING SOLUTIONS…

36% - To simplify my life/less stress

25% - Want more time to myself

17% - Work long hours/have long commutes

13% - Have children to look after

Source: GlobalData

SIMPLICITY FULFILMENT ENJOYMENT

PRESSURE PROCESSES COMPLEXITY

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ASK WHAT’S NEXT ...

Are we “future-ready”? How are we considering the changing macro drivers that impact consumer lifestyles? How can we understand consumers’ pain points and deliver convenience? How will consumers interact and engage with retailers and brands moving forward? Are our business models agile enough to adapt to these emerging trends. Can we embrace new and different technologies to fulfil consumers’ requirements? Is “convenience at the centre” of everything we do?

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INSIGHT

Rights-owners and event organisers need to better understand their fans and participants and particularly the choices they make as consumers.

People’s time has become their most important asset and as an industry we need to ensure that all aspects of event delivery take this into account.

Busy consumers are demanding products, places, spaces and processes to help them overcome everyday obstacles for effortless living. Anything that saves consumers time and effort is highly sought after.

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YOUR NIELSEN SPORTS CONTACTS

KERYN HAMMOND

ASSOCIATE DIRECTOR

BRANDS

PHONE: +27 (0)82 825 1147

[email protected]

JEAN WILLERS

CLIENT SERVICE MANAGER:

RIGHTSOWNERS

PHONE: +27 (0)79 520 3541

[email protected]

NIELSEN SPORTS BREAKFAST - Sponsorship...across TV and streaming Source: OWL …and young 90%+ of...

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Transcript of NIELSEN SPORTS BREAKFAST - Sponsorship...across TV and streaming Source: OWL …and young 90%+ of...