Spotlight on: London Marathon

7/21/2019 Spotlight on: London Marathon

http://slidepdf.com/reader/full/spotlight-on-london-marathon 1/11

Spotlight on: London MarathonWednesday 29 May, 2015



London Marathon 2015TV Audience

THE OVERNIGHT AVERAGE AUDIENCE FOR

THE 2015 LONDON MARATHON ON BBC 1

WAS 3.2 MILLION PEOPLE. ALLOWING FOR

EXPECTED DELAYED VIEWERS, THIS IS LIKELY

TO REPRESENT A 10% INCREASE ON THE

AVERAGE AUDIENCE FOR THE 2014 LONDON

MARATHON.

Source: Futures Sport + Entertainment

www.octagon-uk.com | T: 020 7862 0000

2 Waterhouse Square, 140 Holborn London, UK EC1N 2AE




0

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000

4,500

10:00:00 10:30:00 11:00:00 11:30:00 12:00:00 12:30:00 13:00:00 13:30:00 14:00:00

A u d i e n c e

( 0 0 0 s )

Time



THE AUDIENCE PEAKED AT 4 MILLION, AS

PAULA RADCLIFFE FINISHED HER LAST

EVER LONDON MARATHON.

Read more on this here.

https://www.scribd.com/doc/263364794/London-Marathon-2015-Paula-Radcliffe

https://www.scribd.com/doc/263364794/London-Marathon-2015-Paula-Radcliffe




0

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000

4,500

10:00:00 10:30:00 11:00:00 11:30:00 12:00:00 12:30:00 13:00:00 13:30:00 14:00:00

A u d i e n c e

( 0 0 0 s )

Time



THE AUDIENCE FELL AWAY QUICKLY

ONCE THE ELITE ATHLETES HAD FINISHED

RACING.



London Marathon 2015Social Media

BIG TV EVENTS WILL HAVE A

CORRESPONDING RIPPLE EFFECT ONLINE

WITH MANY TURNING TO TWITTER TO SHARE

THEIR THOUGHTS ON THE MOMENT. THE

LONDON MARATHON IS NO DIFFERENT

RECEIVING AN AVERAGE OF 88 TWEETS PER

MINUTE THAT DAY FROM OVER 110,000

USERS!





London Marathon 2015Social Media

BUZZ GRAPH FOR

#LONDONMARATHON OR

“LONDON MARATHON”

What makes this event interesting is thelevel of positive messaging around the raceversus other sporting moments withconversations around support, charitiesand pride. It’s a great opportunity for manybrands to engage with users in such peak

of emotion but particularly for charities whocan convert commentators intoambassadors and donors.



Source: Sysomos MAP



London Marathon 2015Focus on Sponsor: Buxton Water




Perhaps the most eye catching sponsor activity over the Marathon weekend wasofficial drinks partner Buxton’s tie up with Transport For London. Canada Water

station was renamed ‘Buxton Water’ on race day with integration of branded

artwork throughout the station creating visibility and awareness of the brand’s

sponsorship of the Marathon to be built with commuters passing through the

station on race day. A couple of interesting elements to consider …

Sponsorships of this nature do not generate high levels of media exposure for

brands through the assets provided by the rights holder – they provide a brand

platform. Meaningful engagement and awareness can only be built through

smart activation. This requires additional investment – a balance must be struck

between reach and efficiency. For instance, social media is cost-efficient and

provides a dynamic engagement platform but does not guarantee reach

without efficient planning and amplification. Buying media space can guarantee

reach but not engagement without being part of a wider campaign – activation

is about striking the right balance based on objectives and available budgets.





“BUXTON WATER”

GAINED

2,496

TWITTER MENTIONS

FROM 1,259 USERS…

WITH 2,507

CAMPAIGN HASH

TAG MENTIONS#WITHYOUALLTHEWAY






Buxton Water reportedly paid £110,000 to rename the tube station for the day; aninvestment that is likely to be similar to, or in excess of what the brand pay for their

sponsorship rights. It is likely that the tube station naming rights would be

considered as ‘advertising’ spend by Buxton rather than ‘sponsorship’. Advertising

budgets are much larger than the traditionally more tightly guarded sponsorship

budgets. Rights holders have significant potential to grow revenues by tapping in

to these budgets with relevant propositions.

The first naming rights agreement concluded by TFL who see brand partnerships

as a key way of raising over £3.4bn from non-fare revenue over the next decade.

Whether brands will see the value in longer term tie-ups with TFL or whether

partnerships will tend to be more tactical remains to be seen






Daniel Haddad

SeniorAccount Manager@danhaddad86

Thank You

Shea Warnes

DigitalLead Strategist@SheaWarnes



Jack Connor

SeniorAnalyst

Futures S+E

https://twitter.com/danhaddad86

https://twitter.com/SheaWarnes

http://www.futuressport.com/

http://www.futuressport.com/





Spotlight on: London Marathon

Documents

Transcript of Spotlight on: London Marathon