The third level of exposure corresponds to the media audience: Media and sports

Extract

[...] bibliography ABRAT O. and R. MARTIN, Rugby 2008 report, the French and rugby, TNS Sofres, March 2008 ANNE F. and E. CHERON, Measuring the effectiveness of sponsorship, French Journal of Marketing 1991 Maxime DEGBO, sponsors always attack, Humanity, May Mr. DESBORDES, business strategy in sport, Editions Economica M. and G. [...]

[...] These data on indirect hearings are provided by the media through the press or by companies like Médiamétrie study. Corporate sponsors should distinguish types of media (press, TV . ) the indirect audience is the most important to establish a sponsorship operation. For example, during the broadcast on France Paris Marathon in 2005, there has been 2h30 live audience of 937,000 viewers 10% compared to 2004) with a 16% audience share. The best quarter hour was between 10:45 ET 11h with 1.373 million viewers and high performance on PCS + audience share). [...]

[...] The third level of exposure corresponds to the media audience The media audiences are used to calculate the indirect audience of the event. There are four types of indirect audience: Spectators live: it is the people in front of their television or those who listen to the radio. These people are the most vulnerable to persuasion, they live passionately the individual or family event. So they create a close with the sponsor or a certain complicity. Spectators at the event's evening: these are the people who attend a sports summary or the sports page of the TV or radio news. [...]

[...] The goal is to calculate the time of occurrence of the sponsor on the various TV channels. It will measure the air time to be weighted by a coefficient on the following three criteria: The power of the chain: its audience. The timing of the release of the sponsor if the sponsor is visible in the morning or evening when the audience is the most important or in the middle of the night where the hearings are minimal. The image of the presenter if the presenter has some legitimacy and credibility of sport and if he is famous. [...]

[...] The equivalent advertising makes it possible to calculate the savings or the extra cost of a sponsorship deal compared to a conventional operation of publicity. In general, these studies are carried out by specialized agencies like Havas Sports and TNS Sport, as the sponsoring companies do not have time to take care of and these methods require skills specific to these research companies. Today, these companies also specialize in implementing measurement techniques of the exhibition of sports sponsorship, by developing innovative tools. [...]