Eurosport remains at the top of its game
Strong performance in Eastern Europe, premium sports rights and a successful digital strategy have once again confirmed Eurosport Group’s multimedia platform as the No.1 in Europe, according to the 2011 EMS Summer Survey.
Some of the following contains marketing-speak…
The survey, the only one to measure all multimedia devices of PETV channels, found that Eurosport’s combined platform reach across TV, online and mobile outstripped nearest rivals MTV by 28% among the EMS target demographics.
Eurosport, the group’s flagship TV channel and live sports specialist, ranks No.1 PETV channel – for the 16th consecutive year – showing that sport remains the key audience driver across all times categories and ahead of other genres such as news. In the very upscale demographics, EMS, EMS Select (top 3%) and C-Suite, Eurosport ranked higher than its TV competitors, demonstrating its strong appeal for advertisers targeting the highest-earning business professionals.
Eurosport 2 cemented its status as one of Europe’s fastest growing TV channels with an impressive gain of 25% in weekly reach v. 2010. Reaches are highest mostly in Central and Eastern Europe (Hungary: 31%, Poland: 26%, Czech Republic: 21%) thanks to premium sports properties such as the Bundesliga.
Eurosport 2 exclusively broadcasts the German top football league live to 23 territories in a deal lasting until 2015, and the EMS performances demonstrate how the group’s strategy of premium rights acquisition is enhancing the regional offer and boosting audiences.
Eurosport’s pan-European leadership reached beyond TV. With a monthly reach of 7.2 million, Eurosport.com, which is available in 11 language versions, increased its online reach by an impressive 8.5% vs. 2010.
This performance was mirrored on the mobile platform with Eurosport.com’s iPhone, iPad, Android and Blackberry apps ranking above all other fully commercial broadcasters with an average of 2.2 million Europeans visiting every month and a 13 per cent increase vs. 2010.
Eurosport.com’s digital successes in the EMS Survey demonstrate that the group is fulfilling its brand promise to provide fans with the best sports entertainment experience “anywhere, anytime and on any device”.
Laurent-Eric Le Lay, CEO and Chairman, Eurosport Group, says: “The EMS results are extremely positive as they demonstrate Eurosport’s leadership in Europe with excellent gains in key markets for Eurosport 2. Our leadership is both geographical and technological. Eurosport.com has been innovating since its launch in 1999 and the latest EMS figures for mobile reach underline the success of our digital strategy.
“Whether on TV, online or mobile Eurosport provides first-class content such as premium exclusive Bundesliga rights, which help build a strong brand and fulfil our brand promise: to deliver top content anytime, anywhere and on any device. The EMS survey also highlights something else very important: Eurosport’s appeal as an advertising platform. The more upscale the audience the more they watch Eurosport – showing we are a very attractive proposition for advertisers wishing to reach Europe’s highest earners.”
The EMS Survey, published bi-annually (Summer and Winter) by the Amsterdam-based Synovate Research Group, measures audience reach among the main income earners in the top 20% of households across Europe.