GLOSSARY FEI
M
ETHODOLOGY UPDATES
After a careful analysis and benchmark among other sport rights holders, the following updates were implemented to the media monitoring methodology. These updates are impacting only Social videos and Web TV*
CPM
•FEI has defined a CPM of 50€ for the evaluation of WEB TV and Social Videos
•FEI and IRIS are confident that this CPM reflects better the FEI’s unique positioning in the market and resonates better with the audience and content value that the FEI offers to its stakeholders
AUDIENCES
•In this context it was also decided to weight audiences on WEB TV and Social Videos by the average viewing duration
•The new methodology used to measure reach, suits better to the channels in question as it adjusts to the type of content and reflects the actual consumption from people watching
B
ROADCASTING TIME
TV / WEB TV / SOCIAL VIDEOS
The broadcasting time refers to the length of the TV coverage or video duration of a specific event. The measurement starts with the first image of the analyzed topic and ends as soon as it changes. Therefore, the broadcasting time represents the potential on screen time for sponsors.
E
NGAGEMENT
SOCIAL MEDIA / SOCIAL VIDEOS
Amount of interactions with post/videos on social media platforms
The engagement is measured for the different platforms as follows:
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Blogs / Message boards: shares
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Flickr: favourites + comments
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Facebook: likes + comments + shares
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Instagram: likes + comments
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Twitter: retweets + favourites
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YouTube: likes + comments
E
NGAGEMENT RATE
SOCIAL MEDIA / SOCIAL VIDEOS
Measures the amount of interaction social content earns relative to reach
The calculation is made for every item separately, the total engagement rate is an average of all single engagement rates
E
VENT CONTACTS
Quality measure of the coverage in the different media:
TV / WEB TV / SOCIAL VIDEOS
Relates Broadcasting Time and audience per 30 seconds (FASPO convention)
Example: A Broadcast with a viewership of 5 million and a broadcasting time of two minutes means 20 million event contacts. The calculation is made for every item separately.
E
VENT VALUE
IRIS calculates a monetary value for the competition/event based on its total coverage. Therewith, the EVENT VALUE represents a hypothetical maximum Sponsoring Value provided that a sponsor would be visible the entire broadcasting time or occupied all articles/posts completely. In the past, the Event Value for Print, Online and Social Media was applied for articles/posts with FEI mentions only. In February 2020, FEI and IRIS have decided that the event value should be applied for the complete coverage. Therefore values were amended also for recent events.
TV / WEB TV / SOCIAL VIDEOS
CPM = 10 Euro for TV; CPM = 50 Euro for WEB TV and Social Videos (see methodology updates)
PRINT:
Event Value = Size of article x ad price (1/1)
ONLINE:
CPM based on standard banner prices per website category (between 20€- 35€); reach = visits weighted (see definition of reach)
SOCIAL MEDIA:
Same as online, CPM based on standard banner prices per platform category (between 15€- 25€); reach (see definition of reach)
F
EI VALUE ADDED
FEI has defined a CPM of 50€ for the evaluation of WEB TV and Social Video. FEI and IRIS are confident that this CPM reflects the value added through FEI’s positioning in the market and resonates better with the audience and content value that the FEI offers to its stakeholders. In this context it was also decided to weight audiences on WEB TV and Social Videos by the average viewing duration. The new methodology used to measure reach, suits better to the channels in question as it adjusts to the type of content. IRIS supports the FEI in the elevation of CPM based on FEI’s unique selling proposition.
IRIS supports the FEI in the elevation of CPM based on FEI’s unique selling proposition.
G
ENRE
TV / WEB TV:
Aggregation of similar programmes:
Re-live & Event Highlights: Programmes that don’t have a set broadcasting time and almost only display images with sport content. Normally, the main part of the coverage of a sport-specific programme is allocated to a specific contest.
Live: Sport events that are broadcasted in real-time, are labelled as „live“. Live broadcasts can be a part of sport-specific programmes.
Sport Magazine: Programmes with a defined broadcasting time, covering multiple kinds of sports or events.
News & Others: Programmes with a set broadcasting time, covering miscellaneous topics daily or programmes that cannot be categorised into the mentioned genres e.g. talk shows, boulevard magazines or entertainment programmes
PRINT:
Aggregation of print publications:
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Daily newspaper
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Weekly newspaper
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Special Interest
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Equestrian
ONLINE
Aggregation of websites:
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General News
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Sports
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Special Interest
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Equestrian
SOCIAL MEDIA / SOCIAL VIDEOS
No aggregation of platforms:
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Facebook
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Twitter
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Instagram
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YouTube
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Blog
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Dailymotion
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Message Board
H
YPOTHETICAL SPONSOR
Analysis of a hypothetical sponsor based on FEI’s briefing of possible advertising sources
M
ENTION
PRINT / ONLINE / SOCIAL MEDIA
A mention refers to the display of a sponsor or a sponsor message in image and/or text. The lettering must be legible at a minimum of 75% so that it can be associated to a certain brand (FASPO convention). The number of mentions reflects the extent of the advertising presence of a sponsor.
R
EACH
TV
Average (adult) viewership of a certain programme: A mention refers to the display of a sponsor or a sponsor message in image and/or text. The lettering must be legible at a minimum of 75% so that it can be associated to a certain brand (FASPO convention). The number of mentions reflects the extent of the advertising presence of a sponsor.
WEB TV / SOCIAL VIDEOS
Official views where available weighted by the average viewing duration, IRIS prognosis where video views are not available (weighting of audiences starting with World Cups 2018/19)
Calculation: The Audience is counted once per video
PRINT
Officially released readership of a publication
In order to determine the readership when no official readership numbers are published, the circulation is multiplied by the factor 2,5
Calculation: The Readership is counted once per article
ONLINE
Officially released visits weighted depended on the placement of the article per website category
An article’s visits vary depending on its position; hence a weighting of the visits is being applied according to the category of the website
Calculation: Visits is counted once per article
SOCIAL MEDIA
Reach dependent on the different platforms:
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Blogs/Messageboards: page views of platform per day
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Flickr: views of the article/post
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Facebook: (page fans of author + (engagement x 350)) x 0,1
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Instagram: subscribers of author
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Twitter: follower of author
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Weibo: follower of author
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YouTube: views of video
Calculation: The Reach is counted once per post
S
EQUENCES
TV / WEB TV / SOCIAL VIDEOS
One sequence marks the continuous on-screen-presence of one particular sponsor. A high average sequence time implies a high impact potential of the sponsoring.
S
HARE ON BROADCASTING TIME
TV / WEB TV / SOCIAL VIDEOS
Exploitation of Broadcasting Time
One sequence marks the continuous on-screen-presence of one particular sponsor. A high average sequence time implies a high impact potential of the sponsoring.
S
OURCE
Advertising tools like panels, obstacles, press backdrop on which the sponsor was illustrated.
S
OCIAL VIDEOS
Advertising tools like panels, obstacles, press backdrop on which the sponsor was illustrated.
Videos on the following Social Media platforms are analyzed: Facebook, Instagram, Twitter, Dailymotion, Weibo, YouTube
Starting from the FEI World Cup 2018/19 FEI YouTube TV is part of the Social Video section and not covered under WEB TV anymore
S
PONSORSHIP CONTACTS
Quality measure of the sponsor presence in the different media:
TV / WEB TV / SOCIAL VIDEOS
Relates visibility of a sponsor and audience per 30 seconds (FASPO convention)
ONLINE
Base: Official CPMs for a super banner (728 x 90 pixels) of a website; weighting depends
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classification (dominant, recessive, or neutral)
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size of the sponsor hit
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main or subordinate topic for textual presence
(see quality score)
Base: publications’ official ad rates; same weighting as in online media (see quality score)
SOCIAL MEDIA
Base: CPMs varying by the type of post (video 25€ / picture 25€ / text 10€); same weighting as in online media (see quality score)
W
EB TV
Videos on the following platforms are analysed in the WEB TV section:
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FEI TV
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FEI YouTube TV (moved to to Social Videos starting from FEI World Cups 2018/19)
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Clipmyhorse tv
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Cheval tv
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Sina Sports
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Olympic Channel
Please inform IRIS in case of any additional WEB TV rights holders.
V
ISIBILITY
TV / WEB TV / SOCIAL VIDEOS
Duration of a sponsor’s presence:
The visibility represents the exact period of time a sponsor or its message has been visibly recognizable for the viewer on the screen. The measurement starts once the advertising message is visible for at least one second. The logotype must be legible at a minimum of 75% so that it can be associated to a certain brand
(FASPO Convention).
In case of no complete survey of the ad presence, the ad times will be extrapolated based on a representative sample.