It’s not when, it’s how many
2015 is the start of a new media dynamic for V8 Supercars (V8SC). A lot has been written on the Foxtel/TEN deal, and following the raw data this week, many have reported that the numbers were significantly lower than 2014. Unfortunately, most are still looking at the 2015 figures through 2014 eyes and not measuring the new deal accordingly.
There are a number of reasons V8SC are not in a panic about the regularly reported downturn of viewership. Most simply, because year to date it is not down.
Why is it that everyone is saying otherwise? Because most people are only looking at the ‘Live’ view numbers.
Many commentators, bloggers and journalists report the ‘Live’ figures and portray the replays as irrelevant, they rule out the value of these viewers, and disregard the person who watched the Rugby League ‘Live’ then once the game is over watch the V8’s. If it is sponsorship and commercial deals that makes the V8 world go round (see our story on the latest V8 research here), then each of these viewers are as important as the ones that watch it ‘Live’. The way the replays (both on TEN and Foxtel) are preported in some media, you would think that the sponsors are erased from the pictures (like clips of cars with cigarette advertising) and a person watching these broadcasts is having no exposure to any of the products and services on the cars, track or TV graphics.
‘Live’ viewing numbers are not the whole story. V8 Supercars now has multiple delivery strategies:
Strategy 1 – Live TV – Subscriber TV 100%, Free to Air TV 33%
Strategy 2 – Live Online/Mobile Webcast – Foxtel Play – Foxtel Go – SuperView (Overseas) 100%
Strategy 3 – Delay Highlights Broadcast – Free to Air 66%
Strategy 4 – Delay Broadcast – Subscriber TV – 100%
Strategy 5 – Playback – Subscriber TV 100% Free to Air PVR 100%*
(*Playback numbers are only counted when viewers don’t fast forward through the content http://www.thinktv.com.au/content_common/pg-pvrs-and-time-shifted-viewing.seo)
To fully comprehend the viewer for V8 Supercars, you need to analyse the consolidated ratings, (explained here http://www.thinktv.com.au/content_common/pg-consolidated-ratings-faqs.seo). In short, the real figures for V8 Supercars viewing is not available until between seven and 14 days after the event, depending on when the final replay is shown.
V8 Supercars has provided Supercar Magazine with the Live numbers from Perth last weekend. These do not include the delayed broadcasts and playback data which is not available until next week, when all the Foxtel replays have concluded.
|Race 7 (Foxtel)||92,000|
|Race 8 (Foxtel)||85,000|
|Races 7&8 (TEN/ONE)||198,000|
|Race 9 (Foxtel)||90,000|
|Race 9 (TEN/ONE)||273,000|
V8 Supercars estimate the replay and playback numbers will be approximately 40,000. This will result in the total viewing numbers being 20% down on 2014.
However, for the first three races of 2015, viewing numbers for the series are actually 50% up on last year. One weekend shouldn’t be the barometer for the success of the new media deal.
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