Grand Slams’ Are Iconic Global Sports Competitions And, As Proven by the 2017 Australian Open, Capable of Drawing Blockbuster Audiences
The four tennis ‘grand slams’ are iconic global sports competitions and, as proven by the 2017 Australian Open, capable of drawing blockbuster audiences. Roger Federer’s victory over Rafael Nadal brought Eurosport its largest-ever audience for a tennis match with 20.7 million viewers across Europe, while in the host country, the 3.6-million (4.4-million peak) figure was the highest audience for the final in over a decade. The prestige and image attached to grand slam tennis is not lost on the sport’s broadcast partners. For domestic broadcasters this has led to a continuous fee increase for the quartet of slams. Using Sportcal’s Revenue Dashboard – available to subscribers of the Media Intelligence Centre – to analyse the domestic revenue generated, Sportcal Insight examines how the grand slams have enhanced their domestic rights revenues. Currency conversions, where possible, have been done at the time of the deal and modelled data has been used for incremental rises during a rights agreement. All grand slams have long-running domestic deals with established broadcasters. This, it can be argued, limits competition and the potential for mushrooming revenues, resulting in a more modest rise than might otherwise be the case. In Australia, free-to-air network Seven’s most recent deal with Tennis Australia is under investigation by the country’s corporate watchdog because a competitive bidding process wasn’t launched, amid claims that the governing body could have raised an extra A$50 million ($45 million) had the rights been taken to the open market. The 2017 women’s Australian Open final attracted 360,000 more viewers than the final of T20 cricket’s Big Bash League (aired on another free-to-air broadcaster, Network Ten, at the same time).
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