Viessmann Fis Nordic Combined World Cup 2019/20

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Copyright ©2020 The Nielsen Company. Confidential and proprietary. Your contacts: Alexander Karduck, Markus Kreile Expertise WORLD CUP2019/20 VIESSMANNFIS NORDIC COMBINED TV TV MediaEvaluation by NielsenSports – Event Summary Copyright ©2020 The Nielsen Company. Confidential and proprietary. TV Media Evaluation Media TV STUDY INTRODUCTION AUDIENCE TV PROGRAMME MARKETS EVENT ANALYSIS SPONSORS BRIEF PERIOD SOURCES - FIS Nordic Combined World 2019/20Cup World CombinedNordic FIS TYPES Estimations Mediametrie Live, Austria, Cup 2019/20Viessmann Combined World FIS Nordic (M) 2019/20 Season Audi, Viessmann Delayed, Finland by / Eurodata Relive, Nielsen , France, France, , Germany, Highlights, TV, Sports The Nielsen Sport Italy Magazines, , Japan, , Company, Norway Magazines, MMS, , Russia TNS News , Gallup Switzerland | Adults , USA , 3 + | 2 Copyright ©2020 The Nielsen Company. Confidential and proprietary. MANAGEMENT SUMMARY GLOBAL OVERVIEW

LIVE NON-LIVE

FIS NORDIC COMBINED WC

Cumulative Audience* 88,54 354,18 (M) 442,72

Broadcast Time 309:31:48 590:20:23 (hh:mm:ss) 899:52:11

Event Impressions 5.949,91 2.611,23 (M) 8.561,14

SPONSORSHIP ANALYSIS

Visibility 231:04:13 544:23:06 (hh:mm:ss) 775:27:19

Sponsorship Impressions 5.471,35 1.870,45 (M) 7.341,80

QI Media Value 14.157.244 4.123.590 (€) 18.280.834

*Source: Mediametrie/Eurodata TV, The Nielsen Company, MMS, TNS Gallup /Adults 3+/ Estimations by Nielsen Sports

CUMULATIVE AUDIENCE BROADCAST TIME • Decreased by 230M compared to • 899h of coverage means an increase by 2018/19, mainly due to -163M in almost 70h compared to 2018/19 with Germany. more coverage in Italy and Finland. • Still, Germany accounts for two thirds • Live coverage accounts for 34% of total of total numbers. broadcast time

VISIBILITY SPONSORSHIP IMPRESSIONS • Combined, Audi and Viessmann were • Germany accounts for the majority of visible for over 775h. This is 60h more sponsorship impressions (66%). than in the previous season. • As in the previous season, Audi • Intermediate was the most visible tool accounts for approx. one third, for Audi (50h), the Platinum Circle for Viessmann for two thirds. Viessmann (81h).

QI MEDIA VALUE • Audi and Viessmann together cumulate a total of € 18,3M in QI Media Value which represents a 23% decrease compared to the previous season. • Ramsau is the most valuable World Cup stage (2,8M), followed by Ruka (2,6M) and Seefeld (2,5M).

Broadcast Time (h) Audience (M)* Media Impact (M) 1.200 110.000

1.000 90.000 945

832 800 70.000

679 673 636 600 50.000

443 400 30.000

12.065 10.000 200 9.726 9.769 8.933 10.562 8.561

0 -10.000 2014/15 2015/16 2016/17 2017/18 2018/19 2019/20

YEAR-ON-YEAR DEVELOPMENT • Year-on-year development to some extent reflects the performance of German athletes as Germany is the key (TV) market for Nordic Combined. • Jarl Magnus Riiber could spark some excitement at home but just because of its population size, Norway cannot compensate for the negative trend in Germany. • Also, there were 5 competitions less compared to 2018/19 – both Otepää and Schonach had to be cancelled due to warm weather / lack of snow (not COVID-19 pandemic).

*Source: Mediametrie/Eurodata TV, The Nielsen Company, MMS, TNS Gallup /Adults 3+/Estimations by Nielsen Sports

LIVE AUDIENCE BY VENUE (TOP 5) – CUMULATIVE AUDIENCE* MARKET RANKING – EVENT IMPRESSIONS (M) (M) BROADCASTS

13,81 13,34 Germany 5.622 411 12,86 12,10 9,20 Finland 1.230 331

Norway 628 351

Ramsau Seefeld Oberstdorf Trondheim Ruka Austria 586 281

Italy 234 177 • Ramsau is the top venue in terms of cumulative live audience, even beating Seefeld (staging the triple again). • In Norway, there was broader coverage from Ramsau than from Russia 137 185 Seefeld. In Germany, public broadcaster ZDF only aired 4 of the 6 jumpings/races in Seefeld live (and all 4 in Ramsau). France 56 124 • Apart from Ramsau, the top 5 show different venues compared to the previous season. Chaux-Neuve, for example, ranked top in 2018/19 as it substituted WCH host Seefeld for the triple but was Japan 40 40 not part of the World Cup calendar this season.

• The country ranking in terms of media impact remains unchanged Switzerland 27 124 compared to 2018/19 – with one exception: Italy overtakes Russia as event impressions increase by 17% thanks to more coverage USA on Rai Sport. 1 3

*Source: Mediametrie/Eurodata TV, The Nielsen Company, MMS, TNS Gallup /Adults 3+/Estimations by Nielsen Sports

CHANNEL RANKING BY BROADCAST TIME (TOP 5) CHANNEL RANKING BY EVENT IMPRESSIONS (TOP 5) (hh:mm:ss) (M)

Eurosport 2 DE 50:51:57 ARD (GER) 2.943,56 (AUT)

Eurosport 2 RU 49:17:20 ZDF (GER) 2.324,43 (RUS)

Eurosport 2 IT 48:55:09 YLE 2 (FIN) 1.065,11 (ITA)

Eurosport 2 DE 40:00:56 NRK 1 (NOR) 577,84 (GER)

Eurosport FI 39:00:47 ORF 1 (AUT) 544,24 (FIN)

• Eurosport covers the first 10 spots in the channel ranking by WORLD CUP EVENT IMPRESSIONS TREND (M) broadcast time. Overall, it accounts for 72% of total coverage (and 7% of total media impact).

12.065 • Italian Rai Sport (39 hours) leads the table outside the Eurosport 9.769 10.562 network. 8.933 8.561 • The top 5 channels in terms of media impact remain unchanged compared to the previous season – only ARD and ZDF are swapping places. • Together, these 5 channels account for 87% of total media impact. • Considering that there were 5 competitions less than in 2018/19, ORF 1 is the only channel with an increasing average media impact per 2015/16 2016/17 2017/18 2018/19 2019/20 competition.

Copyright ©2020 The Nielsen Company. Confidential and proprietary. 8 Copyright ©2020 The Nielsen Company. Confidential and proprietary. Germany Norway Finland Austria France Russia TV Media Evaluation Media TV *Source: CountryBy Trend (Top by7 Event Impressions 2019/20) MEDIA MONITORING Italy ( BROADCAST TIME hh:mm:ss 2019/20 Mediametrie 46:21:52 69:01:19 ) 87:08:40 87:36:29 - / Eurodata FIS Nordic Combined World 2019/20Cup World CombinedNordic FIS 102:00:18 2018/19 106:06:20 108:25:19 109:31:46 114:09:16 120:30:37 121:01:22 129:29:22 TV, The Nielsen Company, MMS, TNS TNS / Gallup MMS,Company, NielsenThe TV, 143:04:43 153:32:20 (M) EVENT 2019/20 56,35 76,38 137,20 200,01 234,45 234,68 585,94 927,02 628,47 759,04 1.230,01 IMPRESSIONS 1.625,31 Adults 5.621,58 2018/19 3+/ Estimations 8.154,69 by Nielsen SportsNielsen (M) CUMULATIVE 2019/20 2,23 2,31 2,78 3,10 3,29 5,72 22,83 46,93 36,48 46,05 68,10 79,19 2018/19 295,92 AUDIENCE 459,12 MEDIA IMPACT TREND 9 Copyright ©2020 The Nielsen Company. Confidential and proprietary. Eurosport DE(GER)2 Eurosport RU(RUS)2 TV Media Evaluation Media TV By Channel Channel By (Top 10) MEDIA MONITORING Eurosport DE(AUT) 2 EurosportNO (NOR) EurosportRU (RUS) Eurosport FI2 (FIN) Eurosport IT2 (ITA) Eurosport FI (FIN) Eurosport IT (ITA) Rai Rai Sport (ITA) - FIS Nordic Combined World 2019/20Cup World CombinedNordic FIS ( BROADCAST TIME hh:mm:ss ) 34:37:23 35:56:40 37:58:29 46:21:57 50:27:57 53:24:37 56:42:12 57:20:57 57% OF 57% TOTAL 68:07:33 74:01:55 EurosportRU (RUS) EurosportDE (GER) Eurosport RU 2 Rai Rai Sport (ITA) NRK 1 (NOR)NRK 1 ORF (AUT) 1 YLE 1YLE (FIN) 2YLE (FIN) ARD (GER) ZDF (GER)ZDF (M) EVENT 60 76 125 176 271 IMPRESSIONS 544 578 1.065 95% OF 95% TOTAL 2.324 2.944 10 Copyright ©2020 The Nielsen Company. Confidential and proprietary. TV Media Evaluation Media TV Coverage Trend by Week MEDIA MONITORING (M) EVENT IMPRESSIONS (hh:mm:ss) BROADCAST TIME 120:00:00 150:00:00 00:00:00 30:00:00 60:00:00 90:00:00 1.000 1.500 2.000 500 0 - FIS Nordic Combined World 2019/20Cup World CombinedNordic FIS 47 47 48 48 49 49 50 50 51 51 52 52 53 53 1 1 2 2 3 3 4 4 5 5 6 6 7 7 8 8 9 9 10 10 11 11 12 12 11 Copyright ©2020 The Nielsen Company. Confidential and proprietary. TV Media Evaluation Media TV Season ComparisonSeason Event byImpression MEDIA MONITORING November - 1.211 FIS Nordic Combined World 2019/20Cup World CombinedNordic FIS 527 2.617 December 2.474 January 4.111 2.188 One event more One more event due to the WCH WCH break in February 2.428 February 2.536 March 1.698 837 2018/19 2019/20 12 Copyright ©2020 The Nielsen Company. Confidential and proprietary. METHODOLOGY Copyright ©2020 The Nielsen Company. Confidential and proprietary. TV Media Evaluation Media TV PROGRAMME TYPES coverage(news,etc.). secondarynot attributed becan coverageevent specific the onlycollection, data of typethe to DueNote: ratings). TAMbasis of protocols compiled the(audience on programme or is researchedTheonlineTV channela of BROADCAST SCHEDULE AUDIT (BSA) execute. to TV thebroadcast of footage programmes. variousthe requires physicalIt recording fixtures,and/orwhichWorld on in Cup, is reportedetc. involvesteams events,ofIt content. coding thedata Mediamonitoring broadcastcoverage of analysisis the MEDIA MONITORING Media Media Monitoring TV MEDIA EVALUATION News Sportmagazine Magazines Secondary Highlights Re Delayed Live ( Dedicated primary - live coverage coverage / coverage - Featuresin programmes minimal orsport sportingcontent Programme with interviewsand information wellbackground as summaries reportseventand as Sports programme showing Repeat of a live / delayed broadcastlivedelayed a/ of Repeat Near broadcastLive FIS Nordic Combined World 2019/20Cup World CombinedNordic FIS ) - live, first airingfirst live, broadcast news programmes mix day and time of the program, content of the program,the of program, content thetime of andday subscribers, universeor of numberTechnical included: following the estimate, information is To calculate an estimation model. quantitative a calculated estimated are ratingsusingplace, in measurement official is Forchannelswhereaudience no AudienceEstimation TNS Gallup,etc. Mediametrie/ Measurement(TAM)Audience providers such as Programme ratings sourcedofficial from are Television Audiencedatasources interval. that TV duringaudience total the of percentage as a time givenexpressedaduringinterval, andstation particular a programme to oris tunedindividuals, that orwhetherhouseholds population, specified aViewing of Market Share Reach,withCoverconfused orbe Notto individualsSometimes reached). 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Confidential and proprietary. TV Media Evaluation Media TV Impressions seconds x 16MSponsorship4m)= seconds 30 (120 / Example: Formula: withImpressions Eventconfused be Notto audience. multiplied thensecondandunits the averageby number 30 of theis into exposureBrandconverted visibility. seconds brand of 30 to exposure person's oneimpression to equalwith one being ratings, its television to audiencebroadcastain duration Impressions brandvisibility Sponsorship relatethe sponsorship. to exposureimpact oraudiencerate of impressions Sponsorship measure sponsorship of are a SPONSORSHIP IMPRESSIONS placement. signagea havenot does that tracking space a to of beadaptedThis also can result. towardswill the exposureis legible,thebe count exposed is toolbrand the visible, the but of 80% underIf Note: higher. on visiblesourceis 80% tool least at the that conditionthe on is legibility. exposureregardlessAn countedbrand of sponsorby differentiated exposureMeasurement tool of ASSET VISIBILITY ANALYSIS claim, orbrand,product likeness. logoeither a visible80% onleast at and it that theis conditionlegible An exposureis on counted bysource. differentiated exposure Measurementbrand of BRANDEXPOSURE ANALYSIS Sponsorship TV MEDIA EVALUATION - screen, and has anhason andscreen, 푉𝑖푠𝑖푏𝑖푙𝑖푡푦 . - Analysis FIS Nordic Combined World 2019/20Cup World CombinedNordic FIS 30 𝑖푛 푆 푆푒푐표푛푑푠 - screen - 푥 screen. 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