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2019 BNP Paribas Open Sponsor Report

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2019 BNP Paribas Open Sponsor Report BNP PARIBAS OPEN 2019 SPONSOR REPORT Prepared for: City of Indian Wells 5 Tournament at a Glance 6 Contractual Benefits 8 City of Indian Wells 11 Global Broadcast & Sponsorship Report (SMG YouGov) 5 TOURNAMENT AT A GLANCE Event Dates March 4-17, 2019 Site Indian Wells Tennis Garden Indian Wells, California Sanctions ATP Tour Masters 1000 WTA Premier Mandatory Economic Impact* $406 million Attendance On-Site Attendance 475,372 Broadcast Total Broadcast Audience 141.1 million Linear TV Audience 85.4 million Digital Streaming Audience 14.3 million Linear TV Coverage 15,889 hours Live Broadcast Hours 8,755 hours Digital & Social Official Website Visits 3.4 million Social Audience 556,150 followers Social Media Video View 41.3 million Social Media Mentions 276,238 Social Media Impressions 48.4 million Media Onsite Media Members 400+ News Audience / Media Impressions 60 billion Articles (Print & Digital) 12,000 Earned Media Mentions 13,250 Online News Publicity Value $1.9 billion *Research by George Washington University 2017 6 CITY OF INDIAN WELLS Contractual Benefits Suite UNITS DESCRIPTIVE VALUE 33 Seat Stadium Suite plus additional passes: 21 sessions ($6,500 per seat) $214,500 44 Seat Stadium Suite plus additional passes: 21 sessions ($8,500 per seat) $374,000 Food and Beverage Credit for Stadium Suite $75,000 Tickets UNITS DESCRIPTIVE VALUE 8 Stadium Box Seat Tickets: 21 sessions ($2,200 each series) $17,600 8 Stadium Box Seat Tickets: 21 sessions ($2,600 each series) $20,800 16 Prime Loge Seat Tickets: 21 sessions ($1,100 per series) $17,600 1652 Prime Loge Day Tickets for Resident’s Day ($75 per seat) $123,900 1748 Prime Loge Evening Tickets for Resident’s Day ($35 per seat) $61,180 16 Loge Seat Tickets: 21 sessions ($725 per series) $11,600 Parking UNITS DESCRIPTIVE VALUE 24 Valet Parking Passes (Value $40.00 per day per pass) $11,520 6 VIP Parking Passes (value $40.00 per day per pass) $2,880 850 General Parking Passes (Value $25.00 per day per pass) $21,250 Marketing UNITS DESCRIPTIVE VALUE 2 Full Page ads in Tournament Program plus e-edition ($2,750 per ad) $5,500 1 Half Page ad in Daily Draw Sheet ($2,500 per ad) $2,500 Publications / Collateral Materials ID on Ticket Brochures 90,000 ID on Renewal Brochures 5,000 ID on Sponsor Strip in Daily Drawsheet front page (circulation) 415,229 ID on Sponsor Strip in Daily Drawsheet front page (onsite distribution) 14,536 ID on Sponsor Page in Tournament Program 10,000 7 Signage Concourse Signage in Stadium 1 (attendance) 229,996 Digital ID on 42 emails delivered to our database (Premier sponsors only) 5,498,439 Logo on Tournament website and sponsor page (impressions) 11,848,381 Banner Ads – City of Indian Wells (impressions) 59,947 8 City of Indian Wells Broadcast Exposure Brand Exposure 4,928 hours Exposure per hour 17:51 minutes Gross Advertising Value $506.9 million Net Sponsorship Value $103.3 million Onsite Promotions u Residents Day on March 7 ON-SITE VIDEO SCREENS TOTALS Logo Loop 82 Video – Corporate Spot 22 Video – Mayor’s Welcome 17 Kiss Cam/Fan Cam 25 PA with graphic 24 Dedicated Social Media Posts 3/7/19 Twitter Goodnight, we love you CIW Likes Impressions 300 9,691 GLOBAL BROADCAST AND SPONSORSHIP PERFORMANCE REPORT BNP Paribas Indian Wells, 6 March- 17 Open United States March 2019 2019 Wells Indian www.smg-insight.com BNP PARIBAS OPEN | INDIAN WELLS, UNITED STATES | 6 MARCH - 17 MARCH 2019 | 2 CONTENTS 1 EXECUTIVE SUMMARY 2 DEDICATED TV ANALYSIS 3 DEMOGRAPHICS WE BELIEVE IN THE STRATEGIC THINKING THAT 4 SECONDARY MEDIA ANALYSIS IS ENABLED BY THE DATA. WE’RE COMMITTED TO DELIVERING MORE THAN JUST THE NUMBERS; 5 ANALYSIS BY SPONSOR WE STRIVE FOR SOLUTIONS. APPENDIX CONTACT A1 METHODOLOGY Joshua Marcus, Client Services Manager 3 Email [email protected] A SMG INSIGHT DASHBOARD T: +44 (0) 20 7012 6034 BNP PARIBAS OPEN | INDIAN WELLS, UNITED STATES | 6 MARCH - 17 MARCH 2019 | 3 ABOUT THIS REPORT This report provides an overview of the global broadcast Bianca Andreescu continued her meteoric rise, defeating and sponsorship performance of the ATP and WTA BNP Angelique Kerber in three sets to claim the first WTA Paribas Open, hosted in Indian Wells, United States, tournament win of her career, whilst Dominic Thiem beat between 6 - 17 March 2019. Roger Federer in the men's Final in 2019. REPORT KEY FINDINGS TOTAL AUDIENCE BRAND EXPOSURE > 85.4 million Linear TV audience. > Title partner BNP Paribas generated the 141.1 million 75697:47:07 highest exposure of any brand (8,820 > 14.3 million Digital streaming viewership. +13.8% +17.7%* hours). (+17.2 million) > 41.3 million Social Media Video views. (+11,735 hours)* LINEAR TV AUDIENCE NET SPONSORSHIP VALUE > The United States accounted for the $1.9 billion > Bank of the West experienced the 85.4 million highest audience (15.3 million). largest uplift in value year-on-year due -4.5% +19.7%* to increased branding size (+358.6%). > Significant ATP viewership uplift in Japan (-4.1 million) (+$320.5 million)* as a result of Nishikori's participation. LINEAR TV COVERAGE Need more data breakdowns? > 55.1% of Linear TV hours of programming Login to SMG Live, our proprietary 15,889 hours were broadcast Live. -3.6% dashboard, for more data > European markets account for 63.2% of breakdowns and analysis: (-599 hours) total coverage. www.smg-insight.com/sportsboard * Total year-on-year percentage change only takes into account sponsors present in both 2018 and 2019. BNP PARIBAS OPEN | INDIAN WELLS, UNITED STATES | 6 MARCH - 17 MARCH 2019 | 4 EXECUTIVE SUMMARY 01 1 | EXECUTIVE SUMMARY BNP PARIBAS OPEN | INDIAN WELLS, UNITED STATES | 6 MARCH - 17 MARCH 2019 | 5 KPIs A | ALL SOURCES† B | TOTAL AUDIENCE BY SOURCE KEY PERFORMANCE INDICATORS Total Audience Total Brand Exposure Total Net Total Linear TV Total Digital Streaming (Hours) Sponsorship Value Audience Audience 141.1m 75,698 hrs $1.9bn 85.4m 14.3m +13.8% +17.7%^ +19.7%^ -4.5% +31.0% 2018 123.9m 2018 63,963 hrs 2018 $1.6bn 2018 89.5m 2018 10.9m Event BNP Paribas Open Location Indian Wells, United States C | LINEAR TV BROADCAST COVERAGE D | SOCIAL MEDIA METRICS Date(s) 6 - 17 March 2019 Linear TV Broadcast Live TournamentTota Net Total No. of Social No. of Hours Broadcast Hours Sponsorship Value Media Video Views* Social Media Mentions 15,889 hrs 8,755 hrs ATP: $1.3bn 41.3m 276,238 -3.6% -4.7% +20.0% +75.9% +79.7% WTA: $0.6bn 2018 16,488 hrs 2018 9,187 hrs +21.2% 2018 23.5m 2018 153,741 Note: Dedicated TV broadcast coverage monitored between 6th - 19th March 2019. Secondary Media monitored between 20th February and 31st March 2019. † Represents a sum across Dedicated TV, Digital Streaming and Social Media Videos. *Does not include Social Media Videos uploaded by WTA Social Media Channels. ^Total year-on-year percentage change only takes into account sponsors present in both 2018 and 2019. BNP PARIBAS OPEN | INDIAN WELLS, UNITED STATES | 6 MARCH - 17 MARCH 2019 | 9 DEDICATED TV ANALYSIS 02 2 | DEDICATED TV ANALYSIS BNP PARIBAS OPEN | INDIAN WELLS, UNITED STATES | 6 MARCH - 17 MARCH 2019 | 10 Event footprint A | TOTAL AUDIENCE BY YEAR* continues to 160.0m 140.0m 120.0m 41.3m grow 23.5m 100.0m 10.1m 10.9m The 2019 BNP Paribas Open attracted 17.3m 14.3m 80.0m a total audience of 141.1 million 8.3m 3.1m viewers, which represented a 13.8% 60.0m TotalAudience uplift year-on-year. 89.5m 85.4m 40.0m 73.3m 77.5m Increased viewership on Digital 20.0m Streaming/OTT platforms (+31.0%) and short-form Social Media Videos 0.0m (+75.9%) mitigated the slight fall in 2016 2017 2018 2019 Linear audiences (-4.5%). Dedicated TV Digital Streaming Social Media Videos 57.8% of the 2019 Indian Wells Linear TV audience came through Live programming (49.4 million), in part B | LINEAR TV AUDIENCE BY CONTENT TYPE (LIVE VS. NON-LIVE)^ due to strong host market audiences, with Live programming featuring at a favourable time for consumption. The United States alone accounted for 23.8% of all Live Linear viewers at the 2019 event (11.7 million). Non Live 36.1m 42% Live 49.4m 58% * Includes Digital Streaming and Social Media Videos to provide full audience picture. ^ Neither Digital nor Social Media Video data included. 2 | DEDICATED TV ANALYSIS BNP PARIBAS OPEN | INDIAN WELLS, UNITED STATES | 6 MARCH - 17 MARCH 2019 | 11 European markets A | LINEAR TV METRICS BY CONTINENT CUMULATIVE TV AUDIENCE BROADCAST COVERAGE drive Indian Wells CONTINENT NO. OF VIEWERS YoY % CHANGE (HH:MM:SS) YoY % CHANGE TV viewership Africa & Middle East 10,528,153 -11.2% 1219:16:24 3.1% Asia Pacific 11,732,042 28.4% 2794:37:25 0.2% Europe 38,531,049 -12.7% 10045:48:09 -6.6% European markets accounted for 45.1% of the total event viewership, with six North America 17,557,641 10.5% 533:53:00 6.1% of the top ten markets across both Central & South America 4,642,332 -23.6% 516:24:01 13.7% WTA and ATP programming hailing from this region. Post Tournament 2,416,788 0.8% 779:14:24 -3.1% A combination of national interest Total 85,408,005 -4.5% 15889:13:23 -3.6% around the Williams sisters' participation and the success of B | TOP 10 MARKETS BY LINEAR TV AUDIENCE Canadian player, Bianca Andreescu, drove viewership uplifts in North America (+10.5%, 1.7 million).
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