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Sportmarketing Kreativ Dental Módra Sportmarketing Kreativ Dental módra 10 fogászati kezelőegység, 12 fogszakorvos, modern diagnosztikai eszközök, csúcstechnológia Saját fogtechnikai laboratórium AGENTS Europe Kreativ Dental’s airport desk PRESS WALL Ken"The Darlin' of Dublin" Doherty & Kreativ Dental Ken Doherty (born 17 September 1969) is an Irish professional snooker player and radio presenter. He is the only player to have been world amateur (1989) and world professional champion (1997). As a prolific break-builder, Doherty has compiled more than 300 century breaks in professional competition. Branding – márkanév építés • személyes jelenlét a díjátadáson • stand • támogatás, szponzoráció (egyéni és rendezvény, profi és amatőr) • bizalom- és kapcsolatépítés... • kedvezményes fogászati ellátás • Snooker Budapesten Kreativ Dental European Tour Event állomásai: Mülheim (2014 november) Lisszabon (2014 december) Gdynia (2015 február) Riga (2015 július) Fürth (2015 augusztus) Helsinki? (2015 szeptember) Mülheim (2015 október) Szófia (2015 november) ??? (2015 december) Kreativ Dental German Masters 2015 Introduction KantarSport is the sports-focused company of Kantar Media, part of the WPP family; the World’s largest media communication service company. KantarSport provides sponsors, teams, event organisers and governing bodies with an independent and specialist sponsorship evaluation service. World Snooker have commissioned KantarSport to evaluate the television, press and internet exposure received from the sponsorship of the Kreativ Dental German Masters 2015. By recording the television coverage, collating the relevant television audience data, analysing national and regional press as well as selected internet sites during the event, KantarSport has investigated such areas as total TV coverage, audience reach, sponsor exposure and sponsorship media value. Kreativ Dental German Masters 2015 Television Methodology KantarSport collected broadcast data and monitored the British Eurosport television coverage for sponsor exposure. All brands present on the boarding around the arena as well as the patches on players’ clothing were monitored. In addition, all verbal mentions of brands were recorded. In order for sponsor exposure to be counted as clear, 75% of the brand name had to be visible reading from left to right. The audience data included in the report has been collected from BARB, providing audience ratings as well as confirmed broadcast information. The calculation of media value is based on an individual cost per thousand per thirty seconds, with 30 seconds of exposure being equivalent to 30 seconds of advertising time. Weightings are also applied in order to account for the relative impact of the source. The weightings used range from 20% for perimeter boards to 40% for on screen credits, backdrops and the dividing wall. Verbal mentions are valued at 10 seconds each. Seconds of Exposure X Audience X Cost Per Thousand X Weighting = Media Value 30 1,000 Kreativ Dental German Masters 2015 Press and Online Methodology Press: All national press was monitored by KantarSport for coverage of the Kreativ Dental German Masters 2015 and exposure for the sponsors of the event. The press media value is based on a quarter page mono rate card cost and weightings according to the type of exposure. Weightings range from 10% for a body copy mention to 50% for a colour photo. These weightings are based on the considered impact of each of the possible sources of press exposure. Media value is calculated as follows: Quarter Page Rate Card x Weighting = Media Value Online: A selection of the top sport websites were monitored for brand appearances each day during the event. These included BBC.co.uk/Sport, SkySports.com, Telegraph.co.uk, DailyMail.co.uk and Worldsnooker.com. Internet methodology is based on a similar valuation to press and TV (streaming), however instead of rate cards a cost per thousand per pixel rate is used along with site traffic data. Kreativ Dental German Masters 2015 Executive Summary . There was a total of over 51 hours of German Masters coverage on Eurosport across Europe this year. The 1 minute reach of the coverage across Europe on Eurosport was over 15 million individuals. There was also over 25 hours broadcast in China. Kreativ Dental received over 155 hours of brand exposure during the coverage. The perimeter boards (95%) accounted for the majority of exposure. In addition to the on screen exposure, Kreativ Dental received 62 verbal mentions. 50% of all brand exposure was shown in the ‘central’ position on-screen, while on average each sighting of the title sponsor was 3.2 seconds in duration and took up 2.1% of the screen. The total media value generated by the brand exposure on Eurosport was over £1.7 million with a further £541,191 achieved from the exposure from coverage in China. The event received coverage in 25 articles in the monitored UK press, with Kreativ Dental mentioned 4 times. The presence in the national press generated a media value of £8,324. Online, there were 29 articles produced with Kreativ Dental mentioned on 25 occasions. The total media value generated from these appearances was £74,921 . Combining pan Europe TV value and China TV value, UK press value and online value, the German Masters 2015 has generated a total media value of £2,368,448 for the title sponsor. Kreativ Dental German Masters 2015 Executive Summary – KPI Summary Television KPIs Eurosport China Press Media Value Internet Media Value Total Media Value Programmes 14 + repeats 7 Coverage (hh:mm:ss) 51:32:22 25:07:36 Audience Reach (000’s)* 15,039 - Kreativ Dental Exposure 220,018 339,662 (secs) Kreativ Dental verbal 24 38 mentions Kreativ Dental TV Media £1,744,012 £541,191 £8,324 £74,901 £2,368,428 Value Advertising Equivalency £8,672,773 £2,691,280 £11,364,053 *Defined as the number of unique individuals watching at least 1 consecutive minute Kreativ Dental German Masters 2015 Brand Exposure – By Source Total seconds of exposure Perimeter Boards 531 397 Perimeter Boards Waistcoat 10 512 Arena Board 0% Seat Signage 8 837 Arena Entrance 1% 95% Waistcoat 2% Arena Board 8 740 Seat Signage 2% Arena Entrance 145 Kreativ Dental also received 62 verbal mentions during the television coverage. Trophy 48 Total Exposure = 559,680 secs / 155h 28m Kreativ Dental German Masters 2015 Brand Exposure – Qualitative Measures % of Central Exposure Average Seconds per Sighting Average Size of Branding (% on screen) Perimeter Boards 53% 4,0 1,5% Waistcoat 12% 2,0 2,1% Seat Signage 35% 3,0 3,2% Arena Board 42% 5,0 3,6% Trophy 86% 1,0 1,3% Arena Entrance 71% 4,0 1% Overall Average = 50% Overall Average = 3.2 secs Overall Average = 2.1% Note: For clarity purposes, it is advisable to ensure all sources are over 1% in size Kreativ Dental German Masters 2015 Exposure Examples Perimeter Boards Trophy Waistcoat Seat Signage Kreativ Dental German Masters 2015 Media Value – By Source Total Media Value (£s) Perimeter Boards £2 157 716 Waistcoat £42 683 Perimeter Boards Seat Signage £35 883 Seat Signage Arena Board £35 489 2% 94% Trophy 0% Arena Entrance 0% Verbal Mentions £12 645 Arena Board 2% Waistcoat 2% Arena Entrance £590 Verbal Mentions 1% Trophy £197 Total Media Value = £2,285,203 Kreativ Dental German Masters 2015 UK Press Content 2015 Event Coverage – Number Of Event Articles 2014 German Masters Branded Appearances Racing Post 4 Racing Post 17 The Sunday Times 4 The Sun 9 The Sun 4 The Mirror 6 The Mirror 3 The Guardian 5 The Daily Telegraph 3 As a point of comparison with last year’s event, ‘German The Daily Telegraph 4 Daily Star 2 Masters’ was monitored. There Daily Star 3 The Express 2 were only 25 articles this year The Independent 3 The Independent 1 compared to 57 last year, a reduction of 60%, with only 4 The Times 3 Daily Mail 1 articles containing branded Daily Mail 2 The Sun On Sunday 1 mentions Daily Star Sunday 1 The Guardian The Independent On Sunday 1 The Times The People The People 1 Daily Star Sunday The Sunday Times 1 The Independent On Sunday The Sun On Sunday 1 Total Press Coverage = 25 articles Total 2014 German Masters appearances = 57 Total Number Of Event Articles = 25 Total Number Of Kreativ Dental Mentions = 4 .
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