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Vienna (pte024/25.03.2013/15:40) - The sports sponsoring market in Austria was worth 655 million Euros last year (2012), new research shows.
Researchers looked into 514,005 television reports and 140,000 print articles covering 667 sporting events and 79 different types of sport to show how much advertising value 9,424 sports sponsors generated from TV and print media last year.
According to the research by institute "Focus Media Research", the sport-sponsoring business in Austria amounted to 655 million Euros in 2012.
Three quarters (488 million Euros) of that money went into television adverts, while around one quarter was invested in adverts in the print media.
Online advertising was not taken into account in the survey.
Audi was the number one sports-sponsor in Austria in 2012 (18.9 million Euros) followed by the insurance company Generali (13.4 million) and Red Bull (13,2 million). The Raiffeisen Central Bank in fourth place invested 10 million Euros in advertising at sport events.
Director of the Focus research institute Klaus Fessel said: "The 21 best-ranked sponsors are responsible for 22 percent of the total advertising value."
Proportionally, Tyrol is the Austrian region which benefits the most from the sports sponsoring market with just eight percent of the Austrian population living in Tyrol and 19 percent of the total advertising value falling in Tirol.
Like Tyrol, other regions have also been able to fill their pockets on the back of advertisement from popular sports sponsors.
These regions are: Salzburg (six percent of the population, 10 percent of sport-advertising revenue), Syria (14 percent of the population for 18 percent of the total advertising revenue), Carinthia (seven percent population for nine percent advertising value) and Vienna (20 percent of the total Austrian population and 21 percent of the total sport-advertising revenue).
Researchers have also concluded that Austria is a winter sport nation, with the months of January and February being the most profitable in the sponsoring business. The ski races alone - such as in Kitzbühel in Tyrol - made 134.5 million Euros in January 2012 and 104.9 million in December 2012.
The revenue from sponsor-advertising in February, March and November were stable between 66 and 69 million Euros while a fall in advertising was noticed in the summer (25 to 40 million Euros).
The football European championship had a positive impact on sport-sponsors and advertising with a 39.5 million Euros of revenue in June last year.
Focus director Fessel said that 55,5 percent of brands were sponsoring winter sports, 28,8 percent football and 15,7 percent were active in sponsoring one of the other 70 types of sport.
Looking into the different sports in more detail, 29,1 percent of all sport-advertising went to alpine skiing, 16 percent ski jumping and just under 10 percent to Formula 1 racing. Ice-hockey received 6,7 percent of advertising revenue, tennis less than one percent.
Marcell Grell who is the sponsoring expert at the Focus institute said: "The top 10 events make for 88 percent of the total advertising value from sponsors."
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