Asia

Record audience, media and sponsorship results for 2017/18 Asian Le Mans Series

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Full race and qualifying live streaming, and a bolstered broadcast programme the 2017/18 Asian Le Mans Series has delivered a 55% increase in coverage over the 2016/17 season. There was also an 81.3% increase in media value and 101.4% increase in the value generated for sponsors.

Final media analysis of the 2017/18 Asian Le Mans Series has shown significant growth in coverage from what was a record season in 2016/17.

With a growing supporter base, a significant broadcast programme including a growing Chinese media partnership, the Asian Le Mans Series has reinforced its position as the premier endurance racing series in Asia.

These results ensured unrivalled exposure for the teams, drivers and sponsors involved in the Series.

Cyrille Taesch Wahlen, Managing Director of the Asian Le Mans Series:

“It is positive to see such strong results driven by the hard work of the team. The coverage has taken a massive step forward, not only with regard to the reach, but also in terms of the quality of the broadcast – we are now delivering a world class broadcast programme for the Asian Le Mans Series.

“The flow on effect of booming coverage is the return we are able to offer to our partners, be they sponsors, or indeed the teams and drivers competing in the Series – they have received a significant increase in the value of their investments.

“We are in the final stages of finalising the details of the 2018/19 Asian Le Mans Series, and we expect to see further growth in the coverage of the Series, and in turn further value for all our stakeholders.”

Coverage summary of the 2017/18 Asian Le Mans Series:

Record TV exposure:
Global reach of over 100 countries.
19 TV networks.
53 TV Channels.
682 hours of TV coverage (+ 196 hours vs the 2016/17 Season).

Record online streaming:
134 hours of streaming and clips (+ 97 hours vs the 2016/17 Season).
230k views of Facebook videos during the season including 57k watching the stream of the final race in Sepang.
190k Facebook organic post reach peak recorded on 3rd February during the final round.
9.5k average organic post reach during the season.

Combined coverage:
Coverage up by 55.8%.
Media value up 81.3%.
Value delivered to sponsors up 101.4%.

Chinese Media Partnership:
Coverage of the Asian Le Mans Series in China received a significant boost this season with Tencent, the leading internet service company in China, signed as a media partner. Broadcasting all races live and featuring highlights packages and news stories through Tencent Sports network, this partnership helped grow interest and awareness of the sport in China.

In 2017 the market value of Tencent surpassed Facebook, and the company continues to be recognised as the world’s most valuable social network company. They have 85% mobile social market share and reach 90% overall social media users.

This partnership will continue to grow through the 2018/19 season and will continue to deliver exceptional results for the Asian Le Mans Series teams, drivers and partners.

Online Media Coverage:
Online press and social media coverage of the Series was also high, with a significant increase in the media attending each race. The coverage generated online content that reached 565 million unique visitors.

There was also significant interest from Chinese media, with 22.6% of online articles coming from China.

Looking forward:
The 2018/19 Asian Le Mans Series is due to be launched shortly. The new season will once again see an outstanding broadcast programme, including the highly popular live streams of all qualifying sessions and the races. There will also be increased social media video content

The new season will also have expanded coverage throughout China including coverage in the MAXSPEED programme broadcast on the Sports QQ network.

Studied periods for analysis:
TV and Internet broadcast coverage: October 15th 2017 – March 31st 2018
(Undertaken by Munich Media)
Online media coverage: October 1st 2017 – March 1st 2018
(Undertaken by Meltwater)

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