One spectator costs 10 centimes
Marketers SRG and Publisuisse are delighted: the TV advertising blocks for Euro 2004 are practically sold out.
Marketers SRG and Publisuisse are delighted: the TV advertising blocks for Euro 2004 are practically sold out.
Every person between the ages of 15 and 49 who watches any program from start to finish during Euro 04 or the 04 Olympics (rating) must be worth 10 centimes to SRG's advertising customers. TV marketer Publisuisse used this approach to calculate the sales prices of advertising spots during this year's two major sporting events. At least for Euro 04, the calculation proved to be in line with the market: The total of 412 European Championship advertising blocks are practically fully booked. Only for a few games is there still some space around the sports studio, says Marketing Manager Markus Hollenstein. He did not want to say how much revenue Publisuisse generates through TV advertising around European Championship broadcasts. Based on an average of five 30-second spots per block, Werbewoche estimated the gross turnover at 15 million francs, which Hollenstein described as "far too high". By way of comparison, the production and broadcasting rights for the European Championship broadcasts cost SRG a total of CHF 16 million, in addition to three national sponsorship packages, which were booked by Coca-Cola, McDonald's and Mastercard. One such package includes activities on the radio, in teletext and on all SRG websites for the European Championships. TV sponsorship, on the other hand, could not be offered because the broadcasting rights already included Uefa's exclusive commitment to the main European Championship sponsors Coca-Cola and McDonald's.
Euro 2004: 30 million ratingsThe reason why McDonald's booked an SRG cross-media sponsorship package in addition to its commitment as the main sponsor of the European Championships is explained by Jean Laporte, Head of Marketing at McDonald's Switzerland: "It is difficult to reach our main target group, 15 to 30-year-olds, in the best possible way with a monomedia strategy." In addition, the aim is to achieve a greater reach in order to make even better use of the emotions surrounding the European Championships.
Publisuisse expects 29.65 million ratings (15- to 49-year-olds) over the three weeks of the European Championships, 23.3 million of them in German-speaking Switzerland alone. People who watch parts of the broadcasts are also included.
The 30-second spot on SF DRS is available for between 5,000 and 40,000 francs. Whenever the Swiss national team plays, prices climb to over 35,000 francs before the second half. The final match costs around 40,000 francs. "If Switzerland makes it to the final, the blocks there would certainly be sold too cheaply," laughs Markus Hollenstein.
At the Summer Olympics in Athens (August 13 to 29), things look a little different: Sales only started around three weeks ago. Publisuisse is also offering three cross-media sponsorship packages here, but the contracts have not yet been finalized, said Hollenstein. Unlike the European Championships, TV sponsorship is included here.
A total of almost 800 advertising blocks will be available to advertisers on SRG channels during the approximately 300-hour Olympic program (cost to SRG including rights: CHF 18 million). However, it is not yet clear which sport will be broadcast at what time. Publisuisse expects a total of 28 million ratings. A 30-second spot on SF DRS costs between CHF 2,000 and CHF 17,000.
Red-White is expensive: the 30-second commercial before the second half of a Swiss match costs over 35,000 francs.
Expert commentator for DRS television at Euro 04: Alain Sutter.
Large contingent for the 04 Olympics: presenters from SF DRS.
Markus Knöpfli
Every person between the ages of 15 and 49 who watches any program from start to finish during Euro 04 or the 04 Olympics (rating) must be worth 10 centimes to SRG's advertising customers. TV marketer Publisuisse used this approach to calculate the sales prices of advertising spots during this year's two major sporting events. At least for Euro 04, the calculation proved to be in line with the market: The total of 412 European Championship advertising blocks are practically fully booked. Only for a few games is there still some space around the sports studio, says Marketing Manager Markus Hollenstein. He did not want to say how much revenue Publisuisse generates through TV advertising around European Championship broadcasts. Based on an average of five 30-second spots per block, Werbewoche estimated the gross turnover at 15 million francs, which Hollenstein described as "far too high". By way of comparison, the production and broadcasting rights for the European Championship broadcasts cost SRG a total of CHF 16 million, in addition to three national sponsorship packages, which were booked by Coca-Cola, McDonald's and Mastercard. One such package includes activities on the radio, in teletext and on all SRG websites for the European Championships. TV sponsorship, on the other hand, could not be offered because the broadcasting rights already included Uefa's exclusive commitment to the main European Championship sponsors Coca-Cola and McDonald's.
Euro 2004: 30 million ratingsThe reason why McDonald's booked an SRG cross-media sponsorship package in addition to its commitment as the main sponsor of the European Championships is explained by Jean Laporte, Head of Marketing at McDonald's Switzerland: "It is difficult to reach our main target group, 15 to 30-year-olds, in the best possible way with a monomedia strategy." In addition, the aim is to achieve a greater reach in order to make even better use of the emotions surrounding the European Championships.
Publisuisse expects 29.65 million ratings (15- to 49-year-olds) over the three weeks of the European Championships, 23.3 million of them in German-speaking Switzerland alone. People who watch parts of the broadcasts are also included.
The 30-second spot on SF DRS is available for between 5,000 and 40,000 francs. Whenever the Swiss national team plays, prices climb to over 35,000 francs before the second half. The final match costs around 40,000 francs. "If Switzerland makes it to the final, the blocks there would certainly be sold too cheaply," laughs Markus Hollenstein.
At the Summer Olympics in Athens (August 13 to 29), things look a little different: Sales only started around three weeks ago. Publisuisse is also offering three cross-media sponsorship packages here, but the contracts have not yet been finalized, said Hollenstein. Unlike the European Championships, TV sponsorship is included here.
A total of almost 800 advertising blocks will be available to advertisers on SRG channels during the approximately 300-hour Olympic program (cost to SRG including rights: CHF 18 million). However, it is not yet clear which sport will be broadcast at what time. Publisuisse expects a total of 28 million ratings. A 30-second spot on SF DRS costs between CHF 2,000 and CHF 17,000.
Red-White is expensive: the 30-second commercial before the second half of a Swiss match costs over 35,000 francs.
Expert commentator for DRS television at Euro 04: Alain Sutter.
Large contingent for the 04 Olympics: presenters from SF DRS.
Markus Knöpfli
