SnapRapid tracked and evaluated sponsor brand exposure in videos and still images across 11 social media platforms, applying industry standard valuation metrics to exclusive data generated by proprietary technology developed by computer scientists over the past two years.
The results show that sponsor BNP Paribas, whose logos adorned the ends of the courts, generated the lion’s share of social media value with $6.63 million while, of eight official partners, IBM ( $2.7m) and Perrier ($2.8 m) fared best.
Facebook proved the best performing platform for video views with 5.5 million ahead of YouTube which generated 4.3m views. Roland Garros sponsors were also tracked across Vine, Twitter, Tumblr, Instagram, Dailymotion, Google+ and Vimeo.
Of the videos tracked, 79 per cent of those on YouTube and 76 per cent on Facebook originated from official Roland Garros channels, far higher than the norm for other events. Surprisingly Twitter delivered the greatest levels of exposure for and engagement through still images with 3.6m, ahead of Instagram (1.6m) and Facebook (674,000).
Although it is accepted by the marketing and media industries that consumption of sports is moving from TV and print to social media, the value of this exposure remains massively under-represented in sponsorship deals. Until now these have been largely based on TV exposure data because of the unavailability of technology and systems for tracking and valuing sponsorship across social and digital channels.
Russell Glenister, founder and CEO of SnapRapid which has also tracked Premier League and Champions League football, Formula 1, NBA basketball, Ice Hockey and FEI eventing among other sports, believes this has led to sponsorship deals being under-valued by rights holders and sponsors being denied important information to enable them to make sound strategic decisions.
Russell Glenister said: “The results from Roland Garros again demonstrate that there is significant value in both video and still images across social media which is being overlooked.”
“That exposure and therefore value, would be much higher if more content had been made available through social channels during the tournament. The figures also show an unexpected pattern in social media use among tennis fans. The dominance of Twitter over Facebook and Instagram on still image consumption may reflect a more mature age profile among fans as it is different to that experienced around other sports.”
“In the same way the share of video views from official channels is radically different from, for example, Champions League football where our research showed that only 9 per cent of views resulted from official digital channels. In the case of Roland Garros the figure was close to 80 per cent, suggesting a more conservative approach to social media use.”
“This data, along with the values which can be applied through use of our technology, is essential information for sponsors as they develop activation strategies and decide where to invest to achieve best ROI.”
“Many brands which sponsor sports don’t know the value of coverage they are achieving through social and digital, because they are being told by their media intelligence providers, that it cannot be properly valued. That’s simply not the case.”
“What they mean is, that they are unable to provide the service themselves because they don’t own or have access to the technology or systems to deliver it.”
“That said, the whole game is changing fast, as more rights holders and sponsors work with us and realise that the great unknown that has been social and digital valuation can be understood. After all, without understanding digital and social value, rights holders and sponsors have only one third of the data they require – TV.”
“For how long is that going be enough?”
Further information from:
Russell Glenister, CEO, SnapRapid
Tel: +44 (0) 7775 517020
SnapRapid Ltd, 33 Fitzroy Street, London, W1T 6DU, UK