Jump to content

Rand value for TV coverage


Old school

Recommended Posts

Does anyone know what the estimate Rand value would be if a pro rider is shown on Supercycling or in a live broadcast race?

Link to comment
Share on other sites

i know some of the races have to pay big bucks for TV coverage. but i'm not sure how to apportion that value to a rider

Link to comment
Share on other sites

If the rider is on Supercycling:

1. Get  advertising rates from Oracle Airtime Sales.

2. Time rider's exposure on the screen.

3. Match the TV time slots of rider's exposure to the advertising rates for those time slots. Note: advertising rates differ from channel to channel and across the various time slots (this will all be on the rates they give you).

4. Add it all up and get a Rand value in line with those relevant ad rates.

5 Multiply that Rand value by three because editorial content is more valuable than advertising content because it's perceived not to be 'forced' on the viewer. We use three-times the value in print media, it may be more in TV, but definitely not less.

6. If that makes sense to you, I'll pat myself on the back... If not, I won't and will try and explain it another way.

 

 

 

 

 

 

 

Link to comment
Share on other sites

 

Makes good sense thanks! Are you in marketing?

 

In the South African definition of the term, yes. But mostly in media and PR.

 

 

 

 

Link to comment
Share on other sites

 

Makes good sense thanks! Are you in marketing?
In the South African definition of the term' date=' yes. But mostly in media and PR.[/quote']

 

 

 

and the line between the three is getting thinner.holy roller2008-12-12 09:19:26

Link to comment
Share on other sites

 

 

Makes good sense thanks! Are you in marketing?
In the South African definition of the term' date=' yes. But mostly in media and PR.[/quote']

 

 

 

and the line between the three is getting thinner.

 

Yep. Too true.

 

 

 

 

Link to comment
Share on other sites

Does anyone know what the estimate Rand value would be if a pro rider is shown on Supercycling or in a live broadcast race?

 

One-time value won't be worth much to the sponsor. You don't say if the commentator is mentioning the sponsor/team name and in what context.

 

A podium mention with full visibility of the sponsor logo is worth more than a mere mention during the race.

 

Also, if the rider/team has a nice marketing campaign behind the mention, it is worth even more. For instance, if the rider featured in a recent women's/men's/sports magazine a few times, has some PR behind him/her, then the mention has so much more weight.

 

For an unknown to get a mention with the sponsor's logo barely visibile and no mention of the sponsor, I won't even value that at R1 000 rand.

 

 

 

 
Link to comment
Share on other sites

Sean is pretty much spot on.

If you do want the rand value, you could liaise with their sponsor brand, or speak to Newsclip, if they are a client,

I for one use newsclip.

Sean's matrix is good, but you will never be spot on, as is the same with trying to measure column inches
Link to comment
Share on other sites

Years ago I spoke to Anriette Schoeman's coach Alex Cooper about it. He uses a method to calculate it. Try and contact him

Link to comment
Share on other sites

Create an account or sign in to comment

You need to be a member in order to leave a comment

Create an account

Sign up for a new account. It's easy!

Register a new account

Sign in

Already have an account? Sign in here.

Sign In Now
Settings My Forum Content My Followed Content Forum Settings Ad Messages My Ads My Favourites My Saved Alerts My Pay Deals Help Logout