Bijlage 3.SMGYG-FE-Economic Impact Assessment Rome 20191
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FORMULA E - SEASON 5 ECONOMIC IMPACT ASSESSMENT FOR 2019 GEOX ROME E-PRIX
2018/19 FIA FORMULA E CHAMPIONSHIP
REPORT DATE: AUGUST 2019
FIA Formula E | Economic Impact Assessment - Rome 2019 | August 2019 | 2
INTRODUCTION THIS REPORT MEASURES THE ECONOMIC IMPACT THE GEOX ROME E-PRIX HAD ON THE HOST CITY
ANALYSIS OF ATTENDEE AND ORGANISATIONAL SPEND WITHIN ROME AS A RESULT OF THE FORMULA E RACE HELD ON 13TH APRIL 2019
CONTACTS FRANK SAEZ Email: fsaez@smg-insight.com Phone: +44 20 7012 6000
BACKGROUND
CONTENTS
ALEXANDER JAKOBI
•
THE 2019 ROME E-PRIX WAS A
1
ABOUT SMG INSIGHT
FORMULA E ELECTRIC CAR RACE
2
BACKGROUND & METHODOLOGY
3
EXECUTIVE SUMMARY
4
FULL ECONOMIC IMPACT ASSESSMENT
Email: aja@fiaformulae.com
HELD AT THE CIRCUITO CITTADINO DELL’EUR IN THE EUR RESIDENTIAL AND BUSINESS DISTRICT OF THE ITALIAN CAPITAL OF ROME ON 13TH
4.1 SPECTATORS
APRIL 2019. IT WAS THE SEVENTH
4.2 ORGANISERS & ENTOURAGE
ROUND OF THE 2018–19 FORMULA E
4.3 MEDIA VALUE
SEASON AND THE SECOND RUNNING OF THE EVENT.
5
MARKETING IMPACT
A
APPENDIX
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1 ABOUT SMG INSIGHT
FIA Formula E | Economic Impact Assessment - Rome 2019 | August 2019 | 4
BUILDING PARTNERSHIPS Since its inception in 2010 SMG Insight has looked to build strong and lasting client relationships that put an emphasis on delivering robust and insightful research.
“MORE THAN 85% OF OUR WORK IS CONTINUOUS IN NATURE, WITH ONGOING BUSINESS AND LONG-TERM CLIENT DEALS”
FIA Formula E | Economic Impact Assessment - Rome 2019 | August 2019 | 5
ABOUT SMG INSIGHT: EXPERTISE IN ECONOMIC IMPACT ASSESSMENT RESEARCH ‘EIA’
SMG Insight is the preferred Economic Impact Assessment research partner for sporting events and has undertaken and produced numerous economic impact studies over the past years, including ...
Ride London
NFL tournament staged at Wembley
The Open Championship
Rugby World Cup 2015
ITU World Triathlon Series Championship
The Ryder Cup
Caribbean Premier League
Red Bull Air Race
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2 BACKGROUND & METHODOLOGY
FIA Formula E | Economic Impact Assessment - Rome 2019 | August 2019 | 7
HOW IS ECONOMIC IMPACT ASSESSED? ORGANISATIONAL SPEND
VISITOR SPEND
+
+
TOTAL ECONOMIC IMPACT OF A MAJOR SPORTS EVENT
MEDIA VALUE
ROME IMAGERY AND MENTIONS
=
ADDITIONAL EXPENDITURE GENERATED WITHIN A DEFINED AREA, AS A DIRECT CONSEQUENCE OF STAGING AN EVENT
Income multiplier: measures the additional income (wages, salaries, rent, interest, profit) created in the economy as a result of increased visitor spending - estimated to be 2.37 for Rome (see appendix)
FIA Formula E | Economic Impact Assessment - Rome 2019 | August 2019 | 8
3 KEY DATA SOURCES
EVENT ORGANISERS & ENTOURAGE
MEDIA VALUE
Analysis of Primary Research:
Detailed event expenditure provided by:
1.
1. Formula E (event organisers) 2. Teams (11 teams) 3. Suppliers & Sponsors
Mentions of Rome, in relation to Formula E, on social media, print and online news, as well as visuals of Rome as part of the race broadcast are all seen as unpaid marketing exposure for the city.
ATTENDEE DATA
Online survey sent to event ticket buyers n=327
Key data points: 1. Value of visitor spend 2. Length of stay
Key data points: 1. Value of organiser spend 2. Length of stay 3. Number of jobs created
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3 EXECUTIVE SUMMARY
FIA Formula E | Economic Impact Assessment - Rome 2019 | August 2019 | 10
ECONOMIC IMPACT ON ROME
The 2019 Geox Rome E-Prix delivered a total economic boost of €61,805,758 to Rome
ORGANISATIONAL SPEND
VISITOR SPEND
+
€16,630,893
+
€4,436,264
X MULTIPLIER =2.37
X
2.37
+
X
€49,929,162
+
TOTAL ECONOMIC IMPACT
=
MEDIA VALUE
ROME IMAGERY AND MENTIONS
€61,805,758
Organiser, team and sponsor spend based on spend directly within Rome and excludes any spend made outside of Rome. See Appendix for Multiplier calculation for Rome
€11,876,596
FIA Formula E | Economic Impact Assessment - Rome 2019 | August 2019 | 11
OTHER BENEFITS NUMBER OF SPECTATORS
JOBS CREATED
TOTAL AUDIENCE
HOTEL ROOM NIGHTS
27,429
280
36.7 million
13,866
from 179 Territories
9,323 filled by spectators 4,543 filled by organisational staff
LIKELY TO VISIT ROME AGAIN
LIKELY TO VISIT ROME E-PRIX AGAIN
LIKELY TO RECOMMEND ROME E-PRIX
MORE POSITIVE PERCEPTION OF ROME
95%
93%
93%
77% As a result of the Rome E-Prix
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4 FULL ECONOMIC IMPACT ASSESSMENT
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4.1 FULL ECONOMIC IMPACT ASSESSMENT SPECTATORS
FIA Formula E | Economic Impact Assessment - Rome 2019 | August 2019 | 14
NUMBER OF SPECTATORS
11,000 spectators travelled to Rome specifcally to attend the 2019 Geox Rome E-Prix
ELSEWHERE IN ITALY & INTERNATIONAL SPECTATORS
LAZIO & CENTRO SPECTATORS
LOCAL SPECTATORS (ROME)
15,635
+
7,132
+
ARRIVALS FOR FORMULA E
ARRIVALS FOR FORMULA E
6,561
4,476
TOTAL NUMBER OF SPECTATORS
=
4,663
27,429
ARRIVALS: Arrivals are based on spectators who came to Rome specifically for the Formula E race, further calculations are based on arrivals
Assumptions: General Admmision - 57% Local Spectators, 26% Lazio &, Centro spectators, 17% elsewhere in italy & international spectators ; Arrivals: 92% of Lazio &, Centro spectators visited Rome specifically for the event, 96% of elsewhere in Italy & international visited Rome specifically for the event.
FIA Formula E | Economic Impact Assessment - Rome 2019 | August 2019 | 15
LAZIO & CENTRO SPECTATOR SPEND FOOD & BEVERAGE
€312,304
€34 PER DAY
LOCAL TRAVEL
+
€156,152
6,561 spectators travelled to Rome from other areas in Lazio and central Italy, spending €1,121,435 in Rome over the course of their stay
PURCHASES (OTHER SPEND)
MERCHANDISE
+
€17 PER DAY
€150,903
+
€23 ONCE OFF
€165,338
€18 PER DAY
ACCOMMODATION
+
€336,738
1.4 NIGHTS X €94 PER ROOM DOUBLE OCCUPANCY
LAZIO & CENTRO SPECTATOR SPEND
=
€1,121,435
Assumptions: based on arrivals for the Formula E of 6,561 Food & Bev - length of stay x €34 per day ; Local travel - length of stay x €17 per day; Merchandise- once off €23 - average spend takes into account those not purchasing any merchandise; Purchases - length of stay x €18 per day; Accommodation - [length of stay / 2 (double occupancy) less 22% staying with family or friends] x €94 per night, number of nights takes into account those not staying over in Rome
FIA Formula E | Economic Impact Assessment - Rome 2019 | August 2019 | 16
ELSEWHERE IN ITALY & INTERNATIONAL SPECTATOR SPEND FOOD & BEVERAGE
€1,250,262
€98 PER DAY
LOCAL TRAVEL
+
€421,007
€33 PER DAY
4,476 spectators travelled to Rome from elsewhere in Italy and international locations, spending €3,314,829 in Rome over the course of their stay PURCHASES (OTHER SPEND)
MERCHANDISE
+
€143,245
+
€32 ONCE OFF
€535,827
ACCOMMODATION
+
€42 PER DAY
€964,488
2.9 NIGHTS X €168 PER ROOM DOUBLE OCCUPANCY
FURTHER AWAY & INTERNATIONAL SPECTATOR SPEND
= €3,314,829 Assumptions: based on arrivals for the Formula E of 4,476 Food & Bev - length of stay x €98 per day ; Local travel - length of stay x€33 per day; Merchandise- once off €32 - average spend takes into account those not purchasing any merchandise; Purchases - length of stay x €42 per day; Accommodation - [length of stay / 2 (double occupancy) less 10% staying with family or friends] x €168 per night, number of nights takes into account those not staying over in Rome
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4.2 FULL ECONOMIC IMPACT ASSESSMENT ORGANISERS & ENTOURAGE
FIA Formula E | Economic Impact Assessment - Rome 2019 | August 2019 | 18
ORGANISATIONAL SPEND
Formula E, the teams, sponsors and other suppliers spent a total of €16,630,893 in Rome
ORGANISATIONAL SPEND - 2019 GEOX ROME E-PRIX
Organiser Spend
€13,400,716
Sponsor Spend
€1,833,750
Team Spend (11 teams)
€1,111,000
Other Supplier Spend
€285,427
Total Spend into Rome
€16,630,893
DIRECT SPEND IN ROME
=
€16,630,893
Data supplied by Formula E, Teams, Sponsors and Other Suppliers via an online survey Organiser, team, sponsor and supplier spend based on spend directly within Rome and excludes any spend made outside of Rome.
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4.3 FULL ECONOMIC IMPACT ASSESSMENT MEDIA VALUE
FIA Formula E | Economic Impact Assessment - Rome 2019 | August 2019 | 20
MEDIA COVERAGE
The 2019 Geox Rome E-Prix was broadcast in 179 territories around the globe, with a cumulative audience of 37.6 million
The 2019 Geox Rome E-Prix delivered start to finish excitement, with an inaugural win for Panasonic Jaguar Racing. Round 7 delivered a total audience of 36.7 million viewers from 1,048 broadcast hours. Further coverage of the race on TV News, Online and Print press and Social Media resulted in vast exposure of Rome and what it has to offer.
TOTAL AUDIENCE*
TV NEWS GLOBAL COVERAGE
GLOBAL BROADCAST HOURS*
GLOBAL PRESS COVERAGE
36.7m
7.9m
74.1m
708
1,048
179
5,965
881.4m
Race Viewers
Tuned in to watch ‘Live Race’ coverage
TV News Viewers
Broadcast TV News Features
Hours Broadcast
Territories
Press Features
Potential Readership
Period of media monitored: Dedicated TV - 13/4/2019 - 27/4/2019; Secondary Media - 30/3/2019 - 27/4/2019 * Global Cumulative Avg. Programme TV Audience Viewership represents the audience of “Dedicated Transmitted Programme Race Coverage” Source: SMG Insight Analysis of Industry Data, see Appendix for data sources
SOCIAL MEDIA
3.0bn
Social Media impressions
FIA Formula E | Economic Impact Assessment - Rome 2019 | August 2019 | 21
ROME PICTURE POSTCARD VALUE
Tourism picture-post-card images of Rome, which promote Rome to an international audience, generated a Net Media Value of €7,172,359 from significant media coverage
EVENT TITLE
ROME SKYLINE
ROME LANDMARKS
€1,825,523
€4,244,109
€1,102,727
TOTAL VALUE OF ROME IMAGERY
=
€7,172,359
Broadcast footage monitored: Dedicated Rome Race programme coverage (including live, highlights, delayed coverage) Media Value and brand exposure relates to dedicated broadcast coverage only, excludes press and TV news exposure media value. Methodology supplied in the appendix
FIA Formula E | Economic Impact Assessment - Rome 2019 | August 2019 | 22
SECONDARY MEDIA COVERAGE
Secondary media coverage, which is distributed globally promoting Rome across the world, generated a Net Media Value of €4,704,237
ONLINE PRESS
SOCIAL MEDIA
TV NEWS
€1,607,741
€2,280,409
€816,087
TOTAL VALUE OF PRINT AND ONLINE NEWS MENTIONS
=
€4,704,237
The monitoring period for Secondary Media - 30/3/2019 - 27/4/2019, to allow for both pre and post event data to be collected Methodology supplied in the appendix
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5 MARKETING IMPACT
FIA Formula E | Economic Impact Assessment - Rome 2019 | August 2019 | 24
REASON FOR VISITING ROME
Over 9 in 10 of those from outside of Rome, travelled to the Italian capital specifically for the 2019 Geox Rome E-Prix
REASON FOR ROME VISIT 100%
91%
90%
96%
80% 70% 60% 50%
49%
45%
40% 30% 20% 10%
5%
2% 2%
0% This event
Recreation or leisure
All attendees
What was your main reason for visiting Rome? Base: All 241, Lazio & Centre 72, Further away & International 87
7% 1% Business
Lazio & Centre
0% Visiting friends or relatives
0% Other
Elsewhere in Italy & International
2% Not applicable - I live in Rome
FIA Formula E | Economic Impact Assessment - Rome 2019 | August 2019 | 25
LIKELIHOOD TO VISIT ROME AGAIN
Almost all of the spectators that travelled to Rome are likely to visit the city again
LIKELIHOOD TO VISIT ROME AGAIN 100% 90% 80%
78%
70% 60% 50% 40% 30% 20%
17%
10% 2%
3%
Not very likely
Not at all likely
0% Very likely How likely, if at all, are you to visit Rome again? Base: non-Rome spectators 119
Likely
FIA Formula E | Economic Impact Assessment - Rome 2019 | August 2019 | 26
LIKELIHOOD TO ATTEND E-PRIX IN ROME AGAIN
The success of the event is evident in that 93% of spectators are likely to attend following editions of the Rome E-Prix
LIKELIHOOD TO ATTEND ROME E-PRIX AGAIN 100%
93%
90% 80% 70% 60% 50% 40% 30% 20% 10% 2%
5%
0% Net: Likely (6-10)
Unsure (4-5)
On a scale of 0 to 10, where 0 is “not at all likely” and 10 is “very likely”, how likely, if at all, are you to visit the E-Prix again in Rome? Base: All excluding don’t know) 241
Net: Unlikely (0-3)
FIA Formula E | Economic Impact Assessment - Rome 2019 | August 2019 | 27
LIKELIHOOD TO RECOMMEND E-PRIX
Attendees are highly likely to spread positive word-of-mouth about the event, 93% being likely to recommend it to friends and family
LIKELIHOOD TO RECOMMEND ROME E-PRIX
NPS 46% 3% 4%
93%
Net: Likely (6-10)
Unsure (4-5)
On a scale of 0 to 10, where 0 is “not at all likely” and 10 is “very likely”, how likely, if at all, are you to recommend the E-Prix to your friends and family? All (excluding don’t know) 241
Net: Unlikely (0-3)
PERCEPTION OF ROME AS A RESULT OF E-PRIX
FIA Formula E | Economic Impact Assessment - Rome 2019 | August 2019 | 28
Hosting the Rome E-Prix has positively impacted spectators perception of Rome - 77% now have a better perception of Rome
PERCEPTION OF ROME 100% 90% 80%
77%
70% 60% 50% 40% 30% 20% 12% 10%
5%
6%
Net: More Negative (0-3)
Don't know
0% Net: More Positive (6-10)
Neutral (4-5)
On a scale of 0 to 10, where 0 is ‘very negative’ and 10 is ‘very positive’, to what extent, if at all, has the E-Prix affected your perception of Rome? Base: All 241
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A APPENDIX
FIA Formula E | Economic Impact Assessment - Rome 2019 | August 2019 | 30
SEASON 5 RACE CALENDAR Season 5 2018/19 Ad Diriyah
Marrakesh
Santiago
Hong Kong
Sanya
26/01/2019
Mexico City
15/12/2018
12/01/2019
16/02/2019
10/03/2019
23/03/2019
Rome
Paris
Monaco
Berlin
Bern
New York (Race 12 & 13)
13/04/2019
27/04/2019
11/05/2019
25/05/2019
22/06/2019
13-14/07/2019
FIA Formula E | Economic Impact Assessment - Rome 2019 | August 2019 | 31
FORMULA E BROADCAST MARKETS
“FORMULA E IS A TRULY GLOBAL MOTORSPORT, BROADCASTING IN 179 MARKETS”
- SHADED BLUE REGIONS BROADCAST FORMULA E COVERAGE
51
20
No. of Markets
No. of Markets
EUROPE
ASIA
22
No. of Markets
7
13
AMERICAS
No. of Markets
No. of Markets
20
EURASIA
MIDDLE EAST
No. of Markets
CARIBBEAN
54
No. of Markets
AFRICA
7
No. of Markets
INDIAN SUB.
3
No. of Markets
OCEANIA
FIA Formula E | Economic Impact Assessment - Rome 2019 | August 2019 | 32
FORMULA E BROADCAST AUDIT DEDICATED TV CUMULATIVE AUDIENCE
DEDICATED TV BROADCAST DURATION
DEDICATED TV CUMULATIVE AUDIENCE
DEDICATED TV BROADCAST DURATION
Algeria
Numidia TV
5,690
6:00:00
RDS
40,186
4:30:00
Andorra
as.com
66
3:02:00
RDS 2
5,200
3:00:00
ESPORT3
217
4:14:49
Chile
Fox Sports 3
246,964
32:30:00
RTVE.es
756
5:13:34
China
BitAuto
10,000
4:30:00
Teledeporte
1,025
5:13:34
CCTV 5+
802,316
1:00:00
Argentina
Fox Sports 3
913,433
32:30:00
GRT Sports
88,620
1:00:00
Australia
Fox Sports 3
1,500
3:24:59
Hupu
27,653
4:30:00
Fox Sports 6
3,961
5:30:00
Penguin TV
145,111
4:30:00
ORF 1
92,700
2:06:40
PPTV
867,093
4:30:00
ORF Sport+
23,517
6:45:00
QTV
434,000
1:00:00
ZDF
11,700
1:13:34
Sina Sports
84,000
4:30:00
Play Sports 1
60,489
8:08:00
Sina Weibo
130,000
4:30:00
Play Sports 2
133,284
1:45:00
Star Sports
190,421
4:00:00
Play Sports 5
216,588
24:06:00
Star Sports 2
227,377
15:45:00
RTBF
20,042
4:00:00
Tencent Sport
21,300
4:30:00
OBN
7,135
Xcar
461,865
4:30:00
Youku
183,000
4:30:00
ZhiboTV
13,965
4:30:00
AutoHome
443,000
4:30:00
Huyu
395,435
4:30:00
Austria
Belgium
Bosnia & Herzegovina 2:10:00 Brazil
Fox Sports 2
715,111
9:00:00
Canada
Fox Sports Go
4,468
1:45:00
158,793
5:15:00
Fox Sports Racing
FIA Formula E | Economic Impact Assessment - Rome 2019 | August 2019 | 33
FORMULA E BROADCAST AUDIT DEDICATED TV CUMULATIVE AUDIENCE
Denmark
DEDICATED TV BROADCAST DURATION
DEDICATED TV CUMULATIVE AUDIENCE
DEDICATED TV BROADCAST DURATION
6’eren
10,209
2:21:59
Indonesia
vidio.com
1,464
2:00:00
Eurosport 1
43,400
10:55:39
Ireland
Virgin Media Sport
3,328
4:30:00
Eurosport 2
105,140
14:19:39
Italy
Eurosport 1
365,330
14:50:25
1,598,266
1:02:09
Eurosport 2
211,270
16:13:54
1:00:00
Italia 1
1,274,800
3:07:40
Digital
Digital
Finland
Kutonen
11,929
France
Canal +
24,000
1:42:35
Canal + Sport
86,914
2:20:00
Eurosport 1
142,756
Eurosport 2
Italia 2
15,200
2:35:00
BS Nippon
297,725
1:00:00
4:01:18
J Sports 3
427,627
12:30:00
752,479
12:45:57
J Sports 4
340,377
12:00:00
C*
109,000
1:44:19
Fox Sports 3
1,000
5:52:56
Eurosport 1
2,031,500
11:05:25
TV1
139,000
1:21:42
Eurosport 2
332,582
22:40:00
Mexico
Fox Sports 3
672,206
32:30:00
ZDF
996,800
1:13:34
Monaco
Canal +
40
1:42:35
ZDF Livestream
4,031
3:40:00
Canal + Sport
225
2:20:00
1,145
6:06:20
C*
165
1:44:19
YouTube
31,131
5:37:14
Sony ESPN
292,398
8:00:00
Sony TEN 1
627,893
5:00:00
Indian Subcontinent Sony ESPN
110,908
Sony TEN 1
259,779
Germany
Global
India
Japan
Malaysia
Mongolia
Fox Sports 1
5,874
5:00:00
Netherlands
Eurosport 1
445,640
13:47:56
Eurosport 2
82,090
18:31:37
8:00:00
Ziggo Sport
29,000
2:44:57
5:00:00
Ziggo Sport Racing
359,572
35:54:00
FIA Formula E | Economic Impact Assessment - Rome 2019 | August 2019 | 34
FORMULA E BROADCAST AUDIT DEDICATED TV CUMULATIVE AUDIENCE
Ziggo Sport Select New Zealand
Norway
DEDICATED TV BROADCAST DURATION
Poland
DEDICATED TV CUMULATIVE AUDIENCE
DEDICATED TV BROADCAST DURATION
600
2:44:57
Eurosport 1
868,410
14:42:39
TV3
36,771
1:00:00
Eurosport 2
518,510
18:32:14
TVNZ Duke
22,200
14:41:00
Motowizja
200
8:34:45
Eurosport 1
67,450
14:42:18
Eurosport 1
416,920
12:53:11
Eurosport 2
18,170
8:21:17
Eurosport 2
650,190
18:28:46
Romania
MAX
10,596
1:00:00
as.com
2,134
3:02:00
Oman
Oman TV
5,570
1:00:00
ESPORT3
29,600
4:14:49
Pan Africa
Fox Sports Africa 2
334,805
19:13:00
Eurosport 1
275,790
14:37:40
Kwese Free Sports
1,106,581
25:30:00
Eurosport 2
232,690
16:55:59
Fox Sports 1
236,149
5:00:00
LaLigaTV
3,008
3:02:00
Fox Sports 3
395,246
19:45:00
RTVE.es
28,938
5:13:34
Pan C&S America (Caribbean) 32:30:00
Fox Sports 3
173,142
Pan C&S America (Latin America) 32:30:00
Fox Sports 3
2,808,802
Eurosport 1
4,831,950
14:50:25
Eurosport 2
2,354,430
18:28:46
MBC Action
266,979
6:00:00
Pan Asia
Pan Europe
Pan Middle East Philippines
Fox Sports
38,056
3:00:00
TV5
94,473
2:00:00
Spain
Teledeporte
63,100
5:13:34
Eurosport 1
144,270
14:24:00
Eurosport 2
112,460
21:00:00
Kanal 9
17,100
1:00:00
Switzerland
MySports
312,369
35:15:00
Taiwan
Fox Sports 2
39,351
3:00:00
Fox Sports 3
86,931
7:00:00
BBC Red Button
11,000
2:00:00
BBC Streaming
40,983
2:00:00
Sweden
United Kingdom
FIA Formula E | Economic Impact Assessment - Rome 2019 | August 2019 | 35
FORMULA E BROADCAST AUDIT DEDICATED TV CUMULATIVE AUDIENCE
DEDICATED TV BROADCAST DURATION
BT Sport 1
5,000
1:22:28
BT Sport 2
4,000
1:23:57
BT Sport 3
16,000
1:52:34
0
5:18:20
Eurosport 1
101,660
5:04:00
Eurosport 2
293,380
15:49:55
Freesports
24,000
5:51:12
Quest
70,000
3:59:08
Fox Sports 1
10,000
0:59:00
Fox Sports 2
47,000
4:16:00
Fox Sports Go
1,309
1:45:00
36,660,446
1048:09:47
BT Sport/ESPN
United States
Total
FIA Formula E | Economic Impact Assessment - Rome 2019 | August 2019 | 36
ECONOMIC IMPACT MULTIPLIER METHODOLOGY The World Travel & Tourism Council (WTTC) estimates that in Italy EUR94 bn in Travel & Tourism spending (consumption) generates EUR223 in GDP. This equates to a multiplier of 2.37
TOURISM MULTIPLIER 223/94 = 2.37
World Travel & Tourism Council Economic Impact Report 2018 - Italy
FIA Formula E | Economic Impact Assessment - Rome 2019 | August 2019 | 37
PICTURE POSTCARD VALUE METHODOLOGY During TV broadcasts of live sporting events the camera will often show the wider region/city the event is taking place in, advertising what the region/city has to offer, by showing iconic landmarks and/or symbols. These picture postcard shots are valued as ‘advertising’ for the host city/region and can thus be valued in the same way brand exposure is measured. For the purposes of this report, SMG Insight has valued picture postcard shots of Rome (including iconic Rome landmarks and symbols) using the following calculation: 30 SECOND ADVERTISING RATE GROSS ADVERTISING VALUE
x
SECONDS OF BRAND
=
30
The following picture postcard shots were measured, each time one of the landmarks appeared on screen the length of exposure was recorded and the 30 second advertisng rate applied.
INTERVIEW BOARD
PODIUM
SCREEN
START/FINISH BANNER
ROME SKYLINE
ROME, EUR POSTCARD VIEW
FIA Formula E | Economic Impact Assessment - Rome 2019 | August 2019 | 38
ONLINE NEWS VALUE METHODOLOGY Online news data was sourced from Meltwater, comprising of different key words relating to the Rome E-Prix. Example search terms were: »
Rome e-Prix OR ((“formula e” OR “formel E” OR fanboost OR #drivethefuture ) AND “Rome”) OR ((“Rome”)
Examples of online news articles:
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