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You are here: HomeEurodata TV WorldwidePress releases › Yearly Sport Key Facts 2016 (September 2015 - August 2016)
Yearly Sport Key Facts 2016 (September 2015 - August 2016)

10/11/2016

A golden season thanks to the Euro and the Olympics

With long-awaited global sports events which took place in 2016, such as the Summer Olympics or the UEFA European Championship, expectations were high to know if television viewers would still be hungry to watch sports on their screens. Yassine Berhoun, Sports Director of Eurodata TV Worldwide notes that “The 2015/2016 season showed us that sports remain a stronghold for live TV consumption. Even at the age of mobile devices, major sports events are the only shows capable of gathering such large audiences and reaching out to specific targets at the same time such as millennials. While we continue observing giant media companies investing impressive amounts on sports TV rights with this aim, sports turn out to be a genuine growth leverage for Web giants that started entering the game. The deal between Twitter and the National Football League signed in the United-States was a milestone in this regard.”

Yearly Sport Key Facts 2016 (September 2015 - August 2016)

Sports programmes score the best ratings

Looking at the 10 best performing programs of each country of a 10-market panel (Australia, France, Germany, Italy, Japan, Netherlands, Russia, Spain, UK and United- States), sports accounted for 57%. This is 21 points more than the last season. One of the highlights of the season was of course the Summer Olympics. Despite the time difference, Scandinavian countries showed a high interest in the Rio Olympics. In Finland, the two public channels YLE1 and YLE2 scored an average audience share of 35.4% over the 375 hours dedicated to the competition. Denmark was not far behind, DR1 and TV2 averaging an audience share of 28.2% over 441 hours of Olympics broadcasts. Even in Japan, where the time difference was not convenient at all for all sports fans this summer, 7 channels (NHK1, NHK2, NTV, TBS, TV ASAHI, TV TOKYO and FUJI TV) averaged a market share of 20.7% over a total of 422 broadcasting hours. Local heroes were the broadcasters’ best allies in reaching the highest ratings. French public channel France 2 scored its best performance when the judoka Teddy Riner conquered the gold medal, peaking at 6.2 million TV viewers. With the Olympics in August and the UEFA Euro Championships in June and July, the Summer 2016 proved to be a great opportunity to boost broadcasters market shares. In Germany for instance, ARD and ZDF aired both events and saw their overall market shares rise respectively by 26% and 20%, compared to last year’s same period.

Euro 2016: a summer hit

These results show that, more than ever, Football still tops the charts of global sports. Overall, in the 48 territories covered by the Yearly Sports Key Facts report, 58% of the best sport audience of the season was a football broadcast. In France for instance, the final of the UEFA Euro 2016 was the highest all-genre audience of the year and, when adding the ratings of both broadcasters M6 and BeIn Sports, it broke the all-time record of French TV with 22.3 million viewers (the record for a single broadcast remains the 2006 World Cup semi-final France versus Portugal with 22.2 million viewers).

Even in a country like the Netherlands that did not take part in the Euro clashes, the public channels NPO airing the competition recorded an average market share of 38.3% over the 97 hours of live coverage. In the 31 European territories covered by the report, the final game of the competition between France and Portugal cumulated an audience of 129.1 million of TV viewers! The performances achieved by the Euro 2016 on younger targets also proved that big events are a good match with these volatile audiences and that they are not leaving the TV screens. In France, the best performing match for people aged between 15 and 24 was the semi-final France versus Germany, which was watched by 1.8 million young adults on TF1, for a market share of 85.6% on this specific target: 17.5 points more than the overall market share of the game! The most globally well-known events like the UEFA Euro 2016 or the Copa America are not necessarily the ones that attract the largest number of viewers though. In Turkey, the Turkish Cup final between Galatasaray and Fenerbahçe on ATV attracted 17% more viewers than the best performance of the Turkish National team at the Euro 2016. In Indonesia, the local “President’s Cup” Final achieved the highest sports audience of the year with 4.9 million viewers gathered on Indosiar, for a 41% audience share.

Other local sports are resisting well thanks to their cultural establishment

In a lot of countries, new television audience measurement systems are built and are now able to provide consistent data to the market. This is the case in India where BARC India developed a methodology – based on Médiamétrie’s technology - to measure an estimated television audience of 153 million homes. Some impressive figures were already released and emphasize the local specificities. Indeed, the semi-final of the ICC World Twenty20 (Cricket) between India and the West Indies was aired simultaneously on 3 channels (DD National, Star Sports 1 and Star Sports 3) and each channel made it to the top 10 best sports audience of the season, to gather a total of 87.5 million of viewers. Back to Europe, Winter Sports is still well settled in a lot of countries. Slovenians for instance showed a great appetite for Ski Jumping and their local hero Petr Prevc: the 87 hours of live coverage of the 2015/2016 World Cup averaged a market share of 52.4%. In Austria, the Men’s Alpine Downhill Skiing World Cup in Kitzbuehel scored the exact same ratings than the Euro 2016 Final, gathering 1.6 million TV viewers. The best performing sport event of the season in Serbia was not a new achievement of Novak Djokovic, but the final of the 2016 Men’s European Water Polo Championship that saw Serbia win their 3rd straight title by defeating Montenegro. The game aired on RTS 1 was watched by 1.9 million TV viewers, and the ratings were 17% higher than the second best performing game of season, the UEFA Euro 2016 qualifiers between Serbia and Albania.

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