Share of voice for major sports events

2019 saw a particularly cluttered sporting summer in the UK: seven major events, including three World Cups, made it much harder for rights holders and sponsors to cut through and achieve a decent share of the sporting voice.
  • For almost all the events, one sponsor tended to drive far more media mentions than their fellow sponsors and shares were wildly split.
  • Nissan (Cricket World Cup), Continental (Tour de France), Rolex (The Open) and Pirelli (British Grand Prix) were the strongest ‘over-performers’ in terms of share of voice among their event.
  • Instagram was the dominant driver of social media engagements for six of the seven events; the Women’s World Cup was the exception where Twitter pipped Instagram by 1%....

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