Esports analytics firm Shikenso has revealed that Intel, ESL and DHL obtained essentially the most worth as companions of IEM Cologne 2023 when it comes to media worth.
In response to Shikenso, IEM Cologne as a complete generated a media worth of €31.28m (~£) when considering the competitors’s world and native occasion companions. Maybe unexpectedly Intel, the event’s title sponsor, garnered essentially the most media worth, claiming 30% of the general determine (€9.3m).
Event organiser ESL, logistics firm DHL and vitality drink model Monster recorded media values of €4.8m (~£), €3.9m (~£) and €3m (~£), respectively.
Within the report’s methodology, Shikenso defined media worth because the financial worth of activations and publicity primarily based on advert value. The corporate additionally famous that it takes under consideration buying energy variance amongst international locations as properly.
Media worth doesn’t essentially equate to a greenback return on funding, slightly it highlights how a lot worth the model garnered when it comes to publicity. Because of this, most partnerships will sometimes report greater media values than the precise financial value of the partnership.
The Shikenso Esports Radar analysed knowledge from Twitch and Youtube, with the previous gaining essentially the most media worth (€24.6m). Specifically, backwall logos have been the simplest premier sponsorship belongings, garnering between 50-70% of name companions’ media worth.
Shikenso instructed Esports Insider that the corporate makes use of an in-house AI answer that routinely detects sponsor & model belongings of any type. This contains jerseys, logos, banners, clips and merchandise. Because of this, Shikenso can produce knowledge on the variety of placements, impressions, emblem dimension or length on display.
For instance, the Esports Radar detected that the US Air Power partnership throughout IEM Cologne garnered 668 hours of complete branded publicity with a median publicity length of 5 seconds. The US Military additionally recorded a media worth of round €3m (~£).
Alongside media worth statistics, Shikenso’s report additionally famous that the typical age of the occasion viewers was 19.72. Furthermore, 92% of the viewers was male.
By way of viewership distribution, Brazil contributed 25% of the viewership with Shikenso highlighting co-streaming by Gaules as a big issue. Brazilian viewership contributed to 10% of IEM Cologne’s general media worth.
Shikenso is offering free copies of its IEM Cologne findings on LinkedIn.
Source link
