By: Boštjan Jaušovec
After last year’s exceptional season of the most successful Slovenian skier Tina Maze, the public thought that no one can go higher, stronger and, above all, further. Peter Prevc proved otherwise. From competition to competition he raised his form and recorded a streak of amazing successes, achieving almost everything there is in the ski jumps and flights. The development of communication over time indicates the number of news in Slovenian internet, print and electronic media, which grew with Peter’s popularity among fans and with every golden medal he won. Compared to last year’s season of Tina Maze, with both athletes the number of releases in the media grew at the end of the season.
Why is it that with Peter Prevc there was a higher recorded number of media mentions than with Tina Maze? Why is the appearance of Tina in the media frames and the visibility of logos of her sponsors at competitions higher than with Peter Prevc? Who leads in the social networks?
Allow us to answer the second question. According to research in the alpine disciplines, most points are won by skiers with lower starting numbers. If we take as an example Tina Maze, who won the gold medal at a race with a low start number of 5, it means that the TV director, perhaps after each subsequent competitor who didn’t pass Tina, gave some attention to Tina, who was standing in the finish area reserved for the leading contestant. A close-up of a smile, excitement and joy of the current leadership represents bigger likelihood for the showing of sponsors’ logo.
In ski jumping, the story is somewhat different. The better you are, the higher your starting number is. So the starting numbers of Peter Prevc in the first series of the competition revolved around 50. We almost got used to waiting until the very end for Peter’s final jump. This example tells us that the director only rarely caught Prevc in the place intended for the current leader, because Peter in most cases did his second jump as the last one. We also mustn’t forget all the interviews, the medal ceremony and the general popularity of athletes in various events.
An important dimension of long-term cooperation with sponsors, donors and partners is the impact of media appearances reflected in the price of advertising (Advertising Value Equivalent). Company Press Clipping perform precise measurements of exposure and visibility of the logo of a brand in the media. Analysis of the sponsor’s logo appearance, Advertia logo, is an analysis of media reports, TV-broadcasts or other special programs in which logos and other brand messages appear, such as, for example, advertising panels in a hall, studio, and the clothes that allow visibility of a logo during TV broadcasts or in the photographs in print media.
