DAKAR RALLY - THE ODYSSEY Key figures...

DAKAR RALLY - THE ODYSSEY

Key figures

2016

DAKAR RALLY:

38 YEARS OF HISTORY

38 YEARS OF HISTORY

Angola

Argentina Ivory CoastFranceBurkina Faso Cameroon

Chile

Congo

Algeria BoliviaEgypt

Gabon

Guinea

Central African Republic

MaliMorocco Mauritania

South Africa

Libya Namibia

Niger

Spain

Peru

Portugal

Tunisia

Chad

Senegal

Sierra Leone

Source: A.S.O.

28 Member-countries of the

Dakar Rally since 1979

2009Move to Latin America

1992 Takeover by A.S.O.

(organisation)

1979Creation of the Dakar

Rally

Source: A.S.O.

A WORLD-CLASS RALLY

Present in South America since 2009

Amateurs and professionals alike

5486competitors

3345vehicles

AN AVERAGE OF

51 NATIONALITIES

Sources: Repucom, benchmark MotorSports 2014 / Representative samples of national population (ARG/CHI/MEX/PER/BRA/GER/FRA/ESP/RUS/POL), 8000 interviews in total

“Do you know the following motorsport events, even if only by name?” / Average audiences of dedicated programmes for each race, weighted to factor lengths of programmes

THE 2nd MOTORSPORTS EVENT IN THE WORLD

90%

77%

50%46%

27%17%

77% Awareness of the Dakar

Rally

% Awareness

37M TV viewers in the sampled

countries +

Audience

63M

37M

1M10M

1.7M 5M

DAKAR RALLY IS THE FIRST MOTORSPORTS EVENT IN ARGENTINA

2,6

2,8

3

3,2

3,4

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

% Awareness

of race/series

Rate of interest (/5)average 90%

awareness

Highest level

of interest for

Dakar

Sources: Repucom, benchmark Motorsports 2014 / Representative samples of national population, 1000 interviews in total / “Do you know the following motorsport events, even if only by name?” / “Please indicate how interested you are in each of the following motorsport events and competitions on a scale from 1 = “Not interested at all” to 5 = “Very interested”

average

AS WELL AS IN CHILE

97%awareness

Highest level

of interest for

Dakar


2,9

3,1

3,3

3,5

3,7

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

% awareness

of race/series

Rate of interest (/5)average

average

IN PERU


97%awareness

Highest

level of

interest for

Dakar

3

3,2

3,4

3,6

3,8

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

% awareness

of race/series

Rate of interest (/5) average

average

IN BRAZIL


WTCC

24 Hours of Le Mans

1,8

2

2,2

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

% awareness

of race/series

Rate of interest (/5) average

average

82% awarenessSlightly below

average level of

interest for Dakar

Source: A.S.O.

SAFETY AS A MAJOR CONCERN

7 helicopters &

1 medical plane

32 security vehicles on course

Iritrack, GPS/Sentinel, Tripy:Satellite-based safety tracking

system

72 secure areas for spectators

Involvement of 22,000 people to enforce safety measures

Safety campaigns in the media

CHARITY AS A CORE VALUE

Source: A.S.O.

+1,237,000 USD of donations since 2011 from The Dakar Rally and its

competitors

350 houses built

Support for the social reintegration plan

Source : A.S.O.

ENVIRONMENT: A SUSTAINED COMMITMENT

A route designed in

collaboration with local

agencies in each country.

This allows a 635,000 USD investment for the

protection of the “Madre

de Dios”.

Selective waste sorting &

rubbish treatment program

with local authorities.

The Dakar Rally

compensates 100% of its

carbon footprint.

A STRONG FAN BASE ON THE ROUTE

Source: A.S.O.; motogp.com 2014; The global sports impact reports 2015 (a review of 2014)

Direct audience in million(Number of spectators)

2014

3,9M

2,5M

1,9M

3,6M

4.40M

AVERAGE SPECTATORS

ALONG THE ROUTE SINCE 2009

DAKAR RALLY

2016

I. The 2016 context

II. Global media impact

III. Trends in social media

WITH A NEW CLASS OF COMPETITORS

Source: A.S.O.

A new generation of pilots

MeoFive times World Champion

7th at the 2016

Dakar Rally

CervantesThree times World Champion

16th at the 2016 Dakar Rally

Benavides4th at the 2016 Dakar Rally

Van BeverenTwo times winner of Touquet

Enduror


Rally pilots in the line of sight

LoebNine times WRC World Champion


HirvonenFifteen WRC victories


New motorcycle

manufacturer

ACCIONA

100% Electric car

Peugeot

The winning return

Winner of the 2016 Dakar Rally

Pilot: Stéphane Peterhansel

ProkopJunior World Champion 2009


Source: A.S.O.

A WORLD-CLASS RALLY

The 1st international sporting event of the year

Off-road & Extreme

64% finishers

50 nationalities

25% South America

61% Europe

559 competitors – 347 vehicles

THE 2016 FAN BASE

64%

36%69% families & couples

4 people per group

36 years old on average

are proud to host

the Dakar97%

Source: A.S.O.; TNS SOFRES 2014 – survey among spectators from Chili and Argentina

4 MILLION SPECTATORS

4.5M

460 000 SPECTATORS

DAKAR RALLY

2016

I. The 2016 context



AN IMPRESSIVE MEDIA IMPACT WORLDWIDE

190 countries

70 channels

8 hours of daily programs

produced

Source: A.S.O. Only dedicated TV programmes (Live and highlights)

25%EUROPE

25%ASIA

33%AMERICAS

17%AFRICA

& MIDDLE EAST

1,200h of TV coverage67% outside South America

319 permanent journalists

27 nationalities

127 media

MASSIVE TV COVERAGE IN SOUTH AMERICA

> 262 hours of TV coverage

for the entire continent

(38 countries)

58 hours of TV coverage

45h 30min of TV coverage



Source: A.S.O. / Repucom TV coverage / All programs (dedicated + secondary)

+42%

AS WELL AS IN EUROPE

> 27 hours of

TV coverage

89 hours of

TV coverage

15 hours of

TV coverage

22 h 45 min of

TV coverage

5 h 30 min of

TV coverage

36 h 45 min of

TV coverage


for the entire continent(56 countries)

Source: A.S.O. / Repucom TV coverage / All programs (dedicated + secondary)

56 hours of TV

coverage on the

entire continent

(52 countries)

62 h 45min of TV

coverage

in the entire region

(23 countries)

TV COVERAGE IN AFRICA AND MIDDLE EAST

Source: A.S.O. / Repucom TV coverage / Dedicated programs

TV COVERAGE IN ASIA & OCEANIA

9 hours of TV coverage for

the entire continent

(16 countries)

50 h 30 min of TV

coverage

for the entire continent

(26 countries)

24 h 30 min of TV coverage

7 h 30min of TV coverage





Hunan TV

Source: A.S.O. / Repucom TV coverage / Dedicated programs

DAKAR RALLY

2016

I. The 2016 context



Source: A.S.O. Media department

MASSIVE REACH ON SOCIAL PLATFORMS

1.9M fans on social networks

+500K compared to 2015

282K followers

+27% compared

to 2015

154K followers

X2 compared

to 2015

1.4M fans+16% compared to 2015

Global Reach 274M compared to 32M in 2015

+200,000 fans during the event

180 posts24M likes

1.1M of sharing

58% of the audience is under 35

http://www.instagram.com/letourdefrance

http://www.instagram.com/letourdefrance


A POWERFUL VIDEO AUDIENCE

Visibility in more than 100 digital media

(+25% compared to 2015)Viewing on Youtube, social media, website

A global audience of 16.3 million views

(+159% compared to 2015)

CONSISTENT PERFORMANCES ON MOBILE APP

417K downloads +8%

compared to 2015


Contents

News, rankings, videos,

pictures, pilots profiles.

TOP country

Android:

IOS:

Android: 58%

IOS: 42%

User community

TOP sections

1)Homepage Feed

2)Rankings

3)News

Date post:	08-Jul-2020
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DAKAR RALLY - THE ODYSSEY Key figures...

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