ECONOMIC ASSESSMENT OF THE CAJASIETE GRAN CANARIA MARATHON 2017´S PRESS COVERAGE

There is no doubt that the Gran Canaria Marathon has become one of the Island´s most popular events for many sectors of society as well as their representative brands. The Cajasiete Gran Canaria Marathon 2017´s impact is growing locally, nationally as well as internationally. This is best ilustrated when assessing its press coverage, as it highlights how valuable the Gran Canaria Marathon is for its sponsors.

The following report aims to show the economic value of the press coverage, determined by ‘impacts’ recorded in the various media outlets that have covered the event.

The total sum of the coverage, taking into account the ‘impacts’, comes to a total of 875,120 euros. The following information breaks down the amount by media outlet.

In first place, the highest impact was in the written press, with an estimated total of 338,645 euros.

This is followed by over 100 race impacts registered in digital press, giving a total advertising value of 140,000 euros.

In terms of impacts on the television, the news allocated a total of 33 television spots, including special programs focusing exclusively on the race, with an  economic value of 171,475 euros, ranging from news programmes (29 impacts and 145 modules), morning shows, and 15 ‘ and 30’ programs.

The Televisión Autonómica de Canarias´ five-hour live broadcast of the Cajasiete Gran Canaria Marathon 2017 on Sunday morning, January 22, 2017, was worth over 20,000 euros in production costs and 225,000 euros in media resonance. This broadcast recorded an average of 6.9% regional share and 15,000 spectators (8.9% in the province of Las Palmas and 4.8% in the province of Santa Cruz de Tenerife). The result was that 131,000 Canarians were at some point following the broadcast,which lasted over five hours.

The most watched minute was at 11:45 am with an average share of 12% and 30,000 spectators. At that time, the province of Las Palmas had a 17.4% share and Santa Cruz de Tenerife 8%.

Regarding the broadcast on Teledeporte, there was an average of 0.7% of national share (115,000 spectators) and 1.2% (140,000 spectators).

On social media, there was an increase of 4,000 followers, from 8,000 to almost 12,000 in just a few months.

All this, as mentioned previously, means the total media impact of the Cajasiete Gran Canaria Marathon 2017 was of approximately 875,120 euros, surely an unmissable event for all citizens of the Canary Islands, and for more and more people around the world.