Unlocking Worldwide Audiences
OLOQIQIs Spotlight on Global TV Reach
Many sports events capture the interest of fans across various
countries. Organizers are increasingly aiming to engage international audiences through specific sports, events, and associated sponsors.
However, the true international scope of these events raises questions. How global is the TV coverage, and where are people watching?
Only through actual screenings and calculating the reach of programs can we gather concrete facts. OLOQIQI aims to promptly present and convey this information and data following the events, highlighting the international significance of sports competitions. Today, we focus on the ATP 1000 tournament in Monte Carlo, which concluded last weekend.
OLOQIQI’s Latest Analysis: Unveiling MotoGP’s Global Impact on Sports Audiences
Sports events have consistently attracted large viewership and engaged diverse fan bases on a global scale. No sports fan or expert in the media would doubt that Formula 1, the Tour de France, or the NBA have followers in every corner of the globe, drawing significant attention during their peak seasons.
But how large are these target audiences, and how are they distributed geographically or socio-demographically? And what about the many different sports events such as MotoGP, the MLS, or Golf Masters, which are purportedly considered global top events across various sports according to their rights holders? In which regions and countries do we find the most significant viewership, and where are there substantial numbers of viewers but statistically negligible target groups?”
OLOQIQI aims to bring much-needed clarity to this issue. With the help of our mathematical model QMetrix, we can provide truly global figures and a comprehensive overview. To illustrate, we’ve chosen MotoGP as an example, particularly noteworthy due to the financially appealing offer from Formula 1 owner Liberty Media that has been making headlines. In March 2024 (from 1st of March up until the Easter holidays), MotoGP achieved a cumulative reach of over 500 million in TV coverage alone. The month was highlighted by the two MotoGP races in Qatar and Portugal.
However, aside from the live and secondary coverage surrounding the race days, MotoGP impressively demonstrated its status as one of the major international sports events even outside of the races themselves. In the significant Asian sports markets of China, Japan, and India, MotoGP achieved good to very good viewership figures. Surprisingly, the highest ratings for MotoGP were recorded in South Africa, where SuperSport operates its own motorsport channel, notably garnering more attention than Formula 1 coverage on the same channel in March 2024.
Of course, MotoGP viewership figures significantly vary across markets. However, looking at the global cumulative reach for MotoGP in March, and comparing it to Formula 1 during the same period — a time when Formula 1 hosted three races in Bahrain, Saudi Arabia, and Melbourne — MotoGP’s viewership of 564 million is impressive, not far behind Formula 1’s 702 million. Such figures, as calculated by OLOQIQI, may well have been a factor for Liberty Media when valuing MotoGP as a highly valuable asset. Nevertheless, it is worth noting that the true extent of a sports asset’s international or merely local relevance can only be defined through global analyses. The OLOQIQI model, QMetrix, which calculates global TV audiences across over 200 markets, provides the essential analytical component needed.
OLOQIQI – The Story Beyond a Catchy Name
The name grabs attention, that was clear to us even before the first press release of OLOQIQI. Nevertheless, the numerous feedbacks pleasantly surprised us.
The good thing is, it’s not just a pleasing name; it’s a bit more, and there’s even a story behind it. OLOQIQI is a registered trademark and a protected name. It is based on an invention by the well-known brand developer Michael Voelkel, who, for example, has also created the well-known and successful beverage brand Bionade. The original task was to find a catchy name for a cross-media news portal. After an extensive process, the name ‘Olokiki’ emerged, originating from the Yoruba language.
The Yorùbá are a West African ethnic group primarily residing in southwestern Nigeria. ‘Olokiki’ translates to ‘famous’ or ‘popular’. But before we ultimately found our suitable name, two practical problems stood in the way. Firstly, the website olokiki.com was already taken. Secondly, we didn’t want to establish a conventional cross-media portal.
Instead, we found a company that globally introduces the digital era of TV audience measurement through its mathematical models and AI analyses, thus representing a fully automated tech platform. The solution was actually quite obvious: simply focus on the core of our work, which is computers and IT. So, we replaced the ‘k’s with ‘q’s to align with the theme of zeros and ones in computer science. And just like that, the name OLOQIQI was born.
Möckel and Schröder established OLOQIQI GmbH New methodogical approach will revolutionize international audience data.
A new provider with an innovative reach model but well-known faces in the industry: Susanne C. Moeckel, CEO of X Media Insights, and Stephan Schröder, previously with SPORT+MARKT, Repucom, and Nielsen Sports, are charting new paths together!
Since the mid-1990s, market and media research has been almost uninterrupted professional territory for Susanne C. Möckel and Stephan Schröder, albeit at different companies. After years at the inventor of media analysis in sports, IFM, and its successor Nielsen Sports, Susanne Möckel found success as the founder and CEO of cross-media analyst in sports sponsorship, X Media Insights.
Stephan Schröder gained experience in market and media research at the industry pioneer in sports market research, SPORT+MARKT, before rising to managerial positions at its successors Repucom and Nielsen Sports. The two experienced sports and sponsorship analysts have now joined forces and founded OLOQIQI GmbH in Potsdam as managing partners.Together, OLOQIQI GmbH will enrich the market with an innovation: the QMetrix media audience model, which finally solves a global problem in the sports and sponsorship industry — the comprehensive and almost real-time availability of international reach (broadcast performance) data.
Schröder comments: “The days of waiting 2-3 weeks for international TV or streaming quotas, only to receive estimated quotas of often questionable quality, are over. For many years, sponsorship analysis has been waiting for an improvement in this important area: OLOQIQI addresses this weakness for the benefit of all”.The product, QMetrix, is a mathematical and language model that calculates reach for over 15,000 TV and streaming channels broadcast-by-broadcast worldwide fully automated daily using one method. Based on AI tools we developed over 70 country-specific influencing factors, the peculiarities of markets, transmission situations, channels, and programs are automatically determined and applied in the calculation.
The automation achieved by the OLOQIQI GmbH represents a new area for the basis of sponsorship analytics and event monitoring, as well as in the calculation of advertising performance in TV plus streaming, which matches the speed and user-friendliness calculations in classical online media and social media channels.Through OLOQIQI, audience measurement becomes not only comparable across borders, but also cross-media performance of entertainment and sports content becomes easier and faster than ever before.