The Canarian race achieved 3,5 million euros of advertising impact after the study made by Kantar Media, the leading company in media monitoring
The Transvulcania Naviera Armas 2019 has new records. To the one made by the Norwegian athlete Yngdild Kaspersen in the Half Marathon, where she broke the record established by Laura Orgué in 2018, the Canarian event has added some new records to the list, such as the advertising impact and the performance monitoring of the race.
The advertising impact of this year’s edition has reached the 3.5 million euros. This is the value obtained due to the designed marketing projects created by the organization of the race. Another fact analyzed by the company was the expansion achieved by the race, which was calculated after seeing how many contacts were reached via online or offline. In total, the race reached 319 million contacts, 315 million were achieved via online and offline, two million through the social media and two million through the television. It needs to be said that there were other facts which were not included in the analysis made by Kantar Media, like the retransmission through internet, the coverage made by “Television Canaria” and a special reportage which is going to be broadcasted in more than a hundred different countries.
The Transvulcania Naviera Armas was followed by more than 180.000 people from more than 100 countries through the TV retransmission. The official presentation of the race, which took place in la Cascada de Los Tilos, was viewed by more than 6.000 people through Facebook Live. The Transvulcania Talks were visualized by more than 3.500 people through Facebook Live, as well as the round-table composed by the elite runners, which was visualized by 8.626 people.
The Vertical Kilometre Binter was followed by 35.000 people through different channels, such as Facebook Live, Youtube or the streaming of the event. The other three categories, the Ultra Marathon Naviera Armas, the Marathon H10 Hotels and the Half Marathon Plátano de Canarias reached 125.000 visualizations, in order to almost reach 180.000 visualizations in total.
However, the outreach work has not finished yet, as there is going to be a reportage of approximately 25 minutes of duration, which is going to be internationally distributed to more than a hundred countries. This reportage is going to be broadcasted through many different channels, such as FoxSports, Sky Sports, RTL, ZDF, Eurosport, Universal Sport Network, Prisa TV, Teledeporte or #0 from Movistar.
“Transvulcania is an event with international repercussion. We only have to analyse the results obtained in this year’s edition to see the level and quality of this event”, said the sports counsellor of La Palma, Ascensión Rodríguez, who explained that “these numbers are the result of a lot of work from a lot of people who gave everything they had to do such an amazing race”.