{"id":352783,"date":"2018-08-10T13:48:44","date_gmt":"2018-08-10T11:48:44","guid":{"rendered":"https:\/\/rtrsports.com\/mereni-sledovanosti-ve-sportu-a-zvlastni-pripad-formule-1\/"},"modified":"2026-09-09T17:14:11","modified_gmt":"2026-09-09T15:14:11","slug":"mereni-sledovanosti-ve-sportu-a-zvlastni-pripad-formule-1","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/mereni-sledovanosti-ve-sportu-a-zvlastni-pripad-formule-1\/","title":{"rendered":"M\u011b\u0159en\u00ed sledovanosti ve sportu a zvl\u00e1\u0161tn\u00ed p\u0159\u00edpad Formule 1"},"content":{"rendered":"

Koncept m\u011b\u0159itelnosti je z\u00e1kladn\u00edm principem modern\u00edho marketingu. Podle zlat\u00e9ho pravidla „pokud je to m\u011b\u0159iteln\u00e9, pak je to modifikovateln\u00e9“, \u010d\u00edsla, data a zpr\u00e1vy v\u0161eho druhu se rychle staly z\u00e1kladn\u00edm kamenem ka\u017ed\u00e9 obchodn\u00ed strategie. Modern\u00ed doba vdechla nov\u00fd \u017eivot t\u00e9to my\u0161lence: jsme pono\u0159eni do medi\u00e1ln\u00edho ekosyst\u00e9mu, kde po\u010det stream\u016f, zhl\u00e9dnut\u00ed, sleduj\u00edc\u00edch a zobrazen\u00ed poskytuje v re\u00e1ln\u00e9m \u010dase m\u011b\u0159\u00edtko \u00fasp\u011bchu \u2014 alespo\u0148 takov\u00e1 je premisa.<\/p>\n

Sponzoruji, ale jak\u00e1 je hodnota n\u00e1vratnosti?<\/h2>\n

Kdy\u017e se mluv\u00ed o sponzorstv\u00ed<\/a>, koncept m\u011b\u0159en\u00ed se st\u00e1v\u00e1 slo\u017eit\u011bj\u0161\u00edm. Existuje \u0159ada ukazatel\u016f v\u00fdkonnosti sponzorsk\u00e9<\/a><\/strong> kampan\u011b: od ROI<\/strong> p\u0159es ROO<\/strong>, ROE<\/strong>, dopad na prodej, a\u017e po Advertising Value Equivalency<\/strong> (AVE), tedy ekonomickou hodnotu reklamy, kterou by zna\u010dka musela koupit, aby z\u00edskala rovnocennou viditelnost.<\/p>\n

AVE, jeden z n\u00e1stroj\u016f, kter\u00fd nejl\u00e9pe vyjad\u0159uje hodnotu okam\u017eit\u011b generovanou sponzorstv\u00edm, se vypo\u010d\u00edt\u00e1 vyn\u00e1soben\u00edm viditelnosti expozice zna\u010dky \u2014 vyj\u00e1d\u0159en\u00e9 v sekund\u00e1ch \u2014 celkov\u00fdm publikem a n\u00e1klady na sekundu reklamy. Je to vzorec, kter\u00fd produkuje vysoce p\u0159esn\u00e1 ekonomick\u00e1 data. A pr\u00e1v\u011b proto m\u00e1 obrovsk\u00fd v\u00fdznam \u010d\u00edslo, na kter\u00e9m se zakl\u00e1d\u00e1: v\u00fdpo\u010det televizn\u00edho publika.<\/p>\n

Dnes ka\u017ed\u00e1 sportovn\u00ed property st\u0159edn\u00ed a\u017e vy\u0161\u0161\u00ed \u00farovn\u011b disponuje velmi p\u0159esn\u00fdmi a aktu\u00e1ln\u00edmi daty o publiku, poskytovan\u00fdmi ligami nebo dr\u017eiteli televizn\u00edch pr\u00e1v. Zn\u00e1m nen\u00ed jen po\u010det div\u00e1k\u016f, ale i jejich geografick\u00fd p\u016fvod, demografick\u00fd profil a sledovac\u00ed zvyky. Pr\u00e1v\u011b tehdy, kdy\u017e se m\u011b\u0159en\u00ed publika stalo tak p\u0159esn\u00fdm a specifick\u00fdm, byl zpochybn\u011bn samotn\u00fd koncept publika.<\/p>\n

Co ve skute\u010dnosti je televizn\u00ed div\u00e1k sportovn\u00ed ud\u00e1losti?<\/h2>\n

Neexistuje standardn\u00ed a obecn\u011b uzn\u00e1van\u00e1 definice „div\u00e1ka“. A i kdyby existovala, neodpov\u00eddala by na dal\u0161\u00ed ot\u00e1zky t\u00fdkaj\u00edc\u00ed se opakovan\u00e9ho sledov\u00e1n\u00ed, odlo\u017een\u00e9ho sledov\u00e1n\u00ed nebo zprost\u0159edkovan\u00e9ho sledov\u00e1n\u00ed.<\/p>\n

Pojem „publikum“, na kter\u00fd jsme zvykl\u00ed, vych\u00e1z\u00ed z televizn\u00ed tradice star\u00e9 p\u0159ibli\u017en\u011b \u010dty\u0159icet let. V obecn\u00e9m pov\u011bdom\u00ed \u2014 zejm\u00e9na v zem\u00edch, kde se data o sledovanosti stala sou\u010d\u00e1st\u00ed ka\u017edodenn\u00edho slovn\u00edku \u2014 je publikum celkov\u00fd po\u010det lid\u00ed, kte\u0159\u00ed sledovali dan\u00fd televizn\u00ed program alespo\u0148 jednu nep\u0159etr\u017eitou minutu. Tento pojem je natolik zako\u0159en\u011bn\u00fd, \u017ee se jen z\u0159\u00eddka zam\u00fd\u0161l\u00edme nad t\u00edm, \u017ee situace je mnohem slo\u017eit\u011bj\u0161\u00ed a \u017ee sledovanost sportovn\u00ed ud\u00e1losti se ne v\u017edy vypo\u010d\u00edt\u00e1v\u00e1 t\u00edmto zp\u016fsobem.<\/p>\n

Vezm\u011bme si jednoduch\u00fd p\u0159\u00edklad Grand Prix MotoGP<\/a> nebo Formule 1. J\u00e1, div\u00e1k, si sednu na gau\u010d a zapnu televizi, abych sledoval p\u0159\u00edm\u00fd p\u0159enos, ale po dvou minut\u00e1ch m\u011b z\u00e1vazek donut\u00ed odej\u00edt z domu. Sna\u017e\u00edm se sledovat z\u00e1vod z mobilu, ale sign\u00e1l je \u0161patn\u00fd a vzd\u00e1m to. Ve\u010der si to nahrad\u00edm sledov\u00e1n\u00edm ud\u00e1losti ze z\u00e1znamu. V n\u00e1sleduj\u00edc\u00edch zpr\u00e1v\u00e1ch podrobn\u00fd materi\u00e1l ukazuje nejlep\u0161\u00ed momenty a nejzaj\u00edmav\u011bj\u0161\u00ed p\u0159edj\u00ed\u017ed\u011bn\u00ed. P\u0159ed span\u00edm sleduji asi deset minut koment\u00e1\u0159ov\u00e9ho po\u0159adu v\u011bnovan\u00e9ho z\u00e1vodu.<\/p>\n

Kolikr\u00e1t jsem vid\u011bl sportovn\u00ed ud\u00e1lost?<\/h2>\n

Kolik jednotliv\u00fdch minut sledov\u00e1n\u00ed \u2014 by\u0165 na r\u016fzn\u00fdch kan\u00e1lech a za\u0159\u00edzen\u00edch \u2014 jsem vygeneroval na stejn\u00e9 ud\u00e1losti? Pojem kumulativn\u00edho publika, tedy publika generovan\u00e9ho v\u0161emi mo\u017enostmi sledov\u00e1n\u00ed dan\u00e9 ud\u00e1losti (nejlep\u0161\u00ed momenty, zpr\u00e1vy, repr\u00edzy, koment\u00e1\u0159e, klipy na soci\u00e1ln\u00edch s\u00edt\u00edch), \u0159\u00edk\u00e1, \u017ee jsem p\u011bt r\u016fzn\u00fdch „div\u00e1k\u016f“. Jde o legitimn\u00ed statistickou abstrakci, ale produkuje \u010d\u00edsla vy\u017eaduj\u00edc\u00ed velkou interpreta\u010dn\u00ed opatrnost.<\/p>\n

Zvl\u00e1\u0161tn\u00ed p\u0159\u00edpad sledovanosti Formule 1<\/h2>\n

T\u00e9ma kumulativn\u00edho publika na sportovn\u00edch ud\u00e1lostech za\u010dalo vyvol\u00e1vat pochybnosti, kdy\u017e na konci Mistrovstv\u00ed sv\u011bta 1999 Formule 1 zve\u0159ejnila data o glob\u00e1ln\u00edm publiku s hrd\u00fdm prohl\u00e1\u0161en\u00edm, \u017ee m\u011bla 57,8 miliardy div\u00e1k\u016f<\/strong>. Zaj\u00edmav\u00e9 \u010d\u00edslo, zejm\u00e9na na planet\u011b, kter\u00e1 tehdy \u010d\u00edtala 6,5 miliardy obyvatel. V\u00edce ne\u017e jedno obo\u010d\u00ed se zvedlo mezi sponzory a odborn\u00edky z oboru: jakou v\u011brohodnost m\u016f\u017ee m\u00edt \u00fadaj o sledovanosti desetkr\u00e1t vy\u0161\u0161\u00ed ne\u017e sv\u011btov\u00e1 populace?<\/p>\n

Pr\u00e1v\u011b z tohoto d\u016fvodu si Formule 1 v roce 2004 najala Michaela Payna<\/strong>, marketingov\u00e9ho odborn\u00edka s v\u00edce ne\u017e dvacetiletou zku\u0161enost\u00ed v Mezin\u00e1rodn\u00edm olympijsk\u00e9m v\u00fdboru. Byl to Payne, kdo vzal b\u00fdka za rohy a dal definici „div\u00e1ka“, kter\u00e1 se na l\u00e9ta stala referen\u010dn\u00edm bodem v televizn\u00edch m\u011b\u0159en\u00edch F1: div\u00e1kem se rozum\u00ed ka\u017ed\u00e1 osoba, kter\u00e1 v pr\u016fb\u011bhu t\u00e9\u017ee sez\u00f3ny zhl\u00e9dla alespo\u0148 15 minut, by\u0165 ne po sob\u011b jdouc\u00edch<\/strong>, Formule 1.<\/p>\n

Pot\u00e9, co p\u0159epo\u010d\u00edtal s touto jasn\u011bj\u0161\u00ed definic\u00ed \u2014 p\u0159\u00edzniv\u011bj\u0161\u00ed pro sponzory \u2014 Formule 1 ozn\u00e1mila nov\u00e1 data sledovanosti. Velkolep\u00e1 \u010d\u00edsla, kter\u00e1 v roce 2008<\/strong> dos\u00e1hla mimo\u0159\u00e1dn\u00e9 hranice 600 milion\u016f unik\u00e1tn\u00edch div\u00e1k\u016f<\/strong>. Cirkus se ofici\u00e1ln\u011b stal „most-watched annual sports series“ sv\u011bta: nejsledovan\u011bj\u0161\u00ed ka\u017edoro\u010dn\u00ed sportovn\u00ed ud\u00e1lost\u00ed na planet\u011b, p\u0159ekonanou pouze Olympijsk\u00fdmi hrami a Mistrovstv\u00edm sv\u011bta ve fotbale, kter\u00e9 se v\u0161ak konaj\u00ed ka\u017ed\u00e9 \u010dty\u0159i roky.<\/p>\n

Rok 2008 je v\u0161ak tak\u00e9 vrcholem k\u0159ivky, kter\u00e1 se od t\u00e9 doby za\u010dala nemilosrdn\u011b oh\u00fdbat dol\u016f. Ze 600 milion\u016f se p\u0159e\u0161lo na 520 v roce 2009, na 500 v roce 2012, na 400 v roce 2015. Za sedm let ztratil nejpopul\u00e1rn\u011bj\u0161\u00ed sport na sv\u011bt\u011b t\u0159etinu sv\u00e9ho publika: krv\u00e1cen\u00ed ohromuj\u00edc\u00ed sv\u00fdmi rozm\u011bry i rychlost\u00ed.<\/p>\n

\"audience-f1\"<\/p>\n

M\u00e9dia za\u010dala zpochyb\u0148ovat veden\u00ed F1, co se d\u011bje. Odpov\u011b\u010f p\u0159edstavenstva byla op\u011bt uk\u00e1zat prstem na chybn\u00fd v\u00fdpo\u010det sledovanosti: pokles nebyl zp\u016fsoben skute\u010dn\u00fdm \u00fabytkem div\u00e1k\u016f, n\u00fdbr\u017e t\u00edm, \u017ee za\u010dali pou\u017e\u00edvat digit\u00e1ln\u00ed syst\u00e9my p\u0159\u00edjmu, kter\u00e9 bylo obt\u00ed\u017en\u00e9 m\u011b\u0159it star\u00fdmi metodami. Co graf otev\u0159en\u011b neodhaloval, byla role n\u011bkter\u00fdch struktur\u00e1ln\u00edch faktor\u016f: p\u0159echod pr\u00e1v na platformy pay-per-view<\/strong>, absence skute\u010dn\u00e9 sout\u011b\u017ee na trati a zaveden\u00ed anonymn\u00edch okruh\u016f na \u00fakor n\u011bkter\u00fdch historick\u00fdch trat\u00ed.<\/p>\n

Liberty Media, Drive to Survive a h\u00e1danka \u010d\u00edsel<\/h2>\n

Trend se neobr\u00e1til ani tehdy, kdy\u017e vlastnictv\u00ed sportu p\u0159e\u0161lo od Bernieho Ecclestone na skupinu Liberty Media<\/strong>. V prvn\u00edm roce nov\u00e9ho veden\u00ed sledovanost klesla o dal\u0161\u00edch 10 milion\u016f. A 5. ledna 2018<\/strong> tiskov\u00e1 zpr\u00e1va zve\u0159ejnila data za rok 2017 s prohl\u00e1\u0161en\u00edm stejn\u011b podivn\u00fdm jako v\u00fdmluvn\u00fdm: „352,3 milion\u016f unik\u00e1tn\u00edch div\u00e1k\u016f sledovalo F1 alespo\u0148 jednou \u2014 prvn\u00ed rok od roku 2010, kdy toto \u010d\u00edslo nekleslo.“ Jak mohla Formule 1 ztratit t\u00e9m\u011b\u0159 250 milion\u016f div\u00e1k\u016f oproti vrcholu z roku 2008 a ofici\u00e1ln\u011b prohl\u00e1sit triumf?<\/p>\n

Vysv\u011btlen\u00ed bylo op\u011bt metodologick\u00e9. P\u0159edchoz\u00ed data byla vypo\u010d\u00edt\u00e1na sb\u011brem \u010d\u00edsel z 10 nejv\u011bt\u0161\u00edch sv\u011btov\u00fdch trh\u016f a jejich interpolac\u00ed za \u00fa\u010delem simulace celkov\u00e9ho po\u010dtu pro 200 zem\u00ed pokryt\u00fdch sign\u00e1lem. Za nov\u00e9ho veden\u00ed Liberty se po\u010det skute\u010dn\u011b monitorovan\u00fdch \u00fazem\u00ed zv\u00fd\u0161il na 63. P\u0159i retrospektivn\u00ed aplikaci t\u00e9to metody se \u010d\u00edsla z p\u0159edchoz\u00edch let uk\u00e1zala jako nafoukl\u00e1 a rok 2017 vypadal „v souladu s korigovan\u00fdmi p\u0159edchoz\u00edmi lety“. Matematika byla sv\u00fdm zp\u016fsobem konzistentn\u00ed. Komunikace z\u00e1m\u011brn\u011b nep\u0159ehledn\u00e1.<\/p>\n

Do tohoto kontextu se zrodila jedna z nejv\u00fdznamn\u011bj\u0161\u00edch ud\u00e1lost\u00ed v ned\u00e1vn\u00e9 historii Formule 1: spu\u0161t\u011bn\u00ed v roce 2019 dokument\u00e1rn\u00edho seri\u00e1lu Netflix Drive to Survive<\/em><\/strong>. Dokument \u2014 postaven\u00fd kolem z\u00e1kulis\u00ed paddocku, vnit\u0159n\u00edch konflikt\u016f v t\u00fdmech, osobn\u00edch p\u0159\u00edb\u011bh\u016f jezdc\u016f \u2014 oslovil zcela jin\u00e9 publikum ne\u017e tradi\u010dn\u00ed. Nejen fanou\u0161ci motorsportu: mlad\u00ed, rodiny, a zejm\u00e9na Ameri\u010dan\u00e9, na trhu, kter\u00fd F1 po desetilet\u00ed ignorovala. Obchodn\u00ed reakce byla rychl\u00e1: v roce 2023 kalend\u00e1\u0159 zahrnoval poprv\u00e9 t\u0159i Grand Prix ve Spojen\u00fdch st\u00e1tech.<\/p>\n

Odpov\u011b\u010f Liberty Media na v\u00fdsledn\u00e1 data nep\u0159ekvapila pozorn\u011bj\u0161\u00ed pozorovatele. V roce 2022 Formula 1 Management zve\u0159ejnila glob\u00e1ln\u00ed pr\u016fzkum s prohl\u00e1\u0161en\u00edm o existenci 1,5 miliardy fanou\u0161k\u016f<\/strong> na sv\u011bt\u011b. \u00dadaj, kter\u00fd \u2014 jak bylo vid\u011bt v roce 1999 s kumulativn\u00edmi 57,8 miliardami div\u00e1k\u016f \u2014 si zaslou\u017e\u00ed n\u00e1le\u017eitou kritickou pozornost. „Fanou\u0161ek“ nen\u00ed to sam\u00e9 co televizn\u00ed „div\u00e1k“. „Div\u00e1k“ nen\u00ed to sam\u00e9 co div\u00e1k Auditelu. Jsou to t\u0159i r\u016fzn\u00e1 m\u011b\u0159\u00edtka, sestaven\u00e1 t\u0159emi r\u016fzn\u00fdmi metodologiemi, odpov\u00eddaj\u00edc\u00ed na t\u0159i r\u016fzn\u00e9 ot\u00e1zky. Probl\u00e9m je, \u017ee jsou komunikov\u00e1na \u2014 a \u010dasto p\u0159ij\u00edm\u00e1na \u2014 jako by byla rovnocenn\u00e1.<\/p>\n

Co z\u016fst\u00e1v\u00e1 u\u017eite\u010dn\u00e9 pro sponzora<\/h2>\n

Kontroverze ohledn\u011b sledovanosti Formule 1 je cennou p\u0159\u00edpadovou studi\u00ed pro ka\u017ed\u00e9ho, kdo se zab\u00fdv\u00e1 sportovn\u00edm sponzorstv\u00edm. U\u010d\u00ed, \u017ee data o sledovanosti se nikdy nesm\u00ed \u010d\u00edst bez p\u0159edchoz\u00edho pochopen\u00ed metodologie, podle kter\u00e9 byla vyprodukov\u00e1na. U\u010d\u00ed, \u017ee porovn\u00e1v\u00e1n\u00ed dat z r\u016fzn\u00fdch let je mo\u017en\u00e9 pouze tehdy, pokud metodologie z\u016fstala konstantn\u00ed. U\u010d\u00ed zejm\u00e9na, \u017ee skute\u010dn\u00fd r\u016fst property m\u016f\u017ee nastat prost\u0159ednictv\u00edm kan\u00e1l\u016f, kter\u00e9 star\u00e9 m\u011b\u0159ic\u00ed n\u00e1stroje nezachycuj\u00ed \u2014 a to nen\u00ed nutn\u011b probl\u00e9m, pokud maj\u00ed sponzo\u0159i a agentury pot\u0159ebn\u00e9 pov\u011bdom\u00ed k rozli\u0161en\u00ed sign\u00e1lu od \u0161umu.<\/p>\n

Formule 1 dvac\u00e1t\u00fdch let 21. stolet\u00ed pravd\u011bpodobn\u011b z\u00edskala zp\u011bt \u010d\u00e1st publika ztracen\u00e9ho v p\u0159edchoz\u00edm desetilet\u00ed prost\u0159ednictv\u00edm nov\u00fdch kan\u00e1l\u016f \u2014 streamingu, soci\u00e1ln\u00edch s\u00edt\u00ed, akc\u00ed na d\u0159\u00edve okrajov\u00fdch trz\u00edch \u2014 kter\u00e9 zt\u011b\u017euj\u00ed srovn\u00e1n\u00ed s historick\u00fdmi daty a jsou \u010dasto zav\u00e1d\u011bj\u00edc\u00ed. Co z\u016fst\u00e1v\u00e1 jist\u00e9, je, \u017ee ot\u00e1zka kolik lid\u00ed skute\u010dn\u011b sledovalo Formuli 1?<\/em> je je\u0161t\u011b slo\u017eit\u011bj\u0161\u00ed, ne\u017e jak nazna\u010duje ofici\u00e1ln\u00ed odpov\u011b\u010f. A toto pov\u011bdom\u00ed, pro toho, kdo si sed\u00e1 k vyjedn\u00e1vac\u00edmu stolu sponzorstv\u00ed ve Formuli 1<\/a>, m\u00e1 v\u011bt\u0161\u00ed cenu ne\u017e jak\u00e9koli deklarovan\u00e9 \u010d\u00edslo.<\/p>\n\n

Nej\u010dast\u011bj\u0161\u00ed ot\u00e1zky o sledovanosti ve sportovn\u00edm sponzoringu<\/h2>\n
\r\n\r\n

FAQ<\/b><\/h2>\r\n \r\n
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\r\n Co je AVE?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\r\n\r\n

\r\n Jak F1 po\u010d\u00edt\u00e1 svou sledovanost?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Co je kumulativn\u00ed publikum?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\r\n\r\n

\r\n Dopad Drive to Survive?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Jak hodnotit data sledovanosti p\u0159ed investic\u00ed?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n \r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

Koncept m\u011b\u0159itelnosti je z\u00e1kladn\u00edm principem modern\u00edho marketingu. Podle zlat\u00e9ho pravidla „pokud je to m\u011b\u0159iteln\u00e9, pak je to modifikovateln\u00e9“, \u010d\u00edsla, data a zpr\u00e1vy v\u0161eho druhu se rychle staly z\u00e1kladn\u00edm kamenem ka\u017ed\u00e9 obchodn\u00ed strategie. Modern\u00ed doba vdechla nov\u00fd \u017eivot t\u00e9to my\u0161lence: jsme pono\u0159eni do medi\u00e1ln\u00edho ekosyst\u00e9mu, kde po\u010det stream\u016f, zhl\u00e9dnut\u00ed, sleduj\u00edc\u00edch a zobrazen\u00ed poskytuje v re\u00e1ln\u00e9m \u010dase […]<\/p>\n","protected":false},"author":2,"featured_media":157648,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20022],"tags":[],"class_list":["post-352783","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-formula-1"],"acf":[],"contentshake_article_id":"","yoast_head":"\nSledovanost Formule 1: jak se m\u011b\u0159\u00ed (a pro\u010d \u010d\u00edsla p\u0159ekvapuj\u00ed) - RTR Sports<\/title>\n<meta name=\"description\" content=\"Jak Formule 1 m\u011b\u0159\u00ed svou TV sledovanost: od definice Michaela Payna po boom Drive to Survive a deklarovan\u00fdch 1,5 miliardy fanou\u0161k\u016f. 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