1. Special report
Poker of consecutive
Clásicos
April/May 2011
Barcelona, 14/04/2011
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2. Description of analyzed factors
1. Importance of result: Value of the victory for the winner according to tournament type and
possibility to improve results in further games
2. Rivalry: Tradition of rivalry among opponents (maximum score for all 4 clásicos)
3. Sporting momentum: fitness status of both teams, recent results and availability of best players
(maximum score for all matches assuming managers consistently field their best players)
4. Match day & kick-off time: Crucial factor for TV audiences. Maximum value at weekdays days on
night prime time and working days
5. TV global reach: Type of broadcasters (free to air vs pay TV) that hold rights of each game
globally
6. International reputation of the tournament: Value perception of the victory among fans around
the world
7. Stadium: Brand value of the stadium where the match takes place (Bernabeu and Camp Nou,
maximum score)
8. City where the game takes place: Brand value of the city itself (Madrid and Barcelona, maximum
score)
9. Real Madrid brand value: maximum score
10. FC Barcelona brand value: maximum score
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3. Calculation according to importance of each factor
vs
Madrid Valencia Madrid Barcelona
Factors Pond April 16th April 20th April 27th May 3rd
Importance of result 20,0    
Rivalry 10,0    
Sporting momentum 5,0    
Match day & kick-off time 10,0    
TV global reach 20,0    
Int'l reputation of tournament 5,0    
Stadium 5,0    
City of the match 5,0    
Real Madrid brand value 10,0    
FC Barcelona brand value 10,0    
Total media value (scale 1-100) 100,0 78 77 91 95
Pond: Weight of each factor
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4. Global TV actual audience forecast
Mio viewers
vs
91 95
78 77 80*
April 16th-Madrid April 20th-Valencia April 27th-Madrid May 3rd-Barcelona May 3rd-Barcelona*
Accumulative audience for all 4 games can reach the 350mio viewers landmark.
Both Champions League matches with have the highest media impact
* In case of very favourable score for one of the teams at first leg match
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5. Conclusions vs
95mio • Return game of Champions League semifinal at Camp Nou should be the one with
highest media value and could reach as much as 100mio viewers globally (Champions
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League Final 2009 reached 109mio)
• It gathers highest value on most important factors: Importance of result, TV schedule,
broadcast on open TV in more countries and international reputation of the tournament
• Audience could have a negative impact should one of the teams achieve a very
Barcelona, May 3rd
favorable result at 1st leg game
91mio • First leg match at Santiago Bernabeu has also all components to garther maximum TV
2 Madrid, April 27th
audience, although it is penalized by the “Importance of result” factor (as there is the
return leg afterwards
78mio • League game at Bernabeu loses value as the result is less important –it won´t be
3 Madrid,April 16th
crucial as the other clásicos-, it takes place on weekend -weekdays generate higher
audiences- and it loses exclusivity -3 more clásicos immediately ahead -. In any case,
rivalry still provides to league game a great international value
77mio • Despite there is a trophy as a prize, Copa del Rey Final that will take place in Valencia
4 Valencia,April 20th
will have less media impact in comparison with other clásicos, penalized by lower
international reputation of the tournament, Easter vacation and the higher presence of
pay TV stations at international broadcast
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6. Contact details Prime Time Sport
Esteve Calzada
CEO
esteve.calzada@ptsport.tv
blog: www.estevecalzada.com Twitter: www.twitter.com/estevecalzada
Bruno Batlle
Director of Football & Marketing
bruno.batlle@ptsport.tv
Valeria López
PR Manager
valeria.lopez@ptsport.tv
Luiz Rocha
CEO Brasil
luiz.rocha@ptsport.tv
Prime Time Sport Brasil
Av. Barao Homem de Melo, 4500/405
CEP 30450-250.
C/ Tuset 20, 8-5, 08006 Barcelona-Spain Belo Horizonte (Brasil)
Tfno: +34 933 967 900; Fax: +34 934 155 982 Tfno/Fax: +55 (31) 3247 6272
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