The MADRID brand comes out on top with the Mutua Madrid Open

Antonio Arenas Mutua News

Consolidated as one of Spain’s biggest sporting, cultural and social events, the Mutua Madrid Open continues to generate huge attendances and to contribute enormous economic value to the brands and sponsors involved in the event. Thanks to Madrid’s heavy involvement in the tournament’s 16 editions, the national and international visibility and international repercussion the city has enjoyed thanks to the tournament has grown year upon year.

By means of the 2017 Mutua Madrid Open, the MADRID brand obtained 130,562,662 euros of advertising value, an increase of 27.83% compared to the 2016 tournament (102,134,723 euros).

The data, obtained from a report carried out by Aegis Media, was calculated using a methodology that analyses the presence of the MADRID brand on television (live broadcasts, news items and shows), printed media, internet and radio. The presence of the MADRID brand in the tournament’s communication campaign with conventional media, overseas tours and other activities that implicate an economic impact was also analysed.

Likewise, the direct impact on tournament attendees through advertising items, communication material and promotional activities that took place in the Caja Mágica was taken into account. During the 2017 Mutua Madrid Open, a total of 260,228 people passed through the Caja Mágica, 15,568 more spectators than in 2016 and an increase of more than 38,000 compared to the 2015 Mutua Madrid Open.

Apart from the successful turnout of fans who made the trip to the Caja Mágica, the 2017 Mutua Madrid Open final between Rafa Nadal and Dominic Thiem was the most watched tennis match on TVE since May 2013. The clash, which eventually saw Rafa Nadal crowned the champion of Madrid for the fifth time, was watched by a television audience of 2,568,000 viewers and claimed a share of 20.7% for its simultaneous broadcast on La 1 and Teledeporte. Through its image on the court, the MADRID logo appeared a total of 9,454 times on TVE and Teledeporte, accumulating more than 17 hours of visibility throughout the ten days of the tournament.

On an international level, the figures for MADRID, through the 272 television channels that broadcast the tournament in 180 countries are staggering. More than 9,142 hours of broadcast with an accumulated audience of more than 60 million mean that the international advertising value of the city of Madrid is close to 119 million euros.

The Mutua Madrid Open is already preparing for its 17th edition, which will take place from 4 to 13 May 2018. In order to continue reaching all audiences, the tournament has started the advanced sales of tickets, freezing its pricing policy, which starts at 7 euros.