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http://en.f1-live.com/f1/en/headlines/news/detail/071028152552.shtml
ITV profits from Hamilton-effect
主標：「火腿效應」中 ITV 得到的利潤…
Revenue raising through advertising
副標：阿爸，我出運啦！
28/10/07 15:25
Lewis Hamilton may have stumbled at the final hurdle to become champion in
2007, but his debut Formula One season nonetheless put smiles on the faces of
ITV executives.
雖然火腿 2007 最後錯失車手冠軍，不過他的F1初登板讓 ITV 老闆臉上掛滿微笑。
According to the media agency Carat, Britain's F1 television broadcaster
has opened the bidding for title sponsorship next year by doubling this
season's (US) $5m rate-card.
明年還要跟 ITV 買贊助的話，要兩倍的價錢！ (今年是 500 萬美金)
Honda was ITV's premier backer for the coverage in 2007, but the Japanese
manufacturer would supposedly have to pay up to or in excess of $10m to remain
in the role next year, thanks mainly to the average 40 per cent higher average
viewing figures compared with 2006.
今年主要的贊助商是 Honda，不過他們還要考慮一下明年是不是要付一千萬 Orz
轉播跟去年比起來增加了 40% 的收視率。(！)
Carat also claims that ITV earned an extra $24m in revenue this season, as
the broadcaster upped its cost of - for example - a single 30-second advert to
nearly $80,000.
此外， ITV 還賺了2400萬的額外廣告收入，例如，一個三十秒的廣告就要八萬元。
But Kevin Alavy, a senior analyst for another media agency, Initiative,
says ITV should expect some of its extra revenue to be clawed back in the
future by the sport's commercial supremo Bernie Ecclestone.
不過，在另一間媒體公司的資深分析師 Kevin Alavy 認為， ITV 終究還是要把一些
額外的收入繳回 Ecclestone 的口袋裡面。
"Bernie will ask for a lot more money from UK broadcasters next time
around," he is quoted as saying by the British newspaper The Guardian.
「Bernie 下次一定會提高轉播收益金。」他在英國某報上說明。
"(Hamilton) is arguably the most commercially attractive driver on the
whole grid so there will be a premium rights fee next time.
「(火腿)現在是炙手可熱的當紅炸子雞，所以之後的價錢會反映身價。」
"He is the reason why people who may not be formula one fans are tuning in.
There is a gap in the market for a young sportsman of his pulling power."
「他讓很多原本不是F1粉絲的觀眾打開他們的電視，這是這位年輕運動員與其他人的
差異，別人無法作到的市場影響力。」
ITV, Britain's F1 broadcaster since 1997, holds the rights until 2010.
ITV，從 1997 年開始為英國轉播F1，他們的合約一直到 2010 年。
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※ 編輯: wildcat 來自: 219.84.164.139 (10/30 11:51)