Figures reveal Scarlets' staggering global TV reach
NEW broadcast figures have revealed the Scarlets' staggering global TV reach — including 166 days of coverage in Africa and the Middle East.
The rugby club's TV footage has been analysed across every market across the world using sophisticated technology to examine the value of sponsorship, and what that is worth on a global media base.
It uses an algorithm which takes into account the different values of media including the length of exposure, number of exposures and screen placement.
And the stand out figure surprisingly comes from Africa and the Middle East, where the total of hours live, delayed and repeat match coverage during the 2012/2013 season amounts to 3,987 hours — or 166 days.
In Asia Pacific, 1,155 hours of Scarlets action gets aired —a total of 48 days, while in Central and South America, 549 hours of game are broadcast — the equivalent of 23 days.
This compares to 252 hours in Europe, 180 hours in North America and 156 hours airtime in Australasia.
Speaking to the Star, Scarlets' Chief executive Mark Davies said: "That must explain why my mate rings me up early in the morning in a bar in Singapore because he is watching us play Connacht live.
"The figures staggered me when I first got the report the previous year.
"I knew we were syndicating, but not at that level of footprint.
"Our total media value for Scarlets in terms of RepuCom's evaluation is £14 million pounds of exposure.
"In these markets we get as much hours in the west bank of Gaza strip as we do in Wales.
"Somewhere that has got to be a story that makes us smile. In all these places no matter what chaos is going on today someone is watching the Scarlets on telly."
Mr Davies said the figures underline the club's impact on global society.
"What else in west Wales would do that?" he said.
"If I'm in the Democratic Republic of Congo, what else is causing me to hear about west Wales unless there is some sort of disaster?
"It is a heck of a platform that this facility, these boys, this team are being watched in and like me most people's perception would be limited to the fact you can watch our games on S4C or Sky.
"But actually this is vast.
"It does not have any specific impact on the man on the street but hopefully it would make him smile and proud that someone in the Democratic of Congo is sat on a barrel outside a bar with a bottle of beer watching the Scarlets play."
Mr Davies said that the amount of support from businesses in Wales is "immensely loyal and heartening", and stated it is clear that there must be a commercial opportunity beyond west Wales and the UK.
"Part of our job now is to figure out how do we realise that opportunity," he said.
"It is not easy, but there are emerging parts of the global economy here at a time when rugby audiences overall are growing.
"This information tells us if we are prepared to think on a bigger scale then that commercial platform must be a bigger opportunity."