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Based on retrieved information, the OMD media analysis agency has completed a preliminary valuation assessment of the media exposure (TV, radio and printed media) generated within the 35 key national markets. The company has furthermore compiled a list of countries in which the Hans Christian Andersen opening show was broadcasted within the period of 1 January 2003 and 1 July 2005.
The valuation assessment reflects the commercial value of the media exposure, had it been generated by media-based marketing initiatives.
The value of the international media coverage:
* Printed media (newspapers, magazines, etc): DKK 2.62 billion
* Radio: DKK 12.01 million.
* TV: DKK 436.77 million.
* VNR (video clips produced and distributed internationally in relation to tourism promotion): DKK 31.88 million.
Total value: DKK 3.12 billion (DKK 3.120.000.000).
The estimate is conservative, according to OMD.
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