Vienna Achieves Potential Advertising Value of €13 Million
Austria’s oldest football club, First Vienna FC 1894, achieved a potential advertising value of €13 million in 2025. This is shown by the latest data from “OBSERVER” Brand Intelligence, the media monitoring service of the traditional football club. (Period: 1 January – 30 November 2025)
The potential advertising value is derived from the total number of media mentions and integrates parameters such as advertising rate or CPM value.
“The potential advertising value is evidence of a company’s media work. The fact that Vienna has been delivering excellent public relations for many years is impressively reflected in this year’s figures. We wish Vienna continued success and are pleased to support the club as a long-standing partner.”
— Stephan Ifkovits, Head of Communications at “OBSERVER”
“Advertising value is not the sole criterion, but it is nevertheless an important factor when it comes to inspiring partners and sponsors to join us on our journey. Advertising values only make sense when they are measurable, comparable and professionally collected. Thanks to our partner ‘OBSERVER’, with whom we have entered into a long-term partnership, we can rely on absolute professionals in this area. Working together brings us great joy, and we thank them for the partnership. To a measurably successful future!”
— Constantin Orel, Head of Marketing & Sponsoring at First Vienna FC 1894
Vienna as a Love Brand
“OBSERVER” monitors daily publications from print and online media as well as mentions on social media. Nearly 5,500 mentions of Vienna were recorded and analysed this year. Particularly striking is the positive sentiment of these mentions: less than 1% of the reports contain a negative context.
1894 & 1896
It is obvious that “OBSERVER” – Austria’s first media monitoring service – and Vienna – the country’s first football club – belong together. Only two years separate the founding of the two institutions. While Vienna was entered into the club register in 1894, “OBSERVER” GmbH began its media work in 1896. In addition to monitoring all media types (print, online, social media, radio & TV), “OBSERVER” also offers media contacts and press distribution in its all-in-one tool “MIO”.
In Austria’s sports world, “OBSERVER” is an established partner for media monitoring. Alongside the Austrian Football Association (ÖFB) and the Austrian Olympic Committee (ÖOC), many other clubs from all sports rely on the services of the Vienna-based company.
More information is available at www.observer.info.
About Potential Advertising Value
The potential advertising value is also referred to as the advertising rate equivalency value. To calculate this in print media, the size of the relevant article is compared to a full page of the medium. This proportion is then multiplied by the publisher’s advertising rate.
For online media, the value is determined based on unique clients and CPM (cost per thousand impressions). “Unique clients” refers to the number of end devices that access the respective websites during a month.
For social media calculations, a formula is used that converts followers and engagement figures (comments, likes, shares) into a potential advertising value in line with market standards.
“OBSERVER” is happy to provide further details upon request.
