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ESPN’s live coverage of the 2010 Masters Tournament on Thursday and Friday, April 8 and 9, generated an average of 4,433,000 viewers (based on fast nationals) to become the most-viewed golf combined two-round telecasts in cable history.

The first two rounds of the tournament attracted 29% more viewers than 2009 (3,435,000) and posted a 3.6 fast national household coverage rating (up 29% from 2.8 last year) and 3,603,000 household impressions (up 30% from 2,776,000 from last year).
ESPN’s live coverage on Thursday generated an average of 4,936,000 viewers (based on fast nationals) to become the most-viewed golf telecast in cable history. The telecast surpassed the 2008 U.S. Open Championship playoff held Monday, June 16, 2008 (4,762,000 viewers), when Tiger Woods defeated Rocco Mediate on ESPN.
Live event plays for the three-day coverage on ESPN3.com (including the Par 3 Contest and SportsCenter at the Masters on Wednesday) were up 505% from 2009. The first round coverage on ESPN3.com was the second-most viewed event in history (behind USC vs. Ohio State on Sept. 12, 2009).
In addition, the coverage of the Masters on ESPN.com led to 88% more page views and 98% more visits than last year. Masters coverage on ESPN Mobile TV was up 171% in page views and 95% in visits from a year ago.

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Media contact: Mark Mandel at 212-456-4867 or [email protected]