ESPN XP World Cup Dispatch #2 (Through 6/20/2010)

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ESPN XP World Cup Dispatch #2 (Through 6/20/2010)

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One in Three Americans has Consumed ESPN’s Coverage of World Cup

ESPN Research+Analytics, working with data from Knowledge Networks and Nielsen, estimates that 99.2 million persons aged 2+ consumed World Cup content across all ESPN platforms during the first ten days of the event — that’s one out of three Americans.  Of those who consumed ESPN/ABC World Cup content, 93% watched on TV, 27% used the Internet, 11% listened to Radio, 6% used mobile and 4% read ESPN the Magazine.

Other early results of this research, commissioned as part of the ESPN XP World Cup project, reveal that:

  • On the average day, 64% of ESPN/ABC’s World Cup audience was exposed only on television, 27% were exposed on TV and some other platform, and 9% consumed the World Cup solely on some platform other than television, an incremental audience lift of 15%.
  • Multiplatform consumers account for 27% of the users, and 52% of the usage of World Cup content on the average day. 
  • This is because the multiplatform user is a heavier user, spending an average 4 hours 9 minutes consuming World Cup content compared to 1 hour 26 minutes for the TV-only viewer.
  • The more platforms used, the more time spent with our content.  In fact, those who consumed the World Cup on all five platforms — TV, Internet, Mobile, Radio and Magazine — averaged 8 hours 38 minutes of World Cup usage per day.  
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  • Through June 20th, TV viewers (as reported by Nielsen) spent 12.4 billion minutes watching World Cup programming on ESPN/ABC.  During this same period, digital consumers spent 1.8 billion minutes with our Internet/Mobile content, adding 14% to our total usage.
  • Out-of-home consumption on TV would add 13.6% to in-home daily Reach reported by Nielsen and 15.4% to average audience (ratings).

Source: Knowledge Networks’ Total Touch, June 11-20, 2010 survey of Persons 13-64; Nielsen (where noted)

                Omniture for digital platforms minutes (PCs, mobile devices and ESPN3.com)

Digital Media Details

Live and replay World Cup matches on ESPN3.com have been viewed by almost 3.7 million unique viewers, generating 375 million minutes of viewing (over an hour and a half per viewer).  ESPN3.com’s 375M minutes of viewing to just 10 days of World Cup matches has already surpassed the site’s highest month of usage in 2009. 

Using a common TV metric, ESPN3.com has averaged 84K viewers per minute across all 25 live matches telecast to date — a larger audience than 19 ad-supported cable TV networks over the same date range.  ESPN3.com’s live coverage of the USA-Slovenia match on June 18 averaged 240K viewers per minute, a larger audience than 53 ad-supported cable TV networks in the time period. 

ESPN Mobile TV has generated more than 30M minutes of viewing across its various carriers, while coverage of USA-Slovenia delivered more than 110K unique viewers who viewed over 3 million total minutes. 

Other digital highlights:

ESPN.com

  • World Cup content on ESPN.com (includes ESPN Soccernet and ESPN Deportes/copa-mundial) delivered 47.9 million visits and 162.8 million page views from 6/11-6/20.
  • Users have spent an average of just under 10 minutes per visit engaging with World Cup content.
  • ESPN.com World Cup content to-date is up 95% in daily unique users, up 119% in visits and up 134% for time per visit than Olympics 2008 coverage.
  • ESPN.com’s front page, which prominently features World Cup news, video and scores, saw 98.1 million visits and 216.7 million page views for 6/11-6/20.
  • 12.9 million video starts came from World Cup highlights, news and analysis content on ESPN.com.

ESPN Mobile

  • ESPN’s mobile offerings (ESPN Mobile Web, ESPN 2010 FIFA World Cup App, ESPN ScoreCenter App) generated 38.8 million visits and 216.4 million page views to World Cup content.
  • Mobile platforms also have generated 5.7 million video views to date for World Cup highlights, news and analysis content (not including ESPN Mobile TV).

Source: Omniture, June 11-20, 2010 (ESPN Mobile TV via carrier/provider data)

About ESPN XP

ESPN XP is a research initiative unprecedented in scope, to study consumer behavior around major sporting events beginning with the 2010 FIFA World Cup. The research collective, which includes 15 top-tier companies as well as the Wharton Interactive Media Initiative, will attempt to measure media usage and advertiser effects across all media platforms – TV, radio, Internet, mobile and print.  ESPN will be releasing ESPN XP findings from the 2010 FIFA World Cup throughout the month long tournament (June 11-July 11).  Comprehensive ESPN XP World Cup findings will be shared after the conclusion of the event.

Media Contact:

Amy Phillips      ESPN               212-456-0226                 [email protected]

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