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OOH Viewing Kicks Up World Cup Stats

Mediaweek, Thursday, July 1, 2010 11:01 PM

Out-of-home viewing has given ESPN/ABC's 2010 FIFA World Cup coverage a 47% lift over its linear TV deliveries, and the majority of those bonus eyeballs are gravitating to the Internet. According to ESPN Research+Analytics' analysis of Knowledge Networks data, Internet platforms (including streams on ESPN3) have boosted the networks' World Cup reach by 20% over TV numbers. Out-of-home TV accounts for a 15% lift, although those furtive barroom sessions are higher (18%) on the East Coast, where the matches air during business hours.

All told, non-TV media makes up 32% of alternative viewership, with radio (8%) and mobile devices (3%) trailing the Internet. Live and replay World Cup matches have been viewed by almost 5.8 million unique viewers on ESPN3.com, generating 674.8 million minutes of viewing--or nearly two hours per viewer. An estimated 132 million persons have consumed World Cup content across all ESPN platforms, or more than two out of five Americans.

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media measurement, soccer

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