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The World Cup is bringing ESPN3 a whole lotta traffic, despite the fact that the broadband network is not available in every household. A ESPN3 spokesperson told us that the website has seen 1.7 million viewers in the first four full days of the soccer tournament alone. ESPN.com, the network’s mother-ship website, also clocked more than 1.7 million views of video clips with game highlights, analysis and other World Cup content.
The World Cup has also been a big boost to ESPN’s mobile initiatives, with mobile phone users viewing close to one million videos through ESPN Mobile within the first four days. The ESPN World Cup app was downloaded more than one million times in the same time period.
ESPN XP, a multi-platform research initiative unveiled by the broadcaster earlier this year, published some additional data yesterday that shows a lot of cross-platform engagement on the first World Cup weekend. From the news release:
“65% of ESPN/ABC’s audience was exposed to the World Cup only on television, 24% were exposed on TV and some other platform, and 11% consumed the World Cup solely on some platform other than television.”
I know what you’re thinking: Other than television, that could also be radio, right? To a degree, yes, but the Internet is far more popular, with 31 percent of the ESPN/ABC World Cup audience tuning in online, whereas only eight percent following the matches on the radio, and six percent via mobile phones.
Also interesting: People who tune in on more than one platform also consume more content. Multi-platform viewers accounted for 27 percent of users, but 52 percent of the usage of World Cup content. All in all, ESPN clocked some 354 million minutes on its digital platforms during the weekend, which represents some eight percent of all minutes viewed across all platforms.
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