Thirty-One Hours of Original Content Aired on Multiple ESPN Platforms
Millions of fans consumed the extensive X Games 16 content featured across ESPN global distribution platforms, including television, internet, mobile and in-person at the event. Once again, the unprecedented multimedia offerings provided complete coverage of the world’s premier action sports competition that was held July 29 – August 1 in Los Angeles. In addition to the 31 original hours on ESPN and ESPN2, the worldwide leader in action sports aired eight hours of X Games 16 competition on ESPN 3D. X Games 16 content was also distributed across ESPN’s international networks and global platforms, including ESPN3.com, ESPN.com/Action, XGames.com, ESPN Mobile, ESPN On Demand and ESPN International.
The event’s success this year included:
Television:
- ESPN increased its X Games coverage to 31 hours, compared to 20 last year. ESPN and ESPN2 featured eight windows of original competition coverage.
- Hosted by Sal Masekela, the X Games telecast featured one of the most talented collection of on-air commentators in X Games history that included Tony Hawk, Jeremy McGrath, Dennis McCoy and Boris Said who served as analysts for the Skateboard, Moto X, BMX Freestyle and Rally Car events, respectively.
- X Games 16 delivered a 0.7 rating, representing an average of 755,000 households and nearly one million viewers (P2+), 989,000, on ESPN networks. A key male demographic group, men 12-34, maintained or exceeded last year’s ratings in several windows.
- Overall, 35.4 million people from the U.S. tuned in to the X Games during the four-day event, which includes all live and repeat X Games 16 telecasts.
Attendance:
The X Games 16 total attendance between L.A. Live and The Los Angeles Memorial Coliseum was 138,525 – an increase of 24% from 2009. Spectators for the previous year totaled 111,200.
Online:
- Total hours consumed on ESPN3.com, ESPN’s 24/7 sports broadband network, during X Games 16 was up 238% compared to last year.
- XGames.com and ESPN.com/Action provided on-site coverage of X Games 16 and delivered instant results, photos, live commentary and daily recaps. Through two weeks of X Games 16 coverage (July 25-August 7), ESPN.com/Action generated over 1.3 million visits and nearly 2 million video starts, up 30% and 27%, respectively. Additionally, page views on the mobile web site were up 36% compared to the same time period last year.
- The X Games Channel on YouTube also had its most-trafficked week ever, with Saturday alone (July 31) registering a record nearly half-million video views.
Mobile:
- ESPN Mobile kept fans on the go close to the action. During the event, ESPN exchanged approximately 650,000 text messages with fans – both outgoing and incoming – during the four days. Additionally, fans decided the Gold, Silver and Bronze medal winners for The Navy Best Whip competition, generating over 100,000 votes within a 10-minute voting window.
- An X Games 16 Mobile App launched prior to X Games and was available on Android, iPhone/iPod touch, and BlackBerry devices. The X Games 16 app received 4-star ratings on both iTunes and Android, and was ranked as high as #2 in free sports app downloads.
ESPN International:
- Outside the United States, X Games 16 was delivered to more than 382 million homes and was broadcast live to 175 countries and territories, including Africa, Asia, Australia, Brazil, Canada, Caribbean, Europe, Israel, Latin America, Mexico, Middle East and New Zealand.
iTunes:
- The X Games page included current X Games 16 content (daily highlights and discipline highlights), ESPN Films (30 for 30: The Birth of Big Air, 199 Lives: The Travis Pastrana Story, Shaun White: Don’t Look Down, Moto X: Evolution of the Trick, and Down the Barrel), Athlete Music Playlists (from Mat Hoffman, Kenny Brack, Blake “Bilko” Williams, and Josh Hansen), As Heard at X music playlists (from our on-air broadcast), Phone Aps, and Free Podcasts.
Facebook:
- ESPN’s X Games page featured a daily X Games 16 photo gallery, video content, athlete chats, and a daily morning and afternoon show called Inside X. Fans on Facebook generated seven million total post views over the four-day event. The X Games page on Facebook grew by 50% and added over 100,000 new fans in the weeks leading up to X Games 16.
Twitter:
- ESPN’s Twitter feed featured event updates, breaking news, competition results, ticket giveaways via Twitter scavenger hunts, and a behind the scenes look at X Games 16 athletes and courses. The feed was also incorporated into ESPN’s Cover It Live conversations during broadcast hours. “Travis Pastrana,” “Double Backflip” and “Pedro Barros” reached a Twitter trending topic during X Games 16. For this event, Twitter was the main source for more than 53% of user feedback on ESPN’s coverage of X Games 16.
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Media Contact:
Katie Moses Swope, ESPN X Games (310) 642-1507; katie.moses-swope@espn.com
Kristie Chong, ESPN Communications, (212) 916-9269; kristie.chong@espn.com
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