February 8, 2012
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Double-Digit Growth across All Winter X Games Platforms
TV Ratings Up 32%; Digital Media up 147%
The wide offering of Winter X Games Aspen 2012 content across ESPN’s networks and global distribution platforms enjoyed double-digit usage growth, including television, smartphones, tablets and online through digital and social media. The overall television rating across ESPN, ESPN2 and ABC was 0.8, representing an average of 903,000 homes, a 32 percent increase from the previous year. The rating was boosted by the highest-rated and most-watched Winter X Games telecast ever on ESPN, a 1.4 on Sunday, Jan. 29. ESPN’s digital media audience for Winter X Games content during the four days of the event, January 26-29, delivered an average minute audience of 2,300 unique visitors, up 147 percent from 2011.
Winter X Games Aspen 2012 success included:
Television:
- Overall, 35.4 million people in the U.S. tuned in to watch the Winter X Games (includes all live and repeat telecasts).
- ESPN’s Sunday night telecast, which earned a record 1.4 household average, featured the Men’s Snowboard SuperPipe Final and Snowmobile Best Trick Final. The previous record, a 1.3, was reached twice – January 30 and 31, 2010.
- Winter X Games viewing across ESPN, ESPN2 and ABC from the core target demographic, men 18-34, was up 16 percent.
Digital:
XGames.com
- The number of unique visitors to XGames.com during the four days of Winter X Games 2012 was up 75 percent from 2011. Users spent a total of 8.1 million minutes on the site, up 60 percent from 2011.
- ESPN.com delivered more than 1.1 million video views of Winter X Games content during the four days of the event, up 33 percent from a year ago.
- The number of total viewers to XGames.com who logged on to watch X Cast during the four days of the Winter X Games increased by 13 percent.
ESPN Mobile Web and Winter X Games App
- The average daily unique visitors to the Winter X Games section of the ESPN mobile Web for the four days was up 43 percent from 2011.
- The Winter X Games 2012 app was downloaded more than 87,000 times in January on iPhone and Android platforms. The app drove significant online usage, with 2.5 million page views and 1.8 million total minutes.
ESPN3 & WatchESPN
- During the four days of the Winter X Games, ESPN3 and WatchESPN on computers logged more than seven million total minutes of viewing, up 44% from 2011. Unique viewers were also up 13 percent.
Social Media
- The X Games Facebook page gained more than 50,000 fans during the four days of the Winter X
Games, and now has more than 2.5 million fans.
- The X Games channel on YouTube received 3.4 million views during the event and more the 8.5 million views during the two week window surrounding the Winter X Games telecast.
- The X Games channel on YouTube features two video clips that have each generated more than one million views. Video of Heath Frisby landing a front flip on his snowmobile has generated nearly 2 million views. A clip of Colten Moore competing in the Snowmobile Freestyle contest has generated 1.1 million views
- The @XGames Twitter account gained more than 12,000 followers during the Winter X
Games and now has more than 150,000 fans.
- #XGames was tweeted 69,000 times, by more than 40,000 people, and generated 118 million views during the four days of the event.
- @XGames was tweeted 30,000 times, by more than 15,000 users, and generated 127 million views during the four days of the event.
Attendance:
- The total on-site attendance for Winter X Games Aspen 2012 was 108,000 – the second highest in Winter X Games history.
- Day three’s attendance on Saturday, Jan. 28 marked the single-day Winter X Games attendance record with 45,600 spectators.
- Total attendance for all 16 Winter X Games events combined surpassed the 1 million mark on day three of Winter X Games Aspen 2012.
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Media Contact:
Alex Rozis, ESPN (310) 642-1533: alex.a.rozis@espn.com
Danny Chi, ESPN (310) 642-1519: danny.c.chi@espn.com
Kristie Chong, ESPN (212) 916-9269: kristie.chong@espn.com
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