ESPNcricinfo Scores Record Traffic with the 2012 World T20 Championship
The World Twenty20 Championship has captivated cricket fans worldwide over the past fortnight, culminating in the West Indies being crowned world champions after beating hosts Sri Lanka in the final last Sunday (Oct. 7). Throughout the tournament to date, ESPNcricinfo, the leading digital destination for cricket coverage and news, has set new records for audience and engagement with the Twenty20 form of the game.
Globally, via all devices and plaforms, ESPNcricinfo has posted its best-ever audiences for the Twenty20 format of the game – with fans logging more than 800 million page views and spending 2.3 billion total minutes. These figures represent a 215% and 323% increase (respectively) compared to the 2010 edition of the tournament. Additionally, throughout the tournament, ESPNcricinfo had an average minute audience of almost 80,000 people across computers, mobile web, and mobile apps – meaning that during any given minute of the 18 day tournament, an average of 80,000 people were engaging with ESPNcricinfo. The average minute audience is four times greater than the 2010 tournament. Fans also watched 164,000 videos on average per day on ESPNcricinfo during the tournament (not counting streaming video which is available in some regions).
The most dynamic growth in audience and engagement for ESPNcricinfo since the 2010 tournament has come on mobile devices. Globally, the brand saw 678% growth in total page views (to more than 445 million) and a staggering 981% growth in total minutes (to nearly 855 million minutes) via mobile devices, compared to the tournament two years ago.
Across all platforms – online, mobile web, apps and tablets – ESPNcricinfo posted its best day of the tournament on the final day of the Super 8s stage (Oct. 2), registering 266 million minutes and 101 million page views. In the tournament that day, highly-regarded India was knocked out of the competition in dramatic fashion – despite beating South Africa – for failing to restrict South Africa’s batting score to a maximum of 121 runs.
The tournament has also marked a milestone for ESPNcricinfo and ESPN3 in the US, helping expand access to, and exposure for, cricket in the country. US-based cricket fans constituted ESPNcricinfo’s second-biggest audience globally for the tournament (trailing only India), with nearly 17% of global page views and nearly 19% of all minutes spent during the tournament – across all devices – coming from the US. US-based fans also accessed more videos per day on average (71,171) than any other terrtory worldwide.
Additionally, for the first time since the tournament started in 2003, US-based cricket fans have been able to watch the entire World Twenty20 Championship live (and on-demand) at no additional cost to fans, courtesy of ESPN3 — the sports media company’s multi-screen broadband sports network in the US. ESPN3 is available online at WatchESPN.com, on smartphones and tablets via the WatchESPN app and through ESPN on Xbox LIVE to Gold members.
The Indian subcontinent has contributed more audience to ESPNcricinfo than any other territory globally, with more than 35% of all total global page views and more than 32% of global total minutes coming from fans in India. It also contributed the greatest total mobile Web usage, logging more than 183 million total page views so far in the tournament and almost 324 million total minutes of time spent via mobile devices.
Meanwhile, UK-based cricket fans engaged more via ESPNcricinfo’s mobile apps than fans in any country globally. During the tournament so far, more than one-fifth (21%) of the 8.1 million minutes spent daily (on average) with ESPNcricinfo’s mobile apps came from the UK.
Arne Rees, vice president, digital media, ESPN International, said: “We’re thrilled fans from around the globe chose ESPNcricinfo as their go-to across all platforms to follow the World Twenty20 Championship. We’re proud to be serving a growing audience of US cricket fans while continuing our leadership in delivering for fans across the Indian subcontinent, the UK, Australia, South Africa, the Caribbean and around the rest of the world. ESPNcricinfo prepared for one of its most comprehensive tournament packages to date around the World Twenty20 Championship and fans have clearly appreciated that content and connected to it through the devices they use every day.”