Tuesday
Feb232010

Networks, Social Media Outlets Score Big With Tiger Woods Apology Appearance

February 23, 2010: Despite the fact that he has not played in a single tournament in 2010, Tiger Woods' personal problems continue to make him a TV ratings magnet. According to figures crunched by the various networks that carried his 14-minute apology on Feb. 19, millions more people tuned in to watch Woods than would had he not been on the air.

Three ESPN television networks showed Woods reading his statement live. ESPN averaged a 1.4 rating, up more than three times the audience it had garnered in that time slot 24 hours earlier (0.4). ESPN2’s audience was 48% larger than the day before, and ESPNews’ was four times its average on Feb. 18.

Over approximately a 60-hour time period from when Woods first read his statement live, ESPN.com logged in more than 5 million page views of Woods-related content and over 1.6 million video starts of related coverage, according to Omniture. The live stream of the event logged in an audience three times larger than its previous high, making it the largest concurrent audience ever on ESPN.com.

ESPN Mobile also logged 1.1 million page views of news surrounding Woods on the mobile Web site. Woods-related mobile video content was also the key driver in the biggest mobile video day of 2010.. Video on the news about Woods from Friday accounted for three of the top six clips of February. The full 13-minute statement had an average time spent viewing on mobile of more than 9 minutes and 15 seconds.

By the end of Friday, ESPNRadio.com had already logged in its largest concurrent streaming audience for a single event ever in its 10-year history as the statement was heard by 85,000 listeners, 5,000 of which were logged through the ESPN Radio app on iPhone and iPod Touch mobile devices. In addition, ESPNRadio.com’s coverage generated over 750,000 page views, and the new Super Stream media player generated more than 350,000 listener sessions for the day (according to Ando Media & Omniture).

And it wasn't just TV that reaped the big viewers. There were 93,000 tweats on Twitter during the hour when the event started, according to social media marketing company Trendrr. Ustream.tv said that it's live feed attracted 683,000 views. It also aired live on YouTube, Hulu and LiveStream.

Elsewhere, on Feb. 19  from 11AM-11:20 AM ET, Woods’ appearance averaged:
• Fox News: 1.7 household rating, 2.06 Million average viewers
• CNN: 0.8 Household Ratings, 833,000
Golf Channel: a 0.67 household rating and 745,000 – additional coverage between 10:30a-Noon averaged 521,000 viewers. The combined coverage ranked as Golf Channel’s best non-tournament coverage numbers since August 2009, according to the cable network.

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