07 April 2020 08:57

EXPERIMENTAL MARKETING

2016 ICC World T20 Tournament Delivers Most Trafficked event in ESPNcricinfo History

Second only to ICC Cricket World Cup 2015.

• India records a 180% increase in daily video starts comapred to the 2014 edition of the tournament
• The India vs. West Indies semifinal ranked as the best day in ESPNcricinfo site history only next to ICC Cricket World Cup event.
• Double digit percentage growth in audience and mobile in India and other major cricketing markets

India logged the most traffic across all platforms during the World T20 Tournament in ESPNcricinfo history, 227 million page views and 472 million minutes. Throughout the tournament, ESPNcricinfo set new records for audience and engagement with the Twenty20 form of the game. Each of the five India matches drove more daily unique visitors and video starts to ESPNcricinfo in India than any single day from the 2014 tournament. Ranking second behind India was the U.S., with significant double-digit percentage growth in Pakistan, Bangladesh, and Australia across all major metrics.

The India vs. West Indies semifinal (Mar. 31) ranked as the best day in ESPNcricinfo site history, only second to ICC Cricket World Cup 2015, setting a new World T20 single day record. The India vs. Bangladesh match (Mar. 23) ended in a dramatic fashion, driving the 2016 tournament highs in total minutes and page views.

The most dynamic growth in audience and engagement for ESPNcricinfo came from video. The Match Day program featuring ESPNcricinfo’s Raunak Kapoor in conversation with Ajit Agarkar, Greg Chappell and Mahela Jayawardene served as a catalyst for this growth. India recorded a 180% increase in daily video starts on the web (mobile and computers), compared to the global average (up 225%), more than triple the 2014 tournament.

Video viewing grew substantially across all major cricket markets, with the UK, US, India, Australia, Pakistan, Bangladesh, and Canada all increasing by triple-digit percentages. Reflecting the huge popularity of the T20 Tournament in India, ESPNcricinfo also associated with over 25 advertising partners, including Dream XI, Emirates, Eureka Forbes, Maruti and Nerolac amongst others.

Globally, via all devices and platforms, the 2016 tournament was the most trafficked event in ESPNcricinfo site history, only second to ICC World Cup 2015, logging a 10% increase compared to the 2014 edition of the tournament. The site also logged 1.4 billion minutes and 197.6 million visits, up 11% and 30%, respectively.

 

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