BBC.com Sports section celebrates a 76% rise in traffic
BBC Worldwide today revealed that international sports fans seeking the latest high-quality, comprehensive and in depth analysis on all the latest news from London 2012 Olympics helped to drive record figures to BBC.com’s Olympics coverage; with the sites dedicated sports and Olympic sections being the outstanding winners.
- A record 1.6 million unique users visited the Sports section daily, equating to a 76% rise and a total of 15 million (ex UK) unique users over the course of the games.
- Traffic to BBC.com’s Olympic site doubled that of Beijing 2008.
- 12 million unique users visited BBC.com’s Olympic section throughout the games.
Other highlights for the BBC.com desktop and mobile site include:
- Traffic to homepage doubled - BBC.com homepage attracted an average 1.7 million daily unique users (ex UK), double its usual performance.
- 4.8 million visited the desktop site daily during the games, an uplift of 38%.
- 60 % increase in traffic to the mobile website and a 25% increase to the BBC News app.
James Montgomery, Controller of Digital & Technology for BBC Global News said: “The 2012 Olympic Games proved to be one of the most talked about and celebrated sporting events of the calendar this year. We are delighted with the volume of traffic BBC.com has received throughout the games and all credit goes to the BBC.com and Sport teams. Everyone worked tirelessly to ensure sports fans across the globe had the opportunity to celebrate every record-breaking moment of over 10,000 athletes participating from 205 countries, be it via their desktop or mobile devices.”
Localised and relevant user experience:
Throughout the London 2012 Olympics, fans accessing www.bbc.com/olympics on their desktop and mobile devices in all participating countries were able to follow all the latest news from their national teams thanks to the inclusion of GEO IP targeting, ensuring they received the most relevant news first. For instance fans in the USA could check out news titled ‘Team USA Headlines’ This function complemented live text commentary reports, news updates from across the games on other teams, including the latest analysis, reporting across all events, fixtures, medals table and a host of video and audio clips.
The medals table proved to be most the popular page across BBC.com. The USA and Canada contributed 30% of traffic to the medal table page, whilst users in France and New Zealand spent more than double the amount of time visiting the medals page than the rest of BBC.com, during the games.
BBC.com also enjoyed an increase of audience engagement from the next host nation and winners of 17 medals, Brazil. During the games traffic from users in Brazil surged to 12%, up from an average 1%. The strong performances of China and South Korea dominated the news agenda early on in the games and resulted in an increase of 70% of traffic from China to the Sports website compared to the average, and South Korea contributed 50% more traffic to the site, also compared to the average.
Increased social engagement:
BBC.com also saw some real successes in terms of social media engagement during the Olympics, for example, the virility of the ‘Your Athlete Body Match’ story, which gained 20% of its traffic from social referrals (compared to a site average of 4%).
Users were also offered the opportunity to tailor their experience to include five ‘favourites’, be they teams, sports or athletes to follow online. Through simply clicking on the ‘Olympic favourite’ tab at the top of the page, users could build up their five tabs and enjoy easy access to a host of updates all of which can be shared with their friends via Facebook, Twitter and email.
Within BBC.com’s Olympic section the most read athlete page was Usain Bolt, closely followed by Michael Phelps and Missy Franklin. The most popular sports were athletics, football and swimming.
For more information, please contact:
Cassandra Power, BBC Worldwide, Digital Communications Manager
Cassandra.firstname.lastname@example.org/ 020 8443 1525
NOTES TO EDITORS
(Statistics Source: Omiture. Daily average based on 5th Feb-July 25th 2012. Beijing statistics based on Omniture DoP.
About BBC Worldwide Ltd. BBC Worldwide Limited is the main commercial arm and a wholly owned subsidiary of the British Broadcasting Corporation (BBC). The company exists to exploit the value of the BBC’s assets for the benefit of the licence fee payer and invest in public service programming in return for rights. The company has five core businesses: Channels, Content & Production, Sales & Distribution, Consumer Products and Global Brands. In 2011/12, BBC Worldwide generated headline profits of £155 million on headline sales of £1085 million and returned £216 million to the BBC. For more detailed performance information please see our Annual Review website: http://www.bbcworldwide.com/annualreview