[cleeng_content id="321305285" description="99 cents or 10,000 hours. Become an expert for less than a dollar. We do the hard work so you don't have to." price="0.99" referral="0.10"]This article is part II of the America’s Cup panel at the World Yacht Racing forum. In this section, Richard Worth, Chairman of the America’s Cup Even Authority (ACEA) shares some data about the audience for the cup. Read part 1 here…
David Fuller (Moderator)
Richard you mentioned that you have completed some metrics on some of the YouTube view and some of the media. Can you share some of those numbers with us?
Yes I can. And it is always interesting to try and get the numbers – which can be a challenge. We will make it public very soon – it’s still on the designer’s drawing board. Since we have started the competition – what are the numbers?
There are some interesting things that come out of it.
We can all invent lovely numbers. Our number is in the region of, conservatively – 75 million people have watched the three events – that means all the programming including the weekly TV show, 3 live events, material on different broadcasters, YouTube and the news. So the global audience we estimate at 75 million people.
About a tenth of that is what we call the ‘engaged audience’, people who are studying a program for a long time, not the people falling asleep in front of the news and missed it.
We had one clip from Cascais that was shown on a French news channel for 1 minute and 12 seconds that got an audience of 6 million – Is that a good number to be sharing with the world or not? If you put that 6 million into a conservative 75 million, it skews the numbers – so we are focussed on who are the real audience, who really like what we are doing – and they who the sponsors want to speak to..
So our engaged audience number is about 8 and a half million viewers, and a 10th of that is coming from YouTube for live events. So 800,000 for a new property is pretty spectacular. Of that 800,000 – the average viewing time is 27 minutes and 20 seconds – which means some are watching for 10 and some are watching for over 45.
So there is real growth from social media.
The power of being on YouTube in that sense is that you know the metrics are real. It’s not a sample, it’s not a panel, its not a grossed up number, it’s the number of people who clicked a button on YouTube and actually watched.
And that is where we will concentrate in the future. Not specifically YouTube, but trying to hone in on what are the key parts of the audience and what do they want. We always factor in that the global grossed up number is millions and billions but I think that sophisticated potential partners, or teams or event promoters want to know the real meat and we will distribute that soon.[/cleeng_content]