Greater social-media reach, TV coverage, and mobile app bolster weather-affected grand tour.
By Daniel McMahon
With the Giro d’Italia having finished up on Sunday and Vincenzo Nibali taking his greatest career victory, race organizers have released early media numbers for the 96th edition of the Tour of Italy, calling it the “most successful” Giro ever.
Despite bad weather that forced a stage to be cancelled and others to be shortened, the Giro said that it was still the most successful Tour of Italy to date. Even with one of the big race favorites, Britain’s Bradley Wiggins, quitting the race early on because of illness, the reported increase in the number of hits across all media seems to support the organizers’ claim.
“The race was broadcast daily in 174 countries, with millions of people on the streets and in front of a passionate audience,” RCS Sport, owner of the Giro, said in a statement Tuesday.
“During the 21 days of racing, the Giro crossed 17 regions, more than 500 municipalities, and covered 3341.8 km.”
RCS Sport, a sports and media company, owns four UCI WorldTour events, including the Giro, Milan–San Remo, Giro di Lombardia, and Tirreno-Adriatico.
Following is a summary of the numbers, provided by the Giro d’Italia and RCS Sport.
Athletes: 207 riders from 23 teams (168 started the final stage) and of 30 different nationalities. The first Chinese and the first Greek athletes to participate in the Giro did so this year, and five different riders wore the pink jersey.
Sponsors: 29 partners have contributed to the success of the Giro, tying their brand with this legendary edition of the Corsa Rosa. Most of all, Balocco who sponsor the Maglia Rosa, and the other sponsors of the main classifications: blue, Banca Mediolanum; red, Italo; white, F.lli Orsero and Estathé, the winner of the stage.
The media: The press office gave accreditation to 1,595 media professionals, including 1,132 journalists and 463 photographers representing 1,076 international, national and local media. The focus was to get into the breaking news on the main news cycle at national and international level.
Internet: The most interesting is the increase in number of pages viewed daily on the official site of the Giro, http://www.gazzetta.it/
Television: For the first time the Giro d’Italia was produced in HD, with a great effort by Rai who played the role of host broadcaster and allowed the images of the Corsa Rosa to be shown in 174 countries, on five continents:
Europe: Eurosport visible in 70 countries across Europe and Asia Pacific, in Belgium the Flemish VRT channel, NOS in the Netherlands, SRG SSR in Switzerland, TV2 in Denmark, Spain from the circuit Forte, EITB Euskal Telebista in the Basque Country, TV3.
In Catalonia, Galicia TVG Televisión de Galicia, Asturias TPA), Sky Sports in the UK, Sweden and Germany with SVT Sport with A (ARD & ZDF). The channel beIN Sports has broadcast the Giro exclusively in France and in the United States of America.
Africa: The coverage was broadcast by Supersport, while in the Middle East by Al Jazeera.
America: English-speaking Canada was covered by Sportsnet, while French-speaking Canada by Réseau des Sports (RDS). In Mexico, Panama, Guatemala, Dominican Republic, Costa Rica and El Salvador, the Giro was broadcast by Televisa Deportes Network (TDN). In South America, Sur ESPN and ESPN Brasil sent both the direct and the highlights.
Asia: The Giro was broadcast on Eurosport Asia Pacific Asia and Al Jazeera in the Middle East. For the first time it was shown in China through the national sports channel CCTV5. J Sports (Japan), Six Sony TV (India, Sri Lanka, Pakistan, Maldives, Nepal, Bangladesh, Bhutan and Afghanistan) and True Visions (Thailand) broadcast the event. In Kazakhstan, Khabar TV broadcast the Giro d’Italia.
Oceania: Australia’s SBS channel has confirmed the great viewing figures of the Corsa Rosa in their broadcasts of the race.
All major Italian broadcasters and many foreign ones followed the event with their crews (Eurosport, TV2 Denmark, SRG SSR, VRT, beIN Sport, SBS, Sky Sports UK, CCTV and BBC Radio 5).
Audience and peak: The television audience in Italy on RAI and Eurosport has increased, testament to the quality of the product, the high level of the participants and the beauty of the route. The stage of the Col du Galibier saw the audience peak, recorded at 17:42 with 3.9 million viewers on Rai 3 and over 4 million when adding those of RAI Sport 1.
—350,000 fans on the official page.
—Each post has been viewed by an average of 180,000 people.
—The most popular post: 450,000 views, 12,000 “likes” and more than 5,000 shares.
—More than 170,000 followers on the official profile.
—100,000 followers on the official page.
—4 exclusive Hangouts with the winners of the stage and the pink jersey.
—Nearly 2 million views on the official channel.
—15,000 registered subscribers on the official channel.
—Total new downloads, 2013: 122,878 vs. 116,216 in 2012.
—Page views average per day: 504,000 (+48% vs 2012) and average daily unique users per day: 38,000 (+34% vs 2012).
—App of the Giro d’Italia, available for iOS, Android and Windows8 (Phone and Tablet).
—180,000 app installed and updated.
Photo courtesy of Giro d’Italia/Gian Mattia D’Alberto