ESPN Deportes offered more than 125 hours of LIVE coverage of the XVI Pan American Games, which took place from October 14-30, delivering some of the highest-rated telecasts on Spanish-language cable television during this time period.
The network’s 49 LIVE telecasts averaged a 1.7 Hispanic coverage HH rating with 86,000 Hispanic HH impressions. ESPN Deportes delivered the highest Coverage HH rating among all Spanish-language cable networks through the 17 days of coverage. A total of 19,157,000 persons tuned in to the Pan American Games programming on ESPN Deportes and ESPN2.
The network’s comprehensive, Olympic-type coverage across all platforms featured more than 30 sports including soccer, boxing, swimming, gymnastics, volleyball, cycling, judo, diving, etc. The daily 12+ hours of telecasts were led by ESPN Deportes’ renowned Jose Ramon Fernandez alongside Andres Agulla, Mauricio Pedroza, Goga Ruiz and special guest, Mexican gold medal gymnast Cynthia Valdez.
“We are very proud of the successful coverage ESPN Deportes provided during the Pan American Games,” said Lino Garcia, general manager of ESPN Deportes. “The strong ratings and exceptional coverage reinforces our commitment to serving fans with unique content that is culturally relevant and connects with the heritage and tradition of our audience.”
Overall Ratings story:
* The 10/28 Pan American window which featured the gold medal male soccer match between Mexico and Argentina, among other competitions, was the 4th highest rated telecast across Spanish-language cable networks during October, delivering a 4.3 Hispanic Coverage HH rating with 216,000 Hispanic HH impressions. The soccer match, which was telecast live during the 9pm-11pm time period, averaged a 7.6 Hispanic Coverage HH rating with 381,000 Hispanic HH impressions.
* In Primetime on ESPN Deportes, the Pan Am Games averaged a 2.0 Hispanic coverage HH rating with 99,000 Hispanic HH impressions.
* It wasn’t just about soccer. ESPN Deportes Pan Am Games coverage that excludes soccer events averaged a 1.4 Coverage HH rating. The 10/20 telecast that featured women’s volleyball lead the non-soccer coverage with a 2.2 Hispanic Coverage HH rating.
Source: Nielsen (10/14/11-10/30/11), Primetime average based upon a 7:45p-11p EST Time Period.
ESPNdeportes.com & Social Media
ESPNdeportes.com offered around-the-clock news and information throughout the event, driving a near-record audience exceeding over 630,000 page views from U.S. users over the duration of the event. The content along with El Tuitero social media initiative were also instrumental in pushing ESPN Deportes social media followers, generating more than 30,000 new @ESPNDeportes twitter followers (source: Twittercounter.com)
El Tuitero, ESPN Deportes’ dedicated “Twitter ambassador” onsite during the Games in Guadalajara, actively engaging viewers and fans in the social media space. The initiative allowed fans to interact more closely with the brand, sharing their tweets, cheer messages and greetings to ESPN Deportes, athletes and/or teams competing in the Pan American Games by using a variety of hash tags. Viewers then had the opportunity to see El Tuitero on screen more than 75 times, sharing his favorite tweets from fans during the network’s coverage of the Games. El Tuitero delivered more 565 tweets with over 30MM impressions in the Twitter space (source: Tweetreach)
The 2011 Pan American Games featured 42 countries, 5,900 athletes and 46 competitions and covered over 30 sports. The United States won the Games for the 14th time taking home 236 medals (92 gold), followed by Cuba with 136 medals (58 gold), Brazil with 141 (48 gold), Mexico with 133 (42 gold), and Canada with 119 (30 gold).
Considered the ‘Olympics of the Americas, the Pan American Games are the world’s second-largest multi-sport event after the Summer Olympics.