Viewers Flock to ESPN’s Multi-Platform Masters Coverage
TV Ratings & Online Viewing Soar for Day One vs. 2008
ESPN’s multi-platform coverage of the first round of the Masters Tournament yesterday, Thursday, April 9, was a smashing success.
The ratings for ESPN’s live three-and-one-half-hour telecast at 4 p.m. ET drew a 2.8 “fast national” rating, representing 2,749,000 homes and 3,366,000 viewers (P2+). Although those numbers may change slightly when yesterday’s ratings are finalized, they represent increases of 27% in rating, 32% in households and 38% in viewers over the equivalent Thursday last year during ESPN’s first-ever presentation of The Masters (2.2 rating; 2,081,000 homes; 2,447,000 viewers).
All the key male demographic groups saw increases in ratings of at least 27%, with Men 18-49 up 31%.
Among households and viewers (P2+), yesterday’s telecast ranks as the fourth most-viewed golf telecast in cable history (behind only the 2008 US Open Playoff, the 2008 Friday Masters, and the Masters of April 10, 1998.
Traffic to golf content on ESPN.com on Day 1 of the tournament and the 10 days leading up to the 2009 Masters (March 30 – April 9), was up significantly: visitors were up 36% and visits were up 35%.
Participation in the ESPN.com Masters Best Ball Challenge fantasy game is up 71% over last year.
Live streaming coverage of round one of the 2009 Masters Tournament on ESPN360.com more than tripled — a 208% increase in total hours viewed (compared to the same day last year). There was also a 28% increase in total streams, and an average time spent streaming of nearly an hour (57 minutes), up more than double at 138% over last year.