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SBD Global/August 13, 2013/Media

Usain Bolt's 100m Title Attracts Strong World Championships Ratings In Germany, U.K.

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Usain Bolt crosses the line to win the 100m Sunday at the World Athletics Championships in Moscow.
German public broadcaster ZDF "has recorded top ratings for its broadcast of the 2013 IAAF World Championships from Moscow," according to Sidney Schering of QUOTENMETER. The top-rated event on Sunday "was as expected the men's 100m final," which started at 7:45pm. The final, won by Jamaican Usain Bolt in 9.77 seconds, attracted 4.62 million viewers. The number translated into a 19.1% market share. In the target demographic 14-49, the race obtained a "fantastic 15.1% share." Ahead of the men's 100m final, the women's 10,000m final reached a market share of 17.5% and 11.4% in the target demographic, while 3.86 million viewers tuned in at 7:20pm. Another "successful event was the decathlon javelin throw event," which started at 5:05pm, and attracted 2.76 million viewers. The number equaled a 19.6% market share. In the target demographic, the throwing event obtained a 12% share (QUOTENMETER, 8/12).

U.K. NUMBERS: In London, Mark Sweney reported Bolt's "rain-drenched win" in the 100m final attracted a peak audience of 4.6 million on Sunday night. BBC1's coverage of the final "attracted an average audience of about 4.3 million" at 6:50pm. The Sunday afternoon session of the World Championships "managed an average of 2.9 million viewers and a 20.8% share of the audience" from 3:30-7:05pm. On Saturday, "about 2.8 million viewers tuned in at just after 4pm to see" Mo Farah win a closely fought World Championship 10,000m title against Ibrahim Jeilan (GUARDIAN, 8/12).

BUNDESLIGA: DWDL's Alexander Krei reported German pay-TV channel Sky "received high ratings for its broadcast of Sunday's Bundesliga games." The match between Mainz and Stuttgart, which Mainz won 3-2, attracted an average of 440,000 viewers and had a 4.1% market share. The second game between Schalke and Hamburg, which ended in a 3-3 draw, was watched by 630,000 viewers and obtained a 6.3% share (DWDL, 8/12).
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