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Volume 6 No. 212


TV and social media "are steadily becoming more connected, and the relationship is lucrative for both," according to MARKETING DIRECTO. Media research company Global IN Media published its "annual report analyzing TV's impact on social media" in '13, with its results showing that 29% of TV-related social media commentary in Spain "was related to the topic of sports." Sports-related social media commentary trailed only entertainment (56%) -- which encompasses dating, reality TV and humor, among other TV genres. On Spanish TV station Telecinco, which "generated the most social media discussion of any Spanish channel, with 40.1 million social media comments," sports accounted for 19.7% of these interactions. Entertainment led the way by "generating 72.4% of the Telecinco-driven interaction" (MARKETING DIRECTO, 1/20). For the full results of Global IN Media's study, click here.

Abu Dhabi Media "has secured the rights" to broadcast Ultimate Fighting Championship competitions in the Middle East and North Africa region for the next three years, according to THE NATIONAL. UFC "is the most prominent of the mixed-martial arts (MMA) organisations." Abu Dhabi "is considered the regional home of MMA," having hosted events in the past, including UFC 112, which played to a capacity crowd in '10. Abu Dhabi Media CEO Saif Ghobash said, "Abu Dhabi sports channels will bring widespread UFC coverage to North Africa, as well as exclusive coverage to all countries in the Middle East; broadcasting across ADM’s free-to-air sports channels and encrypted platform. Coverage will also broadcast across Abu Dhabi TV Network’s online and mobile sites and through regional IPTV networks" (THE NATIONAL, 1/19).

Pan-European sports network Eurosport "has attracted top ratings for its coverage of the first week of the Australian Open," according to Manuel Weis of QUOTENMETER. Eurosport broadcast daily from Melbourne from 1am-2pm German time. On the tournament's opening day, Eurosport attracted a peak audience of 160,000 vierwers. The number translated into a market share of 1.7%. In the target demographic 14-49, the channel obtained a 1.9% share. The numbers do not include pay-TV channels Eurosport2 and Eurosport 360. On the second day of the year's first Grand Slam, a peak audience of 170,000 viewers tuned in. The numbers equaled a market share of 1.8% and 2.2% in the target demographic. On Wednesday, Eurosport obtained shares of 1.7% and 1.8%, respectively. The match between Maria Sharapova and Karin Knapp, which aired on Thursday morning, "was the most watched TV program in Germany at the time." An average of 95,000 tuned in between 3-4:50am. The number translated into a market share of 7% in the target demographic. Eurosport attracted a peak audience of 160,000 viewers on Thursday and had an average market share of 1.6%.

SERVUS TV: QUOTENMETER's Weis also reported Austrian TV channel ServusTV "showed the friendly match between Bayern Munich and Red Bull Salzburg on Saturday." The game, which started at 4pm, was watched by 240,000 viewers and had a 1.5% market share. In the target demographic, Salzburg's 3-0 win also obtained a 1.5% market share while 80,000 viewers tuned in. The friendly match was not the only sport broadcast on ServusTV over the weekend. On Sunday, the channel showed the German Hockey League (DEL) game between Cologne and Berlin. The game attracted an average of 200,000 viewers and had a 0.8% market share. In the target demographic, the hockey match obtained a 1% share.

NFL: QUOTENMETER's Weis reported German private-TV channel Sat.1 attracted an average of 600,000 viewers to its broadcast of the NFC Championship game on Monday morning. Shortly after 1am, Sat.1 obtained a market share of 15.1%. After 2:20am, the market share increased to 17% in the target demographic. About 380,000 viewers were still tuned in at that time (QUOTENMETER, 1/20).

U.S.-based ONE World Sports has secured broadcast rights for Serie A side AC Milan to broadcast a match of the week. Highlights and short-form video content from the club will be distributed digitally on broadband and through the Watch ONE World Sports App. The agreement extends through the '15-16 Serie A and Champions League seasons. AC Milan TV will begin airing on the network's linear channel and on digital platforms Tuesday (ONE World Sports).