X GAMES 12 A WATERSHED SUCCESS
The success of X Games 12, held in Los Angeles Aug. 3 ? 6, reflects the evolving ways that fans engage sports today and were a success across television and online media, as well as in person. Online, X Games video clips were viewed nearly 3 million times on ESPN Motion and ESPN360, while EXPN.com (ESPN.com?s action sports hub) had its highest overall traffic ever for an X Games. Telecasts of X Games 12 on ESPN were the highest-rated ever among young male viewers and X games videos were among the most popular on Mobile ESPN. In Los Angeles, more than 138,000 fans attended the competition at The Home Depot Center and STAPLES Center, an increase of nearly 13 percent over X Games 11 in 2005.
“X Games 12 was a watershed, both for the continued evolution of action sports and for the way consumers experience and engage the X Games,” said Ron Semiao, senior vice president, ESPN Original Entertainment. “The X Games are not just a television event. Increasingly it is both a multi-media event and an in-person experience for many fans. This year, the athletes and the fans showcased how far action sports and the X Games have come.”
Online, fans flocked to X Games video online, with more than three million views of videos on ESPN Motion, ESPN.com?s integrated video platform, and ESPN360, ESPN?s in-depth broadband service. ESPN360 also featured four hours of live, exclusive event coverage during X Games 12.
In addition, EXPN.com X Games 12 drove a 104 percent increase in total page views and a 61 percent increase in total visits over X Games 11, making it the most-trafficked X Games ever. Over the course of the Games, EXPN.com averaged nearly 1 million page views per day, setting a new single-day record on August 5th with 1.4 million page views.
On television, 35.6 million people tuned into X Games 12, up 3 percent from 2005. X Games 12 was also ESPN’s highest-rated X Games ever among young men in the 18-34, 18-49 and 25-54 age groups. Overall, X Games 12 averaged a 0.9 rating on ESPN telecasts, equal to X Games 11 and X Games 10, with a five percent increase in average overall households (816,640). On ABC telecasts, ratings were up among young men in key 12-17 and 18-34 age groups (30 percent and four percent, respectively, vs. X Games 11).