Kiwis flock to Stuff for unbeatable America’s Cup action
One week on from the start of the 37th Louis Vuitton America’s Cup in Barcelona, record numbers of Kiwis are tuning in for live, delayed and all day action on the new official broadcast partners - stuff.co.nz and Three and ThreeNow.
Stuff Digital Managing Director Nadia Tolich says the action in Spain delivered more than 200,000 video views in its first four days with an exceptional average viewing time of more than 12 minutes on the races - usual sport videos on digital news sites sit around the one minute mark. When you have people sitting on a fast-moving digital news site that publishes 150 stories a day watching a single video for 12 minutes, that is remarkable.
“We are seeing excellent engagement even in the early hours of the morning when the races are live, and then an influx of unique audience views of our on-demand coverage, analysis and interviews all throughout the day. And that was for the preliminary round - it is going to be even bigger and better as the competition ramps up!”
Stuff and Warner Bros. Discovery formed a unique partnership with Emirates Team New Zealand for the first multichannel live and free coverage of the event which runs through until October. Brought to Kiwis by Toyota New Zealand, this is the most accessible America’s Cup coverage ever, and sports lovers are responding in kind.
“Being able to watch live race action on your mobile in bed or catch up across the day on laptops at work and home is creating an amazing buzz about the event, even as it is sailed half a world away,” says Tolich.
“The technology behind this year’s event is also remarkable with more cameras in more places and amazing racetrack and real-time wind visualisations delivered by Dunedin’s own incredible graphics company Animation Research Ltd. Our journalists are getting incredible behind the scenes access too, as seen in Lisette Reymer’s exclusive tour today of the Team New Zealand base.”
Stuff Brand Connections Managing Director Matt Headland says the commercial opportunities offered through international live sport delivered on New Zealand’s largest digital news site is bringing incredible engagement for advertisers.
“When you’re talking about longer video viewing on a product that people are returning to several times across a week, it makes Stuff’s scale and engagement unbeatable,” he says. “It is partnerships, events and compelling content packages like this that make more people come to Stuff, more often, and stay for longer than on any other digital news site.”
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