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Champions League Final Draws TV Audience of 360 Million

Tue 28th May 2013 | Television & Broadcasting

The 2013 UEFA Champions League final was delivered to hundreds of millions of fans around the world as UEFA continued to expand its digital reach across social media platforms.

FC Bayern München's 2-1 Wembley victory against Borussia Dortmund was aired in more than 200 countries to an estimated global average audience of 150 million and a projected global unique reach of over 360 million viewers.

The final attracted a peak of 23.78 million (average 22.5 million) viewers in Germany, a record for a UEFA Champions League fixture in the country. The competition has provided the top three most-watched broadcasts in the country so far in 2013: Bayern's semi-final second leg away to FC Barcelona and Dortmund's semi-final first leg against Real Madrid CF occupy second and third spots respectively.

UEFA used key digital platforms such as Facebook, Google+, Twitter and YouTube to enable a global fan base to share unique content from the four-day UEFA Champions Festival and Wembley Stadium and extend the number of followers of UEFA’s official social media channels to over 22 million.

UEFA’s official chosen hashtag #UCLfinal had 190,000 uses and enabled over 1,000 tweets and posts from fans and famous names to be displayed on the giant screens at Wembley Stadium before and after Bayern’s victory.

UEFA’s Marketing Director Guy-Laurent Epstein said: "These figures show that the UEFA Champions League and the UEFA Champions Festival were the talk of the town last week in London and globally. With stars like Zinédine Zidane, Luís Figo, Cafu and Will Smith and all the football legends in action at the Ultimate Champions Match on Saturday ahead of the UEFA Champions League final, the free festival was a fantastic way for Londoners to get involved in the Champions Week.

“We also had some cutting-edge technology in use at the Champions Festival which helped us engage with fans in novel ways, further enhancing their festival experience. Finally, the impressive TV audience we got on Saturday night truly reflects the competition’s world-wide reach.”

Key digital highlights during the UEFA Champions Festival and UEFA Champions League final include:

- 4.8m tweets referring to the final, the teams and the players from 90 minutes before kick-off until 30 minutes after, with a peak of 117,601 tweets per minute after the final whistle was blown

- The first European integration of a live stream and Google+ hangout for the Ultimate Champions match

- Four million people have either +1'd or followed the UEFA.com Google+ page – an increase of 3.7 million since the 2012 final

- 175,000+ new Facebook likes, including a UEFA record 200,000 likes for a single post on Saturday, pushing the total number of supporters on the official UEFA Champions League page close to 9 million

- 85,000 interactions using RFID (touch-in) technology at the UEFA Champions Festival from 13,000 registered cards

 

View Infographic of all the key statistics HERE

The RFID concept in use at the UEFA Champions Festival was created to increase viral momentum across social networks. The 34,000 visitors who attended the festival were invited to 'Join the Game' by registering their RFID card and linking it to their Facebook or Twitter account. Once registered, users could follow their progress on an interactive leader board after participating in various challenges, with prizes available to the best performers. Another 6,000 people visited a second site at Trafalgar Square, which was illuminated at night by a 3D projection of great UEFA Champions League moments and players.

At the UEFA Champions Festival, Hollywood stars Will Smith and Jaden Smith helped warm up the players and the crowd ahead of the annual Ultimate Champions Match. Through innovative use of Google+ and Twitter Mirror, UEFA could ensure fans across the globe did not miss out on the action. The mirrored tablet took photo-booth style headshots of football stars Zinédine Zidane and Fabio Cannavaro, as well as Will Smith, and sent them out via the official @ChampionsLeague Twitter account.

Fans from around the world took part in a live Google hangout around the game, during which former European Cup winners Ian Rush and Karl-Heinz Riedle took time out to drop in and chat. For the first time, fans voted for the man of the match, Robert Pirès, via Google+ and Twitter.

The latest Facebook analytics show that UEFA's pages are growing at a faster rate than every other sports league in the world. Along with the UEFA Champions League, the UEFA Europa League and UEFA.com pages have grown by over 100%, over the last five months, while the official UEFA Women's Champions League page has enjoyed 248% growth over the same period.

 

Posted by: Aaron Gourley

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