Stuff’s partnership with Warner Bros Discovery to cover the America’s Cup is reeling in the viewers, with record numbers of Kiwis tuning in to the action across the various platforms.
The 37th Louis Vuitton America’s Cup in Barcelona started last week, with live, delayed and all-day coverage across stuff.co.nz, Three and ThreeNow.
In its first four days, the Cup delivered more than 200,000 video views, with average viewing times sitting at more than 12 minutes, says Stuff Digital Managing Director Nadia Tolich.
It’s a stat she calls remarkable when average viewing times on most sports videos on digital news sites sit around the one minute mark.
“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!”
Accessible coverage
The partnership sees Stuff and Warner Bros Discovery (WBD) working with Emirates Team New Zealand and sponsors Toyota to bring coverage of the major sailing event to Aotearoa.
It’s the most accessible America’s Cup coverage ever and sports lovers are responding in kind, says Tolich.
“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.”
Commercial opportunities
The commercial opportunities offered through this coverage is bringing incredible engagement for advertisers too, says Stuff Brand Connections Managing Director Matt Headland.
“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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