How Europe was watching the UEFA Champions League

Total views in the Sports category increased a significant 10% from February 2016 to April 2016. Users also spent 9% more time browsing UEFA’s website and visited 5% more frequently than in the previous month. Social media also delivered a boost, with over 111 million likes on UEFA’s Facebook posts and 45 million actions on their Instagram account.

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Key Findings:

1. In the UK, half of the UEFA.COM total digital population accessed via mobile devices. In Spain, this number was 42% in April 2016.
2. Posts with photos formed the majority of UEFA’s Champions League Facebook content, accounting for 61% of the total posts during the competition.
3. Total unique visitors in Spain to UEFA.COM increased by 324% between January and April 2016, likely driven by the quest for game tickets – the section of the website which saw the highest increase at 300% from January to April 2016.
4. Between the most followed clubs in Europe, Manchester’s United page had the most retweets (almost 3 million) between February 13th and May 30th, followed by Liverpool FC’s 2 million retweets.
5. Unsurprisingly, the finals delivered the top Instagram posts by engagement, with 23.8% of the posts on UEFA’s account containing videos

MMX Multi-Platform can help you understand your target audience size and engagement across devices. All of these metrics can be compared across digital media platforms and used to understand incremental or complementary activity coming from each platform. Shareablee can help you understand your social media audience comparing total and engaged audiences and tactics.

To understand what else you can – and should – learn from our MMX Multi-Platform data: Request a demo or contact us.