ESPN, the leading digital sports brand globally, logged record traffic in Nigeria for April for the second consecutive month.
5.7 million unique browsers came to ESPN digital properties in Nigeria in April, logging 16 million visits and more than 133.7 million minutes, exceeding the previous records of 4.9 million unique users, 14.6 million visits and 110 million minutes – all of which were new records set in March (source: Adobe Analytics).
The growth has been driven by increasing interest and engagement with ESPN’s coverage of global football, in particular the English Premier League (up to 30% month-over-month) and the historic title run by Leicester City FC, as well as La Liga (up to 57% month-over-month) with Atletico Madrid and Real Madrid running Barcelona close in a tight race for the Spanish championship.
ESPN’s digital media growth in West Africa comes as it has continued to expand its global digital media leadership. In the past year, ESPN has launched a completely rebuilt web and smartphone app platform for its signature property ESPN.com, enabling the rollout of localized editions in multiple markets globally, with more to come. ESPN FC has grown its global traffic nearly 30% in three years, and introduced a number of features for African football fans including Nigerian journalist Colin Udoh’s popular weekly column.
Alan Fagan, Group Director, Sales and Sponsorship, ESPN EMEA, said “We have seen remarkable stories in the title races in English and Spanish football, and with those stories we have seen parallel record growth in Nigerian fans spending time with ESPN online.
Nigeria has a sports loving culture, and I am delighted that ESPN is increasingly becoming the first choice for many sports fans in the region. We are keen to further develop our brand and customer base in this important market.”
According to ComScore, ESPN is the leading digital sports brand in the world, reaching 110.3 million unique users in April, who racked up 1.1 billion visits and 7 billion minutes of usage — both more than the Nos. 2 and 3 sports properties combined.