Please select your home edition
Edition
Lloyd Stevenson Catalyst 45 728x90px1 TOP

36th America's Cup is the most watched ever - reaching an audience of almost a billion viewers

by America's Cup Media 27 Jun 2021 16:18 PDT 28 June 2021
AC36 coverage pulled an international audience of almost a billion viewers © America's Cup Media

With an audience of almost a billion viewers, the 36th America’s Cup presented by Prada achieved its clear broadcast and viewership objectives to be the most watched America’s Cup ever with the dedicated viewership audience 3.2 times the size of the audience of the 35th America’s Cup in Bermuda in 2017.

An in-depth broadcast and media analysis undertaken by Nielsen revealed the AC36 events (ACWS Auckland, Prada Cup & America’s Cup Match) between November 2020- March 2021 reached a total global TV and live streaming audience of 941 million people globally.

The record audiences delivered significant value for the sponsors and hosts of the 36th America’s Cup. The measurement and evaluation analysis shows a Total Gross Media Value of over NZD$1.4 billion for the event, teams, hosts and sponsors.

“We were always very clear in our broadcast and viewership objectives after we won the America’s Cup in Bermuda,” said Emirates Team New Zealand CEO Grant Dalton. “It is great we have achieved, in fact exceeded, our expectations in growing the sport and the event globally, despite the many challenges we faced. Technically we raised the bar with the TV coverage due to our production partnerships with Circle-O, ARL, Igtimi, Shotover, Amis Productions and the whole production crew and commentary team in Auckland.”

At 68.2m, the dedicated TV audience for the 36th America’s was more than 3 x that of the 35th America’s Cup in Bermuda (20.5m). The dedicated audience includes all those who watched the event LIVE, delayed or highlights on TV, americascup.com, YouTube and Facebook.

The aim of the 36th America’s Cup’s global TV coverage was to inspire new fans and grow the sport of sailing and the America’s Cup. This was delivered by prioritising free to air broadcast partnerships, supplemented by additional major pay tv networks, and by retaining live streaming rights on americascup.com and America’s Cup social media channels.

The culmination of this approach in distribution saw the live and highlights 36th America’s Cup TV broadcast from Auckland, New Zealand screened across 55 major network broadcasters covering 198 territories. The live streaming online via digital channels was live and free in 236 territories across the world.

The coverage from 36th America’s Cup TV consisted of:
- 21 live production days
- 25 live press conferences
- 21 daily 26min highlights
- 7 weekend/event 52min highlights
- 30 video news releases
- Racing clips + melt reels
- 140 features each lasting 3min
- 3 magazine/preview shows
- 1 post event documentary: The Last Call

The TV graphics by Animation Research Ltd in Dunedin continued to lead the innovation through the implementation of on water augmented reality graphics which helped to tell the story of the dramatic racing in the AC75’s, as well as providing additional highly effective exposure to the event sponsors.

Social media was a further area of strong growth across all the America’s Cup channels. Followers more than doubled from 491k to 1.09m between the 35th and 36th America’s Cups. Social media channels delivered over three times more impressions than the previous 35th edition, increasing from 159m to 499m impressions during the racing period and totalled 715m impressions over the entire 36th America’s Cup campaign.

Viewing of racing online and through social media was integral to the overall viewership strategy. By reserving the digital rights for the event to enable live streaming of the racing for free to as many people globally as possible and by streaming on YouTube, Facebook and americascup.com, the America’s Cup grew the dedicated audience by 10.2m viewers, which is equivalent to 19% of the TV audience.

The America’s Cup YouTube live streamed every race and press conference from the opening of the ACWS through to the prize giving of the 36th America’s Cup leading to 7.9 million viewers watching 7.7 million hours of America’s Cup content over 36 million sessions. Simply put, on average, each user consumed just under an hour of America’s Cup racing while the event was on.

Explanation of audience terms

“Dedicated Coverage” refers to programming entirely comprising coverage of the 36th America’s Cup – e.g. live, delayed and highlights programming.

“Dedicated Audience” includes all those who watched the event live, delayed or highlights on TV, americascup.com, YouTube and Facebook.

“Total Coverage” comprises Dedicated Coverage plus news and sports magazine programming that featured the 36th America’s Cup.

“Total Audience” represents all viewers of Total Coverage. It does not include press or other online distribution which would increase the total reach of the 36th America’s Cup.

Related Articles

Letter from the Antipodes: Smiles and frowns
ETNZ's sailors getting a paddy whacking in the SailGP is the best thing to happen for their Cup Chicago came up very well as a venue offering a spectacular city backdrop; thousands of exuberant fans gathered at the finish on Day 1; good and varied sailing conditions; some opportunity for recovery from a poor start or Mark 1 rounding. Posted on 23 Jun
America's Cup: 'Light on Water' - free event
Book now for Geoff Dale's 'Light on the Water' exhibition and conversation with Peter Montgomery Experience Geoff Dale's remarkable Light on the Water photography exhibition from the 2021 America's Cup before settling as he chats with legendary sports broadcaster, Peter Montgomery. Posted on 21 Jun
America's Cup: Join the Spy Game
The America's Cup spy game has been reinvented. Here's your opportunity to be part of it. Teams using spies armed with long lenses to get an insight into what design direction competitors are heading in, are a common sight. For the 37th America's Cup, the spy game has been reinvented. Here's your opportunity to be part of it. Posted on 14 Jun
America's Cup: Seeking Swiss precision
Magnus Wheatley reports from last week's Alinghi crew and design team announcement Last week, Alinghi Red Bull Racing Team opened the doors of its Switzerland headquarters to the world to present both its sailing and design teams after a rigorous selection process. Magnus Wheatley reports from Ecublens. Posted on 13 Jun
America's Cup family stunned at sudden death
Francesco Longanesi Cattani the External Relations Director for Prada and Luna Rossa dies suddenly. Francesco Longanesi Cattani the long serving CEO Representative of COR 36 and Title Sponsor Liaison in the 36th America's Cup, died suddenly on Friday in the San Raffaele Hospital in Milan, after suffering a stroke. Posted on 13 Jun
Leigh McMillan signs on for a third America's Cup
It was a very quick decision for Leigh McMillan to re-sign with INEOS Britannia, Having grown up on the Isle of Wight, Leigh McMillan knows a few things about the America's Cup and it was a very quick decision to re-sign with INEOS Britannia, for his third consecutive America's Cup with the British Challenger. Posted on 10 Jun
America's Cup: Swiss name sailing and design teams
Fourteen sailors have been selected to join the Alinghi Red Bull Racing crew Fourteen sailors have been selected to join the Alinghi Red Bull Racing crew and represent the Société Nautique de Genève during the 37th America's Cup. Posted on 8 Jun
Letter from the Antipodes: Paradise lost for Kiwis
Reasons other than financial, are emerging as to why the regatta was not staged in Auckland. Piece by piece, more information is coming out about the 2024 America's Cup hosting in Barcelona. Reasons other than financial, are emerging as to why the regatta was not staged in Auckland. Posted on 3 Jun
Emirates Team New Zealand set to sail in Australia
Emirates Team NZ's next challenge will be to break one of the most difficult records in sailing After dominating on the water For the past 35 years, Emirates Team NZ's next challenge will be ashore, conducted in Australia, and aimed at breaking one of the hardest records in sailing. Posted on 25 May
America's Cup: Grant Dalton uncut
Emirates Team NZ's Grant Dalton levels with The Platform's Martin Devlin in a very honest interview Emirates Team New Zealand CEO Grant Dalton levels with The Platform's Martin Devlin, in a 30 minute interview that Dalton consented to give, only on the basis that it was broadcast uncut and unedited. Posted on 20 May
RS Sailing 2021 - FOOTERC-Tech 2021 America's Cup 728x90 BOTTOMZhik 2022 Hooded Towel FOOTER