Increased Attendance, Viewership, Engagement and Charitable Activity
Drives Successful All-Star Week
The 2012 Major League Baseball All-Star Week resulted in increases in attendance, viewership, fan engagements, charitable activity and merchandise sold. Following are some off-the-field facts about the 2012 All-Star Week.
· K.C. Loves Baseball: Attendance at MLB All-Star FanFest was 119,092, the fourth highest total ever and a +7.5% increase from last year’s total of 110,737.
· Jump in Total Viewers: The All-Star Game delivered 27.7 million total viewers (persons age 2+ watching all or part of the game), +7% compared to a year ago, matching the biggest increase in total viewership for an All-Star Game since 1998.
· Most Social Event in Baseball History: There were 1,611,940 combined Twitter and Facebook comments on the All-Star Game and State Farm Home Run Derby in ’12 vs. 538,578 in ’11 – an increase of +199%.
· All-Star Gear Flies off Shelves: All-Star merchandise was very popular in Kansas City as sales increased +19.1% based on ballpark and All-Star FanFest returns.
· Global Interest in the Game: The All-Star Game was delivered to more than 220 countries by 54 broadcasters in 15 languages.
o Rogers SportsNet registered its largest audience in history for the State Farm Home Run Derby smashing the old record by +23%
· MLB Giving Back: Major League Baseball conducted its most extensive amount of charitable activity in All-Star history with 26 initiatives benefitting 24 national and local charitable organizations including Habitat for Humanity, Boys & Girls Clubs of America, Negro Leagues Baseball Museum and Make-A-Wish.
o The MLB All-Star Game Charity 5K and Fun Run presented by Nike raised a record total of more than $200,000 for Stand Up To Cancer, Prostate Cancer Foundation and Greater Kansas City Affiliate of Susan G. Komen for the Cure.
· MLB Network All-Star Coverage Grows: MLB Network’s 2012 All-Star Game coverage on July 9 and 10 saw viewership growth over 2011, with an average increase in homes by +27% and an average growth of +9% in total viewers.
· All-Star Clicks: MLB.com totaled 124.5 million page views and MLB.com At Bat was accessed 2.6 million times on All-Star Monday and Tuesday, each up over 25% from last year and the most ever for those two days.
· Derby Success: In addition to State Farm Home Run Derby ratings increasing +3%, the event had an average minute audience increase of +87% on WatchESPN and ESPN3 across numerous non-television platforms.