Significant digital growth for Norways biggest cycling race

December 8 ^th 2017 - 09:59

A recent report made by the media department at A.S.O shows that the interest in the Arctic Race of Norway has increased significantly in the fifth year of the race. Particularly among international followers there has been a growth in interest, both in terms of the number of fans and their involvement in different digital channels.

TV coverage still reaches most followers, and this years race in August was shown by 34 broadcasters in 190 countries. This is an increase from 25 broadcasters in 180 countries last year. At Eurosport alone, the Arctic Race was broadcast for 31 hours to an estimated number of 7.2 million unique viewers. In Norway, the race had 152,000 viewers on average in the last hour of each stage, and internationally the Arctic Race is the most viewed of all Norwegian cycle races.

10th largest in the world
However, it is the digital channels that show the most substantial growth. With 75,500 followers in SoMe, distributed between Facebook, Twitter and Instagram, the report shows up to 3 million video views in 2017. This is three times as much compared to 2016. In addition, 61,700 followers on Facebook made the Arctic Race the tenth most followed race in the world.

But also on the official website of Arctic Race of Norway there is a marked increase in international engagement. The site had 135,000 unique visitors (uv) during the race, with a total of 472,000 page views. This is an increase of 35 and 32 percent, respectively, from last year.

– We are very pleased with how the interest in Arctic Race is increasing, and it is now clear that the Arctic Race is about to establish itself in the international cycling calendar. Especially in France, we see that more and more people recognise the race of the north, says general manager of the Arctic Race of Norway, Knut-Eirik Dybdal.

– That we now are getting a strong growth in our digital channels, only confirms the importance of being digitally active. The website and the social media are very important in recruiting and engaging fans, and through our digital channels we have outstanding opportunities to promote both the race, the country as a tourist destination and Norway in general. More and more tourists find their way to Northern Norway, which we think we can take a bit of credit for, says Knut-Eirik Dybdal at Arctic Race of Norway.

Facts about the coverage of ARN 2017

TV broadcast: 190 countries and 34 broadcasters
Broadcast Norway: TV2
Facebook: 61,700 followers
Instagram: 4800 followers
Twitter: 9000 followers
Online video: 3 million views
Online web: 135000 uv / 472,000 pageviews
Crew / riders: 1300
Audience: 150 000