Viewers Flock to ESPN’s Multi-Platform Masters Coverage TV Ratings & Online Viewing Soar for Day One vs. 2008

ESPN’s multi-platform coverage of the first round of the Masters Tournament yesterday, Thursday, April 9, was a smashing success.

Television

The ratings for ESPN’s live three-and-one-half-hour telecast at 4 p.m. ET drew a 2.8 “fast national” rating, representing 2,749,000 homes and 3,366,000 viewers (P2+).  Although those numbers may change slightly when yesterday’s ratings are finalized, they represent increases of 27% in rating, 32% in households and 38% in viewers over the equivalent Thursday last year during ESPN’s first-ever presentation of The Masters (2.2 rating; 2,081,000 homes; 2,447,000 viewers).

All the key male demographic groups saw increases in ratings of at least 27%, with Men 18-49 up 31%.

Among households and viewers (P2+), yesterday’s telecast ranks as the fourth most-viewed golf telecast in cable history (behind only the 2008 US Open Playoff, the 2008 Friday Masters, and the Masters of April 10, 1998.

ESPN.com:

Traffic to golf content on ESPN.com on Day 1 of the tournament and the 10 days leading up to the 2009 Masters (March 30 – April 9), was up significantly:  visitors were up 36% and visits were up 35%.

Participation in the ESPN.com Masters Best Ball Challenge fantasy game is up 71% over last year.

ESPN360.com:

Live streaming coverage of round one of the 2009 Masters Tournament on ESPN360.com more than tripled — a 208% increase in total hours viewed (compared to the same day last year).  There was also a 28% increase in total streams, and an average time spent streaming of nearly an hour (57 minutes), up more than double at 138% over last year.