In a stunning announcement that is sure to raise more than a few eyebrows, ESPN reported that for three days during the 2007/8 NFL season traffic to its mobile portal exceeded that of its (PC-based) web counterpart, this according to AdAge.
ESPN is reporting that for one 24-hour period, traffic to its wireless NFL section exceeded visits to the PC NFL section, 4.9 million to 4.5 million visits. The network states that multitasking, fantasy-driven viewers frequently visit both sites on game days, and no doubt mobile’s rise to prominence is a boon for out-of-home fantasy-leaguers nationwide.
M:Metrics claims ESPN’s reach for its mobile properties is roughly 9MM, about 28% of the total US mobile web universe. Additionally, M:Metrics reports that 43.8% of those browsing sports content on their mobile devices visit ESPN, while Fox Sports draws 19.2%, followed by the NFL’s mobile website with 18.6% and CBS Sportsline at 11.4%.
Analysis: This type of headline really raises the profile of the mobile channel (with specific emphasis on mobile advertising on the mobile web) to all those media planners and buyers out there… A great day for us all!