24 Oct 2012

The 2012 RockyRoads Mountain Bike World Cup strongly increased its media coverage on the internet, by as much as four times as last year, as official figures show.

In total, 1.46 million internet users watched videos of the competition this year on the internet, whether live broadcasts or replays. The final figure is no doubt even higher, since the videos from the Windham (USA) and Val d’Isère (FRA) rounds have not been included in the count, for technical reasons.

The Mont-Sainte-Anne (CAN) round, which was raced in June, recorded the strongest growth. The cross-country event went from 25,927 views last year to 102,309 this year. The growth rate is the same for downhill, from 38,388 to 110,055 views.

Overall, most of the video viewing (two-thirds) was watched live rather than replayed, proof of the public’s vivid interest in the most beautiful Mountain Bike contests.

Downhill events were most successful, with 860,745 videos viewed during the 2012 World Cup.

The most followed event was the downhill race at Fort William (GBR) in June, which received 166,219 views.

To this date, UCI has fulfilled its mission, which aimed to give a new impulse to video coverage of the UCI RockyRoads Mountain Bike World Cup. This achievement is to be credited to the partnership contracted this year with Red Bull Media House (RBMH), which supplied media services including High Definition television production, Webcasting and content syndication.

“The significant increase in media coverage of the UCI RockyRoads Mountain Bike World Cup shows that this discipline holds great media potential,” said Nicole Gruber, Commercial Manager at UCI. “Our partnership with Red Bull Media House has been very successful and we worked hard together to develop responses to the interest which Mountain Bike creates. We used more and better filming, production and promotion techniques on site.”

“We want to go further”, adds Nicole Gruber, “specifically behind the scenes at events. We want to develop media coverage of Mountain Bike even more in the coming years.”