The ninth edition of Transvulcania reaches 200 million people
Transvulcania Naviera Armas 2017 have reached 200 million people all over the world, according to the data certified by the leading company in the media intelligence sector, Kantar Media. Data also show that the event reached two million euros during that period. This means that the impact of the different modalities of the ninth edition of Transvulcania have been tantamount to a two-million euros advertising investment. This data is limited to the impact obtained by the La Palma race at a national level between April 1st and May 31st, period in which international impact, webcasting of the race and the coverage done by the regional public channel, Televisión Canaria, was not included. The analysis attributes the greatest impact to the digital media, with a total of 158 million people through 692 evaluated links, which is equal to an advertising investment of 1.58 million euros, according to the study. Eldiario.es was the source with the largest number of news about Transvulcania, followed by El Apurón, El Time and La Opinión de Tenerife. Regarding the impact of the race through social media, Kantar Media has registered 14.139 interactions, which mean 62.000 euros. In the press, 222 news related to the race were registered, which would imply an advertising investment of 359.000 euros. The Youth and Sports Counsellor of the La Palma Island Council, Ascensión Rodríguez, has highlighted that “this year we have exceeded the impact obtained in the previous edition, which was around 140 million people at a national level, in addition to the impact of the online streaming, that reached 85.000 spectators in more than 108 countries; and the coverage by Televisión Canaria, which reached 102.000 people. Those are numbers that have never been reached in Transvulcania.” In addition to the impact obtained in Spain and through the Internet, it is important to remember that the race had more than 40 regional, national and international accredited media outlets to cover the event. Some of them are specialized in mountain races like Runner’s World (Germany), Asia Trail (Hong Kong), Trail Running-Szene (Austria), Ultrarunning Magazine (United States), Endurance Trail (France), Spirito Trail (Italy) and Trail Running Magazine (United Kingdom), or Spanish publications like Revista Trail, Revista Trail Run and Revista Oxígeno, among others, which have published reports about the La Palma competition. Transvulcania 2017 also has news in the digital editions of recognized Spanish newspapers such as El País, ABC, El Mundo, La Vanguardia or 20 Minutos, as well as in the sports newspapers Marca, As and Mundo Deportivo. The ninth edition of the race will also reach almost 300 million spectators thanks to a half-hour report that will be shown in more than 100 countries of the five continents, and that has been already enjoyed in channels like Teledeporte.
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