Giro D'Italia: A True International Event in Numbers
Milano, June 1, 2012 - The 95th edition of the Giro d’Italia, that ended on Sunday with overall victory going to Ryder Hesjedal (Garmin-Barracuda), attracted huge interest both in Italy and internationally.
SPORT
22 teams and 198 riders (58 italian e 140 international riders from 36 different countries) competed in the 2012 Giro d’Italia. The Giro d’Italia covered a total distance of 3514.1km during the 21 stages, at an average speed of 38.342km/h.
Italian riders won six stages, while international riders won 15 stages. The final Giro d’Italia podium saw Hesjedal beat Rodriguez by just 16 seconds, with Belgium’s Thomas De Gendt third at 1:39. It is the first all international-rider podium since 1995.
World champion Mark Cavendish won three sprint stages and fought to win the red points jersey, losing out in Milano to Spain’s Joaquin Rodriguez by just one point. Italy’s Andrea Guardini won his first ever stage of the Giro d’Italia to Vedelago, beating Cavendish in a thrilling sprint finish, while Australia’s Matt Goss –the winner of the 2011 Milano-Sanremo, won stage three in Horsens.
The USA’s Taylor Phinney was the first rider to wear the maglia rosa in this year’s Giro d’Italia after winning the opening time trial stage in Herning. Italy’s Adriano Malori wore the pink jersey for a day and Matteo Rabottini won the stage to Pian dei Resinelli and won the climber’s competition blue jersey. There were numerous heroic breakaway attemps, with Andrei Amador –the first rider from Costa Rica to win a stage at the Giro d’Italia, winning the mountain stage to Cervinia.
Domenico Pozzovivo showed his climbing ability by winning his first Giro d’Italia stage at Lago Laceno. Roman Kreuziger won possibly the hardest mountain stage to Alpe di Pampeago, while Belgium’s Thomas De Gendt won the ‘fans stage’ –designed via a poll on social media, to the summit of the Passo dello Stelvio.
FIGHT FOR PINK JUNIOR
Hundreds of school children experienced their own Giro d’Italia thanks to the Estathè Fight for Pink Junior competition. 500 children between the ages of 10 and 12 from 140 different local cycling teams took part.
SPONSORS
The leading six commercial positions were held by: Estathè, Banca Mediolanum, F.lli Orsero, Italo, Škoda and Iseo Serrature. It was Estathè’s 16th year of sponsorship of the pink jersey, while Banca Mediolanum sponsored the climber’s competition blue jersey. F.lli Orsero –a new brand at the Giro d’Italia, sponsored the best young rider’s white jersey. The company used the numerous collateral events of the Giro d’Italia to market their products by giving over 200,000 samples of fruit along the race route and in hospitality areas. New Italian high-speed train service NTV (Nuovo Trasporto Viaggiatori) sponsored the red points jersey competition with the Italo brand, while Škoda –the official vehicle sponsor, supplied over 150 vehicles to the race organisation and the media. Iseo Serrature –the stage winner sponsor, increased its presence compared do to previous editions of the Giro d’Italia.
SOCIAL RESPONSABILITY
The Giro d’Italia partnered internationally with UNICEF for the ‘Vogliamo Zero’ campaign against child mortality, raising funds to help provide 270,000 vacinations against measles.
In Italy the Giro d’Italia partnered with Fondazione Umberto Veronesi, who created 21 video campaigns about scientific research.
RADIO AND THE CAROVAN
Radio 101 was the official radio of the carovan for the first time this year. Radio Rai reported on the racing, with four reporters present throughout the race.
The publicity carovan covered over 10,000km, including the 3500km for Denmark. The carovan vehicles filled the road for two kilometres and made more than 100 stops to distribute over one million gadgets and product samples.
MEDIA
The Giro d’Italia issued 1588 media accreditations: 1086 journalists and 502 photographers from 1073 international, Italian and regional media (press, video and internet media). The Giro d’Italia attracted the attention of a wide range of sports and mainstream media, including major news agencies and a host of innovative internet media.
ITALIAN TV COVERAGE AND AUDIENCES
In terms of audience the Giro d’Italia has reached great results among the different media platforms.
RAI was the official broadcaster of the Giro d’Italia, producing the TV coverage and transmitting the race in Italy on Rai Sport 2 and Rai Tre with some coverage on Rai 2 during the 1st and 3rd stage. RAI produced more than 200 hours of live coverage during the three weeks of the Giro d’Italia.
The Giro d’Italia had excellent viewing figures in Italy, with a record-setting final week. The stage from Falzes- Passo dello Stelvio was the most viewed of the 2012 Giro d’Italia with 3,722.000 viewers across the RAI platform, with a share of 30% (+15% more than the Lienz-Monte Zoncolan stage of 2011). Combining the RAI, Eurosport and internet streaming viewers means that the ‘Fans Stage’ of the Giro d’Italia reached a total audience of more than five million.
The peak of Italian television coverage on RAI 3 was 2,826,000 viewers and a share of 23.34%, while RAI Sport 2 hit a peak of 1,772,471 viewers and a share of 14.61% -a record for the digital channel that beat the previous record set on July 16 last year, during the Tour de France stage Plateau de Beille.
INTERNATIONAL TV COVERAGE AND AUDIENCES
Thanks to TV rights distribution via the commercial department of RAI, the Giro d’Italia was broadcasted in 165 countries and five continents.
In Europe the Giro d’Italia had a signficant presence on the Eurosport International platform, with 125 hours of coverage on Eurosport and Eurosport 2 (+31% compared to 2011), of which 52 hours was live (+24% compared to 2011). The Eurosport coverage reached 40 million viewers, who saw at least one minute of coverage (+20% compared to 2011).
TV2 Denmark was the host broadcaster of the Grande Partenza in Denmark. Other broadcasters included: TV 2 Norway, VRT and VRM (Belgium), Nos (Netherlands), Ceska Televize (Czech Republic), Tv Kahbar (Kazakhstan), RTL (Luxembourg), SRG SSR (Switzerland), Eitb - Euskal Telebista Euskatel (Basque Country) and Marca TV (Spain).
The Giro d’Italia had excellent coverage in America via Universal Sports Network for the USA and Canada. Moreover, for the first time, stage two was also seen on the NBC network entering the houses of millions cycling fans. The Giro d’Italia was also broadcast in Central America and Latin America via Televisa Deportes Network, ESPN Sur and ESPN Brazil.
The agreement with Supersport was renewed this year for coverage in Africa and the Giro d’Italia was also visible in Asia thanks to Eurosport, Japanese channel J Sports and Kazakhstan channel Khabar TV. In Australia SBS doubled its coverage, with eight stages shown live as well as daily highlights.
LIVE STREAMING ON GAZZETTA.IT E WWW.GIRODITALIA.IT
An average of 50,000 unique users used the streaming service every day. The highest number of unique users was for stage 19: Treviso- Alpe di Pampeago. The average length of streaming was almost an hour per user.
INTERNET
More than 200,000 unique users visited the official race website (www.giroditalia.it) every day during the race. The site had more than one million page views per day. The record for one day was stage 19 (Treviso-Alpe di Pampeago), with 352,000 unique users and 1,600,000 page views.
APPLE/ANDROID APPS
This year Giro d’Italia fans were able to follow the race via smartphones and tablets with a dedicated Giro d’Italia app for Apple and Android.
During the three weeks of the Giro d’Italia the app was downloaded more than 120,000 times, with an average of 350,000 page views per day. The Giro d’Italia app was chosen by Apple as the app of the week on the ITunes Store.
SOCIAL NETWORK
Facebook: There are now almost 250,000 fans of the official Giro d’Italia Facebook page (70% international, 30% in Italy).
Twitter: There are now almost 90.000 followers of the official Giro d’Italia profile (@giroditalia).
Matteo Cavazzuti
RCS Sport cycling Italian press officer
c/o Acciari Consulting Milano
Ph.: (+39) 348 5838779
E-mail: press.ciclismo@rcssport.it
Tw.: @MatCavazzuti
Stephen Farrand
RCS Sport cycling international press officer
c/o Shift Active Media
Mob: (+44) 7776 044781
E-mail: media@shiftactivemedia.com
Stefano Diciatteo
Press Office Coordinator
Ph.: (+39) 02 62828758
Mob.: (+39)347 9945899
E-mail: Stefano.diciatteo@rcs.it
Tw: @stedicia
SPORT
22 teams and 198 riders (58 italian e 140 international riders from 36 different countries) competed in the 2012 Giro d’Italia. The Giro d’Italia covered a total distance of 3514.1km during the 21 stages, at an average speed of 38.342km/h.
Italian riders won six stages, while international riders won 15 stages. The final Giro d’Italia podium saw Hesjedal beat Rodriguez by just 16 seconds, with Belgium’s Thomas De Gendt third at 1:39. It is the first all international-rider podium since 1995.
World champion Mark Cavendish won three sprint stages and fought to win the red points jersey, losing out in Milano to Spain’s Joaquin Rodriguez by just one point. Italy’s Andrea Guardini won his first ever stage of the Giro d’Italia to Vedelago, beating Cavendish in a thrilling sprint finish, while Australia’s Matt Goss –the winner of the 2011 Milano-Sanremo, won stage three in Horsens.
The USA’s Taylor Phinney was the first rider to wear the maglia rosa in this year’s Giro d’Italia after winning the opening time trial stage in Herning. Italy’s Adriano Malori wore the pink jersey for a day and Matteo Rabottini won the stage to Pian dei Resinelli and won the climber’s competition blue jersey. There were numerous heroic breakaway attemps, with Andrei Amador –the first rider from Costa Rica to win a stage at the Giro d’Italia, winning the mountain stage to Cervinia.
Domenico Pozzovivo showed his climbing ability by winning his first Giro d’Italia stage at Lago Laceno. Roman Kreuziger won possibly the hardest mountain stage to Alpe di Pampeago, while Belgium’s Thomas De Gendt won the ‘fans stage’ –designed via a poll on social media, to the summit of the Passo dello Stelvio.
FIGHT FOR PINK JUNIOR
Hundreds of school children experienced their own Giro d’Italia thanks to the Estathè Fight for Pink Junior competition. 500 children between the ages of 10 and 12 from 140 different local cycling teams took part.
SPONSORS
The leading six commercial positions were held by: Estathè, Banca Mediolanum, F.lli Orsero, Italo, Škoda and Iseo Serrature. It was Estathè’s 16th year of sponsorship of the pink jersey, while Banca Mediolanum sponsored the climber’s competition blue jersey. F.lli Orsero –a new brand at the Giro d’Italia, sponsored the best young rider’s white jersey. The company used the numerous collateral events of the Giro d’Italia to market their products by giving over 200,000 samples of fruit along the race route and in hospitality areas. New Italian high-speed train service NTV (Nuovo Trasporto Viaggiatori) sponsored the red points jersey competition with the Italo brand, while Škoda –the official vehicle sponsor, supplied over 150 vehicles to the race organisation and the media. Iseo Serrature –the stage winner sponsor, increased its presence compared do to previous editions of the Giro d’Italia.
SOCIAL RESPONSABILITY
The Giro d’Italia partnered internationally with UNICEF for the ‘Vogliamo Zero’ campaign against child mortality, raising funds to help provide 270,000 vacinations against measles.
In Italy the Giro d’Italia partnered with Fondazione Umberto Veronesi, who created 21 video campaigns about scientific research.
RADIO AND THE CAROVAN
Radio 101 was the official radio of the carovan for the first time this year. Radio Rai reported on the racing, with four reporters present throughout the race.
The publicity carovan covered over 10,000km, including the 3500km for Denmark. The carovan vehicles filled the road for two kilometres and made more than 100 stops to distribute over one million gadgets and product samples.
MEDIA
The Giro d’Italia issued 1588 media accreditations: 1086 journalists and 502 photographers from 1073 international, Italian and regional media (press, video and internet media). The Giro d’Italia attracted the attention of a wide range of sports and mainstream media, including major news agencies and a host of innovative internet media.
ITALIAN TV COVERAGE AND AUDIENCES
In terms of audience the Giro d’Italia has reached great results among the different media platforms.
RAI was the official broadcaster of the Giro d’Italia, producing the TV coverage and transmitting the race in Italy on Rai Sport 2 and Rai Tre with some coverage on Rai 2 during the 1st and 3rd stage. RAI produced more than 200 hours of live coverage during the three weeks of the Giro d’Italia.
The Giro d’Italia had excellent viewing figures in Italy, with a record-setting final week. The stage from Falzes- Passo dello Stelvio was the most viewed of the 2012 Giro d’Italia with 3,722.000 viewers across the RAI platform, with a share of 30% (+15% more than the Lienz-Monte Zoncolan stage of 2011). Combining the RAI, Eurosport and internet streaming viewers means that the ‘Fans Stage’ of the Giro d’Italia reached a total audience of more than five million.
The peak of Italian television coverage on RAI 3 was 2,826,000 viewers and a share of 23.34%, while RAI Sport 2 hit a peak of 1,772,471 viewers and a share of 14.61% -a record for the digital channel that beat the previous record set on July 16 last year, during the Tour de France stage Plateau de Beille.
INTERNATIONAL TV COVERAGE AND AUDIENCES
Thanks to TV rights distribution via the commercial department of RAI, the Giro d’Italia was broadcasted in 165 countries and five continents.
In Europe the Giro d’Italia had a signficant presence on the Eurosport International platform, with 125 hours of coverage on Eurosport and Eurosport 2 (+31% compared to 2011), of which 52 hours was live (+24% compared to 2011). The Eurosport coverage reached 40 million viewers, who saw at least one minute of coverage (+20% compared to 2011).
TV2 Denmark was the host broadcaster of the Grande Partenza in Denmark. Other broadcasters included: TV 2 Norway, VRT and VRM (Belgium), Nos (Netherlands), Ceska Televize (Czech Republic), Tv Kahbar (Kazakhstan), RTL (Luxembourg), SRG SSR (Switzerland), Eitb - Euskal Telebista Euskatel (Basque Country) and Marca TV (Spain).
The Giro d’Italia had excellent coverage in America via Universal Sports Network for the USA and Canada. Moreover, for the first time, stage two was also seen on the NBC network entering the houses of millions cycling fans. The Giro d’Italia was also broadcast in Central America and Latin America via Televisa Deportes Network, ESPN Sur and ESPN Brazil.
The agreement with Supersport was renewed this year for coverage in Africa and the Giro d’Italia was also visible in Asia thanks to Eurosport, Japanese channel J Sports and Kazakhstan channel Khabar TV. In Australia SBS doubled its coverage, with eight stages shown live as well as daily highlights.
LIVE STREAMING ON GAZZETTA.IT E WWW.GIRODITALIA.IT
An average of 50,000 unique users used the streaming service every day. The highest number of unique users was for stage 19: Treviso- Alpe di Pampeago. The average length of streaming was almost an hour per user.
INTERNET
More than 200,000 unique users visited the official race website (www.giroditalia.it) every day during the race. The site had more than one million page views per day. The record for one day was stage 19 (Treviso-Alpe di Pampeago), with 352,000 unique users and 1,600,000 page views.
APPLE/ANDROID APPS
This year Giro d’Italia fans were able to follow the race via smartphones and tablets with a dedicated Giro d’Italia app for Apple and Android.
During the three weeks of the Giro d’Italia the app was downloaded more than 120,000 times, with an average of 350,000 page views per day. The Giro d’Italia app was chosen by Apple as the app of the week on the ITunes Store.
SOCIAL NETWORK
Facebook: There are now almost 250,000 fans of the official Giro d’Italia Facebook page (70% international, 30% in Italy).
Twitter: There are now almost 90.000 followers of the official Giro d’Italia profile (@giroditalia).
Matteo Cavazzuti
RCS Sport cycling Italian press officer
c/o Acciari Consulting Milano
Ph.: (+39) 348 5838779
E-mail: press.ciclismo@rcssport.it
Tw.: @MatCavazzuti
Stephen Farrand
RCS Sport cycling international press officer
c/o Shift Active Media
Mob: (+44) 7776 044781
E-mail: media@shiftactivemedia.com
Stefano Diciatteo
Press Office Coordinator
Ph.: (+39) 02 62828758
Mob.: (+39)347 9945899
E-mail: Stefano.diciatteo@rcs.it
Tw: @stedicia