Zehr: Fans migrate toward best available screen

Mobile Marketer
Half of the audience to ESPN’s mobile offerings do not visit the sports network’s desktop Web properties, according to John Zehr, senior vice president and general manager of ESPN Mobile.

Dan Butcher writes that ESPN believes its mobile offerings “amplify” content efforts on other platforms:

” ‘Fans migrate toward [the] best available screen, and while we’re still seeing the majority of consumption on TV, our mobile audience is growing at an astounding rate,’ he said. ‘In 2008 for the first time, and again last year, our mobile traffic actually exceeded our PC traffic on weekends.’ “

According to slides shown during the presentation, ESPN’s weekend Web traffic is fairly steady between noon and 10 p.m., but mobile traffic peaks in the afternoons when it approaches 50 percent of the network’s online audience. The traditional television audience, on the other hand, peaks sharply at 7 p.m.

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