AFL website climbs high on back of big hits
PUBLISHED: 17 Nov 2014 01:02:10 | UPDATED: 17 Nov 2014 01:02:10
John Stensholt
Traffic to the AFL website has reached higher levels than some newspaper sites, thanks to a 30 per cent increase in online visitors during the 2014 season.
The AFL.com.au website had weekly unique visitor numbers of 3.75 million to 4.5 million, according to AFL Media general manager Peter Campbell.
The number of video views grew 23 per cent compared with 2013 to between 2 million and 2.5 million weekly, while the amount of AFL app downloads rose from 2.8 million to about 3.83 million.
Campbell said about 60 to 70 per cent of apps downloaded were in regular use.
The number of visitors to the AFL website during its final series in September exceeded that of the Herald Sun, though the newspaper does have a paywall. Also, traffic for the two-week trade period in October exceeded that for the same time last year, even though in 2013 trading lasted for three weeks.
“We’ve done a lot of work engaging with fans and we think the push to really focus on supporters with the fan-friendly schedule will also be exciting for us next year,” Campbell said.
Digital coverage of draft
After the success of the trade period in October, the AFL will boost its digital coverage of next week’s draft, providing a webcast of four hours’ worth of panel discussions and interviews before the draft itself is broadcast by Fox Sports Australia. Further analysis and reporting will follow after the broadcast is completed.
The AFL Media unit, which provides the content to the central AFL website and apps, now has about 115 journalists, editors and producers working for it after being established in 2011, and broke even on the league’s $5 million initial investment in it last year.
The AFL’s digital strategy will also form an important part of negotiations for a new broadcast deal, expected to begin by the end of the year.
Telstra currently hold the digital rights as part of the five year $1.25 billion rights deal that also includes Seven West Media and Foxtel.
Increased social media presence
The league has also increased its social media presence this year, including deals with Facebook and Twitter to increase traffic numbers.
The AFL increased the amount of videos it posted to its 277,000 Twitter followers, which it was able to monetise via sponsorship deals with Hungry Jack’s and Toyota.
Campbell said AFL Media hopes to boost the amount of data and information it pushes out while matches are being played and also during the week.
“That data-tainment as we call it is important . . . but we also want to make it easier for people to get information about going to the match, buying tickets and other things like that.”
AFL Media is also awaiting a ruling from the Fair Work Commission regarding a bid by employees collectively bargain an agreement on working conditions, which the league has opposed.
Campbell said a decision is expected by the end of November.
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