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TikTok’s 9:16 broadcast of Real Sociedad v Real Betis hits 506k unique viewers

LaLiga’s first full live game on social video platform scores 733k total audience.

20 April 2022 Rory Jones

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  • 0-0 draw at Reale Arena draws 1.2m likes on TikTok
  • Gol’s FTA traditional coverage drew an average audience of 678K

LaLiga’s first ever match to air in a vertical 9:16 format on TikTok generated an audience of 733,000 total viewers on the social video platform, despite Real Sociedad and Real Betis playing out a 0-0 draw.

Using a production crew of more than 30 people, the 9:16 broadcast reached 506,000 unique viewers on TikTok and received 1.2 million likes on the platform. Additional engagement was offered via direct interaction with creators Nacho Hernáez and Carla Gabián, who hosted the live coverage on Mediapro-owned Spanish broadcaster Gol’s TikTok channel.

The stalemate at the Reale Arena on 15th April was also aired in a traditional format on Gol’s free-to-air (FTA) channel, drawing an average audience of 678,000 viewers for an audience share of 6.3 per cent.

European soccer’s major leagues have been experimenting with alternative formats and platforms in a bid to win over younger audiences. In 2021, the German Supercup clash between Bayern Munich and Borussia Dortmund was the first ever soccer match to air on TikTok.

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