Tik Tok 9:16 broadcast of Real Sociedad v Real Betis hits 506K unique viewers
La Liga’s first-ever match aired on a vertical 9:16 format on Tik Tok drew a total audience of over 733,000 viewers on all social media platforms. This groundbreaking initiative was taken forward through an agreement signed between Mediapro, La Liga, and TikTok. Mediapro deployed a special mobile 4K unit that would be used for the production of the match in a vertical format and they utilized a production crew of more than 30 people.
With an aim to reach a wider audience ,additional engagement was offered via direct interactions with creators Nacho Hernandez and Carla Gabian who hosted the live coverage on Mediapro-owned Spanish broadcaster Gol’s Tik Tok channel.
The new format was able to reach 506,000 unique viewers on TikTok, the match received 1.2 million likes on the platform and it had seen over 68,000 chat comments.
La Liga’s director of digital strategy had described the agreement with TikTok and Mediapro as a move to create an innovative way of broadcasting matches.
What has been said by the parties involved
“This is one more step for La Liga in the quest to build new audiences and bring football to all viewers”. “This agreement with TikTok confirms the work that La Liga and MEDIAPRO have been carrying out in recent seasons, to continue creating value and innovating in the broadcasting of matches.” La Liga’s director of digital strategy, Alfredo Bermejo
TikTok’s head of Content in Spain and MediaPro marketing director were also pleased with the initiative.
“This initiative with TikTok and LaLiga bolsters MEDIAPRO’s commitment to content adapted to the new digital ecosystem, offering Spanish football fans innovative experiences and new ways of participating and interacting.” Ignacio Arrola, MEDIAPRO’s marketing director
“We’re extremely grateful that MEDIAPRO and LaLiga have chosen TikTok to launch this ground-breaking initiative in Spain. TikTok is a place where football fans spend time and connect, and we’re proud to be able to see how big sports brands are inspiring the community through innovation.” Soraya Castellanos, TikTok Spain’s head of content
This groundbreaking initiative will definitely push the boundaries of innovation in the broadcasting and content distribution space.