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The incredible record of 3Tre Madonna di Campiglio

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Tuesday 5 July 2016

According to Infront’s official TV exposure figures, last December 22nd slalom show recorded an impressive 444 millions of contacts: an unprecedented record after the famous drone “accident”. The 2015 edition of the Italian slalom to become a case-history in sports marketing 


It was already assumed that the 2015 edition of 3Tre Madonna di Campiglio would have made the event’s record book, with over 15.000 spectators on the slope and a global media and TV audience contributing to a big success. Nevertheless, the figures provided to the organizing committee by Infront (the TV rights holder commissioned by the International Ski Federation) picture a media “case” that will make history in alpine ski, and will be studied by the experts in the upcoming years.

Back as regular fixture of the FIS Alpine Ski World Cup, the Italian slalom run on December 22nd, and won by Norvegian sensation Henrik Kristoffersen, significantly increased its TV audience compared to an already good 2014, reaching new peaks: 444 million people from all over the World got in contact with the event. Last year, the overall number of contacts was 184 million.


Part of this extraordinary performance was certainly related to the famous accident of the drone equipped by the International TV production, crashed on the slope during the 2nd run of Austrian Marcel Hirscher, luckily with no damage to the athlete or the race’s regularity.


The uproar of the happening was immediately perceivable from the ample coverage of the accident from TVs and media from everywhere in the World. The Infront report shows that a very appealing event, eagerly anticipated by all the fans, further extended the curiosity on the happening, eventually multiplying the TV audience beyond expectations.


Paradoxically3Tre Committee’s President Lorenzo Conci said – an unfortunate accident resulted in a favorable effect for the event, increasing the media exposure of the location where the race took place. It goes without saying that we all wished this had never happened. But, as a matter of fact, its effect will somehow find a place in the history of alpine ski, and will arguably become a case-history in sports marketing.

The biggest share of the increase in contacts of the 62nd 3Tre was, obviously, due to the coverage in the TV news, more than five times bigger than 2014 in duration (11,5 hours vs 2), bringing up 328 million contacts.


Nevertheless, not all of 3Tre’s success came “out of the blue”. In fact, the live coverage figures – only marginally affected by what happened in the penultimate descent of the second run, show a significant increase as well: 30 hours of live coverage (vs. 24 in 2014) and 27 million contacts (11 in 2014) speak volumes on the event’s capacity to reclaim its Classic status among the international ski fans, placing among the top live events of the alpine ski season in terms of audience. “These TV coverage figures are really eloquent, and are the best reward for the great show provided by our race and its protagonists. Our next challenge will be to keep on at a level of excellence in the next years – possibly without any major ‘coup de theatre’ like this year,” President Conci concluded.



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