BMW IBU World Cup Season 2023/2024 draws record interest

The BMW IBU World Cup Season 2023/2024 is set to come to a spectacular close today with Canmore, Canada providing the perfect curtain closer for a season which attracted more than 510,000 spectators.

Away from the stands, fans watched the season in their millions as biathlon continued to post impressive broadcasting figures, maintaining its position as the top winter sport in many core winter sport markets. Overall media consumption (viewer hours) is projected to grow by around 10% compared to the previous IBU season and the average live audience is projected to be over 6 million viewers per competition.

This year’s BMW IBU World Championships in Nove Mesto reflected this upward trajectory with the average live audience of up to 10 million per competition. Germany generated the highest TV ratings with a 4.7 million average live audience tuning in to watch the men’s Mass Start. While in Norway and Sweden, biathlon dominated with the Championships securing an 80% market share for the final weekend. France’s success was reflected in a national record audience of 1.8 million viewers watching the women’s Mass Start.

The excitement on the snow translated into record engagement across the IBU’s social media channels, with 14 million engagements projected across the season – an 80% increase from last year. Video views across all platforms are on course to be up by almost 200% reaching 150 million and impressions over doubled to 260 million. The IBU App saw close to 200,000 downloads throughout the season while the website surpassed 3 million users ahead of the World Cup Finals. Biathlon fans are on track to log 30 million Sessions across Web and App with the average engagement time increasing by 40% to 30 minutes.

Spectators cheered on as 360 biathletes from 33 National Federations showcased biathlon at the highest level during nine World Cups, held throughout Europe and North America, and the record-breaking World Championships in Nove Mesto. Across all 24 IBU events held this season, including IBU Cup and Junior events, more than 1030 athletes took part from 48 National Federations.

The 2023/2024 season was also one of the most sustainable yet, with the World Championships and all nine World Cups hosts voluntarily signing the IBU’s new Sustainability Charter and thereby pledging to six commitments with concrete actions that help focus and fast-track efforts to reduce environmental impact while enhancing social legacies.

Photo: Manzoni/IBU

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