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Minsk European Games hit over 812m audience on social media


According to BelTA the 2nd European Games in Minsk attracted a total of over 812 million audience on social media, Kseniya Repina, Head of the Marketing Department and PR at Artox Media Digital Group told journalists in the Belarus Segodnya Publishing House.

Kseniya Repina noted that social media engagement was monitored with a special software. The number of positive comments was over 125,000 and exceeded the number of negative ones six to one. We have also analyzed the number of mentions of the 2nd European Games as compared to the Winter Universiade in Krasnoyarsk. According to our data, the universiade was mentioned 209,000 times, mostly by users from Russia. The 2nd European Games received 239,000 mentions, 41% of which was from abroad, she said. The Viber account of the 2nd European Games was one of the most popular social media accounts with a following of 500,000 users. The events of the 2nd European Games were broadcast in 195 countries, attracting a 320 million audience. The TV audience outside Europe amounted to 111 million. Polish Polsat Group ranked first among broadcasters in terms of the event coverage having provided 286 hours of the 2nd European Games coverage on four channels. Belteleradiocompany placed second with 284 hours on three channels, excluding Belarus 5. Internet. The total amount of coverage of the 2nd European Games came at over 3,000 hours in Europe and over 1,000 in other parts of the world.

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