The Tour de France 2018 was the best tour ever when it comes to Media.
The desire for information, entertainment and conversation from fans makes cycling very well suited to the faster-paced and more personalized media environment that now exists, with broader changes in media consumption patterns are clearly reflected in cycling.
The organic search of Quick-Step Floors cycling on mobile increased by 14% and 6% on tablet only in the month of July compared to 2017. One of the biggest increases came from the USA, with more than 50% new visitors and organic search sessions.
Julian Alaphilippe’s stage victory in the Pyrenees was the third most-watched stage on France 2, with an audience of 5.1 million. Besides that, this year’s edition had a rise in audience when compared to last year, not only in France, but also in other European countries.
Quick-Step Floors Cycling Team experienced a significant growth on all social media channels, with Instagram the most prominent, having a 6% increase in the month of July. The traffic generated on the website increased with 10,41% compared to last years period and with more than 14,01% new visitors, the success of the team didn’t go unnoticed.
The idea of following everything behind the scenes in real-time gives cycling an edge over other sports. The video strategy that QST had implemented paid off, with more than 400k views combined on Twitter, Facebook and Instagram. With only professional videos and without including the ones filmed by the staff before and after the stages, a new goal of 110k views on YouTube was achieved. By showing the pre and post-stages footage, the social media exploded.
All these numbers point to the fact that during July, Quick-Step Floors Cycling was one of the most followed teams on social media, making this Tour de France a Tour de Force on all levels.