The European Broadcasting Union and its Members' innovative approach paid dividends with extensive programming offering audiences the very best coverage of all the sporting action across television, radio and digital platforms for around 10 hours a day. In total, 44 free-to-air broadcasters and partners across Europe and worldwide covered the event in Glasgow and Berlin.
Audiences rocketed across the 10 days of televised competition with the top average audience across the ten countries totalling 20 million viewers on the closing Sunday. In Norway, for example, NRK achieved an 80% market share for the conclusion of the 1500 and 400m hurdles while the event as a whole reached 68% of Norwegians.
The broadcasters for the host countries reported impressive results with audiences really engaged by the multi-sport concept.
In Germany, ARD/ZDF reported over 43 million viewers watched at least one broadcast from the Championships. The athletics, broadcast live from Berlin, proved particularly popular with over 5 million tuning in to ARD for the finals on the Sunday, while the women's 4x100m relay reached a five-minute peak of over 6 million on ZDF.
In the UK, the BBC reported a peak audience of 6.4 million with an overall reach of 20 million. They also received 2.9 million online programme requests.
In comparison to previous individual European Championships, some of the smaller sports have seen their viewing figures soar. In Germany, sports like triathlon, rowing and golf saw large audiences across the event while Poland tripled the audience for rowing compared to the 2017 Championships.
ARD Sports Co-ordinator Axel Balkausky said: "We have reached more viewers than we thought possible. The market share of the individual sports have almost doubled compared to single transmissions."
Ron Chakraborty, BBC Lead Executive, said: "The European Championships created a lot of buzz. You couldn't really miss it across the BBC. As a result, it has created far more press and publicity and put a much bigger spotlight on the events than had we just been sharing individual sports."
Stefan Kürten, Director EBU Sport, said: “The EBU and its Members are the leading broadcast partners for the success of multi-sports events in Europe.
“Together with our Members and other stakeholders – including the participating sports federations, host cities and European Championships Management – we have been fully committed to the concept of the European Championships from the outset as we were convinced that a further loss of relevance for European Olympic sports had to be avoided.
“Only the combined power of Europe’s public service broadcasters, driven by the EBU, could have brought this innovative event from vision to reality and we are delighted by its success.”
* France, Germany, Hungary, Italy, Netherlands, Poland, Spain, Sweden, Switzerland, United Kingdom
Source: EBU based on Members' data / Publicis