Online video sports syndicator CineSport has announced its biggest content and technology partnership to date, with USA TODAY Sports Media Group, a top 5 comScore sports property with 30 million monthly unique visitors. USA TODAY Sports operates the sports section of USAToday.com, plus the sports sections of 140 local newspaper/broadcast TV station sites, a network of digital-only sports sites and a network of 60 affiliates.
Under the deal, USA TODAY Sports will integrate CineSport's VaMP video platform technology throughout its content network. As a result, new and archived original video will be accessible for local producers to easily embed in digital articles. Gregg Winik, CineSport's CEO, noted that these types of contextual embeds are key to CineSport and how it helps its publisher partners differentiate themselves beyond simply displaying video clips in the right column of site pages.
The Olympics is currently dominating the sports world's attention, but have a look at comScore's first half 2012 data (chart below), and what jumps out is that 2 of the top 4 properties aren't well-known branded destinations, but rather little-known video syndicators, Perform Sports and CineSport.
Perform is #2, with 14.6 million average monthly unique viewers, trailing predictable leader ESPN, which has 20.5 million. And CineSport is #4 with 11.4 million average monthly unique viewers, behind #3 Yahoo Sports, which has 12.4 million. Following them are properties you'd expect to see on any top 10 list: Turner Sports, MLB, Fox Sports, NBC Sports, NFL and CBS Sports.