The 2021 WRC Safari Rally was the most watched World Rally Championship event on Facebook with 31.8 million impressions, the highest number in championship history.

Nation.Africa, part of Nation Media Group, has established itself as the best source of rallying news on the continent, according to the WRC Promoter.

The Safari Rally received the biggest success on Priority 1 news channels with the Nation.Africa website leading the continent, according to the report released Tuesday by Simon Larkins, one of the main promoters of the WRC in London.

BBC News recorded an impressive 98 million media audiences, followed by Yahoo Japan (96 million) and Yahoo USA (52 million).

The Nation.Africa website has become the most popular on the continent with 2 million impressions, and the fifth globally. The Daily Nation newspaper often ran the Safari Rally stories on the front page, in addition to setting aside several news pages for coverage of the vent that was making a comeback in the country after a 19-year hiatus.

The success of the Safari Rally has been attributed to the success of the high-speed Takamoto Katsuta footage which generated 4.5 million views and still count.

Overall, it was one of the best performing gatherings on social media, especially on Facebook and YouTube, the report notes.

“These numbers were achieved, despite some of the following factors: European summer, including the celebration of the summer solstice in key markets (Scandinavia and Estonia) – fewer people in front of screens; opening of the Tour de France; the opening days of Wimbledon and the Euro Football Tournament 2020.

“Three Facebook videos have exceeded 1 million views, most of the traffic coming from Kenya. Facebook’s numbers, in particular, continue to grow at a promising rate as Takamoto Katsuta’s success has been reflected in the strength of reporting from Japan and Inclusion. by 91-year-old Sobislaw Zasada in the field gained worldwide media coverage. “

In addition to the WRC Promoter figures, over 15 million people watched Safari on YouTube with the unfortunate Tejveer Rai crash attracting over 1.2 million views, a testament to Kenya’s internet penetration and growing numbers. of people joining social networks.

The Shakedown at Ndulele Conservancy has attracted a record number of views on Facebook (English) and YouTube. The majority of opinions came from Kenya, showing the effect the event had on Kenyans.