Yahoo Sports "reached the number one spot in the sports category for the first time in August, besting rival ESPN[.com] in unique users," according to comScore Media Matrix data cited by Mike Shields of MEDIAWEEK. The site had 20.2 million unique users last month, versus 19.7 million for ESPN.com, and video streams are up 300% for the year and 100% in August. Yahoo Sports GM & VP Jimmy Pitaro indicated that the integration of Rivals.com, which Yahoo acquired in June, "has resulted in roughly 1 million new unique users" for Yahoo Sports, while also "increasing traffic for the high school and college focused community site" by about 15%. Pitaro also credited Yahoo Sports' "budding success in video, along with its ever-expanding commitment to original content." While Yahoo Sports still licenses most of its content from partners such as Sporting News and the AP, "it has added more and more original fare over the past few years." Pitaro: "The idea is to co-mingle our original content." Shields noted Nike, Coca-Cola, Toyota and Viagra are among Yahoo Sports' sponsors. Responding to being passed by Yahoo Sports on comScore's index, ESPN noted that "such rankings are becoming less relevant in this increasingly multiplatform digital age." In a statement, ESPN said, "No single metric completely reflects that reach and connection we make with sports fans, regardless of which month we're talking about".http://www.mediaweek.com/mw/search/article_display.jsp?vnu_content_id=1003638541
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