The total solar eclipse on April 8, 2024, resulted in an astounding 45,000 unique media stories, generating over 33 billion impressions and an estimated $5.7 billion in advertising value equivalency (AVE) for Niagara Falls, according to a press release from Canada’s Niagara Parks.
The unprecedented volume of coverage was monitored and analyzed by Niagara Parks’ contracted media monitoring agency Agility PR, spanning the period of January 30 to April 10, 2024.
Niagara Parks facilitated a temporary media center at the brink of the Horseshoe Falls, including a stage to support live broadcasts throughout the day from CBC, CTV, Global and others. Online and print media outlets were also on-site to cover the once-in-a-generation event.
In addition to coverage of the total solar eclipse on April 8, significant attention was directed towards complementary programming hosted at Niagara Parks and across the destination, including free public events featuring Canadian Astronaut Jeremy Hansen and NASA scientists, held across several Niagara Parks sites.
Coverage specifically mentioning Niagara Parks totaled over 700 unique media stories estimated at over $150 million in value. The global exposure for the destination comes just ahead of the peak tourism season, which kicked off on Canada’s Victoria Day weekend and is expected to see the continued recovery of international visitation to Niagara Falls in 2024.
Photo: Niagara Falls Canadian Side in 2023 (courtesy Niagara Parks).
