Rivals also claimed the highest aggregate time spent per user at 32.2 minutes, according to Nielsen/NetRatings. Yahoo's fantasy basketball site, 12th in terms of visitors, was the only other site reaching the 30s, while longtime sports leader ESPN claimed the far-slimmer total of 11.8 minutes per user. The success of Rivals.com appears of have been activated by "viral" orientated marketing (word of mouth) among users.
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