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NBC's Billion Dollar Research Lab   asi 2012 TV Symposium
 

NBC's Billion Dollar Research Lab asi 2012 TV Symposium

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How multi-platform viewing of 'must see' live content has evolved in the four years between the Beijing and London Olympic games

How multi-platform viewing of 'must see' live content has evolved in the four years between the Beijing and London Olympic games

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    NBC's Billion Dollar Research Lab   asi 2012 TV Symposium NBC's Billion Dollar Research Lab asi 2012 TV Symposium Presentation Transcript

    • anasiconference The 2012 European Television Symposium NBC’s Billion Dollar Research Lab8th – 9th November, 2012 Sponsored by:@asi_radiotv
    • The Billion Dollar Research Lab:A Look into the Future Alan Wurtzel President NBC Universal Research
    • Consumers Predict the London Olympics February 2010
    • The Billion Dollar Lab Huge Consumer Use  Most watched event in television history  217 Million Viewers  +11% Out of Home lift  +25% Daytime 18-49  82 Million Digital Users  154 Million Total Visits  2 Billion Page Views  8 Million App Downloads
    • The Billion Dollar Lab Deep Content  835 Hours TV = 35 Days  4.4 Million Hours VOD Views  3500 Hours Live Video on Internet = 200 Hours per day More Platforms  2 Broadcast Networks  NBC Television Network  Telemundo  4 Cable Networks  NBC Sports Network  Bravo  MSNBC  CNBC  Internet  Mobile  Smartphones  Tablets
    • Research Partners Keleman Associates Inc. J CE arey thnography
    • Olympics: Still a “Cultural Phenomenon”  73% “stayed up later than normal”  53% “made plans around my ability to watch the Olympics”  46% “followed the Olympics during my breaks at work”  46% “delayed doing laundry or other household chores”  76% of Olympics viewers agree “I enjoy watching commercials during the Olympics that are tied in some way to the Games” Source: uSamp Fun Facts online survey of 794 A18-54 Olympics every chance/often viewers (7/31/12); agreement based on top 2 box of 5-point scale. *Source: uSamp Sponsorship online survey of 799 A15-64 Olympics every chance/often viewers (7/31/12); agreement based on top 2 box of 5-point scale. CD
    • Billion Dollar Lab 7 Big Insights
    • #1TV Is King ^
    • Olympic Consumption by Platform:Olympic Enthusiasts Percent Time Spent TV 89% Digital 11%  PC/Laptop  Mobile  Tablet Source: comScore Single Source Multi-Platform Study. 7/27 – 8/12/12. Total Day. IMMI single source multi platform study Vancouver Olympics; Based on Total day Time Spent.
    • TV is KingLondon Olympics 2012
    • #2More Screens = More Use “Media Begets Media”  Additive  No Cannibalization
    • More Screens = More Time Spent on Every Device Average Time Spent Per Day Following Olympics 8hr 29min 47 min Tablet 6hr 50min 40 min Mobile 51 min 55 min PC/Laptop 5hr 18min 59 min 4hr 19min 50 min 6hr 7min TV 4hr 28min 5hr 4hr 19min TV Only TV Only TV + PC/Laptop Only TV + TV + TV + PC/Laptop + TV + PC/Laptop + TV + PC/Laptop Mobile Only PC/Laptop + Mobile + Tablet PC/Laptop + Mobile Mobile + Tablet Source: comScore Single Source Multi-Platform Study. A18+. 7/27/12 – 8/12/12. Total Day. Screen Status Definitions: TV+PC Only = Followed the Olympics on TV and PC but not on Mobile or Tablet, TV+PC+Mobile = Followed the Olympics on TV, PC and Mobile but not on Tablet, TV+PC+Mobile+Tablet = Followed the Olympics on all 4 screens.
    • More Screens = More TV Viewing Average Time Spent Watching Olympics on TV (Indexed to TV) 226 153 100 TV Only TV + 1 Screen TV + 2 or More Screens Source: Google. Avg mins based on 17-day tables: TV Only: 129; TV+1: 198; TV+2: 291; Live Streamers: 240
    • #3The Rise of the “SimViewer” “The New Normal”
    • Simultaneous Viewing “Watching Olympics on TV and consuming Olympic content on other screens” 54% who used TV & 1 or more other platforms were Simultaneous Viewers  25% of time spent watching Olympics on TV was accompanied by use of another screen SimViewer Profile: Age Gender 53% 54% 54% 55% 45% A18-24 A25-54 A55+ Men Women Source: Google single source multi-platform study. Source: comScore Single Source Multi-Platform Study
    • Simultaneous Use = More TV Viewing Index of Average Length of TV Viewing Session 117 100 TV Only Simultaneous Viewers Source: Google Single Source Multi-Platform Study. A18+. Total Day.
    • Simultaneous Use London Olympics 2012
    • #3Mobile & Tablets
    • Mobile Video: Beijing to London Total Mobile Videos Streamed +1,164% 23,280,000 +664% 2,000,000 301,000 2008 2010 2012 Mobile video usage eclipsed Source: Omniture Vancouver’s total in less than 1 day
    • Mobile Use is Mainstreaming (Percent Using Mobile) 50+ 13-24 13-24 15% 13-24 14% 37% 12% 34% 50+ 24% 50+ 27% 34% 25-34 50% 25-34 22% 23% 35-49 37% 25-34 26% 35-49 35-49 37% 32%Source: Site Intercept surveys; Beijing WAP only, Vancouver WAP and App, London WAP and 2 Apps
    • Device Use by Time of Day 900,000 Primetime 800,000 700,000 Mobile Tablet 600,000 500,000 400,000 Mobile 300,000 200,000 Tablet 100,000 0 Source: Omniture (7/25 – 8/12) Note: Not to scale, PC on separate axis
    • Growth of Tablet Usage: Use Exceeds Penetration Number of Device Users Time Spent (in Millions) 115.8 5.2 5.2 Million Hours 69.9 4.8 4.8 Million Hours Smartphone Users Tablet Users Smartphone Users Tablet UsersSource: eMarketer; Omniture (7/25-8/12)
    • Olympic Consumption by Platform: Time Spent Time Spent Following Olympics on Non-TV Platforms Among Tablet Owners A18-34 A25-54 A55-64 Mobile Tablet Mobile 31% 62% 35% Tablet Tablet 38% 35% Mobile PC/ 18% PC/ PC/ Laptop Laptop Laptop 34% 28% 20% Source: comScore Single Source Multi-Platform Study. 7/27 – 8/12/12. Total Day. Among Tablet Users only.
    • MobileLondon Olympics 2012
    • #4 First “Social” Olympics  Amplifies Awareness Promotes Use Among Young Consumers
    • Social Media 83 Million social comments about Olympics-related topics  4.9 Million average per day  NBA Playoff Finals averaged 1.5 Million  “March Madness” averaged 1Million 99% of all social TV buzz between 7 p.m. to midnight attributable to NBC Olympics‘ primetime coverage 2.4 Million people joined in the social TV conversation (Largest driver of social TV conversation of all time) 36% Went on social media “more often than usual”  44% A18-34 Olympics telecasts generated more social buzz than combined total: 2012 Super Bowl 2012 Grammys All 7 Games of 2012 Globes 2012 Oscars the 2011 World Series Source: Bluefin Labs
    • Social TV  50% of nbcolympics.com users engaged with Olympics-related social media during an event  28% engage BEFORE an event  48% engage DURING an event  68% engage AFTER an eventSource: NBCOlympics.com Intercept Exploratories
    • Social Media: Growing Olympic InterestAmong Younger Viewers Percent Used Percent Agree Olympic-Related Social Media “Social media made me more interested in watching the Games on regular television” 51 73 70 56 17 9 A18-34 A35-49 A50-64 T13-17 A18-34 A35-49 To date ever cume ToTo data based on ToTo 2012 Day 16 daily games usage report. Calculated out of Total NBCU (1); uSamp Social Media 3; 8/15/12; n=937 P13-49 who have a social media account; Top 2 agreement on 4-pt scale
    • London Viewing vs. Beijing and Athens 15.8 14.4 13.2 12.1 11.1 10.3 7.6 7.7 7.0 6.0 4.9 4.8 4.6 3.4 3.5% vs. Beijing: +1% +9% +10% +25% +31% P18-34 P35-49 P50+ P12-17 P2-11 Athens Beijing London
    • Going Viral: German “Back Diver” On August 7th, delivered… 4,475 shared on Social Media 1.8 mm video streams; 29% of total day starts Best day in VOD 7.3 mm streams Never Appeared on TV Source: Omniture (8/7; 8/7 – 8/12)
    • SocialLondon Olympics 2012
    • #5 Streaming:Complements TV Viewing
    • Streaming Behavior  9% streamed Live Olympic programming on a device  33% for 1st time  64% Live Streamers shared results  58% while watching live streams  54% after stream/before prime  29% during primetime Base = Device owners Source: GfK Media’s XMR Daily Olympic Consumption Study. Data based on average of last 5 days of Games (Aug 8-12) Source: uSamp 552 Live Streamers A13-49 who watch Olympics at least seldomly. Live Streamers fielded Tuesday 7/31 before 8 pm ET to capture intent to view prior to primetime show. Last 3 bullet points based on those who streamed live yesterday and shared results (N=353) CD 9/7/12
    • Live Event Streaming = More Prime Viewing 82% “Even if I watch live stream coverage of my favorite Olympic sporting events earlier in the day, I still enjoy watching NBC’s primetime show” Percent Panelists Who Average Time Spent Viewed Olympics on TV in Prime Watching Olympics on TV in Prime 1 hrs: 79% 56 min 66% 1 hr: 20 min Non- Live Non- Live Streamers Streamers Series 1 Streamers Streamers GfK Media XMR study among 13,061 A18-64 fielded between 7/29-8/13 Source: comScore Single Source Multi-Platform Study. Percent Average Daily Viewers Average Time Spent per day - 7/27-8/12
    • Live Streaming: Top Events LIVE STREAM DATE VIDEO CLIP SPORT STARTS Thurs., August 9 United States vs. Japan, Womens Soccer Final Soccer 1,467,465 Tues., July 31 Team USA Womens Gymnastics wins Gold Gymnastics 1,462,834 Sun., August 5 Usain Bolt wins Mens 100m Track & Field 1,288,941 Thurs., August 2 Michael Phelps wins 200IM Gold Swimming 1,192,812 Thurs., August 2 Gabby Douglas wins Womens All-Around Gold Gymnastics 1,096,319 Mon., July 30 Mens Gymnastics Team Gold Medal Final Gymnastics 1,067,679 Mon., August 6 United States vs. Canada, Womens Soccer Semifinal Soccer 1,047,733 Tues., July 31 Team USA Mens Swimming wins 4x200 Gold Swimming 1,010,416 Top 2 Live Stream Events Delivered More Streams Than All Vancouver Olympics Source: Omniture (7/25 – 8/12)
    • #6The Power of Olympics as ^Sales & Marketing Platform
    • Ads Perform Better In Olympics:56 Brands Inside vs. Outside Olympics (A18-49 Index) 193 171 158 Brand Recall Message Recall Likeability Source: Nielsen IAG, A18-49. London Olympics on NBC Prime 7/27-8/12/12; Based on 56 Brands. Same Ads - Broadcast and Cable Prime Ad Norm 7/1/11-8/12/12
    • Olympics Ad EffectivenessIncreases Over Time: IAG (A18-49 Index) 170 175 155 158 146 139 100 Early Late Early Late Early Late 7/27-8/5 8/6-8/12 7/27-8/5 8/6-8/12 7/27-8/5 8/6-8/12 Broadcast/Cable Norm Brand Recall Message Recall Likeability Norm Source: Nielsen IAG, A18-49. London Olympics on NBC & NBC Sports Network 7/27-8/5/12. Limited to same (41) brands in both first 10 days and last 7days of Olympics. Same Brands - Broadcast and Cable Prime Ad Norm 7/1/11-6/30/12
    • Exposure to Olympic Ads Produce Behavior 100 10:04 PM 80 60 40 8:33 PM 8:32 PM 20 0Source: Google, Key Word Searches (7/27/12 3AM to 7/28/12 3AM), Advertisers during London Opening Ceremony on NBC (7/27/28)
    • Exposure to Olympic Ads Produce Behavior 100 10:04 PM 80 60 40 10:03 PM 8:32 PM 8:33 PM 20 0Source: Google, Key Word Searches (7/27/12 3AM to 7/28/12 3AM), Advertisers during London Opening Ceremony on NBC (7/27/28)
    • Exposure to Olympic Ads Produce Behavior 100 10:04 PM 80 60 40 10:03 PM 8:32 PM 8:33 PM 20 0Source: Google, Key Word Searches (7/27/12 3AM to 7/28/12 3AM), Advertisers during London Opening Ceremony on NBC (7/27/28)
    • SponsorsLondon Olympics 2012
    • #7Cross-Platform: The Holy Grail
    • Methodology: Panelists  720 panelists  “Tech-Forward” Olympic Fans Television  Continuous, passive measurement of Olympics on all channels with set top box data  Demos and location collected with E-diaries PCs and Laptops  Tracked visits to nbcolympics.com and social media sites. Mobile  Measured NBC Olympics Apps and WAP usage  In and Away from Home Tablet  Measured nbcolympics.com, NBC Olympics Apps, WAP, and social media  In and Away from Home Source: comScore Single Source Multi-Platform Study. 7/27 – 8/12/12.
    • comScore Panel Screen Profile TV Only 4% 2-Screens 14% 4-Screens (TV + 1 Additional Platforms) 28% (TV, Internet, Mobile & Tablet) 3-Screens 54% (TV + 2 Additional Platforms) Source: comScore Single Source Multi-Platform Study. 7/27 – 8/12/12.
    • A Day In The Life Of An Olympic Fan
    • A Day In The Olympic Media Life: Chicago Male (33) – Monday 8/10/08 NBC TV Network nbcolympics.com9:00 AM 10:00 AM 11:00 AM 12:00 PM 1:00 PM2:00 PM 3:00 PM 4:00 PM 5:00 PM 6:00 PM7:00 PM 8:00 PM 9:00 PM 10:00 PM 11:00 PM
    • A Day In The Olympic Media Life: Miami Female (23) - Sunday 8/10/08 NBC TV Network nbcolympics.com - Mobile nbcolympics.com USA Network9:00 AM 10:00 AM 11:00 AM 12:00 PM 1:00 PM2:00 PM 3:00 PM 4:00 PM 5:00 PM 6:00 PM7:00 PM 8:00 PM 9:00 PM 10:00 PM 11:00 PM
    • A Day In The Olympic Media Life: San Francisco Father of Two (43) - Friday 2/26/10 NBC TV Network CNBC nbcolympics.com – Mobile nbcolympics.com (non-video) nbcolympics.com (video) nbcolympics.com – Mobile Video6:00 AM 7:00 AM 8:00 AM 9:00 AM 10:00 AM 11:00 AM Men’s Hockey: USA Vs. Finland (Live Stream)12:00 PM 1:00 PM 2:00 PM 3:00 PM 4:00 PM 5:00 PM6:00 PM 7:00 PM 8:00 PM 9:00 PM 10:00 PM 11:00 PM Source: IMMI 17-Day Report. Vancouver.
    • A Day In The Olympic Media Life: Los Angeles Working Mom (41) – Wednesday 8/1/12 NBC TV Network Home PC/Laptop Facebook Mobile Facebook Tablet Live App NBC on DVR Home PC/Laptop Twitter Mobile Twitter Tablet Main App NBCSN Work PC/Laptop nbcoly.com Video Mobile WAP Tablet Facebook App Home PC nbcoly.com Work PC/Laptop nbcoly.com Non-Video OOH Activity Tablet Twitter App Non-Video Swimming (Live Stream)6:00 AM 7:00 AM 8:00 AM 9:00 AM 10:00 AM 11:00 AM Swimming (Live Stream)12:00 PM 1:00 PM 2:00 PM 3:00 PM 4:00 PM 5:00 PM Swimming6:00 PM 7:00 PM 8:00 PM 9:00 PM 10:00 PM 11:00 PM Source: comScore Single Source Multi-Platform Study.
    • Mobile WAP 6:00 AM M Facebook 7:00 AMSource: comScore Single Source Multi-Platform Study. M Facebook Mobile WAP M Facebook M Twitter 8:00 AM NBC on DVR M Facebook NBC on DVR Mobile WAP 9:00 AM M Twitter PC/Lap .com Vid A Day In The Olympic Media Life: M Facebook PC/Lap .com NV PC/Lap .com Vid M Twitter 10:00 AM Los Angeles Working Mom (41) – Wednesday 8/1/12 M Facebook PC/Lap .com Vid PC/Lap .com NV Tab - Live App 11:00 AM Swimming (Live Stream)
    • Tab - Live App NBC - DVR PC/Lap FBook 12:00 PM Swimming (Live Stream) PC/Lap Twitter NBC - TV Net M - Facebook 1:00 PMSource: comScore Single Source Multi-Platform Study. NBC Sports Net PC/Lap Twitter NBC - DVR NBC Sports Net PC/Lap FBook NBC - TV Net PC/Lap Twitter 2:00 PM PC .com Non-Vid M - Facebook M - WAP M - Twitter 3:00 PM A Day In The Olympic Media Life: 4:00 PM NBC Sports Net Los Angeles Working Mom (41) – Wednesday 8/1/12 PC .com Non-Vid 5:00 PM
    • A Day In The Olympic Media Life: Los Angeles Working Mom (41) – Wednesday 8/1/12 Tab-Twitter App Tab- Fbook App Tab- Fbook App Tab- Main App M - Facebook M - Facebook Mobile WAP Swimming NBC - DVR NBC - DVR NBC - TV Net NBC - TV Net6:00 PM 7:00 PM 8:00 PM 9:00 PM 10:00 PM 11:00 PM Source: comScore Single Source Multi-Platform Study.
    • A Day In The Olympic Media Life: Male, AlphaBoomer (62) – Austin, Texas–Saturday 7/28/12 NBC TV Network Mobile Live App Tablet Live App Tablet Facebook App MSNBC Mobile Main App Tablet Main App Tablet Twitter App NBCSN Mobile Facebook nbcoly.com on Tablet Mobile Twitter Gymnastics U.S. Men in Subdivision 2 (Live Stream)5:00 AM 6:00 AM 7:00 AM 8:00 AM 9:00 AM 10:00 AM11:00 AM 12:00 PM 1:00 PM 2:00 PM 3:00 PM 4:00 PM5:00 PM 6:00 PM 7:00 PM 8:00 PM 9:00 PM 10:00 PM Source: comScore Single Source Multi-Platform Study.
    • A Day In The Olympic Media Life: Male, AlphaBoomer (62) – Austin, Texas–Saturday 7/28/12 Gymnastics U.S. Men in Subdivision 2 (Live Stream) Tab- Fbook App Tab - Live App Tab - Live App NBC Sports Net NBC - TV Net NBC - TV Net NBC - TV Net NBC - TV Net NBC - DVR5:00 AM 6:00 AM 7:00 AM 8:00 AM 9:00 AM 10:00 AM Source: comScore Single Source Multi-Platform Study.
    • A Day In The Olympic Media Life: Male, AlphaBoomer (62) – Austin, Texas–Saturday 7/28/12 Tab- Fbook App Tab- Fbook App Tab-Twitter App Tab-Twitter AppNBC Sports Net NBC Sports Net NBC - TV Net NBC - TV Net NBC - TV Net NBC - DVR NBC - DVR NBC - DVR 11:00 AM 12:00 PM 1:00 PM 2:00 PM 3:00 PM 4:00 PM Source: comScore Single Source Multi-Platform Study.
    • 5:00 PM Tab- Fbook App 6:00 PMSource: comScore Single Source Multi-Platform Study. Tablet - .com 7:00 PM Tab- Fbook App Tab - Twitter M - FBook M - Twitter Tab - Main App Tablet - .com 8:00 PM NBC - TV Network Tab - Twitter M - Twitter A Day In The Olympic Media Life: M - Twitter 9:00 PM Tab - Main App Tablet - .com Tab - Twitter Tablet - .com Male, AlphaBoomer (62) – Austin, Texas–Saturday 7/28/12 NBC - TV Network Tab- Fbook App 10:00 PM M - FBook M - Twitter
    • Olympic TAMi: Multiple Platforms Extend Olympic Reach London vs. TAMi Beijing TV VOD 1,298,020 895,894 3,643,495 +181% Mobile 6,607,250 17,529,487 25,020,749 +279% Online 51,851,664 45,722,028 57,082,045 +10% Television 214,530,000 189,651,000 217,400,000 +1% TOTAL 274,286,934 253,798,409 303,146,289 +11%Source: nielsen, omiture, rentral
    • TheBillion Dollar Research Lab Alan Wurtzel President NBC Universal Research