London2012:  Learnings on How Australians Consumed The Games
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London2012: Learnings on How Australians Consumed The Games

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Australia’s Nine Entertainment Co’s Olympic Research Program tracked Olympic Games consumption, specifically the mobile second screen experience. The study took advantage of Australia’s high......

Australia’s Nine Entertainment Co’s Olympic Research Program tracked Olympic Games consumption, specifically the mobile second screen experience. The study took advantage of Australia’s high penetration of tablets and smart phones and surveying was done off the back of CMV-Nielsen’s behaviourally rich single-source product. This paper will highlight 8 key learning’s covering solus-screen and concurrent-screen consumption by day and device, and how the uses of smart phones for second screen tv content differ to that of tablets and laptops.

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  • Median age of Athens was 45, Beijing was 47 and London was 46.
  • Long form can drive short form consumptionOn demand content can support event engagement
  • Cross screen is those that use second screen for related content

Transcript

  • 1. Photo credit: FlickrLONDON 2012: Learnings on HowAustralians consumed The Games Steve Weaver Network Research Director Nine Network Australia
  • 2. Total global viewing hours of 36.1bn global audience per minute of 114m Global average daily audience of 1.0bn Australian average daily audience of 1.6m 13.5m Australians reached in Metro cities 46.0m page impressions on ninemsn/london20126.0m video streams on ninemsn/london2012
  • 3. Learning 1.Live and ExclusiveOlympic viewing audiences continue to grow inAustralia, but the screen mix is changing
  • 4. Screen Mix Changing Median age of Athens 45 years; Beijing 47 years; London 46 years Index (%) Women 65+ Women 55-64 Women 40-54 Women 25-39 Women 16-24 Women 0-15 Men 65+ Men 55-64 Men 40-54 Men 25-39 Men 16-24 Men 0-15 0% 20% 40% 60% 80% 100% 120% 140% 160%Source: OzTAM Consolidated Data. 28/07/12-13/08/12-12/08/12. 18:00-24:00. Nine vs.. Universe. 5 City Metro.
  • 5. PC & Mobile Screens for younger audiences WWOS London Site- Audience Reach Source: Nielsen Online Ratings Aug12 Women 65+ Women 50 - 64 Women 35 - 49 Women 25 - 34 Women 18 - 24 Women 2 - 11 Men 65+ Men 50 - 64 Men 35 - 49 Men 25 - 34 Men 18 - 24 Men 2 - 17 0 20 40 60 80 100 120 140 160Source: Nielsen Online Ratings August 12
  • 6. Photo credit: FlickrLearning 2.Three A DayPlatform and screen ubiquity provides 24hr accessto Games content
  • 7. On a given day, multi platform viewers accessed Olympics content on an average of 3 platforms Popular combinations TV + online 17% PC TV TV + radio 15% TV + PC 13% TV + print 8% 54% TV + print + PC 7% Radio Any online 99% 61% 60% In the multi- Average: platform Outdoor ads Print 3 platforms mix, online 14% content more 53% Mobile Tablet prevalent than 14% 10% printSource: Ninelab Touchpoints SurveyQ2. What are all the ways you watched/read/heard anything about the Olympics between midday yesterday and midday today? Base: All multi-platform users (n=1,123)
  • 8. Photo credit: Flickr Consumption by Age Lunchtime PC viewing dominates out of home screen usage, particularly young workers Screens by age 60% 50% 40% 30% 20% 10% 0% 14-17 18-24 25-39 40-54 55+Source: Ninelab Touchpoints SurveyQ2. What are all the ways you watched/read/heard anything about the Olympics between midday yesterday and midday today? Base: All respondents (n=1,450)
  • 9. Photo credit: Flickr 98% 43%In the past 24 hours... 11% 46% 7%
  • 10. Photo credit: Flickr Dual-platform consumers reveal significantly greater engagement Audiences are commonly supplementing TV with online content. Penetration Average time spent TV + ONL 350 5hrs16mins 100% x2 300 250 80% TV 200 Minutes 60% 2hrs30min 42% 150 40% 100 20% 15% 50 0% 0 Live TV only Live TV and Online onlySource: NinelabTouchpoints SurveyQ2. Screens watched / accessed Olympics in P24H (Base: All respondents n=1,450) and Total minutes spent viewing / accessing Olympics in P24H Base: Have watchedOlympics in P24H: Only live TV (n=221) only live TV + online n=597)
  • 11. Learning 3.There are now 3 ‘Prime-Times’TV, Mobiles, PC’s and Tablets are favoured atdifferent points of the day
  • 12. Total Screen Consumption through an Olympics day Total viewing 67% 59% 44% 39% 34% 36% 30% 18% Midnight - 6am 6am - 9am 9am - 11am 12pm - 4pm 4pm - 6pm 6pm - 8.30pm 8:30pm - 10:30pm - 10:30pm MidnightSource: Ninelab Touchpoints SurveyQ17/4/8/11/14. Time of day watched Olympics on any screen. Base: All respondents (n=1,450)
  • 13. TV Screen Consumption TV Screen 63% 55% 36% 32% 27% 24% 25% 18% Midnight - 6am 6am - 9am 9am - 11am 12pm - 4pm 4pm - 6pm 6pm - 8.30pm 8:30pm - 10:30pm - 10:30pm MidnightSource: Ninelab Touchpoints SurveyQ17/4/8/11/14. Time of day watched Olympics on… Base: All respondents (n=1,450) and TV viewers (n=1,424)
  • 14. Screen Consumption by daypart TV Screen PC Mobile Tablet Total viewing 12% 10% 12% 10% 16% 63% 14% 6% 55% 3% 32% 36% 24% 25% 27% 16% Midnight - 6am 6am - 9am 9am - 11am 12pm - 4pm 4pm - 6pm 6pm - 8.30pm 8:30pm - 10:30pm - 10:30pm MidnightSource: Ninelab Touchpoints SurveyQ17/4/8/11/14. Time of day watched Olympics on… Total/TV/PC/Tablet/Mobile. Base: All respondents (n=1,450)
  • 15. Total Screen Consumption by age % Consumption by age 14-17 18-24 25-39 40-54 55+
  • 16. Portable and online devices kept Australians connected to the Games across the day Time of day break-down among the device user base 11% 7% 43%Source: Ninelab Touchpoints SurveyQ8,11,14. Time of day watched Olympics on… PC/Tablet/Mobile phone Base: Accessed Olympics in L12H PC (n=605), Mobile (n=150), Tablet (n=101)
  • 17. Mobile was a companion for the commute and lunch hour Mobile phone 40% 35% 30% 25% 20% 15% 10% 5% 0% Midnight - 6am 6am - 9am 9am - 11am 12pm - 4pm 4pm - 6pm 6pm - 8.30pm 8:30pm - 10:30pm - 10:30pm MidnightSource: Ninelab Touchpoints SurveyQ11. Time of day watched Olympics on: Mobile. Base: Device user base: Mobile (n=150)
  • 18. Fresh overnight content drives volume % of Daily Impressions - WWOS Mobile 9% 8% 7% 6% 5% 4% 3% 2% 1% 0%Source: Nielsen Mobile Market Intelligence
  • 19. Mobile: single screen during the working day. Second screen with TV during prime time. 40% 35% 30% Olympics via mobile phone 25% 20% 15% 10% Olympics via mobile phone 5% concurrent with TV 0% Midnight - 6am 6am - 9am 9am - 11am 12pm - 4pm 4pm - 6pm 6pm - 8.30pm 8:30pm - 10:30pm - 10:30pm MidnightSource: Ninelab Touchpoints SurveyQ11. Time of day watched Olympics on: Mobile. Base: Device user base: Mobile (n=150)
  • 20. Tablet use in down-time Around ¼ of all tablet owners were dual-screening during prime time Tablet 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Midnight - 6am 6am - 9am 9am - 11am 12pm - 4pm 4pm - 6pm 6pm - 8.30pm 8:30pm - 10:30pm - 10:30pm MidnightSource: Ninelab Touchpoints SurveyQ14. Time of day watched Olympics on: Tablet. Base: Device user base: Tablet (n=101)
  • 21. Tablet as the second screen in prime-time but not necessarily for related content 45% Olympics via tablet 40% 35% 30% 25% 20% 15% 10% 5% Olympics via tablet concurrent with TV 0% Midnight - 6am 6am - 9am 9am - 11am 12pm - 4pm 4pm - 6pm 6pm - 8.30pm 8:30pm - 10:30pm - 10:30pm MidnightSource: Ninelab Touchpoints SurveyQ14. Time of day watched Olympics on: Tablet. Base: Device user base: Tablet (n=101)
  • 22. The PC facilitates content access and engagement at work PC 40% 35% 30% 25% 20% 15% 10% 5% 0% Midnight - 6am 6am - 9am 9am - 11am 12pm - 4pm 4pm - 6pm 6pm - 8.30pm 8:30pm - 10:30pm - 10:30pm MidnightSource: Ninelab Touchpoints SurveyQ8. Time of day watched Olympics on: PC Base: Device user base: PC (n=605)
  • 23. But is slowly being replaced by ‘next generation’ devices for concurrent viewing PC not a strong second screen for related content 40% 35% 30% Olympics via PC 25% 20% 15% 10% 5% Olympics via PC concurrent with TV 0% Midnight - 6am 6am - 9am 9am - 11am 12pm - 4pm 4pm - 6pm 6pm - 8.30pm 8:30pm - 10:30pm - 10:30pm MidnightSource: Ninelab Touchpoints SurveyQ8. Time of day watched Olympics on: PC Base: Device user base: PC (n=605)
  • 24. Photo credit: FlickrPC usage reflects stage of life % PC Consumption by age 18-24 25-39 40-54 55+
  • 25. Main screen content can drive demand for short form Consumers took advantage of on-demand content, driven by athlete performance Stream Views Fri, 27 Jul 28 Sun, 29 Mon, 30 Tue, 31 Wed, 1 Aug 2 Aug 3 Aug 4 Aug 5 Aug 6 Aug 7 Aug 8 Aug 9 Aug 10 Aug 11 Sun, 12 Mon, 13 Aug Sat, Jul Jul Jul Jul Thu, Fri, Sat, Sun, Mon, Tue, Wed, Thu, Fri, Sat, Aug AugSource: Nielsen VideoCensus
  • 26. Content Preference Varies by Platform 133,780 stream starts 73,085 stream startsSource: Nielsen VideoCensus
  • 27. Photo credit: FlickrLearning 4.Small screens at night1/3 of those using mobile as the second screenwere doing so post-10.30pm
  • 28. TV, tablet and PC penetration drops off while mobile holds steady Figures represent the proportion of device user base Small screens still delivering Olympics content after hoursSource: Ninelab Touchpoints SurveyQ4/8/11/14. Time of day watched Olympics on: TV/PC/Tablet/Mobile. Base: Device user base: Total (n=1,450), TV (n=1,424), PC (n=605), Mobile (n=150), Tablet (n=101)
  • 29. Photo credit: FlickrLearning 5.Extended Screens(Environments) add 2hrsper dayLook to usage patterns to gauge the direction ofmedia strategy
  • 30. Home Ave. Only 3h:50m 3h:11m +Home & Out of Home6h:38m
  • 31. Use & Usage: Mobile devices currently see relatively disproportionate use vs. usage. Penetration Average time spent 200 180 98% 180 100% 160 80% 140 120 Minutes 60% 89 100 43% 72 72 80 40% 60 40 20% 11% 7% 20 0% 0 TV PC Mobile TabletSource: Ninelab Touchpoints SurveyQ2. Screens watched / accessed Olympics in P24H (Base: All respondents n-1,450) and Total minutes spent viewing / accessing Olympics in P24H Base: Have watchedOlympics in P24H: Using device (TV n=1424, PC n=605, mobile phone n=150, tablet n=100)
  • 32. Use & Usage: Screen mix variesTablet usage currently operates in a narrow agebracket Minutes (stacked) 14-17 18-24 25-39 40-54 55+ TV PC Mobile Tablet
  • 33. Learning 6.PC the main dual screenThe penetration of the PC/laptop made it thedominant device used for concurrent screening
  • 34. DualScreening What is the second screen? 84% 48% 30% 22%
  • 35. Concurrent usage profile doesn’t change among Photo credit: Flickr device users, but new screens are becoming the preferred option PC Mobile Tablet 70% 60% 50% 40% 30% 20% 10% 0% Midnight - 6am 6am - 9am 9am - 11am 12pm - 4pm 4pm - 6pm 6pm - 8.30pm 8:30pm - 10:30pm - 10:30pm MidnightSource: Ninelab Touchpoints SurveyQ19. Concurrent screen consumption among Olympics TV viewers. Base: Concurrent viewers by device (n=679 total, n=568 PC, n=207 mobile, n=152 tablet)
  • 36. Photo credit: FlickrLearning 7.‘Cross-screening’Almost 1 in 4 were actively seeking related contenton a second screen while the tv screen was on
  • 37. Cross screen behaviours46% of concurrent viewersaccessed related content on asecond screen in the past day22% of total TV viewers accessedrelated content on a second screenin the past day
  • 38. The cross-screen audience is a highly engaged oneConcurrent, related content 397 mins avg total time with Olympics content in P24H. Across avg 4 platforms. Concurrent, no related content 289 mins avg total time with Olympics content in P24H. Across avg 3 platforms. No concurrent usage 170 mins avg total time with Olympics content in P24H. Across avg 2 platforms.
  • 39. Apps supporting cross-screen behaviour 50% 40% achieved good pick-up in a short time 30% 20% 10% 0% 50% 40% 30% 20% 10% 0%Source: Ninelab Touchpoints SurveyQ12. Sources of Olympic content accessed online in P24H Base: Device user (Mobile phone n=150)
  • 40. Learning 8.Telecast Sponsorshipimpacts searchTelecast Sponsors received brand searchuplifts from those exposed to tv advertising
  • 41. Search Volumes of viewers exposed to Telecast Sponsors (Brand x)