The document discusses research from NBC Universal's billion dollar research lab on consumer behavior during the 2012 London Olympics. Some of the key findings include:
1) Television viewing dominated Olympic consumption, accounting for 89% of viewing among enthusiastic viewers.
2) The use of multiple digital platforms like mobile, PC, and tablet increased total consumption of the Olympics, with more screens correlating to more TV viewing.
3) Over half of viewers engaged in simultaneous viewing of the Olympics on TV and digital platforms, referred to as "SimViewing."
4) Mobile and tablet usage grew significantly compared to previous Olympics, with tablets surpassing their device penetration in terms of usage.
5) Social media amplified awareness
Gregor Smith: Director UK Mobile, comScore provides a reflective look back at the trends of what has happened across the global online and mobile markets. The session will also cover the latest ideas driving the business of online and mobile services and applications.
This document provides guidance for broadcasting a high school event using video and audio equipment. It includes:
- An overview of the setup process, including connecting cameras, computers, mixers and other gear.
- Step-by-step instructions for testing the broadcast stream and going live, including setting streaming settings in Adobe Flash Media Live Encoder software.
- Tips for producing the broadcast from the High School Cube online studio, including keeping score and playing ads.
- Contact information and photos of equipment to assist with connections.
- Common troubleshooting issues and solutions for problems like losing the internet connection or receiving server errors.
Case Study: 2010 Vancouver Olympic Winter Games: The Power of Social Media &...Cisco Service Provider
The goal of these next few slides is to show the power of two companies, NBC & Cisco, collaborating to highlight the power of social media.
This presentation not only looks at the results by the numbers, but looks at the true journey of collaboration pre-event to post event.
1. TV consumption in major European countries has continued to increase slightly in recent years, with viewers spending more time watching television on average each day.
2. The TV landscape has expanded dramatically, with over 9,000 channels now available in the EU, up from just 375 channels a decade ago.
3. New technologies like connected TVs, second screens, and streaming services are disrupting the traditional television model, but linear TV will still focus on live and social viewing experiences.
The document summarizes topics from a four-day program on TV research and opportunities for advertisers. It discusses trends like the redefinition of TV as viewing shifts to multiple screens. Challenges for TV research include measuring combined screen usage. Multi-platform initiatives aim to measure TV, desktop, and mobile together. New opportunities exist for advertisers in social media and paid, owned, and earned media. Measuring online video and streaming across devices is an important area of focus.
Innovation in broadcasting and free to air tvSteve Weaver
Television remains the most popular form of entertainment despite new delivery technologies and devices. While people can now access content anytime and anywhere, TV's mass reach still makes it impactful with shows like The Block reaching millions of viewers. Technologies like DVRs enhance viewing and increase consumption rather than reduce it. Younger generations still spend significant time watching TV and welcome advertising. Social media is driving deeper engagement with shows and content. The future remains bright for television as viewers continue demanding better and more interactive experiences across a growing number of platforms and devices.
This document discusses the rise of smartphones and tablets. It notes that consumer usage of these devices is evolving, with many using them throughout the day for tasks like banking, news, and entertainment. Advertising on mobile and tablets is also growing rapidly compared to online. Many brands are now using these devices in their marketing in innovative ways like providing extra product information scanning codes in-store. Forward-thinking brands are taking a holistic approach across devices.
1. TV consumption in Europe has continued to increase, with viewing times rising slightly in most major markets between 2008-2011.
2. The TV landscape has expanded dramatically, with over 9,000 channels now available in the EU, up from just 375 a decade ago. Connected and mobile devices are also increasingly used to access TV content.
3. While technology and devices are evolving rapidly, content remains the main driver of TV viewing. Linear TV viewing remains important, especially for live events, though social TV and second screen engagement are on the rise.
Gregor Smith: Director UK Mobile, comScore provides a reflective look back at the trends of what has happened across the global online and mobile markets. The session will also cover the latest ideas driving the business of online and mobile services and applications.
This document provides guidance for broadcasting a high school event using video and audio equipment. It includes:
- An overview of the setup process, including connecting cameras, computers, mixers and other gear.
- Step-by-step instructions for testing the broadcast stream and going live, including setting streaming settings in Adobe Flash Media Live Encoder software.
- Tips for producing the broadcast from the High School Cube online studio, including keeping score and playing ads.
- Contact information and photos of equipment to assist with connections.
- Common troubleshooting issues and solutions for problems like losing the internet connection or receiving server errors.
Case Study: 2010 Vancouver Olympic Winter Games: The Power of Social Media &...Cisco Service Provider
The goal of these next few slides is to show the power of two companies, NBC & Cisco, collaborating to highlight the power of social media.
This presentation not only looks at the results by the numbers, but looks at the true journey of collaboration pre-event to post event.
1. TV consumption in major European countries has continued to increase slightly in recent years, with viewers spending more time watching television on average each day.
2. The TV landscape has expanded dramatically, with over 9,000 channels now available in the EU, up from just 375 channels a decade ago.
3. New technologies like connected TVs, second screens, and streaming services are disrupting the traditional television model, but linear TV will still focus on live and social viewing experiences.
The document summarizes topics from a four-day program on TV research and opportunities for advertisers. It discusses trends like the redefinition of TV as viewing shifts to multiple screens. Challenges for TV research include measuring combined screen usage. Multi-platform initiatives aim to measure TV, desktop, and mobile together. New opportunities exist for advertisers in social media and paid, owned, and earned media. Measuring online video and streaming across devices is an important area of focus.
Innovation in broadcasting and free to air tvSteve Weaver
Television remains the most popular form of entertainment despite new delivery technologies and devices. While people can now access content anytime and anywhere, TV's mass reach still makes it impactful with shows like The Block reaching millions of viewers. Technologies like DVRs enhance viewing and increase consumption rather than reduce it. Younger generations still spend significant time watching TV and welcome advertising. Social media is driving deeper engagement with shows and content. The future remains bright for television as viewers continue demanding better and more interactive experiences across a growing number of platforms and devices.
This document discusses the rise of smartphones and tablets. It notes that consumer usage of these devices is evolving, with many using them throughout the day for tasks like banking, news, and entertainment. Advertising on mobile and tablets is also growing rapidly compared to online. Many brands are now using these devices in their marketing in innovative ways like providing extra product information scanning codes in-store. Forward-thinking brands are taking a holistic approach across devices.
1. TV consumption in Europe has continued to increase, with viewing times rising slightly in most major markets between 2008-2011.
2. The TV landscape has expanded dramatically, with over 9,000 channels now available in the EU, up from just 375 a decade ago. Connected and mobile devices are also increasingly used to access TV content.
3. While technology and devices are evolving rapidly, content remains the main driver of TV viewing. Linear TV viewing remains important, especially for live events, though social TV and second screen engagement are on the rise.
This document discusses the rise of connected devices and multi-screen viewing. It notes that over 560 million connectable devices were sold globally in 2010, with smartphones accounting for 45% of sales. By 2015, it is estimated that 60% of all household devices will be connectable. The document explores how different screens like TVs, computers, phones and tablets are competing for video viewing time. It also examines opportunities and challenges around ensuring complementarity between connected devices, developing user-friendly multi-screen experiences, and the relationship between over-the-top content and managed networks. The remainder of the document outlines the agenda for a conference on these topics.
Everything is (Digital) Media - Device & Technology May 2010 (with sources) ...Hugues Rey
This document discusses emerging trends in digital media and technology adoption in 2010. It notes that 2010 will bring the offline world fully into the digital age, with mobile devices becoming the new PCs. It highlights growing adoption of technologies like multi-touch interfaces, motion gaming, and the integration of online and television content. The document also examines growing social media usage and how platforms are converging across multiple screens.
Everything is (Digital) Media. Devices & Technology may 2010 (with sources)...Hugues Rey
The document discusses how digital technology and media are transforming in 2010. It notes that mobile devices are becoming the new personal computers, and content and distribution are unbundling. Everything is becoming digital media that can be experienced through multiple screens in a converged way. New interfaces like touchscreens and motion sensors will change how people interact with technology. The rise of social media and user-generated content is empowering consumers. Open digital platforms are fueling explosive growth. The boundaries between different types of media like TV, websites, and mobile apps will continue to blur together.
Obama proved in 2008 that social networking and the Internet are key to winning an election campaign. Purple Forge builds on that by allowing supporters from mobile devices to share political information, and for candidates to poll and survey the public anytime, anywhere.
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The document discusses trends in next generation media content creation, delivery, and consumption. It notes the proliferation of screens and platforms for accessing media, from public displays to smartphones. It also discusses changing forms of interaction with media, from remote controls and mice to touchscreens, gestures, and voice. Key challenges mentioned include fragmentation across devices and platforms and defining the roles of different players like technology companies, operators, and content creators in the new media ecosystem.
Next Generation Content Creation, Delivery and Consumption at MediaLive, Abu ...Ex Machina
The document discusses future trends in media content creation, delivery, and consumption across multiple screens. It notes the rise of personal devices like smartphones and tablets and explores how users are interacting with and discovering content through social media, search, and artificial intelligence. New forms of interaction like touch, gesture, and voice are changing how people engage with media. The challenges ahead include issues around fragmentation across devices and platforms, and determining the roles of technology companies, operators, and content creators in the emerging media ecosystem.
Watching online video is growing massively and is changing how video content is viewed, when and by whom.
Mediabrands Marketing Sciences initiated a research study to report a full overview of trends in online video and TV consumption in The Netherlands, based on the data gathered by SKO, GfK Media Efficiency Panel and other sources.
This document discusses the digital world and consumers. It provides an overview of topics including Web 1.0 vs 2.0, trends in internet and media consumption, the impact on business including a case study on Dell, and emerging technologies like blogs, RSS, and social networking sites. It also covers concepts like the long tail and trends towards software as a service and hosting applications online.
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The document discusses trends in connected devices and media consumption across different screens. It provides statistics showing that most mobile data usage occurs at home or work, not when mobile. It also notes rapid growth in streaming video to mobile devices and across screens. The document discusses growing needs for in-home storage and cloud storage. It envisions new cross-screen experiences and immersive communication apps that could virtually transport users.
This document discusses TV and outdoor advertising. It shows that TV and posters are the top two media for time spent and most seen/used formats. It also shows that TV viewing peaks in the evening while outdoor exposure is highest in the late afternoon and evening when people are travelling. Additionally, it notes that outdoor advertising is the second most influential media seen within 30 minutes of shopping. Finally, it argues that combining TV and outdoor advertising delivers better coverage and frequency for the same budget compared to TV alone.
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The document provides an overview of consumer media usage in 2011, reporting that most American households own multiple TVs and devices like DVD players, gaming consoles, and computers. It also shows that smartphone ownership and usage is rising rapidly across different ethnic groups. Finally, the document details how Americans spend their time with various media, such as traditional TV, online and mobile video, as well as streaming services like Netflix and Hulu.
Nielsen: State of US media consumer usage report 2011Brian Crotty
The document provides an overview of consumer media usage in 2011 based on a report by Nielsen. It finds that most American households own multiple devices for accessing media including televisions, DVD players, gaming consoles, and computers. Mobile phone ownership exceeds 90% of the population ages 13 and up. Time spent with traditional TV remains high but is supplemented by growing online and mobile viewing. Younger demographics are more likely to access media online and via smartphones.
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The document provides an overview of consumer media usage in 2011 based on a report by Nielsen. It finds that most American households own multiple devices for accessing media including televisions, DVD players, gaming consoles, and computers. Mobile phone ownership exceeds 90% of the population ages 13 and up. Time spent with traditional TV remains high but is supplemented by growing online and mobile viewing. Younger demographics are more likely to access media online and via smartphones.
The document provides an overview of consumer media usage in 2011, reporting that most American households own multiple TVs and devices like DVD players, gaming consoles, and computers. It details levels of ownership for various technologies like smartphones, broadband access, and streaming services. Key data points include the amount of time spent with traditional TV versus online/mobile video, as well as attributes consumers find important for mobile video apps and the most visited online video destinations.
1) The document summarizes findings from the EMS Digital Life 2008 report on how Europe's elite use digital media throughout their day.
2) It finds that Europeans spend over 6 hours per day engaged with various media like print, TV, radio and the internet. Media consumption is shifting increasingly to digital platforms.
3) Nearly 80% of Europeans have increased their internet usage over the past 2 years while decreasing consumption of offline media. Many Europeans are creating and sharing content online daily.
4) The report provides detailed insights into Europeans' media multitasking habits throughout the day, across locations, devices, and demographic groups. It finds media consumption is becoming more mobile and integrated into people's daily lives
The document discusses the rise of multi-platform internet usage in the US. It notes that as of June 2013, over half (54%) of US internet users now use multiple platforms like desktop and mobile. It also discusses findings that over half of all digital media time now occurs on mobile platforms. The document then covers research by comScore finding that people choose to watch online video for convenience and not to avoid ads. It also notes that people who use more screens spend more total time on each screen.
This document summarizes research on online video consumption and attitudes towards video advertising. It finds that online video watching is growing, especially for short-form content. Viewers prefer different types and formats of ads depending on whether the video is professionally produced or user-generated content. For professionally produced videos, title cards and branded environments are preferred ad formats, while pre-roll ads can also be acceptable if not too long. Ads are seen as less appropriate for user-generated content. The research suggests tailoring online video ad strategies and formats based on the type of video.
The document summarizes research from a study called "Screen Life: TV in demand" which looked at video on demand behaviors and emerging TV technologies. It discusses how the researchers developed a needstates model to understand viewers' underlying motivations for consuming different types of video content. The model identifies 6 core needs - unwind, comfort, connect, experience, escape, and indulge. It describes each needstate and provides examples to illustrate the different types of content that fulfill each need.
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4. 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
5. 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
7. 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
10. 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.
12. #2
More Screens = More Use
“Media Begets Media”
Additive
No Cannibalization
13. 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.
14. 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
16. 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
17. 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.
20. 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
21. 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
22. 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
23. 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 Users
Source: eMarketer; Omniture (7/25-8/12)
24. 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.
26. #4
First “Social” Olympics
Amplifies Awareness
Promotes Use Among Young Consumers
27. 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
28. 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 event
Source: NBCOlympics.com Intercept Exploratories
29. Social Media: Growing Olympic Interest
Among 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
30. 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
31. 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)
34. 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
35. 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
36. Live Streaming: Top Events
LIVE STREAM
DATE VIDEO CLIP SPORT
STARTS
Thurs., August 9 United States vs. Japan, Women's Soccer Final Soccer 1,467,465
Tues., July 31 Team USA Women's Gymnastics wins Gold Gymnastics 1,462,834
Sun., August 5 Usain Bolt wins Men's 100m Track & Field 1,288,941
Thurs., August 2 Michael Phelps wins 200IM Gold Swimming 1,192,812
Thurs., August 2 Gabby Douglas wins Women's All-Around Gold Gymnastics 1,096,319
Mon., July 30 Men's Gymnastics Team Gold Medal Final Gymnastics 1,067,679
Mon., August 6 United States vs. Canada, Women's Soccer Semifinal Soccer 1,047,733
Tues., July 31 Team USA Men's 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)
38. 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
39. Olympics Ad Effectiveness
Increases 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
40. Exposure to Olympic Ads Produce Behavior
100
10:04 PM
80
60
40
8:33 PM
8:32 PM
20
0
Source: Google, Key Word Searches (7/27/12 3AM to 7/28/12 3AM), Advertisers during London Opening Ceremony on NBC (7/27/28)
41. Exposure to Olympic Ads Produce Behavior
100
10:04 PM
80
60
40
10:03 PM
8:32 PM
8:33 PM
20
0
Source: Google, Key Word Searches (7/27/12 3AM to 7/28/12 3AM), Advertisers during London Opening Ceremony on NBC (7/27/28)
42. Exposure to Olympic Ads Produce Behavior
100
10:04 PM
80
60
40
10:03 PM
8:32 PM
8:33 PM
20
0
Source: Google, Key Word Searches (7/27/12 3AM to 7/28/12 3AM), Advertisers during London Opening Ceremony on NBC (7/27/28)
45. 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.
46. 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.
48. A Day In The Olympic Media Life:
Chicago Male (33) – Monday 8/10/08
NBC TV Network nbcolympics.com
9:00 AM 10:00 AM 11:00 AM 12:00 PM 1:00 PM
2:00 PM 3:00 PM 4:00 PM 5:00 PM 6:00 PM
7:00 PM 8:00 PM 9:00 PM 10:00 PM 11:00 PM
49. A Day In The Olympic Media Life:
Miami Female (23) - Sunday 8/10/08
NBC TV Network nbcolympics.com - Mobile
nbcolympics.com USA Network
9:00 AM 10:00 AM 11:00 AM 12:00 PM 1:00 PM
2:00 PM 3:00 PM 4:00 PM 5:00 PM 6:00 PM
7:00 PM 8:00 PM 9:00 PM 10:00 PM 11:00 PM
50. 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 Video
6:00 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 PM
6:00 PM 7:00 PM 8:00 PM 9:00 PM 10:00 PM 11:00 PM
Source: IMMI 17-Day Report. Vancouver.
51.
52. 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
Swimming
6:00 PM 7:00 PM 8:00 PM 9:00 PM 10:00 PM 11:00 PM
Source: comScore Single Source Multi-Platform Study.
53. Mobile WAP
6:00 AM
M Facebook
7:00 AM
Source: 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)
54. Tab - Live App
NBC - DVR PC/Lap FBook
12:00 PM
Swimming
(Live Stream)
PC/Lap Twitter
NBC - TV Net
M - Facebook
1:00 PM
Source: 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
55. 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 Net
6:00 PM 7:00 PM 8:00 PM 9:00 PM 10:00 PM 11:00 PM
Source: comScore Single Source Multi-Platform Study.
56. 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 AM
11:00 AM 12:00 PM 1:00 PM 2:00 PM 3:00 PM 4:00 PM
5:00 PM 6:00 PM 7:00 PM 8:00 PM 9:00 PM 10:00 PM
Source: comScore Single Source Multi-Platform Study.
57. 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 - DVR
5:00 AM 6:00 AM 7:00 AM 8:00 AM 9:00 AM 10:00 AM
Source: comScore Single Source Multi-Platform Study.
58. 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 App
NBC 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.
59. 5:00 PM
Tab- Fbook App
6:00 PM
Source: 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
60. 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
61. The
Billion Dollar
Research Lab
Alan Wurtzel
President
NBC Universal Research