The survey found that half of respondents plan to access the web to watch live Olympic events online. Viewers expect to watch 1.5 hours of coverage daily, with those over 55 and earning over $100K planning to watch the most. Events like gymnastics and swimming are most anticipated by women, while men prefer track and field and soccer. Primetime viewers are more likely to follow the ceremonies and athletes online, while daytime viewers prefer live streaming. Marketers should align TV and online video strategies to reach engaged viewers across platforms.

1. 2012
SUMMER
OLYMPICS:
LET THE DIGITAL
GAMES BEGIN!
This summer in London the world’s greatest athletes will go for Methodology
Olympic gold. And something else will break records: emerging In February 2012, Genome partnered with KN Dimestore to survey
digital technologies. Since the 2008 Beijing Games, sprinters may run Americans about the upcoming Summer Olympics. The nine-question
a bit faster. But high-definition video and mobile apps have raced far survey was displayed in-banner to a run-of- network audience of 1,130
ahead. That’s why this summer, people will get into the Games in total respondents who voluntarily completed the questionnaire.
more ways than ever before. 211 million Americans watched the
Beijing Games (Nielsen); ratings for the London Olympics will likely
equal or surpass that.
How can you incorporate this massive audience into your digital
strategy? First, by understanding who the viewers are and how they
use the web to complement their TV viewing. Genome surveyed the
attitudes and intentions of Summer Olympics viewers, including how
long they watch the Games, what they look forward to, and what they
do online related to the Games.

2. DIVING IN TO ONLINE VIEWING & MORE
Half of all respondents say they will access the web to watch live events. The speed and clarity that
broadband delivers across mobile devices, tablets, and computers now rivals television. That’s helped
online video grow and improve at dizzying rates. The 2012 Summer Olympics offer marketers
unprecedented opportunities to execute brand strategies around the Games.
ONLINE ACTIVITIES SURROUNDING THE OLYMPICS
50%
50%
46%
40%
36% 33%
30%
22%
19%
20%
15% 13%
10%
0%
Watch live Watch Follow scores/ Look up the Follow opening/ Read atheletes Post or read Read articles
events highlights read recaps schedule of closing ceremony human interest about the Olympics on London’s
events coverage stories on social media preparation

3. MARATHON VIEWING THROUGHOUT THE OLYMPICS
The average viewer will watch about an hour and a half of Olympics coverage daily. Once they dive in, they’ll keep going, watching consistently over a
two-week period. Marketers looking to strengthen awareness or introduce a new brand can weave their messaging into the narrative arc of the Games.
HOURS OF DAILY OLYMPICS COVERAGE VIEWERS PLAN TO WATCH, BY AGE
50% 48%
18-34
40% 40% 12% 35-54
31%
30% 7% 55+
6%
36% 12% 9%
20% 5%
7%
28% 10% 8%
10% 3%
4%
25%
0% 9%
-1 HR. 1-2 1-2 3-4 4-5 5+
HRS. HRS. HRS. HRS. HRS.
Interestingly, viewers with household incomes over $100K exhibit the highest intention of watching over five hours of Olympics daily. Perhaps attributes
associated with higher incomes, such as nicer home entertainment systems or more free time, enable wealthier individuals to engage more frequently.
Furthermore, 63% of respondents with household incomes over $100K are over the age of 55, so a large proportion of these individuals may be retired.
HOURS OF DAILY OLYMPICS COVERAGE VIEWERS PLAN TO WATCH, BY INCOME
50% 47%
UNDER $50K
40% 37% $50-$100K
30% 41%
9%
6% 5%
19% OVER $100K
8% 9%
20% 40% 6% 4%
25% 8% 5%
10% 4% 4%
0% 22%
-1 HR. 1-2 1-2 3-4 4-5 5+
HRS. HRS. HRS. HRS. HRS.

4. MOST-ANTICIPATED EVENTS WHEN THEY’LL BE WATCHING
Both men and women look forward to the Olympics. But when athletes take their marks, When will viewers watch? Here gender differences are much less pronounced.
genders will line up, too. Over half of all females are psyched about gymnastics, About one-third will watch an equal amount of coverage throughout the day.
swimming, and diving events. Guys are more excited about track and field, basketball One in four will stick to primetime only.
and soccer.
EVENT VIEWERS ARE MOST EXCITED ABOUT WHEN VIEWERS WILL WATCH THE OLYMPICS
Gymnastics Primetime
32% only 25%
12% 24%
Swimming
Diving 22%
10% Mostly
primetime 21%
Track &
11%
some
daytime
24%
Field
20%
Football
(Soccer) 7% Some
primetime 12%
13% mostly 10%
daytime
Volleyball
7%
4% Daytime
only 12%
Basketball
5% 9%
18%
Boxing
3% An equal
31%
amount
9% during 32%
the day
None
of these 13% Females Females
14% Males Males
0% 10% 20% 30% 40% 0% 10% 20% 30% 40%

5. GETTING INTO THE GAMES, ONLINE AND OFF
A deeper dive into the data shows that viewers who Predominantly
watch primarily in primetime are more likely to follow 59% nightime viewers
online coverage of the opening/closing ceremonies; Predominantly
read human interest pieces online; and read or post 44% 51% daytime viewers
about the Olympics on social media. Conversely, heavy
daytime viewers are more likely to watch online 42%
coverage of the Games during the day, suggesting that
a large subset of afternoon audiences are more likely to
engage during work or on the go. We found no 27%
significant differences in these day-part audiences on 23%
using the web to look up scores, schedules, or London 18% 17% 18%
Games preparation.
12%
Watch live Watch Follow opening/ Read athletes’ Post or read
events highlights closing ceremony human interest about the
coverage stories Olympics in
social media
U-S-A! U-S-A! U-S-A!
Finally, a patriotically obvious point: We are homers. Viewers are most likely to root for athletes if...
64%
They are from my
home country
11%
They have
a compelling
life story
4% 4% 8%
They
are
from a
country
my
They
have
similar
cultural
religious
They
are the
underdog
9%
They
are
attractive
parents values
are from

6. OSM: THE GOLD STANDARD CONCLUSIONS
Genome used its data valuation platform, OSM, to
match survey respondents with our database of
over 30 billion facts about users’ attributes and
behaviors. Below are the top facts among people Today’s viewers have many online options for
who said they are likely to watch over two hours following the Summer Games—from reading about
per day of Summer Olympic coverage. Connecting a marathoner’s Olympic dreams to tweeting about
self-reported intentions with online behavior a thunderous dunk to watching a streaming post-
creates a new form of audience segmentation to match interview. Technology has brought
bolster your campaign. The top facts are classified compelling stories closer than ever to online users
by four key categories: demographics, interest, everywhere. To elicit emotional responses to brand
in-market, and purchase intent. messaging, marketers should hone in on the
TELL A storytelling element of the Olympics.
STORY
DEMOGRAPHIC PURCHASE INTENT / INTEREST
TOP FACTS IN-MARKET TOP FACTS:
TOP FACTS:
— Residence less than — Science and
1 year — Flowers and gifts humanities
— Have toddlers for — Pets — Pet supplies
children — Electronics — Comedy
— Homemakers — Sports & recreation — Personal travel Half of all viewers showing intention of watching
— College graduates Olympic coverage or highlights online, video has
certainly taken a strong foothold on the internet.
Marketers should align their television strategies
In addition, Genome identified the top facts among with online video to maximize the impact and
Summer Olympic viewers who plan to do the following online cohesion of brand messaging to viewers engaged
with both mediums.
Read articles on London’s preparation
Read athletes’ human interest stories WIN WITH
Follow opening/closing ceremony coverage
Post or read about the Olympics on social media
ONLINE VIDEO
Genome can model look-alike audiences to a scale of millions
of internet users in our network based off of respondents exhibiting
these attributes.
Day-parting can be a powerful tool to optimize
your campaign. Utilize survey data to gain
INTEREST insights into differences between daytime and
TOP FACTS: primetime users, including the propensity for
daytime viewers to be more engaged in online
DEMOGRAPHIC Animal charities
video whereas primetime viewers are more prone
TOP FACTS: NASCAR
to reading Olympics-related content.
Retired
Green living PURCHASE INTENT/
Homemakers
Handicrafts
IN-MARKET TIME IT RIGHT,
Blue collar TOP FACTS: DAY AND NIGHT
Charitable donors
Video games
Green products
Cleaning and laundry
Food and wine