The document provides insights into the consumption patterns of the London 2012 Olympics among Australian audiences, highlighting a shift in viewing habits across multiple platforms. It reports a total global viewing hours of 36.1 billion and emphasizes the importance of mobile devices for real-time engagement, particularly during commuting and lunch hours. The data also reveals the growing trend of concurrent usage across screens, driving increased engagement among viewers through varied access to content.

1. Photo credit: Flickr
LONDON 2012: Learning's on How
Australians 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/london2012
6.0m video streams on ninemsn/london2012

3. Learning 1.
Live and Exclusive
Olympic viewing audiences continue to grow in
Australia, 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 Aug'12
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 80 100 120 140 160
Source: Nielsen Online Ratings August 12

6. Photo credit: Flickr
Learning 2.
Three A Day
Platform and screen ubiquity provides 24hr access
to 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% print
Source: Ninelab Touchpoints Survey
Q2. 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 Survey
Q2. 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 only
Source: NinelabTouchpoints Survey
Q2. Screens watched / accessed Olympics in P24H (Base: All respondents n=1,450) and Total minutes spent viewing / accessing Olympics in P24H Base: Have watched
Olympics 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 at
different 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 Midnight
Source: Ninelab Touchpoints Survey
Q17/4/8/11/14. 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 Midnight
Source: Ninelab Touchpoints Survey
Q17/4/8/11/14. 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 Midnight
Source: Ninelab Touchpoints Survey
Q17/4/8/11/14. 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 Survey
Q8,11,14. 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 Midnight
Source: Ninelab Touchpoints Survey
Q11. 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 Midnight
Source: Ninelab Touchpoints Survey
Q11. 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 Midnight
Source: Ninelab Touchpoints Survey
Q14. 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 Midnight
Source: Ninelab Touchpoints Survey
Q14. 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 Midnight
Source: Ninelab Touchpoints Survey
Q8. 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 Midnight
Source: Ninelab Touchpoints Survey
Q8. Time of day watched Olympics on: PC Base: Device user base: PC (n=605)

24. Photo credit: Flickr
PC 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 Aug
Source: Nielsen VideoCensus

26. Content Preference Varies by Platform
133,780 stream starts
73,085 stream starts
Source: Nielsen VideoCensus

27. Photo credit: Flickr
Learning 4.
Small screens at night
1/3 of those using mobile as the second screen
were 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 hours
Source: Ninelab Touchpoints Survey
Q4/8/11/14. 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: Flickr
Learning 5.
Extended Screens
(Environments) add 2hrs
per day
Look to usage patterns to gauge the direction of
media strategy

30. Home Ave.
Only 3h:50m
3h:11m
+
Home &
Out of
Home
6h: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 Tablet
Source: Ninelab Touchpoints Survey
Q2. Screens watched / accessed Olympics in P24H (Base: All respondents n-1,450) and Total minutes spent viewing / accessing Olympics in P24H Base: Have watched
Olympics in P24H: Using device (TV n=1424, PC n=605, mobile phone n=150, tablet n=100)

32. Use & Usage: Screen mix varies
Tablet usage currently operates in a narrow age
bracket
Minutes (stacked)
14-17 18-24 25-39 40-54 55+
TV PC Mobile Tablet

33. Learning 6.
PC the main dual screen
The penetration of the PC/laptop made it the
dominant device used for concurrent screening

34. Dual
Screening 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 Midnight
Source: Ninelab Touchpoints Survey
Q19. 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: Flickr
Learning 7.
‘Cross-screening’
Almost 1 in 4 were actively seeking related content
on a second screen while the tv screen was on

37. Cross screen behaviours
46% of concurrent viewers
accessed related content on a
second screen in the past day
22% of total TV viewers accessed
related content on a second screen
in the past day

38. The cross-screen audience is a highly engaged one
Concurrent, 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 Survey
Q12. Sources of Olympic content accessed online in P24H Base: Device user (Mobile phone n=150)

40. Learning 8.
Telecast Sponsorship
impacts search
Telecast Sponsors received brand search
uplifts from those exposed to tv advertising

41. Search Volumes of viewers exposed to Telecast Sponsors (Brand x)