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The Multi-screen Olympics
The document discusses how people will consume content from the 2012 London Olympics across various screens and platforms. It finds that while TV will remain the dominant viewing platform, online consumption of Olympic content and events will be widespread. Approximately 50% of people plan to watch live events online, while 70% of Chinese and Russian users intend to watch Olympics content on PCs compared to just 35% of Americans and 16% of Britons. A total of 5 billion people are expected to tune into the Olympics across TV, computers and mobile devices.
The Multi-screen Olympics
- 1. LONDON OLYMPICS THE MULTI-SCREENGAMES This year, citizens of the world will gather in front of television sets, smartphones, tablet devices, and computers to watch the action of the Olympic Games unfold in London. However, our research report "Meet the Screens" taught us that not all screens are created equal. Using insights from this report as a lens, BBDO and Proximity investigated how different countries are expected to consume Olympic Games content. ONLINE HOW PEOPLE WILL USE THE INTERNET AROUND THE OLYMPICS 50% WATCH LIVE EVENTS 46% WATCH HIGHLIGHTS 36% FOLLOW SCORES/READ RECAPS 33% LOOK UP SCHEDULE OF EVENTS 22% FOLLOW OPENING/CLOSING CEREMONIES 19% READ ATHLETES’ HUMAN INTEREST STORIES 15% POST OR READ ABOUT EVENTS ON SOCIAL MEDIA 13% READ ABOUT LONDON’S PREPARATIONS HOW PEOPLE PLAN TO FOLLOW THE OLYMPICS ONLINE WATCH VIA PC WATCH ON MOBILE DEVICES 70% READ VIA PC READ ON MOBILE DEVICES 55% 35% 36% 35% 36% 33% 10% CHINA 16% 23% RUSSIA 9% 11% 7% 9% AMERICA PC 3% 3% UNITED KINGDOM MOBILE The first Olympic Games to have a dedicated web page (with news, results, ticket sales, photos) was the A PROJECTED 1 BILLION PEOPLE RESULTS: 10.06 10.09 11.09 ‘96 1996 GAMES IN ATLANTA. will view events, get updates, and check results on digital devices (PCs, mobile phones, tablets). More smartphone devices will be tuned into London 2012 coverage THAN EVER BEFORE. PERCENTAGE OF MOBILE PHONE USERS OWNING SMARTPHONES The first Olympic Games to stream on-demand content to PCs was the ‘08 2010 WINTER OLYMPICS 9.7% 2008 GAMES IN BEIJING. 2012 SUMMER OLYMPICS 24% TELEVISION The 2012 London Olympic Games will air in 204 countries around the world. ‘64 The global TV audience is expected to reach TV will remain the dominant viewing media for the The first Olympics to be aired (to 40 countries) on live television was the 5 BILLION. 2012 SUMMER OLYMPICS. 1964 GAMES IN TOKYO. SUMMER OLYMPIC OPENING CEREMONIES TV VIEWERSHIP UNITED STATES 36 MILLION GREAT BRITAIN 5.9 MILLION UNITED STATES 40.7 MILLION BEIJING 2008 GREAT BRITAIN 26.9 MILLION LONDON 2012 NETWORK OFFERINGS 5,600+ CONTENT HOURS 3,500+ CONTENT HOURS 2,500 CONTENT HOURS 2,200 CONTENT HOURS OLYMPIC BROADCAST SERVICES (OBS) NBC UNIVERSAL BBC INTERNATIONAL OLYMPIC COMMITTEE SOURCES: SOURCES: SOURCES: SOURCES: • All-over HD coverage • 302 medal events • 24 simultaneous streams on cable and satellite • HD coverage on You Tube Channel for Asia and Sub-Saharan Africa • All 32 sports and every competition • 24 simultaneous streams on Facebook • 24-hour broadcast of Olympics news SOURCES Perform, Interclick/KN Dimestore, eMarketer, CSI Magazine, Advertising Age, NBC, BBC, IOC YouTube Channel