london2012: learnings on how australians consumed the games

LONDON 2012: Learning's on How Australians consumed The Games

Steve WeaverNetwork Research Director

Nine Network Australia

Photo credit: Flickr

Total global viewing hours of 36.1bnglobal audience per minute of 114m

Global average daily audience of 1.0bnAustralian average daily audience of 1.6m13.5m Australians reached in Metro cities

46.0m page impressions on ninemsn/london2012

6.0m video streams on ninemsn/london2012

Learning 1.

Live and ExclusiveOlympic viewing audiences continue to grow in Australia, but the screen mix is changing

0% 20% 40% 60% 80% 100% 120% 140% 160%

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

Source: OzTAM Consolidated Data. 28/07/12-13/08/12-12/08/12. 18:00-24:00. Nine vs.. Universe. 5 City Metro.

Screen Mix Changing

Index (%)

Median age of Athens 45 years; Beijing 47 years; London 46 years

PC & Mobile Screens for younger audiences

Source: Nielsen Online Ratings August 12

0 20 40 60 80 100 120 140 160

WWOS London Site- Audience ReachSource: 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

Learning 2.

Three A DayPlatform and screen ubiquity provides 24hr access to Games content


On a given day, multi platform viewers accessed Olympics content on an average of 3 platforms

Average:3 platforms

61%

Any online 99%

TV

54%

PC

14%

Mobile

10%

Tablet

14%

Outdoor ads

53%

Print

60%

Radio

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)

In the multi- platform mix, online content more prevalent

than print

Popular combinationsTV + online 17%TV + radio 15%TV + PC 13%TV + print 8%TV + print + PC 7%

Lunchtime PC viewing dominates out of home screen usage, particularly young workers

Screens by age


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)

Consumption by Age

14-17 18-24 25-39 40-54 55+0%

10%

20%

30%

40%

50%

60%


98%

46%

In the past 24 hours...

11%

7%

43%


Dual-platform consumers reveal significantly greater engagementAudiences are commonly supplementing TV with online content.

Live TV only Live TV and Online only0%

20%

40%

60%

80%

100%

0

50

100

150

200

250

300

350

15%

42% 2hrs30min

5hrs16mins

Penetration Average time spent

Min

utes

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)

x2TV

TV + ONL


Learning 3.

There are now 3 ‘Prime-Times’ TV, Mobiles, PC’s and Tablets are favoured at different points of the day

Total Screen Consumption through an Olympics day

Midnight - 6am

6am - 9am 9am - 11am 12pm - 4pm 4pm - 6pm 6pm - 8.30pm 8:30pm - 10:30pm

10:30pm - Midnight

18%

39%34% 36%

44%

67%

59%

30%

Total viewing


Q17/4/8/11/14. Time of day watched Olympics on any screen. Base: All respondents (n=1,450)

TV Screen Consumption

Midnight - 6am


10:30pm - Midnight

18%

32%

24% 25%

36%

63%

55%

27%

TV Screen


Q17/4/8/11/14. Time of day watched Olympics on… Base: All respondents (n=1,450) and TV viewers (n=1,424)


Q17/4/8/11/14. Time of day watched Olympics on… Total/TV/PC/Tablet/Mobile. Base: All respondents (n=1,450)

Midnight - 6am


10:30pm - Midnight

16%

32%24% 25%

36%

63%55%

27%3%

10%14% 16%

12%

12%

10%

6%

TV Screen PC Mobile Tablet Total viewing

Screen Consumption by daypart

MN-6am 6am-9am 9am-11am 12pm-4pm 4pm-6pm 6pm-8.30pm 8.30pm-10.30pm

10.30pm-MN

% Consumption by age

14-17 18-24 25-39 40-54 55+

Total Screen Consumption by age

Portable and online devices kept Australians connected to the Games across the day


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)

Time of day break-down among the device user base

11% 7%43%

Mobile was a companion for the commute and lunch hour

Midnight - 6am


10:30pm - Midnight

0%

5%

10%

15%

20%

25%

30%

35%

40%

Mobile phone


Q11. Time of day watched Olympics on: Mobile. Base: Device user base: Mobile (n=150)

1am

2am

3am

4am

5am

6am

7am

8am

9am

10am

11am

12pm 1p

m2p

m3p

m4p

m5p

m6p

m7p

m8p

m9p

m10

pm11

pm12

mn

0%

1%

2%

3%

4%

5%

6%

7%

8%

9%

% of Daily Impressions - WWOS Mobile

Source: Nielsen Mobile Market Intelligence

Fresh overnight content drives volume

Midnight - 6am


10:30pm - Midnight

0%

5%

10%

15%

20%

25%

30%

35%

40%

Mobile: single screen during the working day. Second screen with TV during prime time.


Q11. Time of day watched Olympics on: Mobile. Base: Device user base: Mobile (n=150)

Olympics via mobile phone

Olympics via mobile phone concurrent with TV

Midnight - 6am


10:30pm - Midnight

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Tablet

Tablet use in down-time


Q14. Time of day watched Olympics on: Tablet. Base: Device user base: Tablet (n=101)

Around ¼ of all tablet owners were dual-screening during prime time

Midnight - 6am


10:30pm - Midnight

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Tablet as the second screen in prime-time but not necessarily for related content


Q14. Time of day watched Olympics on: Tablet. Base: Device user base: Tablet (n=101)

Olympics via tablet

Olympics via tablet concurrent with TV

Midnight - 6am


10:30pm - Midnight

0%

5%

10%

15%

20%

25%

30%

35%

40%

PC

The PC facilitates content access and engagement at work


Q8. Time of day watched Olympics on: PC Base: Device user base: PC (n=605)

Midnight - 6am


10:30pm - Midnight

0%

5%

10%

15%

20%

25%

30%

35%

40%

But is slowly being replaced by ‘next generation’ devices for concurrent viewing PC not a strong second screen for related content


Q8. Time of day watched Olympics on: PC Base: Device user base: PC (n=605)

Olympics via PC

Olympics via PC concurrent with TV

MN-6am

6am-9am

9am-11am

12pm-4pm

4pm-6pm

6pm-8.30pm

8.30pm-10.30pm

10.30pm-MN

% PC Consumption by age

18-24 25-39 40-54 55+

PC usage reflects stage of life


Fri, 2

7 Ju

l

Sat, 2

8 Ju

l

Sun, 2

9 Ju

l

Mon

, 30

Jul

Tue, 3

1 Ju

l

Wed

, 1 A

ug

Thu, 2

Aug

Fri, 3

Aug

Sat, 4

Aug

Sun, 5

Aug

Mon

, 6 A

ug

Tue, 7

Aug

Wed

, 8 A

ug

Thu, 9

Aug

Fri, 1

0 Aug

Sat, 1

1 Aug

Sun, 1

2 Aug

Mon

, 13

Aug

Stream Views

Source: Nielsen VideoCensus

Main screen content can drive demand for short formConsumers took advantage of on-demand content, driven by athlete performance

Content Preference Varies by Platform

133,780 stream starts

73,085 stream starts

Source: Nielsen VideoCensus

Learning 4.

Small screens at night1/3 of those using mobile as the second screen were doing so post-10.30pm



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)

TV, tablet and PC penetration drops off while mobile holds steadyFigures represent the proportion of device user base

Small screens still delivering Olympics content after hours

Learning 5.

Extended Screens (Environments) add 2hrs per dayLook to usage patterns to gauge the direction of media strategy


Home Only

3h:11m

Home & Out of Home

6h:38m

Ave.3h:50m

+

Use & Usage: Mobile devices currently see relatively disproportionate use vs. usage.

98%

43%

11% 7%

180

72 72

89

0

20

40

60

80

100

120

140

160

180

200

0%

20%

40%

60%

80%

100%

TV PC Mobile Tablet

Min

ute

s

Penetration Average time spent


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)

14-17 18-24 25-39 40-54 55+

TV PC Mobile Tablet

Min

utes

(sta

cked

)

Use & Usage: Screen mix variesTablet usage currently operates in a narrow age bracket

Learning 6.

PC the main dual screenThe penetration of the PC/laptop made it the dominant device used for concurrent screening

Dual Screening

30%

22%

84%

48%

What is the second screen?

Midnight - 6am 6am - 9am 9am - 11am 12pm - 4pm 4pm - 6pm 6pm - 8.30pm 8:30pm - 10:30pm

10:30pm - Midnight

-10%

0%

10%

20%

30%

40%

50%

60%

70%

PC Mobile Tablet

Concurrent usage profile doesn’t change among device users, but new screens are becoming the preferred option


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)


Learning 7.

‘Cross-screening’Almost 1 in 4 were actively seeking related content on a second screen while the tv screen was on


46% of concurrent viewers accessed related content on a second screen in the past day

Cross screen behaviours

22% of total TV viewers accessed related content on a second screen in the past day

397 mins avg total time with Olympics content in P24H. Across avg 4 platforms.

The cross-screen audience is a highly engaged one


Concurrent, related content

Concurrent, no related content


No concurrent usage

Ninem

sn

London2012.com

Yahoo 7

Facebook

News.co

m.a

u

Fairfax

Youtube

ABCBBC

Twitter

Oth

er AU S

ites

Oth

er OS N

ews Site

s

Oth

er Site

s

Foxtel/F

oxSports

SBSBlo

gs

App- L2012 R

esults

App- L2012 J

oin in

App- Nin

e Newsb

reak

App- Foxt

el L2012

App- The L

ounge

App- Tune-in

App- Fango

0%

10%

20%

30%

40%

50%


Q12. Sources of Olympic content accessed online in P24H Base: Device user (Mobile phone n=150)

Ninem

sn

London2012.com

Yahoo 7

Facebook

News

Fairfax

Youtube

ABCBBC

Twitter

Oth

er AU S

ites

Ove

rseas

News Site

s

Oth

er Site

s

Foxtel/F

oxSports

SBSBlo

gs

App- L2012 R

esults

App- L2012 J

oin in

App- Nin

e Newsb

reak

App- Foxt

el L2012

App- The L

ounge

App- Jum

p-in

App- Tune-in

App- Fango

0%

10%

20%

30%

40%

50%

Apps supporting cross-screen behaviour achieved good pick-up in a short time

Learning 8.

Telecast Sponsorship impacts searchTelecast Sponsors received brand search uplifts from those exposed to tv advertising

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

london2012: learnings on how australians consumed the games

Documents

ninelab touchpoints

ninelab touchpoints

ninelab touchpoints

ninelab touchpoints

ninelab touchpoints

day watched

device user

total screen