London 2012 First truly Digital Games.
Some figures about coverage with some conclusions: +100.000 hours delivered through Internet and Mobiles (Digital consume is bigger than traditional TV -hours-). Then First TV and Second Internet, Mobile explosion about 40% of content consumed over Mobile and Tablets devices; and finally first Social Games
2. Agenda
• The Largest Sporting Events in
the World
• Rights Fees
• TV first, Internet second
• New Media figures
• Screenshots
• Context Info
• Sources
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3. The largest Sporting Events in the World
Olympic Games IT by the numbers
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4. The largest Sporting Events in the World
Example BBC TV coverage (intention for 2012)
Competition hours
Hours of TV coverage
(BBC in Olympics)
Source: BBC
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5. Agenda
• The Largest Sporting Events in
the World
• Rights Fees
• TV first, Internet second
• New Media figures
• Screenshots
• Context Info
• Sources
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6. Rights Fee ($US)
[Vancouver & London]
Source: Sportcal
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7. Total coverage expenses for London 2012 (€)
[London]
▶ NBC: 900 MM €
(NBCUniversal, which is majority owned by cable operator Comcast, paid $1.18 billion for the US
rights to broadcast the London Games, and has won $1 billion in advertising for its Olympic
broadcasts over the next three weeks. (source: http://advanced-television.com/index.php/
2012/07/30/record-audiences-for-nbc-olympics-despite-complaints/)
▶ EBU: 497 MM €
– RTVE: 70 MM € (overall coverage)
– BBC: 126 MM €
▶ TERRA (only Broadband): 5 MM €
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8. Agenda
• The Largest Sporting Events in
the World
• Rights Fees
• TV first, Internet second
• New Media figures
• Screenshots
• Context Info
• Sources
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9. TV 1st / Internet 2nd
+100.000 hours delivered through Internet and Mobiles (Digital consume is bigger than traditional TV -hours-)
(Source: REUTERS)
Source: http://www.omd.es
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10. The First Tablet Olympics
+100.000 hours delivered through Internet and Mobiles (Digital consume is bigger than traditional TV -hours-)
(Source: REUTERS)
Source: http://www.omd.es
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11. And First Social Games
+100.000 hours delivered through Internet and Mobiles (Digital consume is bigger than traditional TV -hours-)
(Source: REUTERS)
Source: http://www.omd.es
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12. Agenda
• The Largest Sporting Events in
the World
• Rights Fees
• TV first, Internet second
• New Media figures
• Screenshots
• Context Info
• Sources
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13. Viewers (TV and Online) (MM)
250
219
200
150
110 106
98
100
52
36
50
0
NBC Olympics BBC EUROVISION EUROSPORTS RTVE TERRA SKY ITALY
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14. Mobile Coverage (Average) (%)
60
60
50
40 37
40 34
30
30
20
10
0
NBC BBC EUROVISION EUROSPORTS RTVE TERRA SKY ITALY London
Olympics Offical site
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15. Simultaneous Streams
47
50
45
40
35
24 24
30
19 20
25
13
20
15
10
5
0
NBC Olympics BBC EUROVISION EUROSPORTS RTVE TERRA SKY ITALY
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16. Olympic Coverage (hours) (TV + Online)
6000
5535
4750
5000
4000
3000 2500 2500
2000
2000 1200
1000
0
NBC Olympics BBC EUROVISION EUROSPORTS RTVE TERRA SKY ITALY
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17. Olympic Coverage (hours)
6000
5535
5000
4750
4000 3500
(TV + Online)
3000
2500 2500 (TV)
2035 2000 2000 (Online)
2000
1200
1000
0
NBC BBC EUROVISION EUROSPORTS RTVE TERRA SKY ITALY
Olympics
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18. Video Streams
(TOTAL) (MM)
160
160
140 123
120
106
100
80
41
60 34
40
20
0
NBC Olympics BBC EUROVISION EUROSPORTS RTVE TERRA SKY ITALY
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19. Video Streams
160 160
140
123
120
96 106
100
(TOTAL) (MM)
80
64 62 (LIVE) (MM)
60 (VoD) (MM)
44
41
40 34 31
20 10
0
NBC BBC EUROVISION EUROSPORTS RTVE TERRA SKY ITALY
Olympics
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20. Video Traffic
(MM HOURS)
25.0
20.4 20.0
20.0
15.0
10.0
6.7
3.0
5.0 1.35
0.0
NBC Olympics BBC EUROVISION EUROSPORTS RTVE TERRA SKY ITALY
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21. Agenda
• The Largest Sporting Events in
the World
• Rights Fees
• TV first, Internet second
• New Media figures
• Screenshots
• Context Info
• Sources
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22. London Official App
Source:
http://itunes.apple.com/hn/app/londres-2012-aplicacion-oficial/id536513070?mt=8&ign-mpt=uo%3D2
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23. London Official App
Source:
http://itunes.apple.com/hn/app/londres-2012-aplicacion-oficial/id536513070?mt=8&ign-mpt=uo%3D2
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24. BBC interactive video player
Source: http://www.bbc.co.uk/blogs/bbcinternet/2012/06/interactive_video_player_launc.html
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25. BBC data video flow
Source: http://www.bbc.co.uk/blogs/bbcinternet/2012/08/data_video_flow_olympics.html
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26. BBC (PS3)
Source: http://thegamershub.net/2012/05/bbc-sport-heads-to-ps3/
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27. BBC (Android)
Source: http://www.smartkeitai.com/wp-content/uploads/2012/07/bbc-olympics-android-app.jpg
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28. BBC (some insights 4 screens)
Source: http://www.bbc.co.uk/blogs/bbcinternet/2012/08/digital_olympics_reach_stream_stats.html
Desktop usage: Morning and lunch time;
and during mid-afternoon
Tablets: second screen activities around 9
PM (while watching TV)
Mobile takes over around 6pm as people
leave the office but still want to keep up
to date with the latest action
Usage by hour across the day by device - for 28 July to 9 Aug
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29. BBC (Tablets & Mobiles)
Source: http://www.bbc.co.uk/blogs/bbcinternet/2012/08/digital_olympics_reach_stream_stats.html
Millions of unique browsers daily, stacked, by device type
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30. NBC video player
Source: http://www.engadget.com/2012/07/12/nbc-2012-london-olympics-second-screen-streaming-apps/
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31. NBC video player (iPad)
Source: http://www.engadget.com/photos/nbc-olympics-apps/#5149883
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32. NBC LIVE Extra (iPad & Android)
Source: http://thewondrous.com/collection-of-the-best-apps-for-london-2012-olympics/
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33. RTVE video Multiplayer
Source:
http://www.rtve.es/deportes/20120709/historico-despliegue-rtvees-para-jjoo-londres-19-senales-
directo-2200-horas-competicion-aplicaciones-para-moviles-tabletas-televisiones/543212.shtml
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34. RTVE Tablets & Smartphones
Source:
http://www.rtve.es/deportes/20120709/historico-despliegue-rtvees-para-jjoo-londres-19-senales-
directo-2200-horas-competicion-aplicaciones-para-moviles-tabletas-televisiones/543212.shtml
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35. RTVE (android)
Source: http://faqsandroid.com/aplicaciones-para-ver-y-seguir-las-olimpiadas-en-directo/
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36. Agenda
• The Largest Sporting Events in
the World
• Rights Fees
• TV first, Internet second
• New Media figures
• Screenshots
• Context Info
• Sources
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37. Context Info
▶ $3,5bn (Rights Management Expenses) (TV)
– 525 MM (New Media & Telecommunications)
▶ 4.800 million spectators (worldwide)
– 900 million (Opening Ceremony)
▶ Original budget for the Games was £2.4 billion,
but this was increased almost fourfold to about
£9.3 billion ($14.46 billion) in 2007
– Building the venues and infrastructure — £5.3 billion
– Elite sport and Paralympic funding — £400 million.
– Security and policing — £600 million
– Regeneration of the Lower Lea Valley — £1.7 billion
– Contingency fund — £2.7 billion
– VAT — £800 million.
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38. Context Info
▶ +100.000 hours delivered through Internet and
Mobiles (Digital consume is bigger than
traditional TV -hours-)
▶ SMS traffic at opening ceremony (40% increase)
▶ SMS traffic when Olympic team entry in the
stadium (opening ceremony) (137% increase)
▶ 200 hours in TV 3D
▶ More than 150 million Tweets about the
Olympics
– Usain Bolt (@UsainBolt) of Jamaica wins gold
in the 200m sprint: 80,000+ TPM (Tweets per
Minute)
– Spice Girls (Closing Ceremonies) who stole
the night, inspiring more than 116,000
Tweets per minute
– Less than 0.5% of those included #NBCFail
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39. Context Info
▶ Facebook, there are more than 101M fans on
Olympics-related pages
– also saw over 100M Olympic-related posts or
comments during the course of the Games.
▶ There were more than 82M comments on
Twitter and public Facebook about the Olympics
(NBC audience)
– 48% engaged with social networking about
the Olympics during an event, 28% before
and 68% after the event took place.
▶ On the busiest day, the BBC delivered 2.8
petabytes, with the peak traffic moment
occurring when Bradley Wiggins won Gold and
it shifted 700 Gb/s
▶ Akamai: "16 Days, Another Billion Streams
Served”
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40. Context Info
▶ Agency official event photography, Getty
Images, expects to make +1 million snapshots,
among which are included for the first time
ever, 3D and 360 degree panoramas in high
resolution
▶ During the games has increased (x10) the
number of queries related to the Olympic
Games (athletes, clasisificación, ...) on mobile
devices (in the world)
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41. Agenda
• The Largest Sporting Events in
the World
• Rights Fees
• TV first, Internet second
• New Media figures
• Screenshots
• Context Info
• Sources
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43. Sources
http://www.nbcumv.com/mediavillage/sports/nbcsports/pressreleases?pr=contents/press-releases/2012/08/14/
nbcolympicssoci1344987486777.xml
http://advanced-television.com/index.php/2012/08/22/research-olympics-intro-new-tv-behaviour/
http://deportesus.terra.com/olympic-games/london-2012/noticias/0,,OI6081222-EI19641,00-Terra+London+Established+a+new
+record+for+digital+platforms.html
http://www.bbc.co.uk/blogs/bbcinternet/2012/08/data_video_flow_olympics.html
http://www.kbridge.org/biggest-challenge-for-digital-media-monetising-the-masses/
http://www.kbridge.org/hyper-local-smart-targeted-mobile-ads-may-earn-even-higher-revenues/
http://paidcontent.org/2012/05/15/bbcolympics/
https://blogs.akamai.com/2012/08/16-days-another-billion-streams-served.html#more
http://www.publico.es/deportes/440005/los-juegos-olimpicos-mas-digitales-de-la-historia
http://super-tele.blogspot.com.es/2012/08/atrae-eurosport-mas-de-106-millones-de.html
http://es.eurosport.yahoo.com/07082012/20/900-millones-vieron-ceremonia-apertura-juegos.html
http://www.experian.com/blogs/hitwise-uk/2012/08/15/who-were-the-winners-online-of-london-2012/
http://www.experian.com/blogs/hitwise-uk/2012/08/15/who-were-the-winners-online-of-london-2012/
http://itunes.apple.com/hn/app/londres-2012-aplicacion-oficial/id536513070?mt=8&ign-mpt=uo%3D2
http://www.bbc.co.uk/blogs/bbcinternet/2012/06/interactive_video_player_launc.html
http://www.bbc.co.uk/blogs/bbcinternet/2012/08/data_video_flow_olympics.html
http://www.flickr.com/photos/playstationblogeurope/7215509372/sizes/c/in/photostream/
http://www.smartkeitai.com/wp-content/uploads/2012/07/bbc-olympics-android-app.jpg
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44. Sources
http://www.nbcumv.com/mediavillage/sports/nbcsports/pressreleases?pr=contents/press-releases/2012/08/14/
nbcolympicssoci1344987486777.xml
http://www.engadget.com/2012/07/12/nbc-2012-london-olympics-second-screen-streaming-apps/
http://www.engadget.com/photos/nbc-olympics-apps/#5149883
http://thewondrous.com/collection-of-the-best-apps-for-london-2012-olympics/
http://www.rtve.es/deportes/20120709/historico-despliegue-rtvees-para-jjoo-londres-19-senales-directo-2200-horas-competicion-
aplicaciones-para-moviles-tabletas-televisiones/543212.shtml
http://faqsandroid.com/aplicaciones-para-ver-y-seguir-las-olimpiadas-en-directo/
http://blogs.adobe.com/ktowes/2012/08/bbc-the-biggest-broadcasting-event-in-our-90-year-history.html
http://www.broadbandtvnews.com/2012/08/06/record-numbers-for-bbc-multiscreen-olympics/
http://www.estrelladigital.es/blogs/juan_varela/Medallas-olimpicas-nuevas-pantallas-deporte_7_1230546935.html
http://www.broadbandtvnews.com/2012/08/06/record-numbers-for-bbc-multiscreen-olympics/
http://www.estrelladigital.es/blogs/juan_varela/Medallas-olimpicas-nuevas-pantallas-deporte_7_1230546935.html
http://blog.twitter.com/2012/08/olympic-and-twitter-records.html
http://googlemobileads.blogspot.co.uk/2012/08/going-for-mobile-gold-10x-increase-in.html?
utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+GoogleMobileAdsBlog+%28Google+Mobile+Ads+Blog
%29&utm_content=Google+Reader
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45. London 2012 Olympic project, first truly DIGITAL GAMES
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46. dialogue
Miguel Ángel Morcuende
New Media Director
+34 639 160 344 miguel.morcuende@atos.net
9/6/2012