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LONDON 2012: Learning's on How
Australians consumed The Games
           Steve Weaver
      Network Research Director
       Nine Network Australia
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
Learning 1.
Live and Exclusive
Olympic viewing audiences continue to grow in
Australia, but the screen mix is changing
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.
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
Photo credit: Flickr




Learning 2.
Three A Day
Platform 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                                                                                                       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)
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)
Photo credit: Flickr




                98%
                                43%
In the past 24 hours...

                                11%
                          46%   7%
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)
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


                                                                              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)
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)
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)
Total Screen Consumption by age

                   % Consumption by age
           14-17    18-24    25-39    40-54   55+
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)
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)
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
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)
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)
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)
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)
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)
Photo credit: Flickr


PC usage reflects stage of life


                   % PC Consumption by age




                  18-24   25-39   40-54      55+
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
Content Preference Varies by Platform

                              133,780 stream starts




                                                      73,085 stream starts


Source: Nielsen VideoCensus
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
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)
Photo credit: Flickr




Learning 5.
Extended Screens
(Environments) add 2hrs
per day
Look to usage patterns to gauge the direction of
media strategy
Home     Ave.
           Only    3h:50m
          3h:11m

               +
Home &
 Out of
 Home
6h:38m
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)
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
Learning 6.
PC the main dual screen
The penetration of the PC/laptop made it the
dominant device used for concurrent screening
Dual
Screening         What is the second screen?


                         84%

            48%          30%

                         22%
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)
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
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
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.
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)
Learning 8.
Telecast Sponsorship
impacts search
Telecast 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

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London2012: Learnings on How Australians Consumed The Games

  • 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)

Notes de l'éditeur

  1. Median age of Athens was 45, Beijing was 47 and London was 46.
  2. Long form can drive short form consumptionOn demand content can support event engagement
  3. Cross screen is those that use second screen for related content