1. Activating the Soccer Fan
How Soccer Fan Behavior is
Critically Different than Other
Major Sports
@rolfeswinton

2. Why Do We Get Certain
Behaviors Sometime and
Not Others?

3. How Can We Use Data to
More Likely to Get the
Behaviors We Want?

4. What is RealityMine?
UK-based mobile technology company with powerful
passive & active data collection tools and analytic
engines that provide actionable consumer behavioral
insights
4

5. Real Behaviors & Real Insights in Real-Time
Multiple Data
Collection &
Capture Sources
Crisp, Insightful
Reporting in
Syndicated &
Custom
Projects
Powerful
Analytics
Engines

6. 3,500 Adults
aged 18-64
USA TouchPoints App
Panelists recruited online;
incentives vary
Passive Mobile Monitoring
5,000 next year
Then 20,000 … and more
Over 7.2 Million Hours of Data Each Year
Fused to MRI
Accessible via IMS,
MRI, Telmar, and
RealityMine
dashboards
Data Collection Methodology
6
+ Passive
Listening

7. The Data Gives a Multifaceted and
Continual View…
All media
All emotions
All life contexts
Recorded as close to real-time as possible
All day, every day, half-hour by half-hour
And continuously - passively

8. How do Soccer fans engage with the
sport differently than other sports?
When are the optimal times to impact
their behaviors?

9. Some Applications of Our Insights
When is the best time to reach a consumer with a
marketing message?
If you had to choose one event to reach your audience,
which one would it be?
If you had to choose the best time of day?
What is the right media mix?
When will you have enough exposure?
What is the role of tools like social media?

10. Let’s Look at Major Sporting Events
Super Bowl – American Football

11. MaLrect’hs L oMok aatd Mnajeors Ssp o-rtiBnga Esveknetst ball

12. WLeto’sr Llodok Cat uMpajor Sporting Events

13. Why These Events?
• Large portions of the population
• No time shifting
• Highly engaged audiences (at least some of the time)
• Lots of behaviors:
• Second screen use
• Purchasing interest / behavior
• Changing emotions
• Responding (or not) to advertising
• And more…

14. Who was in the audience?

15. Who Was Watching?
Viewers % by Gender and Age Group
Gender Super Bowl March
Madness
World Cup
Male 50% 54.4% 50.2%
Female 50% 45.6% 49.8%
Age Group Super Bowl March
Madness
World Cup
Millennials (18-
34) 22.7% 45.6% 51.7%
Older (35-64) 77.3% 54.4% 48.5%
Source: RealityMine data collected 2014

16. Where Were They & Who Were They With?
Super Bowl March Madness World Cup
 By themselves
 At home
 With their kids
 At home
 With their partner
 At restaurants / bars
Source: RealityMine data collected 2014

17. The World Cup is the One Sports Event That Most People
Feel Happy About
Viewers Emotions While Experiencing the Given Event
22% 15% 13%
42% 45% 35%
37% 41% 52%
Super Bowl March Madness World Cup
NEGATIVE
NEUTRAL
POSITIVE
Source: RealityMine data collected 2014

18. But Few Members of the Audience are Only
Watching the Events
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
Activities During Sport Events (%)
Super Bowl March Madness World Cup Average Day
Note: Others include parent-child activities, nothing, exercise, community/religious activities, shopping online, school and caring for others
Source: RealityMine data collected 2014

19. But Few Members of the Audience are Only
Watching the Events – MM Working
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
Activities During Sport Events (%)
Super Bowl March Madness World Cup Average Day
Note: Others include parent-child activities, nothing, exercise, community/religious activities, shopping online, school and caring for others
Source: RealityMine data collected 2014

20. But Few Members of the Audience are Only
Watching the Events – SB & WC Social
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
Activities During Sport Events (%)
Super Bowl March Madness World Cup Average Day
Note: Others include parent-child activities, nothing, exercise, community/religious activities, shopping online, school and caring for others
Source: RealityMine data collected 2014

21. But Few Members of the Audience are Only
Watching the Events
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
Activities During Sport Events (%)
Super Bowl March Madness World Cup Average Day
Note: Others include parent-child activities, nothing, exercise, community/religious activities, shopping online, school and caring for others
Source: RealityMine data collected 2014

22. How Did These Audiences Engage
with the Events?
When was the Peak of Interest?

23. March Madness: A Final, Small Lift at the
Final – But Never Like the Start
12
10
8
6
4
2
0
Sat 15th Sun 16th Mon 17th Tue 18th Wed 19th Thu 20th Fri 21st Sat 22nd Sun 23rd
Media distribution over study (%)
Date (Match '14)
TV
Radio
Mobile
Source: RealityMine data collected 2014

24. Viewership of the World Cup games in the
USA Peaked When USA Played then Faded
40.00%
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
USA Audience of the World Cup 2014
USA vs
Portugal USA vs
Germany
USA vs
Belgium
France vs
Germany
Brazil vs
Colombia
Final
Source: RealityMine data collected 2014

25. Super Bowl XLVIII: May Have Been Most Watched at the Start,
but Boredom Took Over the Audience by 9pm
70%
60%
50%
40%
30%
20%
10%
0%
18:00 18:30 19:00 19:30 20:00 20:30 21:00 21:30 22:00 22:30 23:00 23:30
Other Super Bowl Boredom
* -http://www.adweek.com/news/television/nielsen-overturns-earlier-call-super-bowl-xlviii-most-watched-ever-155461
Source: RealityMine data collected 2014
Bruno Mars
/ Half-Time
Show

26. • Audience engagement not easily predictable and
certainly not linear
• Some surprising moments when the audience is
actually most engaged can create opportunities to
connect with them
• But when are exactly the best times to connect?

27. What we see is the whole context of
a consumer’s daily life
And a whole lot more than just
watching the event or a given
program…

28. March Madness: Every Group Has a
Different Daily Experience!
Source: RealityMine data collected 2014

29. World Cup Viewer Audiences Had Very
Different Days, Also Very Distinctive to MM
Source: RealityMine data collected 2014

30. And What About the Second
Screen?
What are People Doing While
Experiencing the Game / Event?

31. TV is Still the Biggest Media Platform, but PC, Mobile and
Radio Played Very Different Roles for Each Event
49.6%
Media Consumption by Platform in % Event Mins
44.7%
TVTVTV PCPCPC Mobile RADIOO
45.1%
20.5%
27.2%
15.9% 16.3% 16.7%
18.2%
14.0%
11.8%
20.0%
Super Bowl March Madness World Cup
Super Bowl March Madness World Cup
Source: RealityMine data collected 2014

32. Second Screen Relative Use to TV isn’t so
Obvious for All Age Groups During World Cup
Source: RealityMine data collected 2014

33. Second Screen / Mobile Device Use:
World Cup Viewers the Lowest Users Overall
70%
60%
50%
40%
30%
20%
10%
0%
Email Internet Gaming Talking Texting Apps Taking
Pictures
% of Second Screen Activity via Mobile Phone
Super Bowl March Madness World Cup
Source: RealityMine data collected 2014

34. The More Engaging the Event, the Less Second
Screen Time – A Very Dynamic Relationship
% difference between
USA vs Portugal and USA
vs Germany
% difference between
USA vs Germany and USA
Source: RealityMine data collected 2014 vs Belgium

35. What are People Actually Using on their Phones as
They Participate Viewing the Games?
Candy Crush Saga
ranked lower in people
who watched the
tournament than those
that didn't.
Skype is heavily used
by March Madness
viewers. Yahoo Sports and ESPN
Streak
The top apps are all
sport related.
Source: Reality Mine Data Collected March – April 2014

36. TV & person-to-person interaction still trumps all,
when people are very engaged and excited about
what they are experiencing
Second Screen usage varies wildly:
• by demographics
• by context - context is inherently dynamic,
dependent on what is happening in the event
and in the context of the competition

37. Different Moods / States &
Context Drive Types of Second
Screen Activity

38. Different Events Had Different App Use
Patterns
EMOTION Super Bowl March Madness World Cup
Bored
Happy
Excited
Lonely
Stressed
Weather Games Games
Social Networking
News Email
Sports
Hobbies Messaging
Finance
Games
Social Networking
Social Networking
Shopping
Games
Viewers App Usage by Emotions

39. USA Fans Utilised Various Communication Apps
Dependent on World Cup Game Outcome / Emotion
Source: RealityMine data collected 2014

40. Second screen behavior is driven by
• Demographics
• Event context
• Emotional state
All highly dependent on the dynamic context

41. How Does this All Affect Consumer
Receptivity to Advertising, Paths to
Purchase, etc.?

42. Very Different Context = Different
Propensity for Specific Behaviors
Thought about
restaurant/bar
purchase
50% of World Cup
viewers made a
purchase in a
restaurant or bar
Thought about
making a fast
food purchase
95% of viewers
followed through
and purchased
fast food.
• Surprisingly, affluents spend less time thinking before Restaurant/Bar purchases than
before Fast Food purchases.
Source: RealityMine data collected 2014

43. Purchase Thoughts vs Purchases Made
Reach of purchases and purchase thoughts by hour of day.
Target: Sports-viewers with household income over $100k.
3-4pm: Sports media reach (18%) surpasses finance media
reach (14%) just as there begins to be more affluents making
purchases than thinking about purchases
Source: RealityMine data collected 2014

44. How Best To Trigger Behaviors
Marketers Want to Achieve?
Source: RealityMine data collected 2014

45. What did we learn?
• Sports viewing is a highly dynamic activity – the content drives engagement
• The context of those consumers drives very big differences in behavior
• Who they are with
• What they are doing
• What is happening in the event, and in the context of the consumer
• How they feel at any given moment
• The context impacts receptivity to advertising and shapes purchase
behaviors
• When people are in hot states
• Where to best reach targets in cross-platform media
• How to shape their paths to purchase
• How best to leverage the second screen and other tools

46. For More Information Send a Tweet to
@rolfeswinton