Media Consumption from the 2012 London Olympics: Wurtzel from NBC, and Fulgoni from comScore #AMAresearch #MRX

Welcome to this series of live blogs from the American Marketing Association’s Research & Strategy Summit in Las Vegas. Any errors, omissions, or silly side comments are my own.

AMA market research event

Alan Wurtzel, President, Research and Media Development, NBC Universal
Gian Fulgoni, Co-Founder and Chairman, comScore

Great presentation, lots of data, lots of charts. Need more like this! :)

The Billion dollar research lab

  • Help us understand characteristics of multi-method platforms and what will be required in years to come
  • New electronic devices drive fragmentation in consumers media consumption
  • Averages hours in a month watching TV – 154 hours; Average hours in a month online – 35 hours. Barely more than 1 year ago. Surveys will give you completely different numbers. Online might say same as TV and that’s just not correct. Passive measurement gives you the accuracy.
  • Online/video just don’t compete with hours spent watching TV
  • Over 110 million people own a smartphone in the US. wow.
  • In 3 years, we’ve got 45 million people with a tablet device.
  • PC access to online content has declined and mobile access is increasing.
  • Broadcast cable still has top advertising dollars, but internet is next, followed by newspapers, magazines, out of home, video games, cinema
  • Internet growth rate is the highest, broadcast is growing, but magazines, radio and newspaper ad growth is in decline [sorry newspaper but you always get my hands dirty!]
  • [Alan just confessed he's a research geek. :) ]
  • NBC does ethnographic research, in home. [We get to watch videos of people describing their opinions of the Olympics]
  • People expect handheld devices with updates, people want high quality videos on their phone, people want to watch individual athletes. Everything these people asked for actually came to being [so he didn't need to do his massive research project afterall]
  • 217 million viewers and 11% was consumed not at home and therefore wasn’t measured. 8 million app downloads. 2 billion page views. 82 million digital viewers.
  • 835 hours of TV which is 35 days (but the Olympics are only 17 days). 3500 live hours of video.
  • 73% of people stayed up later than normal. 53% made plans around the ability to watch the Olympics. 46% followed the olympics during their breaks at work. 46% delayed household chores to watch the olympics.
  • Alternative screens are additive – it is not a zero sum game. i.e., you have twitter and tv and youtube on your screen at the same time.
  • 7 big insights
  1. TV is still king.  89% of olympic content was consumed off TV. People want the TV because it’s bigger and louder and clear, and you can watch with your friends.
  2. More screens = more use. Media begets media.  No cannibalization. 4 hours TV only, 8 hours 4 devices. 98% of all revenue comes from television.
  3. Rise of the SimViewer, the new normal. A simultaneous viewer. Watching Olympics on TV AND on another screen, not Olympics on one screen and Big Bang Theory on the other screen. There is no difference in age on this variable though it skews slightly male.
  4. Mobile & Tablets. Tablets did not exist for the Vancouver Olympics.  Mobile is mainstream now, not just young kids. Mobile spikes during afternoon because work computers have blocks on them. Mobile also spikes in the home during prime time due to SimView. Older folks are more likely to be following on tablets, likely because the screen is larger and it’s easier to read.  People use mobile to research what they’re watching on TV.
  5. First Social Olympics. Amplifies awareness. Promotes use among young consumers. This did not mainstream. Remained a young skew. 99% of all social TV buzz in evening was olympic related. 2.4 million people joined in the social TV conversation. 28% engaged before an event happened. 68% engaged after an event. SM can prolong the life of an event.  Most tweets were tiny with little substantive content “go gabby!”. A diver who landed on his back was a purely viral event as it was never broad cast
  6. Streaming. Enhanced amount of time spend watching prime time TV. Only 9% did it and 33% had never done that before. People want to live stream and then watch on TV in primetime. Women’s soccer and Women’s soccer were livestreamed the most. These two delivered more streams than all of Vancouver combined.
  7. Power of the Olympics as a sales and marketing platform. Brand recall was 70% higher, message recall was 90% higher. Week two commercials did better than week 1 commercials [perhaps because the casual viewers got bored of the olympics during the first week]. Brand searches correlate highly with online searches. [watching these consumer opinions really makes me think that asking people about branding changes how they experience marketing]
  8. Cross platform: The Holy Grail. “Watch TV the way God intended” – All in one long viewing. [cute] TV hasn’t changed much among past Olympics. Mobile increased 300%. VOID increased 80%. Consumption of Olympic exposure increased 11%  [Yup, 8. I think #4 was used twice. But we'll forgive. :) ]
  • 493 days to the next olympics :)
  • Sample sizes of 5000 just don’t cut it anymore if you want real granularity.

And here you go…. the famous back landing dive.

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