Live blogging from the Net Gain 2015 conference in Toronto, Canada. Any errors or bad jokes are my own.
- SOchi/FIFA was a great opportunity for the corporation to focus on one thing at a time. Throw everything you have at understanding something.
- Wanted to help content producers with their shows.
- Every event was live streamed. Day went from midnight to 3pm and then needed an evening show.
- TV ratings come in a day late so used digital data as first look at TV data at second point. But that wasn’t quite enough.
- Mandate to serve all canadians meant all platforms – radio, television, online. How do you get single source data? Encoded digital streams with television signals. (There was very little radio coverage)
- 97% of canadians watched or listened to sochi content on any platform
- Web analytics don’t say anything about the people, but the panel does
- Adobe Sitecatalyst measures devices that interact with a digital offering – website, video, audio, apps
- Substantial difference between television and sitecatalyst
- Panel membership showed more content was viewed. But why? They way they count viewers is different. Device may count 1 person watching TV even if 3 people are watching. Group viewing could be the reason for the difference.
- Digital video was more attractive to younger people, much higher during school hours
- Digital data might underreport, particularly for large scale events
- Does digital ADD to time watched or is it at the same time as TV watching
- Sochi viewer watch far less television than average Canadian, even during the sochi weeks. They aren’t just adding content. Maybe they’re just fans of a certain sport not the Olympics.
- Sochi digital viewers were more likely to be fans of sports in general, they watch less TV in general, they are cord-cutters, less likely to consume TV
- Maybe digital viewers have replaced some TV with digital and they only add on when they are really interested in the sport
- Digital viewers are more volatile in their viewing profiles