BizReport

RSS feed Get our RSS feed

News by Topic




BizReport : Advertising : July 11, 2016


Olympics next big sporting event for advertisers to engage second-screeners

Research from RadiumOne reveals the Olympics will be another chance for advertisers to engage with second-screeners as Euro 2016 comes to an end.

by Helen Leggatt

RadiumOne's research into the second-screen habits of Brits watching Euro 2016 live on TV showed that the most popular device was a smartphone (73%) and reading online comments and using chat/IM to discuss the game were the most popular second-screening activities (28% each).

However, the upcoming Olympics, while also prompting second-screen activity, is a different kettle of fish, according to Craig Tuck, RadiumOne's UK managing director, who says the sporting event will be "less of a social viewing experience than the Euros".

Furthermore, RadiumOne's survey of Brits who plan to watch the Olympics found that, unlike during Euro 2016, most people (64%) will participate in online activity that is unrelated to the Olympics. Just 31% say they will chat or instant message about the event they are watching while 30% say they will search online for event-related information of talk on the phone about what is going on.

R1chart2.jpg

The good news for advertisers, says Tuck, is that "the large amount of second-screening enables sponsors and other advertisers looking to get in on the act to target viewers with a similar profile to the TV audience online during broadcasts, which they can't do on TV as it's on the BBC [no ads]".

The moments that matter most for connecting second-screen and TV activity, says Tuck, are the opening ceremony (watched by 71% of Olympic TV viewers), the closing ceremony (60%) and the BBC highlights shows (56%).

Tags: consumer behavior, Euro 2016, Olympics, second-screen, UK










Subscribe to BizReport






http://www.bizreport.com/2016/07/olympics-next-big-sporting-event-for-advertisers-to-engage-s.html

 

 

Copyright © 1999- BizReport. All rights reserved.
Republication or redistribution of BizReport content is expressly prohibited without the prior written consent.
BizReport shall not be liable for any errors in the content, or for any actions taken in reliance thereon.