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BizReport : Trends & Ideas archives : August 09, 2016

TV preferred choice for watching Olympic Games

With the Rio Olympics underway, there are plenty of stats around for marketers to get their teeth into. The latest set, regarding how Brits plan to watch the sporting event, comes from media technology firm Snell Advanced Media.

by Helen Leggatt

We have previously reported on Savvy's Olympics findings for the UK. They found that 51% of Brits plan to get involved with the sporting event being held in Rio. In their survey, most said they planned to watch the Olympics on the television (despite 56% not taking into account the time difference) while just 18% said they would watch the event online and 33% would record from television events that took place overnight.

Snell Advanced Media
's recent research found that similar number plan to watch the event - 35 million out of the UK's population of around 64 million. Most (63%) plan to watch the Games live on BBC television channels, and 41% on the channel's TV highlights programmes. Few expressed a desire to watch via Netflix (9%) or Amazon Prime (5%) if it were possible.

More than half (54%) thought it was more important to watch the opening ceremony than the actual sporting events.

While just 15% of those planning to watch the Olympics want to do so via an online streaming site, nearly half (49%) said they are likely to use the BBC's interactive Red Button which allows users to choose between various live events at different points of the day. Despite the BBC considering a "phased exit" of the Red Button, more people plan to use it during the Rio games than they did for the London Olympics in 2012 (44%).

"The Olympics is set to capture the imagination of those watching the Games in the UK and around the world. New technology means consumers have the option to watch memorable sporting moments in numerous ways," says Neil Maycock, EVP & General Manager, Media Software Solutions at Snell Advanced Media. "Our research serves to highlight that despite the hype surrounding new media platforms, British audiences still place great value on viewing landmark content on more traditional broadcast services."

Tags: online, Rio Olympics, television, UK

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