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BizReport : Advertising archives : 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.


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

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