LONDON 2012: Learning's on How Australians consumed The Games
Steve WeaverNetwork Research Director
Nine Network Australia
Photo credit: Flickr
Total global viewing hours of 36.1bnglobal audience per minute of 114m
Global average daily audience of 1.0bnAustralian average daily audience of 1.6m13.5m Australians reached in Metro cities
46.0m page impressions on ninemsn/london2012
6.0m video streams on ninemsn/london2012
Learning 1.
Live and ExclusiveOlympic viewing audiences continue to grow in Australia, but the screen mix is changing
0% 20% 40% 60% 80% 100% 120% 140% 160%
Women 65+
Women 55-64
Women 40-54
Women 25-39
Women 16-24
Women 0-15
Men 65+
Men 55-64
Men 40-54
Men 25-39
Men 16-24
Men 0-15
Source: OzTAM Consolidated Data. 28/07/12-13/08/12-12/08/12. 18:00-24:00. Nine vs.. Universe. 5 City Metro.
Screen Mix Changing
Index (%)
Median age of Athens 45 years; Beijing 47 years; London 46 years
PC & Mobile Screens for younger audiences
Source: Nielsen Online Ratings August 12
0 20 40 60 80 100 120 140 160
WWOS London Site- Audience ReachSource: Nielsen Online Ratings Aug'12 Women 65+
Women 50 - 64
Women 35 - 49
Women 25 - 34
Women 18 - 24
Women 2 - 11
Men 65+
Men 50 - 64
Men 35 - 49
Men 25 - 34
Men 18 - 24
Men 2 - 17
Learning 2.
Three A DayPlatform and screen ubiquity provides 24hr access to Games content
Photo credit: Flickr
On a given day, multi platform viewers accessed Olympics content on an average of 3 platforms
Average:3 platforms
61%
Any online 99%
TV
54%
PC
14%
Mobile
10%
Tablet
14%
Outdoor ads
53%
60%
Radio
Source: Ninelab Touchpoints Survey
Q2. What are all the ways you watched/read/heard anything about the Olympics between midday yesterday and midday today? Base: All multi-platform users (n=1,123)
In the multi- platform mix, online content more prevalent
than print
Popular combinationsTV + online 17%TV + radio 15%TV + PC 13%TV + print 8%TV + print + PC 7%
Lunchtime PC viewing dominates out of home screen usage, particularly young workers
Screens by age
Source: Ninelab Touchpoints Survey
Q2. What are all the ways you watched/read/heard anything about the Olympics between midday yesterday and midday today? Base: All respondents (n=1,450)
Consumption by Age
14-17 18-24 25-39 40-54 55+0%
10%
20%
30%
40%
50%
60%
Photo credit: Flickr
98%
46%
In the past 24 hours...
11%
7%
43%
Photo credit: Flickr
Dual-platform consumers reveal significantly greater engagementAudiences are commonly supplementing TV with online content.
Live TV only Live TV and Online only0%
20%
40%
60%
80%
100%
0
50
100
150
200
250
300
350
15%
42% 2hrs30min
5hrs16mins
Penetration Average time spent
Min
utes
Source: NinelabTouchpoints Survey
Q2. Screens watched / accessed Olympics in P24H (Base: All respondents n=1,450) and Total minutes spent viewing / accessing Olympics in P24H Base: Have watched Olympics in P24H: Only live TV (n=221) only live TV + online n=597)
x2TV
TV + ONL
Photo credit: Flickr
Learning 3.
There are now 3 ‘Prime-Times’ TV, Mobiles, PC’s and Tablets are favoured at different points of the day
Total Screen Consumption through an Olympics day
Midnight - 6am
6am - 9am 9am - 11am 12pm - 4pm 4pm - 6pm 6pm - 8.30pm 8:30pm - 10:30pm
10:30pm - Midnight
18%
39%34% 36%
44%
67%
59%
30%
Total viewing
Source: Ninelab Touchpoints Survey
Q17/4/8/11/14. Time of day watched Olympics on any screen. Base: All respondents (n=1,450)
TV Screen Consumption
Midnight - 6am
6am - 9am 9am - 11am 12pm - 4pm 4pm - 6pm 6pm - 8.30pm 8:30pm - 10:30pm
10:30pm - Midnight
18%
32%
24% 25%
36%
63%
55%
27%
TV Screen
Source: Ninelab Touchpoints Survey
Q17/4/8/11/14. Time of day watched Olympics on… Base: All respondents (n=1,450) and TV viewers (n=1,424)
Source: Ninelab Touchpoints Survey
Q17/4/8/11/14. Time of day watched Olympics on… Total/TV/PC/Tablet/Mobile. Base: All respondents (n=1,450)
Midnight - 6am
6am - 9am 9am - 11am 12pm - 4pm 4pm - 6pm 6pm - 8.30pm 8:30pm - 10:30pm
10:30pm - Midnight
16%
32%24% 25%
36%
63%55%
27%3%
10%14% 16%
12%
12%
10%
6%
TV Screen PC Mobile Tablet Total viewing
Screen Consumption by daypart
MN-6am 6am-9am 9am-11am 12pm-4pm 4pm-6pm 6pm-8.30pm 8.30pm-10.30pm
10.30pm-MN
% Consumption by age
14-17 18-24 25-39 40-54 55+
Total Screen Consumption by age
Portable and online devices kept Australians connected to the Games across the day
Source: Ninelab Touchpoints Survey
Q8,11,14. Time of day watched Olympics on… PC/Tablet/Mobile phone Base: Accessed Olympics in L12H PC (n=605), Mobile (n=150), Tablet (n=101)
Time of day break-down among the device user base
11% 7%43%
Mobile was a companion for the commute and lunch hour
Midnight - 6am
6am - 9am 9am - 11am 12pm - 4pm 4pm - 6pm 6pm - 8.30pm 8:30pm - 10:30pm
10:30pm - Midnight
0%
5%
10%
15%
20%
25%
30%
35%
40%
Mobile phone
Source: Ninelab Touchpoints Survey
Q11. Time of day watched Olympics on: Mobile. Base: Device user base: Mobile (n=150)
1am
2am
3am
4am
5am
6am
7am
8am
9am
10am
11am
12pm 1p
m2p
m3p
m4p
m5p
m6p
m7p
m8p
m9p
m10
pm11
pm12
mn
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
% of Daily Impressions - WWOS Mobile
Source: Nielsen Mobile Market Intelligence
Fresh overnight content drives volume
Midnight - 6am
6am - 9am 9am - 11am 12pm - 4pm 4pm - 6pm 6pm - 8.30pm 8:30pm - 10:30pm
10:30pm - Midnight
0%
5%
10%
15%
20%
25%
30%
35%
40%
Mobile: single screen during the working day. Second screen with TV during prime time.
Source: Ninelab Touchpoints Survey
Q11. Time of day watched Olympics on: Mobile. Base: Device user base: Mobile (n=150)
Olympics via mobile phone
Olympics via mobile phone concurrent with TV
Midnight - 6am
6am - 9am 9am - 11am 12pm - 4pm 4pm - 6pm 6pm - 8.30pm 8:30pm - 10:30pm
10:30pm - Midnight
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Tablet
Tablet use in down-time
Source: Ninelab Touchpoints Survey
Q14. Time of day watched Olympics on: Tablet. Base: Device user base: Tablet (n=101)
Around ¼ of all tablet owners were dual-screening during prime time
Midnight - 6am
6am - 9am 9am - 11am 12pm - 4pm 4pm - 6pm 6pm - 8.30pm 8:30pm - 10:30pm
10:30pm - Midnight
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Tablet as the second screen in prime-time but not necessarily for related content
Source: Ninelab Touchpoints Survey
Q14. Time of day watched Olympics on: Tablet. Base: Device user base: Tablet (n=101)
Olympics via tablet
Olympics via tablet concurrent with TV
Midnight - 6am
6am - 9am 9am - 11am 12pm - 4pm 4pm - 6pm 6pm - 8.30pm 8:30pm - 10:30pm
10:30pm - Midnight
0%
5%
10%
15%
20%
25%
30%
35%
40%
PC
The PC facilitates content access and engagement at work
Source: Ninelab Touchpoints Survey
Q8. Time of day watched Olympics on: PC Base: Device user base: PC (n=605)
Midnight - 6am
6am - 9am 9am - 11am 12pm - 4pm 4pm - 6pm 6pm - 8.30pm 8:30pm - 10:30pm
10:30pm - Midnight
0%
5%
10%
15%
20%
25%
30%
35%
40%
But is slowly being replaced by ‘next generation’ devices for concurrent viewing PC not a strong second screen for related content
Source: Ninelab Touchpoints Survey
Q8. Time of day watched Olympics on: PC Base: Device user base: PC (n=605)
Olympics via PC
Olympics via PC concurrent with TV
MN-6am
6am-9am
9am-11am
12pm-4pm
4pm-6pm
6pm-8.30pm
8.30pm-10.30pm
10.30pm-MN
% PC Consumption by age
18-24 25-39 40-54 55+
PC usage reflects stage of life
Photo credit: Flickr
Fri, 2
7 Ju
l
Sat, 2
8 Ju
l
Sun, 2
9 Ju
l
Mon
, 30
Jul
Tue, 3
1 Ju
l
Wed
, 1 A
ug
Thu, 2
Aug
Fri, 3
Aug
Sat, 4
Aug
Sun, 5
Aug
Mon
, 6 A
ug
Tue, 7
Aug
Wed
, 8 A
ug
Thu, 9
Aug
Fri, 1
0 Aug
Sat, 1
1 Aug
Sun, 1
2 Aug
Mon
, 13
Aug
Stream Views
Source: Nielsen VideoCensus
Main screen content can drive demand for short formConsumers took advantage of on-demand content, driven by athlete performance
Content Preference Varies by Platform
133,780 stream starts
73,085 stream starts
Source: Nielsen VideoCensus
Learning 4.
Small screens at night1/3 of those using mobile as the second screen were doing so post-10.30pm
Photo credit: Flickr
Source: Ninelab Touchpoints Survey
Q4/8/11/14. Time of day watched Olympics on: TV/PC/Tablet/Mobile. Base: Device user base: Total (n=1,450), TV (n=1,424), PC (n=605), Mobile (n=150), Tablet (n=101)
TV, tablet and PC penetration drops off while mobile holds steadyFigures represent the proportion of device user base
Small screens still delivering Olympics content after hours
Learning 5.
Extended Screens (Environments) add 2hrs per dayLook to usage patterns to gauge the direction of media strategy
Photo credit: Flickr
Home Only
3h:11m
Home & Out of Home
6h:38m
Ave.3h:50m
+
Use & Usage: Mobile devices currently see relatively disproportionate use vs. usage.
98%
43%
11% 7%
180
72 72
89
0
20
40
60
80
100
120
140
160
180
200
0%
20%
40%
60%
80%
100%
TV PC Mobile Tablet
Min
ute
s
Penetration Average time spent
Source: Ninelab Touchpoints Survey
Q2. Screens watched / accessed Olympics in P24H (Base: All respondents n-1,450) and Total minutes spent viewing / accessing Olympics in P24H Base: Have watched Olympics in P24H: Using device (TV n=1424, PC n=605, mobile phone n=150, tablet n=100)
14-17 18-24 25-39 40-54 55+
TV PC Mobile Tablet
Min
utes
(sta
cked
)
Use & Usage: Screen mix variesTablet usage currently operates in a narrow age bracket
Learning 6.
PC the main dual screenThe penetration of the PC/laptop made it the dominant device used for concurrent screening
Dual Screening
30%
22%
84%
48%
What is the second screen?
Midnight - 6am 6am - 9am 9am - 11am 12pm - 4pm 4pm - 6pm 6pm - 8.30pm 8:30pm - 10:30pm
10:30pm - Midnight
-10%
0%
10%
20%
30%
40%
50%
60%
70%
PC Mobile Tablet
Concurrent usage profile doesn’t change among device users, but new screens are becoming the preferred option
Source: Ninelab Touchpoints Survey
Q19. Concurrent screen consumption among Olympics TV viewers. Base: Concurrent viewers by device (n=679 total, n=568 PC, n=207 mobile, n=152 tablet)
Photo credit: Flickr
Learning 7.
‘Cross-screening’Almost 1 in 4 were actively seeking related content on a second screen while the tv screen was on
Photo credit: Flickr
46% of concurrent viewers accessed related content on a second screen in the past day
Cross screen behaviours
22% of total TV viewers accessed related content on a second screen in the past day
397 mins avg total time with Olympics content in P24H. Across avg 4 platforms.
The cross-screen audience is a highly engaged one
170 mins avg total time with Olympics content in P24H. Across avg 2 platforms.
Concurrent, related content
Concurrent, no related content
289 mins avg total time with Olympics content in P24H. Across avg 3 platforms.
No concurrent usage
Ninem
sn
London2012.com
Yahoo 7
News.co
m.a
u
Fairfax
Youtube
ABCBBC
Oth
er AU S
ites
Oth
er OS N
ews Site
s
Oth
er Site
s
Foxtel/F
oxSports
SBSBlo
gs
App- L2012 R
esults
App- L2012 J
oin in
App- Nin
e Newsb
reak
App- Foxt
el L2012
App- The L
ounge
App- Tune-in
App- Fango
0%
10%
20%
30%
40%
50%
Source: Ninelab Touchpoints Survey
Q12. Sources of Olympic content accessed online in P24H Base: Device user (Mobile phone n=150)
Ninem
sn
London2012.com
Yahoo 7
News
Fairfax
Youtube
ABCBBC
Oth
er AU S
ites
Ove
rseas
News Site
s
Oth
er Site
s
Foxtel/F
oxSports
SBSBlo
gs
App- L2012 R
esults
App- L2012 J
oin in
App- Nin
e Newsb
reak
App- Foxt
el L2012
App- The L
ounge
App- Jum
p-in
App- Tune-in
App- Fango
0%
10%
20%
30%
40%
50%
Apps supporting cross-screen behaviour achieved good pick-up in a short time
Learning 8.
Telecast Sponsorship impacts searchTelecast Sponsors received brand search uplifts from those exposed to tv advertising
Search Volumes of viewers exposed to Telecast Sponsors (Brand x)