London Olympics: The Multi-Screen Games

LONDON OLYMPICS THE MULTI-SCREEN GAMES This year, citizens of the world will gather in front of television sets, smartphones, tablet devices, and computers to watch the action of the Olympic Games unfold in London. However, our research report "Meet the Screens" taught us that not all screens are created equal. Using insights from this report as a lens, BBDO and Proximity investigated how different countries are expected to consume Olympic Games content. =ONLINE HOW PEOPLE WILL USE THE INTERNET AROUND THE OLYMPICS WATCH LIVE EVENTS 50% WATCH HIGHLIGHTS 46% FOLLOW SCORES/READ RECAPS 36% LOOK UP SCHEDULE OF EVENTS 33% FOLLOW OPENING/CLOSING CEREMONIES 22% READ ATHLETES' HUMAN INTEREST STORIES 19% POST OR READ ABOUT EVENTS ON SOCIAL MEDIA 15% READ ABOUT LONDON'S PREPARATIONS 13% HOW PEOPLE PLAN TO FOLLOW THE OLYMPICS ONLINE WATCH VIA PC READ VIA PC WATCH ON MOBILE READ ON MOBILE DEVICES DEVICES 70% 55% 35% 36% 35% 36% 33% 16% 23% 10% f 9% 11% 7% 9% 3% 3% CHINA RUSSIA AMERICA UNITED KINGDOM PC MOBILE The first Olympic Games to have a dedicated web page (with news, results, ticket sales, photos) was the A PROJECTED 1 BILLION PEOPLE RESULTS: O 10.06 '96 10.09 will view events, get updates, and check results on digital devices (PCs, mobile phones, tablets). O 11.09 1996 GAMES IN ATLANTA. More smartphone devices will be tuned into London 2012 coverage THAN EVER BEFORE. The first Olympic PERCENTAGE OF MOBILE PHONE Games to stream USERS OWNING SMARTPHONES '08 on-demand content to PCs was the 2010 WINTER OLYMPICS 2008 GAMES 9.7% IN BEIJING. 2012 SUMMER OLYMPICS 24% =TELEVISION The 2012 London Olympic Games will air in 204 countries around the world. '64 TV will remain the dominant The global TVv audience is expected to reach 5 BILLION. The first Olympics to be aired (to 40 countries) on live television was the viewing media for the 2012 SUMMER OLYMPICS. 1964 GAMES IN TOKYO. SUMMEI OLYMPIC OPENING CER MONIES TV VIEWERSHIP 88 UNITED STATES GREAT BRITAIN UNITED STATES GREAT BRITAIN 36 MILLION 5.9 MILLION 40.7 MILLION 26.9 MILLION BEIJING 2008 LONDON 2012 ENETWORK OFFERINGS 5,600+ CONTENT HOURS 3,500+ 2,500 CONTENT HOURS 2,200 CONTENT HOURS CONTENT HOURS NBC UNIVERSAL INTERNATIONAL OLYMPIC COMMITTEE BBC OLYMPIC BROADCAST SERVICES (OBS) SOURCES: SOURCES: SOURCES: SOURCES: • All-over HD coverage • 302 medal events • 24 simultaneous streams on cable and satellite • HD coverage on You • All 32 sports and every Tube Channel for Asia and Sub-Saharan Africa • 24 simultaneous streams on Facebook competition • 24-hour broadcast of Olympics news SOURCES Perform, Interclick/KN Dimestore, eMarketer, CSI Magazine, Advertising Age, NBC, BBC, IOoC YouTube Channel BBDO proximity