SOURCES: • All-over HD coverage OLYMPIC BROADCAST SERVICES (OBS) SOURCES: • 302 medal events • All 32 sports and every competition NBC UNIVERSAL SOURCES: • 24 simultaneous streams on cable and satellite • 24 simultaneous streams on Facebook BBC 2,200 CONTENT HOURS SOURCES: • HD coverage on You Tube Channel for Asia and Sub-Saharan Africa • 24-hour broadcast of Olympics news INTERNATIONAL OLYMPIC COMMITTEE NETWORK OFFERINGS 5,600+ CONTENT HOURS 3,500+ CONTENT HOURS 2,500 CONTENT HOURS The 2012 London Olympic Games will air in 204 countries around the world. ‘64 TELEVISION SUMMER OLYMPIC OPENING CEREMONIES TV VIEWERSHIP TV will remain the dominant viewing media for the 2012 SUMMER OLYMPICS. The global TV audience is expected to reach 5 BILLION. The first Olympics to be aired (to 40 countries) on live television was the 1964 GAMES IN TOKYO. HOW PEOPLE WILL USE THE INTERNET AROUND THE OLYMPICS HOW PEOPLE PLAN TO FOLLOW THE OLYMPICS ONLINE 11% 3% 3% RUSSIA AMERICA UNITED KINGDOM CHINA BEIJING 2008 LONDON 2012 WATCH LIVE EVENTS 50% 46% 36% 33% 22% 19% 15% 13% WATCH HIGHLIGHTS FOLLOW SCORES/READ RECAPS LOOK UP SCHEDULE OF EVENTS FOLLOW OPENING/CLOSING CEREMONIES READ ATHLETES’ HUMAN INTEREST STORIES POST OR READ ABOUT EVENTS ON SOCIAL MEDIA READ ABOUT LONDON’S PREPARATIONS 70% READ ON MOBILE DEVICES READ VIA PC WATCH ON MOBILE DEVICES WATCH VIA PC 35% 35% 55% 10% 33% 16% 23% 7% 9% The first Olympic Games to have a dedicated web page (with news, results, ticket sales, photos) was the 1996 GAMES IN ATLANTA. ‘96 The first Olympic Games to stream on-demand content to PCs was the 2008 GAMES IN BEIJING. ‘08 36% 36% 9% ONLINE PC MOBILE RESULTS: 10.06 10.09 11.09 A PROJECTED 1 BILLION PEOPLE will view events, get updates, and check results on digital devices (PCs, mobile phones, tablets). More smartphone devices will be tuned into London 2012 coverage THAN EVER BEFORE. PERCENTAGE OF MOBILE PHONE USERS OWNING SMARTPHONES 2010 WINTER OLYMPICS 2012 SUMMER OLYMPICS 9.7% 24% 5.9 MILLION GREAT BRITAIN 26.9 MILLION GREAT BRITAIN 36 MILLION UNITED STATES 40.7 MILLION UNITED STATES 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. LONDON OLYMPICS SOURCES Perform, Interclick/KN Dimestore, eMarketer, CSI Magazine, Advertising Age, NBC, BBC, IOC YouTube Channel
The Multi-screen Olympics
Oct 17, 2014
in 2012, citizens of the world gathered 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 were created equal. Using insights from this report as a lens, BBDO and Proximity investigated how different countries are expected to consume Olympic Games content.
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SOURCES:
• All-over HD coverage
OLYMPIC BROADCAST SERVICES (OBS)
SOURCES:
• 302 medal events
• All 32 sports and every competition
NBC UNIVERSAL
SOURCES:
• 24 simultaneous streams on cable and satellite
• 24 simultaneous streams on Facebook
BBC
2,200 CONTENT HOURS
SOURCES:
• HD coverage on You Tube Channel for Asia and Sub-Saharan Africa
• 24-hour broadcast of Olympics news
INTERNATIONAL OLYMPIC COMMITTEE
NETWORK OFFERINGS
5,600+ CONTENT HOURS
3,500+ CONTENT HOURS 2,500
CONTENT HOURS
The 2012 London Olympic Games will air in 204 countries around the world.
‘64
TELEVISION
SUMMER OLYMPIC OPENING CEREMONIES TV VIEWERSHIP
TV will remain the dominant viewing media for the
2012 SUMMER OLYMPICS.
The global TV audience is expected to reach
5 BILLION.
The first Olympics to be aired (to 40 countries) on
live television was the
1964 GAMES IN TOKYO.
HOW PEOPLE WILL USE THE INTERNET AROUND THE OLYMPICS
HOW PEOPLE PLAN TO FOLLOW THE OLYMPICS ONLINE
11%3% 3%
RUSSIA AMERICA UNITED KINGDOMCHINA
BEIJING 2008 LONDON 2012
WATCH LIVE EVENTS 50%
46%
36%
33%
22%
19%
15%
13%
WATCH HIGHLIGHTS
FOLLOW SCORES/READ RECAPS
LOOK UP SCHEDULE OF EVENTS
FOLLOW OPENING/CLOSING CEREMONIES
READ ATHLETES’ HUMAN INTEREST STORIES
POST OR READ ABOUT EVENTS ON SOCIAL MEDIA
READ ABOUT LONDON’S PREPARATIONS
70%
READ ON MOBILEDEVICES
READ VIA PC
WATCH ON MOBILEDEVICES
WATCH VIA PC
35% 35%
55%
10%33%
16% 23%7% 9%
The first Olympic Games to have a dedicated web page (with news, results, ticket sales, photos) was the
1996 GAMES IN ATLANTA.
‘96
The first Olympic Games to stream on-demand content to PCs was the
2008 GAMES IN BEIJING.
‘08
36%36%
9%
ONLINE
PC MOBILE
RESULTS:
10.06
10.0911.09
A PROJECTED 1 BILLION PEOPLEwill view events, get updates, and check results on digital devices (PCs, mobile phones, tablets).
More smartphone devices will be tuned into London 2012 coverage
THAN EVER BEFORE.
PERCENTAGE OF MOBILE PHONE USERS OWNING SMARTPHONES
2010 WINTER OLYMPICS
2012 SUMMER OLYMPICS
9.7%
24%
5.9 MILLIONGREAT BRITAIN
26.9 MILLIONGREAT BRITAIN
36 MILLIONUNITED STATES
40.7 MILLIONUNITED STATES
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 di�erent countries are expected to consume Olympic Games content.
LONDON OLYMPICS
SOURCESPerform, Interclick/KN Dimestore, eMarketer, CSI Magazine, Advertising Age, NBC, BBC, IOC YouTube Channel
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