Tagged 'Olympics'

Brands Risk Losing the Games

Posted by Bryan Gernert on August 27th, 2012 at 7:14 am

What makes a consumer value a brand to the point they would pay a premium for it? There are a number of factors that come into play – personal feelings, cultural status, customer experience, etc. Brand marketers strive to instill brand value through their advertising and marketing efforts. This is part of the reason why global brands spend millions (Coca-Cola spent $70+ Million just this year) to be Olympic sponsors, hoping to leverage the power and emotion consumers associate with the Games.
Does this work? Do 17 days of unparalleled athletic excellence and the Dream Team do anything to stop consumers’ slow march away from brand loyalty toward price and convenience?
The results of our research indicate that consumers care less about the brands they buy and more about the prices they pay, and the time it takes to bring them home. This might not seem like groundbreaking findings, as there has always been a group of price conscious shoppers who are more concerned with price over brand. However, what is new and disturbingly different is the spread of the trend into upper income segments. Wealthy shoppers, long thought of as a secure bastion of brand loyalists, are becoming less loyal and... Read more

The Next Olympics: 2012 Forecasts a Shift in US Broadcasting Models for 2014

Posted by Atul Patel on August 22nd, 2012 at 9:00 am

While there was outcry of frustration over the lack of real-time video coverage during the 2012 Olympics in the United States, NBC brought in big ratings and advertising dollars. Even with the outcry of #NBCfail, NBC expects to break even with their prime-time model and possibly make a small profit, bringing in more in advertising than they did during the Beijing games. And the audience numbers back this. NBC averaged 31 million prime-time viewers a night, and over 200 million viewers overall – making this the most-watched non-US Summer Olympics in 36 years. However there is a more fundamental challenge at bay than a Twitter trend. The traditional model worked for NBC this time, but audience expectations have shifted with the advent of streaming video, forecasting a need for new broadcasting models to make future high-profile events available where, when, and how the audience wants to watch.
How We Used to Watch and the Changing Landscape
Until recently, US audiences accepted that Olympic games were provided by a single broadcasting network and its affiliates.  It didn’t matter that the main coverage was available only at a few select channels and only through traditional television. It didn’t matter that we couldn’t easily browse... Read more

What the Industry and Rio Olympic Games Can Learn from #NBCFail

Posted by Jeff Hasen on August 22nd, 2012 at 6:32 am

Rather than consider the following a delayed analysis of the much tweeted-about NBC Olympics London telecast, think of this as a preview of the Rio Games four years hence.
NBC would certainly spin it that way.
By now, you know that members of the “loudmouth minority” have railed against NBC for delaying the airing of the Summer Games despite making promises that all but the ceremonies would be shown live somewhere.
I was especially aghast after seeing on Twitter the result of Usain Bolt’s 9.63 second 100-meter win before what NBC presented to us as a live stream was sent to American viewers on computers, or in my case, an iPad.
Former President Bill Clinton famously said, "It depends upon what the meaning of the word 'is' is.”
In so many words, NBC said “It depends on what the meaning of the word ‘live’ is.”
Recently, Today executive producer, Jim Bell, who also was the Games' executive producer, dismissed the criticism, again incorrectly stating in a Hollywood Reporter interview that “everything was live.”
Why is it such a big deal? Why can’t I be content with 5,500 hours from London, unprecedented as far as Olympics are concerned?
Because we live in real time. Even a delay of 9.63... Read more

Olympics Coverage on Social Media and New Media

Posted by Jennifer Okula on July 31st, 2012 at 5:33 pm

A lot has certainly changed in four years. According to stats compiled by iProspect, the number of Facebook accounts has grown 901% from 90 million in 2008 to 901 million today. The number of Twitter accounts has grown from under 1 million to 300 million. Wow!
In a blog post I wrote recently, I discussed the role of smartphones in this year's Olympics. Smartphones have grown 456% in the last four years.  When Safecount surveyed panelists (US internet users 18-44), 74% of smartphone owners say they actively participate in social media on their phones. 34% say they will follow Olympics coverage on Facebook and 17% will follow on Twitter. I find these numbers amazing since the last summer Olympics probably had far less activity on social platforms. I wonder if viewers will be following specific fan pages on Facebook, specific athletes pages, or just simply interacting with friends about the Olympics. Michael Phelps has close to 5.5 million likes. The US Olympic Team page itself has about half that at 2.2 million likes.
Regardless of how Olympic fans will be interacting with content on Facebook and Twitter, they will certainly be multi-tasking. While watching coverage on TV, 43% say they are also likely to... Read more

Smartphones to play an interesting role for Olympics coverage

Posted by Jennifer Okula on July 26th, 2012 at 12:02 pm

Leading up to this year's summer Olympics, a few different studies have been reporting on intended Olympics coverage by media or device type. Research from Deloitte reports that 15% of US internet users would watch the games on a mobile phone. A study by Velti reports that almost four in 10 people using their smartphones to follow the Olympics will also do so by connecting with others by calling them or via texting. Safecount has conducted some of it's own research among its panel of US internet users. Data reported in this post are among smartphone owners 18-44.
Not surprisingly, although smartphone owners 18-44 plan to follow the games on their mobile phones, 66% of them still plan to follow via live TV and 29% via Tivo/DVR/previously recorded TV. When this same group is asked what their primary source of coverage would be, these figures are 47% and 11% respectively. However, 13% will follow primarily via streaming computer/laptop coverage. And only 2% of these smartphone owners will follow streaming coverage primarily from their phones.
This data is in line with the thinking that fans will be watching from multiple devices. While smartphone owners are watching the Olympics on TV, 24% of... Read more