October 2, 2008
I’m back with some details from those cases presented at the BIMA event I went to last week.
Nick Johnson the VP of Multimedia Sales for NBC Universal shared some great data and lessons learned from NBC’s "ownership" of the Beijing Olympics.
He called the Olympics a cultural phenomenon — and for more reasons than their presence in China and all of the political hullaballoo that brought about. From a media perspective, the games brought about significant behavior change among American consumers:
76% stayed up late to watch events
48% changed their routine in order to watch events when they were on
36% delayed doing things in order to watch events
On top of the high volume of television watchers:
56 million unique users came to NBC’s site to watch events, get content, see replays
NBC saw 12.3 million video downloads, AND it saw 16.4 million unique mobile users
Johnson’s conclusions from the research NBC conducted following the Olympics:
1) Television can still be king. The Olympics were hugely successful at driving a mass audience for NBC
2) Consumers expect multiplatform content. NBC found that people expect that content will be online as well as available via television. And having multiple platforms showing related content increased the use of each. 68% of consumers said they watched more TV because the content was available online. And 86% expected to see television content available by Web.
3) TV and video experiences should be complementary. People who watched TV and then went to the Web to download video content doubled their TV watching hours.
4) Cross platform advertising works. Overall, consumers who saw television ads only experienced a 35% aided brand recall. Consumers who saw ads on TV and the Web showed a 46% aided brand recall.