IAB & ESPN World Cup Research - Results

1. IAB & ESPN World Cup Research - Results

2. Agenda • Research Objectives & Methodology • UK World Cup Analysis • Excitement & Engagement around the World Cup • Multiplatform consumption of World Cup vs. 2006 • Use of Social Media • Activities/Devices used whilst watching the World Cup • Benefits of World Cup Sponsorship • Latin America/USA World Cup Analysis • Cross Platform Consumption • Out of Home Use • Summary

3. Research Objectives & Methodology Objectives • To understand engagement & excitement of World Cup across UK, USA and Latin America • To understand the role played of online, mobile and social media during World Cup across different regions and how this compares to previous competitions Methodology • Quantitative online survey using ESPN Fan Forum across UK, Latin America and USA pre, during and post the World Cup (June/July 2010) • Sample size = 400 respondents (UK), 1,500 (Latin America), 12,000 (USA) • All male sports fans • Age profile (UK): 27% 16-34 years, 28% 35-44 years, 31% 45-54 years, 15% 55+ years

4. Dedicated, knowledgeable and excited fans • 61% agreed that they were very excited about the World Cup (77% of 16 – 34 year olds) • 37% took time off work to watch games (and a further 8% skived off!) • Interest didn’t decline when England were knocked out – 87% said elimination did not effect their viewing habits • More picked Spain as winners than any other team - 38%

5. TV still the first choice for watching games; online & mobile growing – especially in week In general, how did you watch games starting at the following times? 31% planned to watch England vs USA in pub Source: ESPN UK Fan Forum

6. Significantly more watched games online Compared to the last World Cup in 2006, please tell us whether you agree or disagree with each of these statements – percentage that agree Source: ESPN Sports Fans Panel

7. 73%thought their online / mobile experience was better than expected Positive about online and mobile Source: ESPN Sports Fans Panel

8. Positive about online and mobile “Decent picture quality, buffering was minimal” “I didn’t miss the England goal” “I thought the picture would freeze every so often, but it didn’t” “Games streamed without lag, live text was updated very quickly “The quality was the same as the TV” Source: ESPN Sports Fans Panel

9. 3D TV could be the standard technology in 2014 How do you expect to be watching the World Cup in 2014? Source: ESPN Sports Fans Panel

10. Social media tools used more before & after games How did you share your excitement & banter with people before, during and after games? Source: ESPN Sports Fans Panel

11. What caused the most texts and tweets? • England losing to Germany 46% • Lampard’s disallowed goal 19% • ITV HD missing the England goal 8% • Uruguay hand ball vs Ghana 6% • Paul the Octopus’ correct predictions 4% Source: ESPN Sports Fans Panel

12. The first multi-device World Cup 55% Source: ESPN UK Fan Forum

13. Over half watching will also use another device Whilst watching games on TV, did you also use your mobile, laptop, desktop or other device? Source: ESPN Sports Fans Panel

14. One in five downloaded Apps Did you download any World Cup apps (base – all those with smart phones) Source: ESPN UK Fan Forum

15. High engagement with activities 59% Source: ESPN UK Fan Forum

16. Competitions and videos most popular Which of the following did you do during the World Cup? Source: ESPN UK Fan Forum

17. Fans embrace sponsorship Source: ESPN UK Fan Forum

18. The vast majority of sports fans don’t mind if activities are sponsored Do you mind if any of the activities you’ve performed (listening to podcasts, watching videos online, playing games online or taking part in competitions) are sponsored? Source: ESPN Sports Fans Panel – pre wave

19. One in four 16 – 34 year olds feel more favourable about sponsors In general, how do you feel about brands that sponsor the World Cup Source: ESPN Sports Fans Panel – pre wave

20. 15% of 16 – 34 year olds are more likely to buy a sponsors’ product Are you more likely to buy a product from a brand that sponsors the World Cup? Source: ESPN Sports Fans Panel – pre wave

21. Latin America/USA Analysis 21

22. Interest levels was extremely high across Latin America – UK roughly 61% 22 Q3. How interested would you say you are in the following soccer leagues or tournaments? Would you say you are very interested, somewhat interested, a little bit interested, or not at all interested?

23. Like UK, Similar Interest in World Cup overall except in Brazil 23 Q4. Please indicate the extent to which you agree or disagree with each of the following statements about the World Cup 2010. Please use a five point scale where 5 means you “strongly agree” and 1 means you “strongly disagree” with the statement. You may use any number from 1 to 5.

24. Radio is popular among Latin American countries How Followed Match 24 Q5. Did you watch or follow any of the World Cup 2010 matches yesterday on any of the following?

25. Our Approach to Cross-Media Research Break users down into cells of media use (Behavioral Segmentation) 15 possible combinations A – TV B – Online C – Mobile D – Radio

26. Not surprisingly, TV only was the strongest platform for following the World Cup 26 Q5. Did you watch or follow any of the World Cup 2010 matches yesterday on any of the following? Base: Argentina 255, Brazil 369, Mexico 318, Venezuela 231, Other 363, USA

27. TV and Online, TV and Radio were the two most popular multi platform ways to follow the World Cup 27 Q5. Did you watch or follow any of the World Cup 2010 matches yesterday on any of the following? Base: Argentina 255, Brazil 369, Mexico 318, Venezuela 231, Other 363, USA

28. Holds true that cross-platform was strong in Latin America 28 Q5. Did you watch or follow any of the World Cup 2010 matches yesterday on any of the following? Base: Argentina 255, Brazil 369, Mexico 318, Venezuela 231, Other 363, USA

29. Overall, 17% of ESPN World Cup consumption was done out-of-home Where Followed Match Internet out-of-home consumption strongly favored usage at work (72%) 29 Q6. Where did you watch/follow World Cup coverage yesterday? Base: 360

30. 63%average out of home use across all of Latin America TV most popular, followed by radio Source: ESPN Sports Fans Panel

31. o 3D TV Is Reaching a Niche Audience, But Those Reach Give Positive Reviews “sports is a perfect genre to take advantage of 3D technology..” -Male, 24 “3D made me feel as if I was on the field with the players” -Male, 49 Have you, personally, experienced any TV broadcast in 3D (either at home, in someone else’s home, or in a store or other place where 3D TV was being demonstrated)?N = 670

32. o “America Wins 1-1” Half of all Americans tuned into the World Cup Final – most watched men’s football match at 15.9 MM viewers. 10% of Super Bowl audience Spain-Germany semifinal was viewed by 355,000 people per minute during the live match, making it the largest average audience ever for ESPN3.com In the average minute, digital had a larger audience size than 23 other cable networks in same time period Have you, personally, experienced any TV broadcast in 3D (either at home, in someone else’s home, or in a store or other place where 3D TV was being demonstrated)?N = 670

33. Summary & Conclusions • Unprecedented levels of excitement around 2010 World Cup across all regions • Online coverage – a resounding success • Social Media usage is a ’before and after’ experience • Mobile Apps played a key role in World Cup experience (1 in 5, but room for growth) • South Africa 2010 was the 1st global multi-device World Cup • Sponsorship embraced and has tangible effect

34. Any Questions welcome over coffee Tim Elkington tim@iabuk.net • Matt Roberts • Matthew.s.roberts@espn.com