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IAB & ESPN World Cup Research - Results

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IAB & ESPN World Cup Research - Results 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

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agenda
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
research objectives methodology
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
dedicated knowledgeable and excited fans
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%
tv still the first choice for watching games online mobile growing especially in week
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

significantly more watched games online
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

73 thought their online mobile experience was better than expected
73%thought their online / mobile experience was better than expected

Positive about online and mobile

Source: ESPN Sports Fans Panel

slide8
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

3d tv could be the standard technology in 2014
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

social media tools used more before after games
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

what caused the most texts and tweets
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

the first multi device world cup
The first multi-device World Cup

55%

Source: ESPN UK Fan Forum

over half watching will also use another device
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

one in five downloaded apps
One in five downloaded Apps

Did you download any World Cup apps (base – all those with smart phones)

Source: ESPN UK Fan Forum

high engagement with activities
High engagement with activities

59%

Source: ESPN UK Fan Forum

competitions and videos most popular
Competitions and videos most popular

Which of the following did you do during the World Cup?

Source: ESPN UK Fan Forum

fans embrace sponsorship
Fans embrace sponsorship

Source: ESPN UK Fan Forum

the vast majority of sports fans don t mind if activities are sponsored
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

one in four 16 34 year olds feel more favourable about sponsors
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

15 of 16 34 year olds are more likely to buy a sponsors product
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

interest levels was extremely high across latin america uk roughly 61
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?

like uk similar interest in world cup overall except in brazil
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.

radio is popular among latin american countries
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?

our approach to cross media research
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

not surprisingly tv only was the strongest platform for following the world cup
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

tv and online tv and radio were the two most popular multi platform ways to follow the world cup
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

holds true that cross platform was strong in latin america
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

slide29
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

63 average out of home use across all of latin america
63%average out of home use across all of Latin America

TV most popular, followed by radio

Source: ESPN Sports Fans Panel

3d tv is reaching a niche audience but those reach give positive reviews
o3D 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

america wins 1 1
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

summary conclusions
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
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