Rodale Inc.’s Men’s Health magazine has a number of instructional apps already, including "Eat This, Not That!" and a workout designer: But you could not read the magazine or advertise in it on the iPhone, until now. Beginning with the September issue of the magazine (available in August) special content will be developed specifically for the iPhone in order to create an enhanced viewing experience that is unavailable on other devices. Men's Health currently has several branded apps for the iPhone, but this new app is the first that allows the magazine to expand its digital publication delivery across iPhone and iPod Touch devices with more than 220 million users globally. Existing Men’s Health iPad subscribers will have access to the publication with no additional charge on their iPhones.
The app was developed using Adobe Digital Publishing Suite, and Rodale claims this is the first iPhone application to launch on the Adobe platform in the United States.
“This brand prides itself on being first to market, so developing an iPhone version of Men’s Health quickly is a natural next step for us,” said David Zinczenko, Editor-in-Chief of Men’s Health and GM for Rodale’s Healthy Living Group and Rodale Books.
“Offering iPad subscribers a chance to view Men’s Health on their iPhone gives readers a new outlet to consume our content on-the-go or at the gym,” said Sean Bumgarner, Interactive Design Director for Rodale.
Men’s Health has had success with its digital apps before, as Folio describes. Its “Skin Care Center” was the 2012 recipient of the American Society of Magazine Editors (ASME) award for digital media, known as the Digital Ellie, in the personal service category honoring service journalism on digital platforms. Its “Eat This, Not That!” also won a Digital Ellie in ASME’s inaugural year of the awards, 2010. The brand offers more than 40 apps across the iPhone and iPad.
Men’s Health bills itself as the “go-to source for guys,” and is published 10 times a year in the U.S. by Rodale. The magazine has garnered numerous industry accolades, including being named by the Media Industry Newsletter (MIN) as the “#1 Most Notable Magazine Launch of the Last 25 Years.”
truTV delivers some edgy stuff, like “1,000 Ways to Die” (who knew one could be decapitated by an exploding tire? Or eviscerated by one’s own killer robot?). The network promises to be even “Bigger, bolder, broader” in the 2012-2013 season, placing a strong emphasis on comedic and action-packed “actuality” programming designed to appeal to its young adult and young-male-skewing audience.
Projects in the works include a unique new game show set on an airplane, which is being developed by Howie Mandel and his production company, Alevy Productions. truTV has also ordered a pilot starring NBA star Shaquille O’Neal and developed by Fishbowl Worldwide Media, with “America’s Funniest Home Videos” creator/executive producer Vin Di Bona and Tosh.0 co-creator Mike Gibbons among the executive producers.
“truTV has firmly established itself as a leader in TV’s fastest-growing genre, delivering on the promise of outrageous, fun television with truTV’s unique spin,” said Marc Juris, executive vice president and chief operating officer of truTV. “We’re also programming with an eye towards creating content that works across multiple screens and establishing ourselves as a truly multi-platform brand.”
Since its re-brand in 2008, truTV has been on a tear when it comes to ratings growth and competitive position. After scoring its best year ever with key demos in 2011, truTV just charted its best quarter ever in Q1 2012. truTV has also planted itself among basic cable’s Top 10 networks with men 18-49:
With a median age of 41, truTV claims the youngest primetime audience of such direct non-fiction competitors as Discovery, History and A&E.
truTV’s dedication to “actuality programming” has paid off with shows that deliver ratings success every night of the week. Six of truTV’s primetime series rank in the top 10 for their time period with key adult and male demos. In addition, nine truTV series average more than 1 million viewers, while several truTV shows – including “Hardcore Pawn,” “Lizard Lick Towing” and “Impractical Jokers” ranked among basic cable’s Top 50 unscripted series for the first quarter.
For this year’s Upfront, rather than putting on a splashy press event in New York, truTV hit the road to conduct in-person meetings with small groups of key clients. “Given the rapidly changing media environment, we decided the big budget upfront presentation does not provide the opportunity to sit down and develop unique solutions for our clients,” Juris said. “This year we don’t want to pitch. We want to partner.”
“truTV has experienced record-breaking growth and a desirable young adult audience, catching the eye of over 30 new advertisers this year,” said Joe Hogan, executive vice president, Young Adults Ad Sales, Turner Broadcasting. “We have enjoyed sharing this success story with clients the last several weeks, and look forward to attracting more marketers to the network this Upfront through customized multi-screen opportunities.”
Looking ahead, truTV is working in the development arena to craft additional on-target series for the network’s audience. truTV is specifically focusing on the comedic reality genre, with an eye toward shows that tap into the network’s recent success with the acquired hit Wipeout.
Here’s a rundown of what truTV has coming down the pike:
Killer Karaoke – New series premiering later this year
Unlike anything else on TV, popular comedian and "Jackass" star Steve-O hosts this outrageous singing contest that challenges contestants to break out in song in the midst of extreme, hilarious and sometimes skin-crawling physical challenges. The hits just keep on coming as contestants try to carry a tune under fire. Killer Karaoke comes to truTV from Zodiak USA, producer of the network’s popular Hardcore Pawn and Lizard Lick Towing.
Guinness World Records Gone Wild – New series premiering later this year
A new series that challenges everyday people to push themselves to do astonishing things for their place in history. Among the records the show will set out to break are the most panes of glass run through in one minute, fastest time to jump over three oncoming cars and the highest dive into 12 inches of water. Guinness World Records Gone Wild is produced for truTV by High Noon Entertainment (“Cake Boss,” “Tough Love”).
Container Wars – Cast-contingent series
This auction show is unlike any other auction show on television, because this one takes place in a commercial shipping port. The cast will compete against each other to buy the contents of huge shipping containers that have come from all around the world. They have no idea what’s inside the containers until the doors are opened. They then have only have a few minutes to assess what’s visible and decide whether to bid. The winner of each container then checks the contents in greater detail and decides on the amount of profit or loss they are likely to make. “Container Wars” comes to truTV from T Group Productions.
Hardcore Pawn: Fort Bragg – New series premiering in July
Guns Plus is a truly unique pawn store that is a favorite of the thousands of soldiers stationed at Fort Bragg, as well as their proud families, friends and supporters. Located next to the legendary military base, Guns Plus is staffed by military veterans, including ex-Marines and Special Ops soldiers, who have an amazing first-hand knowledge of the rare and collectible weapons that come through their doors on a daily basis. For this series, viewers will be taken behind the scenes for very different look at the pawn business, focusing almost entirely on weapons and military equipment. Hardcore Pawn: Fort Bragg comes to truTV from Zodiak USA, producer of the network’s popular “Hardcore Pawn” and “Lizard Lick Towing.”
Upload with Shaquille O’Neal (working title)
truTV has ordered a pilot of this new series from the producers of “Tosh.0” and “America’s Funniest Home Videos.” Basketball superstar and TNT NBA analyst Shaquille O’Neal and friends will round up the week’s online video clips, as well as create their own viral videos and comment on and parody current pop culture stories. This pilot comes to truTV from Fishbowl Worldwide Media founded by entertainment industry veterans Vin Di Bona and Bruce Gersh, with the creative team led by Susan Levison. Di Bona, Gersh, Levison and Beth Greenwald serve as executive producers, along with “Tosh.0’s” Mike Gibbons.
Jeff & Curtis Lose Weight (working title)
This new series takes the weight-loss concept and puts a truTV unique spin on it. Comedy duo Jeff Sloniker and Curtis Rainsberry are struggling to maintain their diets and workout regime as they battle the bulge…and each other. Guided by their trainer, they will try extreme diets, attend absurd exercise classes and generally humiliate themselves physically in public for the sake of losing a pound or two. At the end of each episode, the guys will weigh in, and the loser will have to perform a humiliating task drawn from the “Bowl of Pain.” “Jeff & Curtis Lose Weight” is being developed for truTV by Rive Gauche Television.
Turbulence (working title)
truTV takes off for one truly outrageous game show in the sky. As contestants fly from one location to another, they must answer questions. Every correct answer banks money for a big weekend blowout in Las Vegas. And every wrong answer makes the flight a little bit bumpier. “Turbulence” comes to truTV from Howie Mandel’s Alevy Productions. Mandel says, “I couldn’t be more excited to be working with truTV on a project that I am really passionate about.”
World’s Dumbest… – Season 14 begins Thursday, June 7, at 9 P.M. ET/PT
Operation Repo – Season 10 begins Wednesday, June 6, at 9 P.M. ET/PT
Lizard Lick Towing – Season 2 returns Monday, June 11, at 10 P.M. ET/PT
Storage Hunters – Season 2 premieres Tuesday, June 12, at 10 P.M. ET/PT
Hardcore Pawn – Season 6 coming in July
Vegas Strip – Season 3 coming in July
Nearly six in 10 core radio listeners (57%) start their day with another medium or gadget, rather than turning on the radio, reports Inside Radio. That according to media analyst and consultancy Jacobs Media, in their Techsurvey8 report.
The 18-34 year old demo is more likely to engage with email or Facebook as their first media interaction of the day, along with their first cup of joe.
The Techsurvey8 results were gathered online from January 31-February 15 from listeners of 170 broadcast stations across the U.S. and Canada, contributing 57,358 total respondents. Jacobs Media surveyed 170 stations, 12 radio formats and 57,358 radio listeners, claiming it is the “largest technology survey ever conducted for radio.”
As a format, radio is hardly dead, but, is a more high-touch medium which, like TV, is finding itself having to meet digital natives wherever they listen.
Why AM/FM Radio still matters: While "favorite songs" and personalities rank highest, there are four emotional triggers that listeners value:
1. Having a radio on while they work
2. Putting them in a better mood
3. Providing a feeling of companionship
4. Offering an escape from the pressures of everyday life
Pandora is a (pure) player: By far, Pandora is the most popular pure-play Internet option, as nearly half (45%) of "streamies" listen to some extent, easily besting competitors like iHeartRadio (19%), Spotify (7%), TuneIn Radio (7%), and Slacker Radio (5%).
However, Pandora users are split as to whether the Internet pure play should be considered "radio" – 43% "yes" – 49% "no."
Protecting The In-Car Listening Franchise: More than half of all respondents say that most of their radio listening takes place in cars. One in ten (9%) now drives a car equipped with a system like Ford's Sync, especially fans of News/Talk and Sports/Talk.
Smartphones, Apps and Tablets coming on strong: More than half (52%) own a smartphone.
Tablets are becoming a significant part of the digital story. One-fourth say they own one (24%), and iPad has a big lead over its competitors.
The Social Media tidal wave: Eight of ten are on Facebook. More than one-fifth use Twitter, and Sports/Talk emerges as the format where Twitter rules.
Nielsen Company released some intriguing demographic data, from part 2 of its “State of the Media Spring 2012” report—this part presenting an in-depth look at usage by demographic (ethnicity, gender and age).
White TV viewers use their DVRs at twice as much as any other group on a daily basis for time-shifted viewing; yet Asians watch the most timeshifted content as a share of overall TV time.
Among the online destinations for streaming TV content, Hispanics are most likely to watch on Netflix (still no advertising opportunities), where Asians are most likely to watch on Hulu and black viewers on YouTube (both ad friendly).
- Teens used a gaming console for an average of eight minutes during primetime, more than twice as much as the general TV population.
- When watching TV and using their tablet computers simultaneously, male tablet users were more likely to look up information related to a TV program, and females were more likely to up look info related to a TV ad.
- Females spend 61.2% of timeshifted viewing during primetime to watch dramas.
- Females spend 46.9% of real-time viewing watching drama, versus 34.5% for men.
- Females spend 13.5% of their time viewing sports, versus 32.7% for me.
- Online adults aged 25-54 are 23% more likely than the average U.S. Internet user to follow a brand via social networking and 29% more likely to purchase a product online that was featured on TV.
That eight-minute figure for teens and gaming seems low, frankly. Few games can be played in eight minutes. Presumably, that average is dragged down because teens who spend zero minutes on gaming outnumber those who spend hours at a time.
NBC Owned Stations will begin selling national advertising for four Comcast SportsNets cable channels, reports the Washington Business Journal. Those channels include Comcast’s New England, Mid-Atlantic, Northwest and Philadelphia networks.
Comcast Sports Group test drove the model in a trial run at New England Cable News (part of the Comcast Sports Group), and “It worked so well that we decided to expand this relationship to more markets,” Ray Warren, executive VP and chief revenue officer for Comcast Sports Group told Broadcasting & Cable.
Warren went on to describe that Comcast’s regional sports networks “have delivered a lot of value to advertisers because of the hard-to-reach male demos we attract.” Through combining selected regional sports networks with the NBC Owned Stations, Warren sees Comcast as “able to create a complete local package with compelling cross-demo appeal for advertisers that is unprecedented in its reach."
Comcast Sports Group and NBC Owned Stations (there are 10 stations in the group, nationwide) will roll out the model over the next four months, beginning in New England.
“There is hardly a program or ad on TV these days that doesn’t ask its viewers to like its Facebook page or tweet about it,” opined Frederic Lardinois of TechCrunch. But what do they get out of accepting that invitation? Therein lies the rub, found Accenture.
The industry analyst group surveyed 1,000 U.S. TV viewers, to find that nearly two-thirds (64%) recall seeing social media symbols such as Facebook "Likes" while watching television, and one third (33%) interacted with social media, after seeing a social media symbol on their TV screen.
This is good news for advertisers, believes Robin Murdoch, Accenture’s global Internet segment managing director. "This has huge revenue growth potential as social media applications build program viewer loyalty and drive online advertising opportunities."
That one third who interacted with the symbols while watching TV did so by "liking" the TV program on Facebook (20%), scanning a QR code (11%), searching for the Hashtag on Twitter (7%) or scanning the Shazam symbol (5%).
But what do viewers want out of it?
Obtaining more information about a show, product or service was the greatest motivator for interacting with a social media symbol while watching TV; cited by 43% of the participants who have done so. Other motivations included:
- getting coupons and promotional codes (32%)
- entering a contest/sweepstakes (31%)
- watching another video (26%)
- interacting about the show or product on social media (26%)
- connecting with others with similar interests (21%)
- sharing or recommending video/program to others (20%)
- making a purchase (16%)
To put a pencil to it, of that 33% who interacts, 16% of them makes a purchase - so, just 4.8% of viewers, which is still a good figure. About 10% of viewers overall will go for coupons and promotional codes, or enter to win a contest, so the advertising/marketing/engagement possibilities are strong.
Surprisingly absent from the list is interacting with the show. They appear to enjoy interacting live with questions (e.g. through Twitter to interact with the “Walking Dead” and “Real Housewives” recap shows, voting on “American Idol”). But interaction does not drive viewers to watch lousy TV. The Ford Motor Company-funded unscripted show “Escape Routes” has tanked miserably on NBC on Saturday nights, with ratings shares as low as 0.3. “Escape Routes” is a broadcast/interactive mashup with six teams of two participating in a road-trip competition with real-world challenges, all while driving the new Ford Escape. Viewers can interact real-time with the teams through Google Hangouts, among other social methods; but so far, they haven’t.
Demographics play a role
As expected, the demographic of social-interactive viewers skews young. The majority of participants between the ages of 18 and 24 (63%) said they have interacted with social media symbols while watching TV. For older age groups, the numbers dropped to 46% among 25-34 year olds, 44% among 35-44 year olds, 19% among 45-54 year olds, 24% among 55-64 year olds and 11% of those 65 or older.
Both men and women participants who interacted with social media sites were most interested in getting more information about the show (39% and 48%, respectively). Women were also motivated by getting coupons or promotional codes (40%) and registering or signing up for something (34%). Males were more interested in interacting with social media to watch another video (35%) or entering a contest or sweepstakes (34%).
In terms of engagement, most viewers are just satisfied with what they get out of the social engagement. They are neither thrilled nor displeased. Nearly three-quarters (74%) of those who received content via social media symbols while watching TV (those coupons, recommended videos and so forth) said it just "met expectations," compared with 10% who said the content "did not meet expectations" and 15% who said it "exceeded expectations."
The survey also showed that the greatest barrier to adoption is lack of interest among consumers in the content available through social media interactions. When participants were asked why they had not interacted with social media while watching TV, 60% said they did not think they would be interested in the content they would receive. Fewer participants said they were not sure how to interact with social media symbols (23%); had not downloaded the necessary application for scanning social media symbols on their mobile devices (15%); or, did not have time to scan a social media symbol because it was not displayed long enough on the TV program (11%).
The survey pointed to dramas and comedies as the top genres where consumers would like additional information and interactivity. Asked what type of show they would be interested in interacting with, 35% of participants said dramas and comedies, compared to news programming (31%), sporting events (29%), reality shows (23%), lifestyle/cooking/home shows (20%), game shows (19%), talk shows (16%) and live non-sports events (15%).
"The challenge to providers unlocking this enormous growth is convincing viewers that interacting with TV programming is valuable to them," said Murdoch. "You do that by offering compelling content that enhances the viewing experience coupled with things that extend the value into other areas of their lives. In parallel, you might make social media easier for viewers to use by integrating these capabilities into your existing distribution infrastructure."
eMarketer and video ad network YuMe report a nearly three-to-one bias toward women in gender-targeted video advertising.
According to YuMe, the majority (65.9%) of video ad campaign proposal received by publishers in 2011 were gender-agnostic, but 25.7% targeted women, and 8.4% targeted men.
Not surprising, considering that consumer package goods (CPG) companies (which commonly target health and beauty products at women) were the single largest spender of ad dollars for online video in 2011, at 24%.
Age-wise, online video ads most often targeted at consumers aged 25 to 54: 39% of US advertisers targeted females in this age range and 22% targeted males. Few advertisers ventured outside of that spectrum. Video advertisers are targeting parents and professionals, who eMarketer estimates account for 51.1% of all U.S. online video viewers in 2012, most strongly (19.2%) of those viewers in the 25-to-34 age range.
But advertisers will not ignore those other demographics. YuMe found 73% of all U.S. pre-roll video ads seen by viewers ages 12 to 24 were watched in full last year, compared to 68% of all ads watched by those ages 25 to 54. Pre-roll ads offer the greatest guarantee of full viewership, considering they are often mandatory precursors to watching online video. About 78% of viewers will watch an interactive in-stream video like a pre-roll to completion, versus about 39% for an in-banner video, reports video ad network PointRoll, making in-stream video the most attractive option for advertisers.
- Fox has taken an equity stake in an interactive television technology provider (ACTV8), reports MediaBistro. Fox will "ACTV8" several its primetime series, beginning with the “New Girl” second screen app, now which is available on iTunes App Store for iPhones and will be available on iPad and Android platforms in the coming weeks. Using the apps, viewers can interact during live broadcasts of Fox shows by chatting in real time, earning badges by watching and answering episodic trivia.
- In search-engine marketing news, Microsoft's Internet Explorer (IE) browser has started to regain share of the browser market, reports ClickZ. It does so at the expense of rival browsers, particularly Mozilla's Firefox and Google's Chrome. According to data from Net Applications, IE has increased its market share by 2% from December 2011 to March 2012, for a total of 53.8%. The browser was losing share before that, losing more than 5% of users between May and December 2011. Firefox usage has declined since May 2011 through March 2012, dropping 2% for 20.6% of the market.
- Turner Sports lost some digital traffic with its streaming NCAA coverage, reports Multichannel News. Between paid subscriptions and the trials of TV Everywhere authentication, Turner Sports traffic to NCAA.com and March Madness Live broadband and mobile services declined 6% from the 2011 basketball tourney, to a still colossal 51.6 million visits, between March 11 and the April 2 title game. On a daily basis, NCAA.com and March Madness Live averaged 1.1 million daily unique visitors, which was down 10% from 2011, and averaged 473,000 daily uniques on mobile, down 1%.
- Google Ads has created a Google + page for advertising partners, where it will provide the latest Google advertising product news; training and events; tips; and Google Hangouts, with product experts. Google is promising that advertisers can “Stay ahead of the curve with the latest launches and updates for Google's advertising solutions, including search, display, mobile, social, YouTube and Google Analytics. Receive how-to information, best practices, and recommendations.” The latest how-to entry is “Fast facts about targeting ads to the modern digital mom.”
- “New dads are big-time social media newsers,” reports eMarketer. Fathers, particularly first-time fathers, engage in the same social media activities that new mothers do, according to a February survey by Edelman and The Parenting Group. The survey revealed that that 42% of new U.S. fathers who use social networks write family-related status updates on a daily basis. Further, 56% of new dads post family photos at least a few times a week, while 21% post family-related videos.
The National Football League (NFL) yesterday announced the national television schedule for its 2012 preseason, with ten games across NBC, Fox Sports and ESPN.
NBC SUNDAY NIGHT FOOTBALL
The SNF preseason kicks off on Sunday, August 19 when Ben Roethlisberger and the Pittsburgh Steelers host the Indianapolis Colts, who own the first pick in the upcoming NFL Draft.
The other Sunday Night Football preseason tilt announced today has Mark Sanchez, Tim Tebow and the New York Jets hosting Cam Newton and the Carolina Panthers on Sunday, August 26. Coverage for both games begins at 8 P.M. ET on NBC. Al Michaels (play-by-play), Cris Collinsworth (analyst) and Michele Tafoya – all nominated for 2012 Sports Emmy Awards – will call the games.
Sunday Night Football, which has won three consecutive Emmy Awards for Outstanding Live Sports Series, ranks as the most-watched (persons 2+) and highest-rated primetime show, and the No. 1 program across the key demographics of Adults 18-49, 18-34, 25-54 as well as Men 18-49, 18-34 and 25-54, based on Nielsen live + same day data. Additionally, SNF is the No. 3 show among Women 18-34 and the No. 4 show among Women 18-49.
NFL on FOX
The 2012 NFL on FOX season kicks off with three exciting preseason games featuring six playoff teams, including the 2011 NFC West Champion San Francisco 49ers taking on Peyton Manning’s new team – the Denver Broncos.
Action gets underway with back-to-back prime time coverage starting Thursday, August 16 (8:00 P.M. ET). Andy Dalton and A.J. Green look to build on their rookie success as the Cincinnati Bengals head to the Georgia Dome to take on Matt Ryan, Michael Turner and the Atlanta Falcons. That game is followed up the next night with the reigning AFC North Champion Baltimore Ravens hosting Matthew Stafford and Ndamukong Suh’s Detroit Lions on Friday, August 17 (8:00 P.M. ET). FOX Sports’ preseason coverage wraps up on Sunday, August 26 (4:00 P.M. ET) with the new-look Denver Broncos hosting Alex Smith and the 49ers.
Following its coverage of the NFL’s prestigious NFC regular season schedule, FOX Sports presents exclusive live postseason coverage including an NFC Wild Card Game, the NFC Divisional Playoffs and the NFC Championship Game.
Fox Sports 2012 NFL Preseason Broadcast Schedule
- Thursday, August 16 Cincinnati Bengals at Atlanta Falcons 8:00 P.M. ET
- Friday, August 17 Detroit Lions at Baltimore Ravens 8:00 P.M. ET
- Sunday, August 26 San Francisco 49ers at Denver Broncos 4:00 P.M.ET
ESPN 2012 MONDAY NIGHT FOOTBALL PRESEASON
ESPN will televise four NFL games as part of its 2012 Monday Night Football preseason schedule. Play-by-play commentator Mike Tirico and analyst Jon Gruden will call every game in anticipation of ESPN’s MNF regular-season opener on Monday, Sept. 10. All MNF preseason games will begin at 8 P.M. ET.
The season kicks off Thursday, August 9, when Aaron Rodgers and the NFC North champion Green Bay Packers travel to San Diego to face Philip Rivers and the Chargers at Qualcomm Stadium.
The ESPN crew then heads up the California coast four days later to the Bay Area when Carson Palmer and the Oakland Raiders host Tony Romo and the Dallas Cowboys on Monday, Aug. 13. The game will be a homecoming for Gruden, who served as head coach of the Raiders from 1998-2001.
On Monday, Aug. 20, Tom Brady and the AFC champion New England Patriots host Michael Vick and the Philadelphia Eagles at Gillette Stadium in Foxboro, Mass.
ESPN will conclude its preseason schedule when Larry Fitzgerald and the Arizona Cardinals face Chris Johnson and the Tennessee Titans at LP Field in Nashville on Thursday, August 23.
ESPN Deportes, ESPN’s 24-hour Spanish-language domestic sports network, will once again offer a Spanish-language production of MNF preseason and regular season games in 2012.
The 2012 ESPN MNF regular season schedule is expected to be announced in the coming weeks.
ESPN’s MNF 2012 NFL Preseason Schedule:
- Thursday, Aug. 9, 8 P.M., Green Bay Packers at San Diego Chargers
- Monday, Aug. 13, 8 P.M., Dallas Cowboys at Oakland Raiders
- Monday, Aug. 20, 8 P.M., Philadelphia Eagles at New England Patriots
- Thursday, Aug. 23, 8 P.M., Arizona Cardinals at Tennessee Titans
With this summer’s Olympic games, “digital technologies will break their own records for viewing,” reports Adweek. “With the emergence of high-def video and mobile apps giving people more ways than ever to watch the games, the number of viewers in the U.S. is likely to top the 211 million” who watched the 2008 Beijing games online, said Adweek citing Nielsen data.
Interclick from Yahoo joined forces with KN Dimestore to survey Americans about how they plan to watch the games this summer, which events they are most looking forward to, and what they plan to do online related to the games.
Interclick and KN Dimestore found that half of respondents say they will use the Internet to watch live events. “The speed and clarity that broadband delivers across mobile devices, tablets and computers now rivals television. That’s helped video grow and improve at dizzying rates. The 2012 Olympics offer marketers unprecedented opportunities to execute brand strategies across the Games.”
While 50% will watch live online, 46% will watch highlights, and 36% will read follow-ups and recaps.
Gymnastics will garner the highest viewership, with 32% of women surveyed and 12% of men; followed by swimming and diving, with 22% of women and 10% of men; though track and field will take a stronger male viewership, at 20% of those surveyed.
And nearly 1/3 of both men and women will follow the events equally throughout the day, versus watching just primetime—presumably across multiple devices at home and at work.