Advertisers should consider second screen viewing
GlobalWebIndex found that 35 per cent of the 30 000 Winter Olympic fans they surveyed consume the sports news online.
In addition, over 90 per cent of respondents said they ‘use another device while watching TV’. Adding further insight, GlobalWebIndex found that social media is where most viewers go ‘to message friends and check updates.’
These findings were used to understand the challenges and opportunities advertisers face with the ‘second-screen’. GlobalWebIndex propose the solution for advertisers (in the case of the Winter Olympics) is not to simply push out promotional content but to add ‘real-life Olympics commentary among social media users’.
Marketing Tech News provides insight into GlobalWebIndex’s secondary poll. They surveyed 89 000 Internet users, not specific Winter Olympic fans, and found that the result was that TV ‘is still king’, particularly among older viewers. However, it was also true for the younger age group. ‘19% of 16-24-year olds reported watching the Olympics online, while 30% mainly watch on TV’.
Regarding the second screening trend, Marketing Tech News includes a quote from a company spokesperson, ‘“Regardless of budget to directly advertise on TV, brands should be taking advantage of the multi-screen moment to create immersive experiences that drive conversations and conversations’.