activating the soccer fan: realitymine's touchpoints data describes how soccer fan behavior is...
TRANSCRIPT
Activating the Soccer Fan
How Soccer Fan Behavior is Critically Different than Other
Major Sports
@rolfeswinton
Why Do We Get Certain Behaviors Sometime and Not Others?
How Can We Use Data to More Likely to Get the Behaviors We Want?
What is RealityMine? UK-based mobile technology company with powerful passive & active data collection tools and analytic engines that provide actionable consumer behavioral insights
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Real Behaviors & Real Insights in Real-Time
Multiple Data Collection &
Capture Sources
Crisp, Insightful Reporting in Syndicated &
Custom Projects
Powerful Analytics Engines
3,500 Adults aged 18-64
USA TouchPoints App
Panelists recruited online; incentives vary
Passive Mobile Monitoring
5,000 next year
Then 20,000 … and more
Over 7.2 Million Hours of Data Each Year
Fused to MRI
Accessible via IMS, MRI, Telmar, and
RealityMine dashboards
Data Collection Methodology
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+ Passive Listening
The Data Gives a Multifaceted and Continual View…
All media
All emotions
All life contexts
Recorded as close to real-time as possible
All day, every day, half-hour by half-hour
And continuously - passively
How do Soccer fans engage with the sport differently than other sports?
When are the optimal times to impact their behaviors?
When is the best time to reach a consumer with a marketing message?
If you had to choose one event to reach your audience, which one would it be?
If you had to choose the best time of day?
What is the right media mix?
When will you have enough exposure?
What is the role of tools like social media?
Some Applications of Our Insights
Let’s Look at Major Sporting Events
Super Bowl – American Football
Let’s Look at Major Sporting Events March Madness - Basketball
Let’s Look at Major Sporting Events World Cup
Why These Events?
• Large portions of the population
• No time shifting
• Highly engaged audiences (at least some of the time)
• Lots of behaviors:
• Second screen use
• Purchasing interest / behavior
• Changing emotions
• Responding (or not) to advertising
• And more…
Gender Super Bowl March Madness
World Cup
Male 50% 54.4% 50.2%
Female 50% 45.6% 49.8%
Age Group Super Bowl MarchMadness
World Cup
Millennials (18-34) 22.7% 45.6% 51.7%
Older (35-64) 77.3% 54.4% 48.5%
Who Was Watching?
Viewers % by Gender and Age Group
Source: RealityMine data collected 2014
Where Were They & Who Were They With?
Super Bowl March Madness World Cup
By themselves At home
With their kids At home
With their partner At restaurants / bars
Source: RealityMine data collected 2014
37% 41% 52%
42% 45% 35%
22% 15% 13%
Super Bowl March Madness World Cup
Viewers Emotions While Experiencing the Given Event
The World Cup is the One Sports Event That Most People Feel Happy About
NEGATIVE
NEUTRAL
POSITIVE
Source: RealityMine data collected 2014
But Few Members of the Audience are Only Watching the Events
Note: Others include parent-child activities, nothing, exercise, community/religious activities, shopping online, school and caring for others
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
Activities During Sport Events (%)
Super Bowl March Madness World Cup Average Day
Source: RealityMine data collected 2014
But Few Members of the Audience are Only Watching the Events – MM Working
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
Activities During Sport Events (%)
Super Bowl March Madness World Cup Average Day
Note: Others include parent-child activities, nothing, exercise, community/religious activities, shopping online, school and caring for others
Source: RealityMine data collected 2014
But Few Members of the Audience are Only Watching the Events – SB & WC Social
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
Activities During Sport Events (%)
Super Bowl March Madness World Cup Average Day
Note: Others include parent-child activities, nothing, exercise, community/religious activities, shopping online, school and caring for others
Source: RealityMine data collected 2014
But Few Members of the Audience are Only Watching the Events
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
Activities During Sport Events (%)
Super Bowl March Madness World Cup Average Day
Note: Others include parent-child activities, nothing, exercise, community/religious activities, shopping online, school and caring for others
Source: RealityMine data collected 2014
How Did These Audiences Engage with the Events?
When was the Peak of Interest?
March Madness: A Final, Small Lift at the Final – But Never Like the Start
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2
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8
10
12
Sat 15th Sun 16th Mon 17th Tue 18th Wed 19th Thu 20th Fri 21st Sat 22nd Sun 23rd
Med
ia d
istr
ibu
tio
n o
ver
stu
dy
(%)
Date (Match '14)
TV
Radio
Mobile
Source: RealityMine data collected 2014
Viewership of the World Cup games in the USA Peaked When USA Played then Faded
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
USA vs Portugal USA vs
GermanyUSA vs Belgium
USA Audience of the World Cup 2014
France vsGermanyBrazil vs
Colombia
Final
Source: RealityMine data collected 2014
Super Bowl XLVIII: May Have Been Most Watched at the Start, but Boredom Took Over the Audience by 9pm
* -http://www.adweek.com/news/television/nielsen-overturns-earlier-call-super-bowl-xlviii-most-watched-ever-155461
0%
10%
20%
30%
40%
50%
60%
70%
18:00 18:30 19:00 19:30 20:00 20:30 21:00 21:30 22:00 22:30 23:00 23:30Other Super Bowl Boredom
Source: RealityMine data collected 2014
Bruno Mars / Half-Time
Show
• Audience engagement not easily predictable and certainly not linear
• Some surprising moments when the audience is actually most engaged can create opportunities to connect with them
• But when are exactly the best times to connect?
What we see is the whole context of a consumer’s daily life
And a whole lot more than just watching the event or a given program…
March Madness: Every Group Has a Different Daily Experience!
Source: RealityMine data collected 2014
World Cup Viewer Audiences Had Very Different Days, Also Very Distinctive to MM
Source: RealityMine data collected 2014
And What About the Second Screen?
What are People Doing While Experiencing the Game / Event?
TV is Still the Biggest Media Platform, but PC, Mobile and Radio Played Very Different Roles for Each Event
49.6%
44.7%45.1%
20.5%
27.2%
16.7%15.9% 16.3%18.2%
14.0%11.8%
20.0%
Super Bowl March Madness World Cup
TVTVTV PCPCPC Mobile RADIOO
Super Bowl March Madness World Cup
Media Consumption by Platform in % Event Mins
Source: RealityMine data collected 2014
Second Screen Relative Use to TV isn’t so Obvious for All Age Groups During World Cup
Source: RealityMine data collected 2014
Second Screen / Mobile Device Use: World Cup Viewers the Lowest Users Overall
0%
10%
20%
30%
40%
50%
60%
70%
Email Internet Gaming Talking Texting Apps TakingPictures
% o
f Se
con
d S
cree
n A
ctiv
ity
via
Mo
bile
Ph
on
e
Super Bowl March Madness World Cup
Source: RealityMine data collected 2014
The More Engaging the Event, the Less Second Screen Time – A Very Dynamic Relationship
% difference between USA vs Portugal and USA
vs Germany
% difference between USA vs Germany and USA
vs BelgiumSource: RealityMine data collected 2014
What are People Actually Using on their Phones as They Participate Viewing the Games?
Skype is heavily used by March Madness viewers. Yahoo Sports and ESPN
Streak
Candy Crush Saga ranked lower in people who watched the tournament than those that didn't.
The top apps are all sport related.
Source: Reality Mine Data Collected March – April 2014
TV & person-to-person interaction still trumps all, when people are very engaged and excited about what they are experiencing
Second Screen usage varies wildly:
• by demographics
• by context - context is inherently dynamic, dependent on what is happening in the event and in the context of the competition
Different Moods / States & Context Drive Types of Second Screen Activity
Different Events Had Different App Use Patterns
EMOTION Super Bowl March Madness World Cup
Bored
Happy
Excited
Lonely
Stressed
Social Networking
News Email
Weather Games Games
Sports
MessagingHobbies
Finance
Games
Social Networking
Social Networking
Shopping
Games
Viewers App Usage by Emotions
USA Fans Utilised Various Communication Apps Dependent on World Cup Game Outcome / Emotion
Source: RealityMine data collected 2014
Second screen behavior is driven by
• Demographics
• Event context
• Emotional state
All highly dependent on the dynamic context
How Does this All Affect Consumer Receptivity to Advertising, Paths to Purchase, etc.?
Very Different Context = Different Propensity for Specific Behaviors
Thought about restaurant/bar
purchase
50% of World Cup viewers made a
purchase in a restaurant or bar
Thought about making a fast
food purchase
95% of viewers followed through
and purchased fast food.
• Surprisingly, affluents spend less time thinking before Restaurant/Bar purchases than before Fast Food purchases.
Source: RealityMine data collected 2014
Purchase Thoughts vs Purchases Made
Reach of purchases and purchase thoughts by hour of day. Target: Sports-viewers with household income over $100k.
3-4pm: Sports media reach (18%) surpasses finance media reach (14%) just as there begins to be more affluents making purchases than thinking about purchases
Source: RealityMine data collected 2014
How Best To Trigger BehaviorsMarketers Want to Achieve?
Source: RealityMine data collected 2014
What did we learn?
• Sports viewing is a highly dynamic activity – the content drives engagement
• The context of those consumers drives very big differences in behavior
• Who they are with
• What they are doing
• What is happening in the event, and in the context of the consumer
• How they feel at any given moment
• The context impacts receptivity to advertising and shapes purchase behaviors
• When people are in hot states
• Where to best reach targets in cross-platform media
• How to shape their paths to purchase
• How best to leverage the second screen and other tools
For More Information Send a Tweet to
@rolfeswinton