Activating the Soccer Fan: RealityMine's Touchpoints Data Describes How Soccer Fan Behavior is Critically Different to Other Sport Fans
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This document discusses how consumer behavior differs across major sporting events like the Super Bowl, March Madness, and World Cup based on data from RealityMine. It finds that engagement levels fluctuate dynamically over time and are influenced by demographics, emotions, and what else people are doing. Second screen usage also varies significantly based on these contexts. Understanding these differences is important for shaping effective advertising strategies and purchase behaviors around sporting events.
Activating the Soccer Fan: RealityMine's Touchpoints Data Describes How Soccer Fan Behavior is Critically Different to Other Sport Fans
- 1. Activating the Soccer Fan How Soccer Fan Behavior is Critically Different than Other Major Sports @rolfeswinton
- 2. Why Do We Get Certain Behaviors Sometime and Not Others?
- 3. How Can We Use Data to More Likely to Get the Behaviors We Want?
- 4. What is RealityMine? UK-based mobile technology company with powerful passive & active data collection tools and analytic engines that provide actionable consumer behavioral insights 4
- 5. Real Behaviors & Real Insights in Real-Time Multiple Data Collection & Capture Sources Crisp, Insightful Reporting in Syndicated & Custom Projects Powerful Analytics Engines
- 6. 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 6 + Passive Listening
- 7. 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
- 8. How do Soccer fans engage with the sport differently than other sports? When are the optimal times to impact their behaviors?
- 9. Some Applications of Our Insights 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?
- 10. Let’s Look at Major Sporting Events Super Bowl – American Football
- 11. MaLrect’hs L oMok aatd Mnajeors Ssp o-rtiBnga Esveknetst ball
- 12. WLeto’sr Llodok Cat uMpajor Sporting Events
- 13. 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…
- 14. Who was in the audience?
- 15. Who Was Watching? Viewers % by Gender and Age Group Gender Super Bowl March Madness World Cup Male 50% 54.4% 50.2% Female 50% 45.6% 49.8% Age Group Super Bowl March Madness World Cup Millennials (18- 34) 22.7% 45.6% 51.7% Older (35-64) 77.3% 54.4% 48.5% Source: RealityMine data collected 2014
- 16. 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
- 17. The World Cup is the One Sports Event That Most People Feel Happy About Viewers Emotions While Experiencing the Given Event 22% 15% 13% 42% 45% 35% 37% 41% 52% Super Bowl March Madness World Cup NEGATIVE NEUTRAL POSITIVE Source: RealityMine data collected 2014
- 18. But Few Members of the Audience are Only Watching the Events 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% 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
- 19. But Few Members of the Audience are Only Watching the Events – MM Working 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% 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
- 20. But Few Members of the Audience are Only Watching the Events – SB & WC Social 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% 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
- 21. But Few Members of the Audience are Only Watching the Events 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% 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
- 22. How Did These Audiences Engage with the Events? When was the Peak of Interest?
- 23. March Madness: A Final, Small Lift at the Final – But Never Like the Start 12 10 8 6 4 2 0 Sat 15th Sun 16th Mon 17th Tue 18th Wed 19th Thu 20th Fri 21st Sat 22nd Sun 23rd Media distribution over study (%) Date (Match '14) TV Radio Mobile Source: RealityMine data collected 2014
- 24. Viewership of the World Cup games in the USA Peaked When USA Played then Faded 40.00% 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% USA Audience of the World Cup 2014 USA vs Portugal USA vs Germany USA vs Belgium France vs Germany Brazil vs Colombia Final Source: RealityMine data collected 2014
- 25. Super Bowl XLVIII: May Have Been Most Watched at the Start, but Boredom Took Over the Audience by 9pm 70% 60% 50% 40% 30% 20% 10% 0% 18:00 18:30 19:00 19:30 20:00 20:30 21:00 21:30 22:00 22:30 23:00 23:30 Other Super Bowl Boredom * -http://www.adweek.com/news/television/nielsen-overturns-earlier-call-super-bowl-xlviii-most-watched-ever-155461 Source: RealityMine data collected 2014 Bruno Mars / Half-Time Show
- 26. • 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?
- 27. 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…
- 28. March Madness: Every Group Has a Different Daily Experience! Source: RealityMine data collected 2014
- 29. World Cup Viewer Audiences Had Very Different Days, Also Very Distinctive to MM Source: RealityMine data collected 2014
- 30. And What About the Second Screen? What are People Doing While Experiencing the Game / Event?
- 31. TV is Still the Biggest Media Platform, but PC, Mobile and Radio Played Very Different Roles for Each Event 49.6% Media Consumption by Platform in % Event Mins 44.7% TVTVTV PCPCPC Mobile RADIOO 45.1% 20.5% 27.2% 15.9% 16.3% 16.7% 18.2% 14.0% 11.8% 20.0% Super Bowl March Madness World Cup Super Bowl March Madness World Cup Source: RealityMine data collected 2014
- 32. Second Screen Relative Use to TV isn’t so Obvious for All Age Groups During World Cup Source: RealityMine data collected 2014
- 33. Second Screen / Mobile Device Use: World Cup Viewers the Lowest Users Overall 70% 60% 50% 40% 30% 20% 10% 0% Email Internet Gaming Talking Texting Apps Taking Pictures % of Second Screen Activity via Mobile Phone Super Bowl March Madness World Cup Source: RealityMine data collected 2014
- 34. 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 Source: RealityMine data collected 2014 vs Belgium
- 35. What are People Actually Using on their Phones as They Participate Viewing the Games? Candy Crush Saga ranked lower in people who watched the tournament than those that didn't. Skype is heavily used by March Madness viewers. Yahoo Sports and ESPN Streak The top apps are all sport related. Source: Reality Mine Data Collected March – April 2014
- 36. 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
- 37. Different Moods / States & Context Drive Types of Second Screen Activity
- 38. Different Events Had Different App Use Patterns EMOTION Super Bowl March Madness World Cup Bored Happy Excited Lonely Stressed Weather Games Games Social Networking News Email Sports Hobbies Messaging Finance Games Social Networking Social Networking Shopping Games Viewers App Usage by Emotions
- 39. USA Fans Utilised Various Communication Apps Dependent on World Cup Game Outcome / Emotion Source: RealityMine data collected 2014
- 40. Second screen behavior is driven by • Demographics • Event context • Emotional state All highly dependent on the dynamic context
- 41. How Does this All Affect Consumer Receptivity to Advertising, Paths to Purchase, etc.?
- 42. 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
- 43. 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
- 44. How Best To Trigger Behaviors Marketers Want to Achieve? Source: RealityMine data collected 2014
- 45. 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
- 46. For More Information Send a Tweet to @rolfeswinton
Editor's Notes
- #11: Lots of viewers! Great data Very different audiences and very different ways the audiences engage with the events The events themselves shape the way people engage with them – not static
- #12: Lots of viewers! Great data Very different audiences and very different ways the audiences engage with the events The events themselves shape the way people engage with them – not static
- #13: Lots of viewers! Great data Very different audiences and very different ways the audiences engage with the events The events themselves shape the way people engage with them – not static
- #26: Super Bowl XLVIII was the most viewed event in television history* however, our data has indicated that Super Bowl had the highest audience from our respondents between 19.00 and 19.30 hours but the half time show saw a lot of people change channel. From 21.00 hours onwards, by which point the result was pretty much guaranteed, people had switched off to watch other TV programs. This change in the viewership of Super Bowl coincides with heightened levels of boredom among our respondents and has enabled RealityMine to identify the peak time for advertising slots to be between 7 and 7:30PM.
- #43: 95% of panellists who thought about purchasing in restaurant/bar followed the through through to a purchase
- #44: Until 9am, affluents consider purchasing items more than they actually purchase. After a reversal around lunchtime, this trend continues in the early afternoon. Affluents’ purchase actions overtake purchase thoughts later in the afternoon and into the evening, before both drop sharply at 9pm. The tipping point from thought to action occurs between 3pm and 4pm for affluent purchasers – the very time in which sports media reach surpasses finance media reach.