From a news release issued by NBC Sports & Olympics on Feb. 24, 2010: NBC UNIVERSAL PRESIDENT OF RESEARCH & MEDIA DEVELOPMENT ALAN WURTZEL’S
TOP 5 RESEARCH LEARNINGS – SO FAR – FROM VANCOUVER GAMES:
“The Billion Dollar Lab” initiative involved the participation of a number of research suppliers and the source line following each of the learnings indicates how the data was obtained.
1. THE OLYMPICS IS A HUGE CULTURAL EVENT
46% of Olympic viewers changed their typical routine to watch the Olympics.
63% stayed up longer than usual to watch, resulting in 42% being “more tired than normal.”
35% of viewers cried or became teary-eyed while watching (25% among men)
2. BIG EVENT TV PROGRAMMING BIIGER NOW – MORE THAN EVER
More than half of all Americans have watched the Vancouver Olympics on the networks of NBC (174 million).
That’s 24% more viewers than watched the entire 2009 season of American Idol (140 million for 39 separate telecasts).
3. THE OLYMPICS ARE A POSITIVE FAMILY VIEWING EXPERIENCE
77% of parents say they use the Olympics to teach their kids values.
76% agree “Olympics give me an opportunity to spend quality time together with my family.” (Source: Insight Express 2/14/10)
4. THERE IS TREMENDOUS GROWTH IN YOUNGER VIEWERS
Gains from youth categories far exceed growth in older demos.
Viewing among P18-24 is up 46% and viewing among older teens (15-17) is up 34% (compared to viewing for Torino Games).
5. PEOPLE ARE LOOKING FOR A SHARED CULTURAL EXPERIENCE IN A FRACTIONALIZED MEDIA WORLD
There aren’t many experiences that let people share an event in such great numbers. We see that in our social networking numbers and the overall amount of viewing.
63% of Olympics viewers say, “My friends and I enjoy talking about these Olympics.” (source: Knowledge Networks)
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