havas se_xxxi summer_olympics_in_numbers
TRANSCRIPT
XXXI Summer Olympic Games in numbers
XXXI Summer Olympic Games in numbers
2 Sources: TNS Media Research, TV Index Russia, Web Index, audience All 18+; IQ Buzz – social media monitoring
78% total reach of broadcasts
1.1 average rating of broadcast
3% average reach of broadcast
24 K Social media posts about Russian athletes
10% total reach of sport websites
10 average daily visits of sport websites
2% average daily reach of sport websites
TV Viewership is slightly declining, while the number of people following sport online increased during the Olympics
3 * excluding daily sport diaries ** websites in the analysis: Championat.com (incl. videos), Sportbox.ru (incl. videos), Sport-express.ru, Rsport.ru, Matchtv.ru Source: TNS Media Research, TV Index Russia, Web Index, audience All 18+
TV reach of Olympic events broadcasts* has decreased 9% since the 2008 Olympic Games in Beijing. In 2016 TV reach is slightly higher than in 2012 due to greater number of broadcast minutes compared to 2012.
Average daily reach of sports websites**, however, increased after the start of the XXXI Summer Olympic Games and remained high till the closure, going as high as 2.316 million people per day.
86 70 78
1.5 1.2
1.1
0.0
0.5
1.0
1.5
2.0
0
20
40
60
80
100
2008 2012 2016
Reach Av TVR
0
500
1000
1500
2000
2500
May
1
May
4
May
7
May
10
May
13
May
16
May
19
May
22
May
25
May
28
May
31
Jun
e 3
Jun
e 6
Jun
e 9
Jun
e 1
2
Jun
e 1
5
Jun
e 1
8
Jun
e 2
1
Jun
e 2
4
Jun
e 2
7
Jun
e 3
0
July
3
July
6
July
9
July
12
July
15
July
18
July
21
July
24
July
27
July
30
Au
gust
2
Au
gust
5
Au
gust
8
Au
gust
11
Au
gust
14
Au
gust
17
Au
gust
20
2015 2016
Duration of broadcasts and success of the national athletes are the two key elements for attracting larger TV audience
4 * Reach of TV audience watching the broadcast for at least 10 continuous minutes Source: TNS Media Research, TV Index Russia, audience All 18+
In 2016 athletics has lost its leading positions in TV viewership for the most part due to the absence of Russian athletes and decrease in total duration of airtime. Basketball moved out of top-10 for the same reasons.
Sports with both athletic success and greater airtime, such as fencing, handball and synchronized swimming, moved to top -10 sports watched on TV in 2016.
Increase in airtime on its own is not always sufficient for reach growth such as in beach volleyball.
Qualified Reach* Rank Total duration, mins Medals
2008 2012 2016 2008 2012 2016 2016
Artistic Gymnastics 4 2 1 1873 1478 1996 8
Synchronized Swimming 12 21 2 433 172 975 2
Volleyball 2 5 3 3439 1434 3925 0
Fencing 16 17 4 515 275 1907 7
Swimming 10 4 5 1081 1367 1801 4
Rhythmic Gymnastics 9 9 6 502 484 606 3
Handball 8 13 7 1931 530 1908 1
Beach Volleyball 14 8 8 920 626 1039 0
Boxing 3 6 9 2493 2649 991 5
Athletics 1 1 10 3069 3062 2012 –
Social Media displays interest in sports and winning athletes outside of TV broadcasting top
5 Source: IQ Buzz – social media monitoring, August 5 -21, 2016, all posts in Russian
Social media generated over 24,000 mentions of Russian Olympic athletes with overwhelming majority of post originating on Vkontakte.
Winning athletes were in the focus of online discussions. Therefore sports represented by multiple successful athletes form the top-10. Daria Klishina’s exceptional case draws attention to the athletics.
Beslan Mudranov dominates the social media landscape as the winner of gold medal in the first day of Rio Olympics who received large scale welcome back at home. He was mostly mentioned on Twitter – 4822 tweets.
8156
2073 1900 1644 1265 1208 1138 783 741 730
Judo Fencing Wrestling Boxing Shooting Swimming ArtisticGymnastics
Athletics Tennis Cycling
6632
1467 920 783 701 660 614 614 577 568
MudranovBeslan,
Judo
KhalmurzaevKhasan,
Judo
Egorian Yana,Fencing
Klishina Daria,Athletics
BatsarashkinaVitalina,Shooting
Safin Timur,Fencing
Vlasov Roman,Wrestling
Velikaya Sofia,Fencing
DeriglazovaInna,
Fencing
EfimovaYuliya,
Swimming
16,260
6,131
1,305 804 235
Vkontakte Twitter Odnoklassniki Facebook Instagram
mentions
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