66 TVBEurope Data Centre
views with fellow fans over social networks on a tablet device.
Social explosion Another area of rapid growth has been in the consumption of sports content via social media platforms. In the Know the Fan 2014 report, the consumption of sport via social networking
platforms increased in all markets that were previously surveyed (except Turkey, where it
were exploiting them in a way that gets the best out of a smart TV’s IP connectivity. “If you are an incumbent broadcaster, are you thinking through the best way to use the rights you have in that context, to use smart TV as a complement to the live linear broadcast? It’s fair to say that a lot of the incumbents have not particularly embraced smart TV yet. Part of that is just about mindset and where they have come from. Part of it is around protecting existing revenue models,” he said.
Data growth
US sports fans have always had a big appetite for statistics and data around live events, something which is increasingly spreading to Europe, Asia and other parts of the world. A lot of second-screen activity around sports events is driven by the need for a greater level of statistical analysis than that provided by the main broadcast feed. Connected TV allows fans to bring the live coverage and data together on a single screen, a development that Samsung, among others, view as an opportunity.
The company this week launched Kick, an app that
Rights-holders and media companies are increasingly looking at ways to work social media into the overall commercial offering. As News Corp’s Greenberg points out, the advantages of doing so are great because of “the connectivity you get with the user, the speed you can get to the user, and the way you can target the football fan.” He points out that a marketing campaign could target, for example, everyone who has expressed a ‘like’ on Facebook for Cristiano Ronaldo in Indonesia. “It might cost you quite a lot of money, because there are a lot of them. But in terms of growing your audience and getting them to stick with you
“We attach real importance to data, analytics and insights to enrich the experience, from pre-match predictions to live insights to post-match analysis” Billy Wright, Samsung
provides overlays delivering rich data and analytics to live sports broadcasts on connected TVs. The service covers top European and international football. The app has been developed together with Perform. Statistics are provided in realtime by the Perform group’s data services Opta and RunningBall, with supplementary editorial content from the Perform-owned Goal. com football website. As Wright points out, “We attach real importance to data, analytics and insights to enrich the experience, from pre-match predictions to live insights to post-match analysis.” The service taps into what he sees as a clear emerging trend: multi- screen viewing and interaction – watching the live match on the ‘big screen’ while drilling into analytics or exchanging
has decreased slightly. The number of hours spent by people accessing sport on social networking sites has reached remarkable levels when compared with the time spent watching sport on TV, considering that the comparison is between a way of consuming sport which is 70 years old, and one which didn’t exist a few years ago. In seven of the 16 markets surveyed, fans are spending at least two hours per week consuming sport this way. These include India (2.6 hours), Brazil (2.5), Turkey (2.3), the UAE (2.2), Italy and China (2.1), and Spain (2.0).
in future, it is a very good and targeted marketing tool. It is far more effective than traditional advertising,” he said.
Wright concurs, but adds a note of caution. “Social media is far more targeted but the audience is also far more critical of overt commercialisation,
relative to traditional ad-supported media channels. Brands need to approach this space carefully if they are not to alienate fans.”
Harnessing social media in the right way presents certain challenges for businesses. Social media is largely, though not exclusively, a passion of the young, and most of the companies in the sports media value chain are run by executives aged 40 or over. “There is a generational issue around social media,” Greenberg admits. “One of the things we found, and which hopefully we are beginning to do successfully, is that you have to recruit people that understand it. That means recruiting much younger people and giving them management roles in your organisation that, perhaps in years gone by, you would not have considered. And I think that this is a hugely positive thing.”
To buy the full Know the Fan 2014 report or to access more information, you can visit
http://www.sportbusiness.com/ know-fan-global-sports-media- consumption-report-2014. The annual report into sports media consumption trends is published by digital specialists Perform, research company Kantar Media Sport, and TV Sports Markets.
www.tvbeurope.com August 2014
Source: Know the Fan 2014
Source: Know the Fan 2014
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