August 2014
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Undoubtedly, the integration of statistical content needs careful consideration. In addition to understanding each demographic’s appetite for data, the media sector must ensure that the content is introduced in a way that doesn’t cannibalise the actual match feed. Red button
pull, rather than no-option push, is an obvious solution. The information must also be placed in the hands of the right people. Pundits need training on this information. In the future, it should no longer be good enough to proclaim that “the only stat that matters is the fi nal score”. With
the likes of Gary Neville and Jamie Carragher’s tactical analysis now a mainstay, and Michael Cox’s (‘Zonal Marking’) graduation from blogs to broadsheets, a generational shift is happening, with the old guard moving aside for a more data-savvy crop of pundits. A common excuse
minute-by-minute or social media) which is all about being ‘in the moment’, while the minute hand is perhaps your pre-game and half-time opportunities to deliver something more interesting and in-depth. The hour hand affords the opportunities to get your head above the parapet and deliver
looked at what players did with the ball. Effectively, his one good game against a weak team in Honduras swayed the stats, whereas a player like Javier Mascherano (whose match contributions are usually more subtle positioning, reading the game, breaking up play) didn’t
“Media owners who think that shots, goals and possession stats will cut the mustard with audiences of the future are hugely mistaken”
An interactive prediction tool 21st Club created for another one of our partners, Danske Spil, the national lottery and gambling operator in Denmark
used by media who don’t quite know how to integrate stats in a meaningful way is that there isn’t enough time during the broadcast to provide the deeper layer. This is where a carefully considered cross-platform experience is required (DR Byen sparked the debate on TV, and continued the conversation online and through social). We use the metaphor of a clock to help us get the proposition right: the second hand is your live activation (typically live commentary,
more thoughtful insights. Media owners who think that shots, goals and possession stats will cut the mustard with audiences of the future are hugely mistaken. More care needs to be taken about how stats are represented or media run the risk of pundits and fans dismissing their use in TV broadcasts and online. For example, fans will be struggling to understand how Xherdan Shaqiri made the BBC’s World Cup XI, which essentially
feature. These contributions are harder to measure, but it is possible to recognise these factors through data. It’s all about game intelligence. At present, we are typically seeing stats presented to summarise matches and end conversations, but good statistical insights should also start them, sparking debate. Those who continue to publish data without context and fail to tap into the real conversations that fans are having, will ultimately be left behind.
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