activating the soccer fan: realitymine's touchpoints data describes how soccer fan behavior is...

Activating the Soccer Fan

How Soccer Fan Behavior is Critically Different than Other

Major Sports

@rolfeswinton

http://www.realitymine.com/


Why Do We Get Certain Behaviors Sometime and Not Others?



How Can We Use Data to More Likely to Get the Behaviors We Want?



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



Real Behaviors & Real Insights in Real-Time

Multiple Data Collection &

Capture Sources

Crisp, Insightful Reporting in Syndicated &

Custom Projects

Powerful Analytics Engines



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



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



How do Soccer fans engage with the sport differently than other sports?

When are the optimal times to impact their behaviors?



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?

Some Applications of Our Insights



Let’s Look at Major Sporting Events

Super Bowl – American Football



Let’s Look at Major Sporting Events March Madness - Basketball



Let’s Look at Major Sporting Events World Cup



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…



Who was in the audience?



Gender Super Bowl March Madness

World Cup

Male 50% 54.4% 50.2%

Female 50% 45.6% 49.8%

Age Group Super Bowl MarchMadness

World Cup

Millennials (18-34) 22.7% 45.6% 51.7%

Older (35-64) 77.3% 54.4% 48.5%

Who Was Watching?

Viewers % by Gender and Age Group

Source: RealityMine data collected 2014



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




37% 41% 52%

42% 45% 35%

22% 15% 13%


Viewers Emotions While Experiencing the Given Event

The World Cup is the One Sports Event That Most People Feel Happy About

NEGATIVE

NEUTRAL

POSITIVE




But Few Members of the Audience are Only Watching the Events

Note: Others include parent-child activities, nothing, exercise, community/religious activities, shopping online, school and caring for others

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

Activities During Sport Events (%)

Super Bowl March Madness World Cup Average Day




But Few Members of the Audience are Only Watching the Events – MM Working

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%







But Few Members of the Audience are Only Watching the Events – SB & WC Social

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%







But Few Members of the Audience are Only Watching the Events

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%







How Did These Audiences Engage with the Events?

When was the Peak of Interest?



March Madness: A Final, Small Lift at the Final – But Never Like the Start

0

2

4

6

8

10

12

Sat 15th Sun 16th Mon 17th Tue 18th Wed 19th Thu 20th Fri 21st Sat 22nd Sun 23rd

Med

ia d

istr

ibu

tio

n o

ver

stu

dy

(%)

Date (Match '14)

TV

Radio

Mobile




Viewership of the World Cup games in the USA Peaked When USA Played then Faded

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

USA vs Portugal USA vs

GermanyUSA vs Belgium

USA Audience of the World Cup 2014

France vsGermanyBrazil vs

Colombia

Final




Super Bowl XLVIII: May Have Been Most Watched at the Start, but Boredom Took Over the Audience by 9pm

* -http://www.adweek.com/news/television/nielsen-overturns-earlier-call-super-bowl-xlviii-most-watched-ever-155461

0%

10%

20%

30%

40%

50%

60%

70%

18:00 18:30 19:00 19:30 20:00 20:30 21:00 21:30 22:00 22:30 23:00 23:30Other Super Bowl Boredom


Bruno Mars / Half-Time

Show



• 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?



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…



March Madness: Every Group Has a Different Daily Experience!




World Cup Viewer Audiences Had Very Different Days, Also Very Distinctive to MM




And What About the Second Screen?

What are People Doing While Experiencing the Game / Event?



TV is Still the Biggest Media Platform, but PC, Mobile and Radio Played Very Different Roles for Each Event

49.6%

44.7%45.1%

20.5%

27.2%

16.7%15.9% 16.3%18.2%

14.0%11.8%

20.0%


TVTVTV PCPCPC Mobile RADIOO


Media Consumption by Platform in % Event Mins




Second Screen Relative Use to TV isn’t so Obvious for All Age Groups During World Cup




Second Screen / Mobile Device Use: World Cup Viewers the Lowest Users Overall

0%

10%

20%

30%

40%

50%

60%

70%

Email Internet Gaming Talking Texting Apps TakingPictures

% o

f Se

con

d S

cree

n A

ctiv

ity

via

Mo

bile

Ph

on

e





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

vs BelgiumSource: RealityMine data collected 2014



What are People Actually Using on their Phones as They Participate Viewing the Games?

Skype is heavily used by March Madness viewers. Yahoo Sports and ESPN

Streak

Candy Crush Saga ranked lower in people who watched the tournament than those that didn't.

The top apps are all sport related.

Source: Reality Mine Data Collected March – April 2014





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



Different Moods / States & Context Drive Types of Second Screen Activity



Different Events Had Different App Use Patterns

EMOTION Super Bowl March Madness World Cup

Bored

Happy

Excited

Lonely

Stressed

Social Networking

News Email

Weather Games Games

Sports

MessagingHobbies

Finance

Games

Social Networking

Social Networking

Shopping

Games

Viewers App Usage by Emotions



USA Fans Utilised Various Communication Apps Dependent on World Cup Game Outcome / Emotion




Second screen behavior is driven by

• Demographics

• Event context

• Emotional state

All highly dependent on the dynamic context



How Does this All Affect Consumer Receptivity to Advertising, Paths to Purchase, etc.?



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.




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




How Best To Trigger BehaviorsMarketers Want to Achieve?






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



For More Information Send a Tweet to

@rolfeswinton



activating the soccer fan: realitymine's touchpoints data describes how soccer fan behavior is...

Sports

realitymine data

hours of data

data tomore likely

best time of day

sport events

time lots of behaviors

real behaviors real

sports event