rio 2016: how were the olympic games observed on the czech web? case study by stem/mark

Rio 2016 Olympic Games Wakoopa - Case study

Jan Lajka | July – September 2016

Overview

Main findings 3

Project Scope 4

Pageviews 5-9

Searches and urls 10-12

Web advertising 13-15

Betting 16

Main findings

Olympic related pageviews peaked at days when Czech athletes were frontrunners for a

medal. People are not that interested in Olympic Games in general but are willing to

cheer and support Czech athletes

Seznam.cz featured as the most visited search engine when searching for Olympic

related pages as it directly provides links to other sites

Olympic Games provided nice opportunity for advertisers as people visited adverts

more from Olympic related web pages and on average spent more time on them

People are driven by scandals, injuries, etc.

Lochte’s robbery

Samir Ait Said’s broken leg in gymnastics

Should Caster Semenya be allowed to compete against women?

Japanese pole vaulter Hiroki Ogita hits penis on bar

Wakoopa - Case study - Olympic games 3

wakoopa-based online metering solution

S/Marlowe is applied to track browsing

behavior, namely

web locations visited by general population

average frequency and duration of visits to

different web sites

for a period of 1,5 months (July to

September 2016)

a sample of 202 panelists

42

58

12

37

28

23

1

19

45

34 0 20 40 60 80 100

Men

Women

18-29

30-44

45-59

60+

Primary

Secondary

High-school

University

Gen

der

Ag

eEd

uca

tio

nn=202 [values in %]


Project scope

Olympic related pageviews:

Total : 4 700

Unique URLs : 2 200

Unique domains : 150

Unique users : 138

Olympic related top domains:

• sport.cz 1460 visits (72 users)

• oh.idnes.cz 830 (32)

• ceskatelevize.cz 600 (19)

• sport.aktualne.cz 380 (21)

• isport.blesk.cz 310 (28)

• ... super.cz 61 (33)


Pageviews summary Date : 21.7. – 5.9. 2016

All pageviews:

Total : 941 000

Unique URLs : 347 500

Unique domains : 18 000

Unique users : 202

Top domains:

• facebook.com 107 500 visits (146 users)

• email.seznam.cz 76 000 (143)

• google.cz 51 000 (153)

• seznam.cz 45 000 (165)

• ....

• sport.cz 3550 (82)

Olympic related flows

Common behavior:

Seznam.cz -> go to olympic related -> go back

(czech portal and search engine)

centrum.cz provides links to aktualne.cz

idnes.cz has its own sport sites


domain before – olympic related – domain after

Olympic games day by day

Peaks description:

5.8. Starting ceremony

11.8. Gold medal by judist Lukáš Krpálek

(krpalek | krpalk | krpál )

13.-14.8. 3 bronze medals in tenis

(tenis | kvitova | hlavackova |

hradecka | stepanek)

20.8. big expectation from athletics

especially from javelin

(traditionally sucessful event)

Chart shows number of related pageviews

(containing keywords in url or title)


0

50

100

150

200

250

300

350

400

1.8 4.8 7.8 10.8 13.8 16.8 19.8 22.8 25.8

All Olympic

Krpálek

Tenis

Non-sport sites to watch olympics

Majority of olympic related pageviews occured

on sport sites ( 3 200 )

What about the rest?

TV - 600 pageviews (ceskatelevize.cz)

News – 170 (novinky.cz)

Tabloid – 130 (super.cz)

(after the end of the Olympics – Bolt’s

„scandal“ etc.)

Search (google.cz , search.seznam.cz)

Video (youtube.com)

Social (facebook – after some medals)


0

100

200

300

400

500

600

0 before

start

1st week 2nd week 3rd week 4 after end

Others TV News Tabloid

Search Video Social

Pageviews divided by sport categories


Athletics is generally most viewed - popular in

Czech republic and several possible Czech

medalists

Swimming generated most views in second week

and was still prevalent in third week even though

majority of swimming events were in first week -

Ryan Lochte’s scandal

Gymnastics was not very popular and generated

most views in second week when majority of finals

took place

Top terms in URL title

Top terms:

1. sport - 1650x – mainly from sport.cz

2. olympijský – 1307x = olympic

3. rio – 1209x

4. hra – 971x = game

5. český – 739x = czech

6. letní – 505 = summer

...

15. zlato – 217x = gold

18. Krpálek – 167x - gold medalist

21. Hlaváčková – 154x – injured by Hingisová (70. – 63x)

74. Sáblíková – 61x – not allowed to participate


Top searches (q=...)

Top searches:

1. olympiáda 17x = olympic games

2. český olympijský výbor partneři 9x =

czech olympic committee partners

3. olympiáda neúčast 9x = not participating

4. olympiáda architektura 7x = archirecture

5. sponzor loh 5x = sponsor of SOG



Sport.cz url „parsing“ – visiting categories

1549

912

208

87

73

62

402

0 500 1000 1500 2000

loh (summer olympics)

fotbal (soccer)

vasenazory (your opinions)

moto

hokej (hockey)

behani (running)

others

sport.cz/???

548

221

185

142

93

230

0 250 500 750 1000

cesi (czechs)

atletika (athletics)

tenis

vodni-sporty (water sports)

cyklistika (cycling)

others

sport.cz/loh/???

Non-Olympic:

• centrum.cz

• seznam.cz

• facebook.com

• email.seznam.cz

• search.seznam.cz

• mail.centrum.cz

• mail.volny.cz

Majority of advertisement views is generated by:

Search engines and email providers + the biggest social

network facebook.com

Olympic related:

• sport.aktualne.cz

• sport.cz

• oh.idnes.cz

• ceskatelevize.cz

• lipno.info

• zpravy.aktualne.cz

• isport.blesk.cz

Sports and news sites + lipno.info, a website of Czech

Olympic park


Top domains preceeding a page with advertisement


Percent of advertisements

4687 Olympic related web pages leading to 102

pages with adverts - 2.176%

943434 non-Olympic web pages leading to 19334

pages with adverts - 2.049%

Olympic related web pages have 0.13% higher share

of pages leading to adverts

The average time spent on adverts following non-

Olympic web pages is higher – influenced by outliers

Median and trimmed mean show us that the

average time spent is in fact higher on adverts

following Olympic related pages

Olympic related pages provided a good space for

advertisements

People generelly clicked on them in higher number

of occasions and on average spent more time on

them


Average time spent on adverts

Status AVG. Odds AVG. Bet AVG. Prise

Won 1 : 3,7 38 CZK 119 CZK

Lost 1 : 28,5 32 CZK 0 CZK

Content analysis of bet tickets on tipsport.cz

URLs containing “tipsport.cz“ and “idu=“ lead to

ticket with table of betting sum, betting odds and

prise.

We obtained the data via web-scraping

Minimalistic analysis : n = 38 tickets

13 winning vs. 25 losing


Wanna bet and win? Stay low - Content analysis

STEM/MARK is a leading Czech research agency, member of the World

association for market, social and opinion research (ESOMAR).

Founded in 1994, we have more than 20 years experience of implementing

full-service market and social research projects in various sectors like finance,

travel, media, pharmaceutics, public administration, FMCG etc.

We collect the data ourselves to ensure high quality data and total control of the collection process.

18

STEM/MARK and telemetry

The only way to do great work is to love what you do…

Steve Jobs

We have more than 5 years experience of collecting and analyzing behavioral data.

Thanks to our innovative web telemetry technologies:

• custom-built web browser for PC and mobile devices

• wakoopa-based passive metering solution S/Marlowe

we are able to:

• collect web behavioral data from our own verified panel of respondents on the territory of the Czech Republic and Slovakia or globally via Wakoopa hub

• analyze behavioral data and provide main results and findings of the analysis, graphically visualized in a final report presented personally or online on the Internet

For more details on the services provided by STEM/MARK visit our web page.

http://www.stemmark.cz/about-us/

KONTAKTNÍ OSOBA

@stemmark

slideshare.net/stemmark

www.stemmark.cz

STEM/MARK, a.s.

Chlumčanského 497/5

180 00 Praha 8

Jan Lajka

Deputy Director

+420 606 816 940

[email protected]

Jiří Axman

Client Service Manager

+420 225 986 882

[email protected]

Contact

http://www.stemmark.cz/

