On average, 19.8 million people watched NBC’s primetime coverage of the Winter Olympics in PyeongChang this year. With a momental viewership around the world, events such as the 2018 Winter Olympics are primed for large investments for TV advertisements – but global marketers should look beyond TV in order to engage audiences and keep themselves top-of-mind long after the closing ceremonies. Digimind recently had the chance to discuss the importance of social media to brands during these types of events with Bloomberg Radio. We used Digimind Social to collect insights around the 2018 Winter Olympics and how brands can use other platforms in tandem with TV advertising to connect with their target audiences.
The Second Screen Phenomenon
In the US, 85% of TV viewers watch programs while simultaneously engaging multimedia through a second screen, such as laptop, tablet, or smartphone. In order to get a 360-degree-view of consumer insights, organizations need to track the visibility of their brand through offline sources while tracking online reactions by these viewers to truly understand public perception.
This is exactly what people are doing during the Olympics. For the 2018 Olympic Winter Games, coverage across all media platforms is increasing. This indicates that viewers are not only watching their favorite athletes and rooting for their countries on TV, but that they are doing so while using another device increasingly often. Nabisco is one brand leveraging this trend through a multichannel campaign including TV ads, digital banners and a social media contest to entice more proactive engagement from their audiences. Other brands should be doing this as well.
Social’s Shift to the Primary Screen
The Super Bowl is a more prominent example of second-screen in real time, whereas people are more passively watching the Olympics through television. This is because the Super Bowl is one 4-hour long event, while the Olympics take place over the course of a few weeks. Attention to the TV broadcast of the Olympics is broken apart, giving viewers more opportunities to engage and comment via social media.
In fact, social media platforms took this very shift into account. For the first time ever, Snapchat allowed users to watch the Winter Olympics live on their platform through the duration of the games.
The Winter Olympics According to Digimind Social
Digimind has analyzed more than 53,000 Olympics media mentions across TV, radio, Facebook, Twitter and Instagram. Most Olympics mentions on social are coming from Twitter, followed by Instagram and Facebook.
Shaun White was anticipated to be the focal point of the Olympics especially with the revival of his sexual assault allegations. However, a majority of the conversations around the Olympics so far have been on figure skating and Adam Rippon, an openly gay figure skater who has been a strong advocate for LGBTQ rights.
In the last two weeks, conversations about Rippon reached 91 million users across news and social media platforms. Surprisingly, the social platform with the most reach was Facebook with 25 million users, followed by Twitter with eight million and Instagram with three million. News reached 55 million. Rippon is gaining attention from organizations like No H8 and It Gets Better. One post alone from this No H8’s Facebook account reached one million users. Rippon’s advocacy is a great example of building a personal brand. Larger brands who want to advocate for certain causes can learn from Rippon, but they must also ensure that their stance aligns with their brand’s mission and is reflective of their target audiences.