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KARE 2014 Sochi Presentation

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by

Tayler Roby

on 29 August 2013

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Transcript of KARE 2014 Sochi Presentation

Social Viewing
Most Honored Franchise
The Most-Watched Event in U.S. Television History
Total Viewers: 219.4 Million
Total Viewers: 215 Million
Road to Sochi
62% of TV viewers use social media while watching
2012 London Olympics
Dominated the Twin Cities
Vancouver to Sochi
Average viewers per night in prime
The U.S. is 2nd in the all-time winter standings with a total of 253 medals in Winter Olympic history.
12 New Events... More Younger Viewers
Figure Skating
- team event
Ski Jumping
- women's
Biathlon
- mixed relay
Luge
- team relay
Snowboarding
- men's and women's slopestyle; men's and women's parallel special slalom
Freestyle Skiing
- men's and women's slopestyle; men's and women's halfpipe
86 Emmy Awards
Thinking ahead to the 2014 Winter Olympics in Sochi,
would you say you plan to watch...
Olympic Advertisers
The Halo Effect
Atlanta Olympic Advertisers
Adults 18-34
in the Twin Cities
10%
increase in 2012 London Olympics
Opening Ceremony
Prime Avg
Closing Ceremony
711,000 People
588,000 People
+36%
increase from Beijing 2008
+9%
increase from Beijing 2008
+21%
increase from Beijing 2008
533,000 People Per Night
MSP:
#3 in the Nation in Prime (A25-54)
Denver: 16.0 Rtg.
Atlanta: 14.8 Rtg.
Minneapolis: 14.4 Rtg.
Washington, DC: 14.1 Rtg.
Social Viewing
#1
#2
25 Medals
37 Medals
7% No Plans to Watch the Olympics
2% Don't Know
12% No Plans to Watch the Olympics
Asked of All Adults 18+ in the Twin Cities
Asked of All Adults 18+ in the Twin Cities with a Household Income $150,000+
86%
Plan to Watch the Olympics
Plan to Watch the Olympics
93%
#1 IN THE TWIN CITIES
A2554 Rating Averages
Beijing to London
Average viewers per night in prime
+9%
Increase
+9% Increase
(Beijing to London)
Leigh Stowell & Company: 2013 Twin Cities Market Survey
#1
Weekend Daytime (5.4)
Weekday Daytime (2.2)
Early Newscast - 6pm News (3.2)
7-7:30pm - Daily 11 @ 7pm (2.6)
Prime Access - Olympic Zone (3.2)
Prime (14.8)
Late News (4.7)
Late Fringe (3.0)
More Olympic Hours in Sochi
NBC Primetime 65.75
NBC Weekday 22.75
NBC Weekend 31.5
NBC Late Night 18.25
Overnight Replay 53
Olympic Hours
NBC Primetime (8pm - 12am) 72
NBC Weekday (3pm - 5pm) 20
NBC Weekend (9am - 6pm) 54
NBC Late Night (12:30am-1:30am) 16
Overnight Replay (1:30am-4am) 42.5
Olympic Hours
204.5
HOURS
* hours subject to change
84%
83%
80%
Atlanta Recall in the London Olympics
2013: 15.4 million comments
2012: 13 million comments
2011: 546,000 comments
Social Media Comments
Social Media Engagement
2013: 47.67 million instances
2012: 17.4 million instances
2011: 3.1 million instances
Content Shared
306 Billion
Pieces of Content
Shared in 17 Days
191.25
HOURS
More Screens =
More Time Spent
on Every Device
100 Million Users
6 Million Users
500 Million Users
145 Million Users
500 Million Users
1 Billion Users
The Halo Effect
Weekend Daytime (5.3)
Weekday Daytime (2.2)
Early News- 4pm (2.1)
Early News- 5pm (3.8)
Medal Count
Highlight of the Day
Countdown Clock
Short Form Integration
Feb 6 – 23, 2014
The Power of the Olympics in the Twin Cities
I. BIGGEST Event in the World
II. The Venue/The Athletes
III. Creating a Local Connection
IV. Olympic Viewers Spend
V. KARE 11 Supports the Games
MOMENTS WE WILL NEVER FORGET
Emmy Awards 2012
Grammy Awards 2013
Rose Bowl 2013
NCAA Basketball Champ. 2013
BCS Championship 2013
Academy Awards 2013
AFC Championship 2013
NFC Championship 2013
Super Bowl Champ. 2013
World Series 2012 (4 Games)
NBA Finals 2012 (5 Games)
{
4,474,000
LPM Delivery Minneapolis-St. Paul DMA
NO OTHER EVENT ON TV HAS THE POWER OF THE OLYMPICS!
I. BIGGEST EVENT IN THE WORLD
Morning News- 7-9am (2.1)
Morning News- 5am (1.3)
Morning News- 6am (2.3)
Morning News- 4:30am (1.0)
II. THE VENUE/THE ATHLETES
III. CREATING A LOCAL CONNECTION
IV. OLYMPIC VIEWERS SPEND
V. KARE 11 SUPPORTS THE GAMES
EARLY MORNING- 5AM (1.3)
EARLY MORNING- 6AM (2.3)
EARLY MORNING- 7-9AM (2.1)
WEEKDAY DAYTIME (2.2)
WEEKEND DAYTIME (5.3)
EARLY EVENING- 4PM (2.1)
EARLY EVENING- 5PM (3.8)
EARLY EVENING- 6PM (3.9)
OLYMPIC ZONE (3.9)
PRIME (14.4)
LATE NEWS (7.5)
LATE FRINGE (3.8)
OVERNIGHT (1.8)
492,000 Viewers
536,000 Viewers
A 25-54 RATING AVERAGES
INTRODUCE ATHLETES TO THE AMERICAN PUBLIC
MAKES US CARE
REVEAL THEIR HOPES, DREAMS AND STORIES
ATHLETES SPEAK IN THEIR OWN WORDS
85% provide a public service by supporting athletes



77% proud if my company was an Olympic sponsor



76% industry leaders



76% global leaders in their field



76% support America
Advertiser Perception
77% of parents say, “watching the Olympics with my children give me the opportunity to teach them positive values”



76% of parents agree “the Olympics is one of the few major television events that the whole family can watch together”



66% of kids who viewed the Olympics watched with their parents
Family Viewing
46% “have changed my typical routine because of the Olympics”


63% “stayed up later than normal in order to watch the Olympics”

25% delayed doing laundry


25% delayed running errands
SOURCE: NBC RESEARCH; KNOWLEDGE NETWORKS DAILY TOTAL TOUCH AMONG OLYMPIC TV VIEWERS A18-64 2/19-2/22/10.
Cultural Phenomenon
Spent over $5 billion on new and used cars
Spent over $4.8 billion on home improvement and remodeling projects
Spent over $334 million on new furniture
Twin Cities Sochi Olympic Viewer Profile
In the past year...
INTRODUCE ATHLETES
TO THE
AMERICAN PUBLIC
MAKES US CARE
REVEAL THEIR
HOPES, DREAMS
AND STORIES
ATHLETES SPEAK
IN THEIR
OWN WORDS
85% provide a public service by supporting athletes



77% proud if my company was an Olympic sponsor



76% industry leaders



76% global leaders in their field



76% support America
Advertiser Perception
77% of parents say, “watching the Olympics with my children give me the opportunity to teach them positive values”



76% of parents agree “the Olympics is one of the few major television events that the whole family can watch together”



66% of kids who viewed the Olympics watched with their parents
Family Viewing
46% “have changed my typical routine because of the Olympics”


63% “stayed up later than normal in order to watch the Olympics”

25% delayed doing laundry


25% delayed running errands
SOURCE: NBC RESEARCH; KNOWLEDGE NETWORKS DAILY TOTAL TOUCH AMONG OLYMPIC TV VIEWERS A18-64 2/19-2/22/10.
Cultural Phenomenon
Emotion of the Games
85% provide a public service by supporting athletes

77% proud if my company was an Olympic sponsor

76% industry leaders

76% global leaders in their field

76% support America
OLYMPIC ATTRIBUTES
FAMILY VIEWING
77% of parents say, “watching the Olympics with my children give me the opportunity to teach them positive values”

76% of parents agree “the Olympics is one of the few major television events that the whole family can watch together”

66% of kids who viewed the Olympics watched with their parents
CULTURAL PHENOMENON
46% “have changed my typical routine because of the Olympics”

63% “stayed up later than normal in order to watch the Olympics”

25% delayed doing laundry

25% delayed running errands
The Halo Effect
3 MONTHS LATER, VIEWERS ARE 21% MORE LIKELY TO RECALL BRANDS WHO ADVERTISED DURING THE OLYMPICS
- 17 WEEKS OF ROAD TO SOCHI STORIES PRIOR TO GAMES

- 204 HOURS OF IN-GAME COVERAGE

- 80 NEWSCASTS OVER 17 DAYS

- LOCAL ATHLETE PROFILES

- MOST READ REPORTER BLOGS IN THE COUNTRY

- SENT A REPORTER TO THE OLYMPICS SINCE 1984!
VI. Your Customized Solution
Leigh Stowell & Company: 2013 Twin Cities Market Survey
SOURCE: NIELSEN NTI: TOP EVENT PROGRAMMING BASED ON 2012-2013 SEASON
SOURCE: NBC RESEARCH 2012-2013
SOURCE: NBC RESEARCH 2012-2013
SOURCE: NBC RESEARCH 2012-2013
SOURCE: NBC RESEARCH 2012-2013
SOURCE: NBC RESEARCH 2012-2013
SOURCE: NBC RESEARCH 2012-2013
SOURCE: NBC RESEARCH 2012-2013
SOURCE: NBC RESEARCH 2012-2013
Full transcript