ESPN 2014 World Cup Viewership Results (Versailles Breakfast Club)
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Transcript of ESPN 2014 World Cup Viewership Results (Versailles Breakfast Club)
WORLD CUP 2014 RESULTS
SPORT FANS “FUN FACTS”
Q2. Which of the following sports, if any, were part of your earliest sports memory?
Q1. Now we want to understand, why are you a sports fan?
Source: ESPN Fan Forum: A Day in the Life Part #1 – Why are you a Sporsfan?
Why a Sports Fan? Base: n= 596
88%
55%
47%
46%
40%
37%
28%
24%
Earliest Sports Memory Base: n= 596
It is my PASSION HABIT
Sports are part of my BACKGROUND
SPORTS benefit health
I PRACTICE sports ENTERTAINMENT
“Sports allow me to live a
unique emotion and
passion, I forget my
problems and think about
nothing but the
competition.”
“Because I like to be part
of sports especially
soccer leagues (…) so I
watch them on TV and
ESPN-ESPN+.”
“I ascribe to "healthy
mind in a healthy body",
even the idea of integral
human being.”
“Because I like them.
They entertain and
distract me.”
“I’ve been fortunate to
practice sports like soccer,
basketball and athletics.
We are all sportsmen in
my family. It is a lifestyle.”
“I grew up surrounded by
la family that loves
sports. Amidst my fixation
for football, over the
years I got to know and
admire other sports,”
SPORTS MEMORY AND IDENTITY
Q1. What is/was your level of interest in each of the following special events?
Q2. Which of the following do you typically use to watch or follow each of the following?
Source: ESPN Fan Forum: A Day in the Life Part #2 – Sporting Event Viewership?
Devices used to Follow Special Events Base: n= 529
2014 FIFA World Cup, 92%
2016 Summer Olympics, 75%
2015 Copa America, 75%
2013 World Cup Qualifiers, 71%
2014 Tennis Grand Slams, 55%
2014 Winter Olympics, 43%
2014 Super Bowl, 40%
2014 Political News, 34%
2014 Oscar Awards Ceremony, 28%
2014 Miss Universe Pageant, 13%
2014 Billboard Latin Music Awards, 11%
2014 Premios Los Nuestros, 8%
Interest in Special Events -Top two boxes (very + extremely interested)- Base: n= 529
88%
59% 61% 60% 50% 47%
35% 34% 36% 30%
Special Sporting Events
SPECIAL EVENTS INTERESTS & DEVICES USED
HOW IMPORTANT IS THE WORLD CUP?
+92% of ESPN Fans were Extremely or Very
Interested in the 2014 World Cup
Q: Thinking of futbol tournaments in general, how interested are you in the following?
A: Extremely or Very Interested –Tracking
Source: ESPN Fan Forum: World Cup Research - SSLA
94% 94% 93% 92% 94% 96% 93%
BaselineJan 2014
W2Feb 2014
W3Mar 2014
W4Apr 2014
W5May 2014
W6Jun 2014
ClosingJul 2014
COMPARED TO WHAT?
Q: Thinking of futbol tournaments in general, how interested are you in the following?
A: Extremely or Very Interested – Tracking
Source: ESPN Fan Forum: World Cup Research - SSLA
73% 50%
92%
50% 18%
World Cup Brazil 2014 WILL BE…
… the most important soccer event
World Cup Brazil 2014 WAS…
... an event where I wanted to attend
at least one of the matches
... the place to see the best soccer
players this year
… an event I can’t wait for to start
… an event Brazil is the best
country to host
Q: Referring specifically to FIFA World Cup, how much do you agree with the following statements.
A: Totally Agree + Somewhat agree - Baseline + Closing
Source: ESPN Fan Forum: World Cup Research - SSLA
97%
93%
91%
80%
63%
WORLD CUP ATTITUDES
68%
81%
92%
95%
THE ‘NEYMAR & SUAREZ’ EFFECT
HOW TO WATCH AND FOLLOW
Q: Are you planning to watch the FIFA World Cup, Brazil 2014? - Tracking
Q: On what device(s) are you planning to follow the FIFA World Cup? – Baseline & Closing
Source: ESPN Fan Forum: World Cup Research - SSLA
91% 86% 90% 90% 87% 90%
85%
9% 14% 10% 10% 13% 10% 15%
BaselineJan 2014
W2Feb 2014
W3Mar 2014
W4Apr 2014
W5May 2014
W6Jun 2014
ClosingJul 2014
I plan to see as muchas I can
I plan to see some of it
99%
64%
36%
29%
22%
98%
53%
30%
30%
16% BEFORE AFTER
TV STILL RULES
50% FAVORITE
1 Final Germany vs. Argentina 90%
2 Semifinals Brazil vs. Germany 89%
3 Semifinals Netherlands vs. Argentina 88%
4 Round of 16 Brazil vs. Chile 85%
5 First Stage Brazil vs. Croatia 82%
6 First Stage Spain vs. Netherlands 81%
7 Quarter Finals Brazil vs. Colombia 79%
8 Round of 16 Netherlands vs. México 75%
9 First Stage Brazil vs. Mexico 73%
10 Round of 16 Colombia vs. Uruguay 72%
TOP TEN MATCHES
Q: Did you watch the FIFA World Cup 2014 opening ceremony on June 12th?
Q: Which of the following matches did you watch? Diaries
Source: ESPN Fan Forum: World Cup Research - SSLA
Baseline
Closing
survey
83%
49% 41%
34% 29%
23% 19%
71%
47%
25% 29% 27% 21% 22%
Q: Which channel will you watch during FIFA World Cup 2014 to do each of the following?
Baseline & Closing
Source: ESPN Fan Forum: World Cup Research - SSLA
WHAT CHANNELS DID THEY WATCH? NO RIGHTS LOWER VIEWERSHIP
SIMULTANEOUS DEVICE USE
92% of ESPN Fans SAID THEY
WOULD use a second device while
watching the World Cup on TV
Q: Which device will you use simultaneously while watching FIFA World Cup 2014 on TV and what will you use them for?
Q: Which devices did you use simultaneously while watching FIFA World Cup 2014 on TV and what did you use them for? - Baseline & Closing
Source: ESPN Fan Forum: World Cup Research - SSLA
of ESPN Fans ACTUALLY DID use
a second device while watching the
World Cup on TV 90%
PC or Laptop
75%
Smartphone
47%
Tablet
23%
Radio
21%
• Check Scores
• News & Headlines
• Track Game
Schedules
• Get Stats & Analysis
• Check Scores
• Follow Gamecasts
• Check Social Media
• Message/Chat with
Friends
• Check Scores
• Follow Gamecasts
• Get Stats & Analysis
• View Live Tables
• Check Scores
• News & Headlines
• Track Game
Schedules
• Live Talk & Debate
SECOND SCREEN DEVICES
Q: Which device will you use simultaneously while watching FIFA World Cup 2014 on TV and what will you use them for?
Q: Which devices did you use simultaneously while watching FIFA World Cup 2014 on TV and what did you use them for? Baseline & Closing
Source: ESPN Fan Forum: World Cup Research - SSLA
74% USED MULTIPLE DEVICES
Watched at least one event on TV and…
BRAND ASSOCIATION WITH WORLD CUP - UNAIDED
Q: Which brands do you associate with FIFA World Cup 2014? – Unaided – Brand Tracking
Source: ESPN Fan Forum: World Cup Research - SSLA
Baseline Jan 2014
W2 Feb 2014
W3 Mar 2014
W4 Apr 2014
W5 May 2014
W6 Jun 2014
Closing Jul 2014
#1
#2
#3
#4
#5
BRAND ASSOCIATION WITH WORLD CUP - AIDED
Q: Which brands do you associate with FIFA World Cup 2014? Brand Tracking
Source: ESPN Fan Forum: World Cup Research - SSLA
88% 81% 78% 62% 56%
81% 72% 59% 49% 48%
Brand Association
Sponsorship
THE GAME AROUND
THE GAME
Source: 6/12-7/13/2014 IBOPE Metered Market MC09 data (World Cup highlights programs and live matches on ESPN, ESPN+, ESPN2, ESPN3, ESPN Brasil); Analyzed using AdvantEdge
AUDIENCE COMP% BY GENDER
PERSONS MALES FEMALES
Age 4-11 5% 3% 2%
Age 12-17 6% 4% 2%
Age 18-24 13% 10% 2%
Age 25-34 21% 16% 5%
Age 35-49 24% 17% 7%
Age 50-54 8% 5% 3%
Age 55+ 24% 16% 7%
70% MALE
30% FEMALE
AUDIENCE COMP% BY AGE
AUDIENCE COMP% BY SEL
45%
27%
28%
upper (AB)
middle (C)
lower (D)
ESPN WORLD CUP 2014 AUDIENCE PROFILE
Source: 6/12-7/13/2014 IBOPE Metered Market MC09 data (World Cup highlights programs and live matches on ESPN, ESPN+, ESPN2, ESPN3, ESPN Brasil); Analyzed using AdvantEdge
Non-World Cup World Cup Coverage
WC 2014 REACH ACROSS ESPN’S NETWORKS
92%
World Cup 2014 highlights programs & live matches add up to 92% of ESPN’s networks overall reach
51.5 MILLION LATIN VIEWERS IN 2014 ACROSS ESPN’S NETWORKS
8%
12.4
Central America Chile Argentina Colombia Mexico Brasil Peru Venezuela
10.1 10.0
8.5 3.1
2.8 2.6 2.0
Top 3 markets made up 63% of ESPN’s total reach in Latin America +100%
+44% +156%
+17%
+112% +40% +106% +30%
World Cup Reach 2014 vs. 2010
Source: 6/12-7/13/2014 IBOPE Metered Market MC09 data (ESPN+, ESPN2 & ESPN Brazil); Analyzed using AdvantEdge
* 2010 WC vs. 2014 WC Daypart (3:30P-12M)
* ESPN2 and ESPN+ Andina are both ex. Venezuela due to feed change
BIG VIEWERSHIP ON ESPN’S LOCAL NETWORKS
Men 18-49 Ratings % Increase
2014 vs. 2010 WC Daypart Average
+173% +116% +54% +30% +26%
MARKETS WITH SIGNIFICANT RATINGS GROWTH
0.38
Rtg%
andina
0.26
Rtg%
sur
0.19
Rtg% 0.40
Rtg%
andina
+54% +100% +30% +111%
Men 18-49 Ratings % Increase
2014 vs. 2010 WC Daypart Average
sur
Source: 6/12 – 7/14/2014 IBOPE Metered Market MC09 data (World Cup performance on ESPN2, ESPN+); Analyzed using AdvantEdge
2014 WC Daypart (3:30P-12M)
2014 WORLD CUP PERFORMANCE HIGHLIGHTS
among MC HHs
in Colombia on ESPN+ Andina
0.52 rating #1 telecast on ESPN+ Andina in Colombia
on 6/13 among M18-49 1.33 rating
#1 World Cup telecast on ESPN2
in Central America airing on 6/29
WC season average
on ESPN2 among M18-49
1.37 rating
people 4+
reached on ESPN in Latin South
9.9 million Soccer Documentaries: #1 show
on ESPN+ Sur in Argentina among
MC HHs
0.35 rating
among MC HHs
in Mexico and Central America on
ESPN2
0.45 rating
0.57 rating
Top Rated Market
0.33rtg M18-49
+74% vs. ESPN+ WC daypart average
Top Rated Market
0.29rtg M18-49
#1 cable sports network
vs. Fox Sports, TDN & UTDN
HIGHEST REACH
Source: IBOPE Metered Markets & AGB Venezuela; (6/12-7/13/2014); Analyzed using AdvantEdge
Multi-Channel TV Universe; Reach during All Day for all ESPN TV Properties: ESPN, ESPN+, ESPN2, ESPN3, ESPN Brasil; Fox Sports Properties: Fox Sports, Fox Sports2, Fox Sports3
ESPN VERSUS
COMPETITORS
WORLD CUP 2014
Total Day P4+ Reach (000)
55.8M 52.7M
3.1M ADVANTAGE
Source: IBOPE Metered Markets & AGB Venezuela; (6/12-7/13/2014); Analyzed using AdvantEdge
Multi-Channel TV Universe; Ratings during World Cup Perios Primetime Daypart for ESPN+, ESPN2, ESPN Brasil & Fox Sports
ESPN LOCAL NETWORKS OUTDELIVER FOX SPORTS
WORLD CUP 2014
Primetime Block (7p-12a) Ratings %
PERFORMANCE BY COUNTRY
ESPN Local Networks
MC M18-49
Fox Sports MC M18-49
ESPN’s Advantage
Mexico 0.51 0.19 +168%
Brazil 0.41 0.25 +64%
Colombia 0.39 0.24 +63%
Central America 0.35 0.24 +46%
Argentina 0.29 0.20 +45%
>
Source: Omniture SIteCatalyst 15:ESPN.com & Mobile web SSLA 6/12-7/13/2014
TRAFFIC DURING THE WORLD CUP 2014
119M
PAGES VIEWS VISITS
28.8M
DAILY UNIQUES
580K
+21%
Lift vs. 2010 WC
23.5M
VIDEO STARTS
29.7M
PAGES VIEWS VISITS
11M
DAILY UNIQUES
241K
+750%
Lift vs. 2010 WC
2.6M
VIDEO STARTS
+50% +37% +764%
+1,045% +875% N/A
200,000
350,000
500,000
650,000
800,000
950,000
1,100,000
1,250,000
1,400,000
6/12 6/14 6/16 6/18 6/20 6/22 6/24 6/26 6/28 6/30 7/2 7/4 7/6 7/8 7/10 7/12
Page Views 2014 (World Cup) Page Views 2013
ESPN.COM MOBILE WEB AUDIENCE BEHAVIOR DAY BY DAY espn.com page views increased significantly Y-O-Y especially during
Latin team matchup days
Netherlands vs. Costa Rica
Argentina vs. Belgium
Netherlands vs. Mexico
Costa Rica vs. Greece
Nigeria vs. Argentina
Honduras vs. Switzerland
Ecuador vs. France
Spain
vs.
Chile
Source: Omniture SIteCatalyst 15:ESPN.com Latin America 6/12-7/13/2013 & 6/12-7/13/204
Page Views
MULTIPLATFORM BENEFIT
WORLD CUP OPENING DAY
Source: Adobe Analytics & IBOPE Metered Market MC09 data on ESPN; Analyzed using AdvantEdge 6/12/2014
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
900,000
1,000,000
0.00
100.00
200.00
300.00
400.00
6:00 7:00 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00
ESPN.com ESPN Mobile ESPN TV
Total Minutes Rating (000)
Brazil
Vs. Croatia
MAXIMIZE THE
AUDIENCE
ACROSS ALL MEDIA
GAME AROUND
THE GAME
MULTIPLATFORM BENEFIT
WORLD CUP FINAL DAY
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
0.00
100.00
200.00
300.00
6:00 7:00 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00
ESPN.com ESPN Mobile ESPN TV
Total Minutes Rating (000)
MAXIMIZE THE
AUDIENCE
ACROSS ALL MEDIA
Germany
vs.
Argentina
Source: Adobe Analytics & IBOPE Metered Market MC09 data on ESPN; Analyzed using AdvantEdge 7/13/2014
GAME AROUND
THE GAME
ESPN SHOWS STRONG TWITTER TRAFFIC DURING
THE WORLD CUP
Source: Topsy - Jan- July 13, 2014
World Cup 2014 ESPN World Cup focused accounts generated 557K mentions;
+157% lift on YTD Daily Averages pre-World Cup
(6.7K to 17.4K per day).
Eight of ESPN’s top talent accounts generated 26.3K mentions
on an average day during WC;
+292% more than YTD Daily Averages pre-World Cup.
Finals Day #1 traffic during World Cup with 33K mentions across
ESPN’s World Cup focused accounts;
+90% higher than Daily Average during World Cup.
Top 5 ESPN Twitter Accounts
Top 3 ESPN Talent Accounts
Accounts Mentions % Daily Avg.
lift
@futpicante 111K +234%
@ESPNFutbolClub 81K +237%
@ESPNDatos 73K +393%
@espnmx 62K +214%
@ESPN_FDJ 32K +62%
Lift: Daily WC Avg. compared to YTD Daily Averages pre-WC
Accounts Mentions % Daily Avg.
lift
@Joserra_espn 387K +549%
@Faitelson_ESPN 331K +197%
@patronbermudez 31K +164%
Lift: Daily WC Avg. compared to YTD Daily Averages pre-WC
ESPN’S TOP NORTH AND SOUTH ACCOUNTS
OUTPERFORM FOX SPORTS ON TWITTER
Source: Topsy - Jan- July 13, 2014
World Cup 2014
ESPN: Mentions
@futpicante 111K
@ESPNFutbolClub 81K
Total 192KFox Sports:
@FOXSports_norte 47K
@FOXSports_sur 104K
Total 151K
ESPN with 41K more mentions
than Fox Sports
ESPN INCREASED ONLINE TRAFFIC ACROSS
FACEBOOK ACCOUNTS
Source: Facebook Insights, Feb 1st to July 31st
World Cup drove more audience to ESPN Facebook Pages
Pages
SportsCenter ESPN
Fútbol Picante
SportsCenter en español
Hablemos de Fútbol ESPN
Balon Dividido ESPN
New Likes
320K
286K
74K
31K
29K
% Lift in Likes
+22%
+20%
+14%
+25%
+22%
World Cup increased engagement across ESPN Facebook Pages
Pages
Fútbol Picante
SportsCenter ESPN
Balon Dividido
Sportcenter in español
Toque Inicial
Engaged Users
5.8M
1.9K
587K
187K
85K
% Daily Avg. Lift
+157%
+234%
+149%
+62%
+369%
LIVE GAME COVERAGE
Source: 6/12-7/13/2014 IBOPE Brazil data; Analyzed using AdvantEdge
Men 18-49 spent
95 minutes on average watching the Final
match on ESPN Brasil
*Live Matches
June 12 Brazil Vs. Croatia 0.84
July 13 Argentina Vs. Germany 0.83
June 14 Colombia Vs. Greece 0.73
June 15 Argentina Vs. Bosnia 0.70
June 23 Brazil Vs. Cameroon 0.65
July 12 Brazil Vs. Holland 0.64
Brazil Ratings % Men 18-49
TOP LIVE RATED MATCHES
• #1 studio show with a 0.63 Pay TV HH rating
• #1 telecast on 6/26 with a 0.81rtg among men
18-49 in cable homes
TOP STUDIO SHOW
STRONG PERFORMANCE DURING THE WORLD CUP FOR
LIVE GAMES AND STUDIO SHOWS
Source: ESPN.com.br Google Analytics; WatchESPN Omniture SIteCatalyst 15: 6/12-7/13/2014
DIGITAL & SOCIAL FOOTPRINT: WORLD CUP 2014
Unique Browsers
16.6M
Page Views
89.4M
Unique Browsers Total Minutes
28K 6.5M
Mentions % Daily Lift
98K +141% @ESPNAgora
New Likes Engaged Users
MundoESPN 105K 2.2M
Source: Social Radar 2013/2014 GroupM Research Services LatAm
Query: FIFA OR “Copa Mundial” OR “Copa do Mundo”
Filter: Latam Spanish, Brazil Portuguese
ESPN LEADS FOX SPORTS IN FIFA ONLINE BUZZ
SOCIAL MENTIONS DURING THE WORLD CUP
65.9K 23.4K
+208% MORE SOCIAL BUZZ
M. Fabían’s
WC debut a
‘dream’ after
Mexico Win
Fans lament
first goal in
WC match was
against Brazil
Fans in awe as
Ochoa delivers a
stunning
performance in tie
against Brasil
FIFA to run anti-
doping tests on
7 players from
Costa Rican
selection
Fans taken back by
Uruguayan Suarez’s
“monstrous’ bite
FIFA names
Mexican R.
Marquez MVP in
game against
Croatia
Suarez sanction
by the FIFA with 4
mo. no club play
and 9 selection
games out
Fans proclaim
Argentina’s Messi
the best player of
the WC
All of Brazil
“shocked and
sad” after the
events of the last
week of the WC
Despite many
disappointment
s, fans cheer
winning
German team
Despite
disappointment,
Brazilian fans hope
Germany win’s final
match against
Argentina
394K
228K
490K
387K
661K
0
50,000
100,000
150,000
200,000
250,000
300,000
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
Wk 1 Wk 2 Wk 3 Wk 4 Wk 5
Max Posts Avg. Posts Per Day World Cup Conversations
Maximum Post in one day Avg. Posts per day
6/20
6/26
7/4
7/13
6/12
0.42 0.50
0.30
0.40
0.33
0
0.2
0.4
0.6
0 1 2 3 4 5 6
Mentions every second
WORLD CUP CONVERSATIONS TREND BY WEEK OF EVENT
Source: Social Radar 2013/2014 GroupM Research Services LatAm
Query: FIFA OR “Copa Mundial” OR “Copa do Mundo”
Filter: Latam Spanish, Brazil Portuguese
Weeks
Thank You!
Cynthia Rivera
Sayenne Flanegin