DEFINING NEW AUDIENCE MEASURES IN A FRAGMENTED MEDIA … · defining new audience measures in a...

SCREENFORCE SHOWROOM 4.9, HELSINKI

DEFINING NEW AUDIENCE MEASURES IN A FRAGMENTED MEDIA LANDSCAPE

ENGAGING MORE PEOPLE ON MORE SCREENS

FIRST DIGITAL OLYMPICS ACROSS EUROPE

DISCOVERY

MEETING OUR OLYMPIC AMBITION

THE

DIFFERENCE

1

2

3

QUANTIFYING TOTAL AUDIENCE REACH

MULTI-MARKET APPROACH

INNOVATING NEW METRICS

ONLINE COMMUNITIES

CONTENT PERCEPTION

TOTAL AUDIENCECALCULATING

UNDUPICATED REACH

DURING

DAILY AUDIENCE REPORTING ‘TOTAL VIDEO’

MEASURE

BEFORE AFTER

PRE & POST GAMES RESEARCH:

BEHAVIOURS & SPONSOR ROI

MEETING OUR OLYMPIC AMBITION

MORE PEOPLE ON MORE SCREENS

NEW AND YOUNGER AUDIENCES

REACHING NEW AUDIENCES

EUROSPORT SNAPCHAT: 83% AGED 18-34FACEBOOK: 66% AGED 18-34INSTAGRAM: 69% AGED 18-34+ FEMALE AUDIENCES UP ACROSS EUROPE

262 MILLION

74MILLION

TV IS STILL KING :) USED ALL 4 DIGITAL PLATFORMSNON-DUPLICATED DIGITAL REACH

1 2 3

4

DRIVING COMMERICAL SUCCESS

BRAND PERFORMANCE

NECESSITYFOR OLYMPIC GAMES TO HAVE PARTNERS / SPONSORS / ADVERTISERS

CALL TO ACTIONSEEING A BRAND AROUND THE OLYMPICS MAKE EXPOSED WANT TO GO FURTHER

IMPROVED PERCEPTIONBRAND POSITIVITY, ENHANCED CREDIBILITY, INNOVATION…

AMONG EUROSPORT AUDIENCES:

+ ASSOCIATION WITH THE OLYMPICS+ FAMILIARITY WITH BRAND+ FAVOURABILITY TOWARDS BRAND+ PURCHASE CONSIDERATION

BRAND PERCEPTIONS

HOW WE MADE IT WORK IN PYEONGCHANG