London 2012 First truly Digital Games. Some figures about coverage with some conclusions: +100.000 hours delivered through Internet and Mobiles (Digital consume is bigger than traditional TV -hours-). Then First TV and Second Internet, Mobile explosion about 40% of content consumed over Mobile and Tablets devices; and finally first Social Games

1. London 2012,
first truly DIGITAL GAMES
9/6/2012

2. Agenda
• The Largest Sporting Events in
the World
• Rights Fees
• TV first, Internet second
• New Media figures
• Screenshots
• Context Info
• Sources
| London 2012 New Media Coverage 2
| 2012 | M A Morcuende | New Media

3. The largest Sporting Events in the World
Olympic Games IT by the numbers
| London 2012 New Media Coverage 3
| 2012 | M A Morcuende | New Media

4. The largest Sporting Events in the World
Example BBC TV coverage (intention for 2012)
Competition hours
Hours of TV coverage
(BBC in Olympics)
Source: BBC
| London 2012 New Media Coverage 4
| 2012 | M A Morcuende | New Media

5. Agenda
• The Largest Sporting Events in
the World
• Rights Fees
• TV first, Internet second
• New Media figures
• Screenshots
• Context Info
• Sources
| London 2012 New Media Coverage 5
| 2012 | M A Morcuende | New Media

6. Rights Fee ($US)
[Vancouver & London]
Source: Sportcal
| London 2012 New Media Coverage 6
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7. Total coverage expenses for London 2012 (€)
[London]
▶ NBC: 900 MM €
(NBCUniversal, which is majority owned by cable operator Comcast, paid $1.18 billion for the US
rights to broadcast the London Games, and has won $1 billion in advertising for its Olympic
broadcasts over the next three weeks. (source: http://advanced-television.com/index.php/
2012/07/30/record-audiences-for-nbc-olympics-despite-complaints/)
▶ EBU: 497 MM €
– RTVE: 70 MM € (overall coverage)
– BBC: 126 MM €
▶ TERRA (only Broadband): 5 MM €
| London 2012 New Media Coverage 7
| 2012 | M A Morcuende | New Media

8. Agenda
• The Largest Sporting Events in
the World
• Rights Fees
• TV first, Internet second
• New Media figures
• Screenshots
• Context Info
• Sources
| London 2012 New Media Coverage 8
| 2012 | M A Morcuende | New Media

9. TV 1st / Internet 2nd
+100.000 hours delivered through Internet and Mobiles (Digital consume is bigger than traditional TV -hours-)
(Source: REUTERS)
Source: http://www.omd.es
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10. The First Tablet Olympics
+100.000 hours delivered through Internet and Mobiles (Digital consume is bigger than traditional TV -hours-)
(Source: REUTERS)
Source: http://www.omd.es
| London 2012 New Media Coverage 10
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11. And First Social Games
+100.000 hours delivered through Internet and Mobiles (Digital consume is bigger than traditional TV -hours-)
(Source: REUTERS)
Source: http://www.omd.es
| London 2012 New Media Coverage 11
| 2012 | M A Morcuende | New Media

12. Agenda
• The Largest Sporting Events in
the World
• Rights Fees
• TV first, Internet second
• New Media figures
• Screenshots
• Context Info
• Sources
| London 2012 New Media Coverage 12
| 2012 | M A Morcuende | New Media

13. Viewers (TV and Online) (MM)
250
219
200
150
110 106
98
100
52
36
50
0
NBC Olympics BBC EUROVISION EUROSPORTS RTVE TERRA SKY ITALY
| London 2012 New Media Coverage 13
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14. Mobile Coverage (Average) (%)
60
60
50
40 37
40 34
30
30
20
10
0
NBC BBC EUROVISION EUROSPORTS RTVE TERRA SKY ITALY London
Olympics Offical site
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15. Simultaneous Streams
47
50
45
40
35
24 24
30
19 20
25
13
20
15
10
5
0
NBC Olympics BBC EUROVISION EUROSPORTS RTVE TERRA SKY ITALY
| London 2012 New Media Coverage 15
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16. Olympic Coverage (hours) (TV + Online)
6000
5535
4750
5000
4000
3000 2500 2500
2000
2000 1200
1000
0
NBC Olympics BBC EUROVISION EUROSPORTS RTVE TERRA SKY ITALY
| London 2012 New Media Coverage 16
| 2012 | M A Morcuende | New Media

17. Olympic Coverage (hours)
6000
5535
5000
4750
4000 3500
(TV + Online)
3000
2500 2500 (TV)
2035 2000 2000 (Online)
2000
1200
1000
0
NBC BBC EUROVISION EUROSPORTS RTVE TERRA SKY ITALY
Olympics
| London 2012 New Media Coverage 17
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18. Video Streams
(TOTAL) (MM)
160
160
140 123
120
106
100
80
41
60 34
40
20
0
NBC Olympics BBC EUROVISION EUROSPORTS RTVE TERRA SKY ITALY
| London 2012 New Media Coverage 18
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19. Video Streams
160 160
140
123
120
96 106
100
(TOTAL) (MM)
80
64 62 (LIVE) (MM)
60 (VoD) (MM)
44
41
40 34 31
20 10
0
NBC BBC EUROVISION EUROSPORTS RTVE TERRA SKY ITALY
Olympics
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20. Video Traffic
(MM HOURS)
25.0
20.4 20.0
20.0
15.0
10.0
6.7
3.0
5.0 1.35
0.0
NBC Olympics BBC EUROVISION EUROSPORTS RTVE TERRA SKY ITALY
| London 2012 New Media Coverage 20
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21. Agenda
• The Largest Sporting Events in
the World
• Rights Fees
• TV first, Internet second
• New Media figures
• Screenshots
• Context Info
• Sources
| London 2012 New Media Coverage 21
| 2012 | M A Morcuende | New Media

22. London Official App
Source:
http://itunes.apple.com/hn/app/londres-2012-aplicacion-oficial/id536513070?mt=8&ign-mpt=uo%3D2
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23. London Official App
Source:
http://itunes.apple.com/hn/app/londres-2012-aplicacion-oficial/id536513070?mt=8&ign-mpt=uo%3D2
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24. BBC interactive video player
Source: http://www.bbc.co.uk/blogs/bbcinternet/2012/06/interactive_video_player_launc.html
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25. BBC data video flow
Source: http://www.bbc.co.uk/blogs/bbcinternet/2012/08/data_video_flow_olympics.html
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26. BBC (PS3)
Source: http://thegamershub.net/2012/05/bbc-sport-heads-to-ps3/
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27. BBC (Android)
Source: http://www.smartkeitai.com/wp-content/uploads/2012/07/bbc-olympics-android-app.jpg
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28. BBC (some insights 4 screens)
Source: http://www.bbc.co.uk/blogs/bbcinternet/2012/08/digital_olympics_reach_stream_stats.html
Desktop usage: Morning and lunch time;
and during mid-afternoon
Tablets: second screen activities around 9
PM (while watching TV)
Mobile takes over around 6pm as people
leave the office but still want to keep up
to date with the latest action
Usage by hour across the day by device - for 28 July to 9 Aug
| London 2012 New Media Coverage 28
| 2012 | M A Morcuende | New Media

29. BBC (Tablets & Mobiles)
Source: http://www.bbc.co.uk/blogs/bbcinternet/2012/08/digital_olympics_reach_stream_stats.html
Millions of unique browsers daily, stacked, by device type
| London 2012 New Media Coverage 29
| 2012 | M A Morcuende | New Media

30. NBC video player
Source: http://www.engadget.com/2012/07/12/nbc-2012-london-olympics-second-screen-streaming-apps/
| London 2012 New Media Coverage 30
| 2012 | M A Morcuende | New Media

31. NBC video player (iPad)
Source: http://www.engadget.com/photos/nbc-olympics-apps/#5149883
| London 2012 New Media Coverage 31
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32. NBC LIVE Extra (iPad & Android)
Source: http://thewondrous.com/collection-of-the-best-apps-for-london-2012-olympics/
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33. RTVE video Multiplayer
Source:
http://www.rtve.es/deportes/20120709/historico-despliegue-rtvees-para-jjoo-londres-19-senales-
directo-2200-horas-competicion-aplicaciones-para-moviles-tabletas-televisiones/543212.shtml
| London 2012 New Media Coverage 33
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34. RTVE Tablets & Smartphones
Source:
http://www.rtve.es/deportes/20120709/historico-despliegue-rtvees-para-jjoo-londres-19-senales-
directo-2200-horas-competicion-aplicaciones-para-moviles-tabletas-televisiones/543212.shtml
| London 2012 New Media Coverage 34
| 2012 | M A Morcuende | New Media

35. RTVE (android)
Source: http://faqsandroid.com/aplicaciones-para-ver-y-seguir-las-olimpiadas-en-directo/
| London 2012 New Media Coverage 35
| 2012 | M A Morcuende | New Media

36. Agenda
• The Largest Sporting Events in
the World
• Rights Fees
• TV first, Internet second
• New Media figures
• Screenshots
• Context Info
• Sources
| London 2012 New Media Coverage 36
| 2012 | M A Morcuende | New Media

37. Context Info
▶ $3,5bn (Rights Management Expenses) (TV)
– 525 MM (New Media & Telecommunications)
▶ 4.800 million spectators (worldwide)
– 900 million (Opening Ceremony)
▶ Original budget for the Games was £2.4 billion,
but this was increased almost fourfold to about
£9.3 billion ($14.46 billion) in 2007
– Building the venues and infrastructure — £5.3 billion
– Elite sport and Paralympic funding — £400 million.
– Security and policing — £600 million
– Regeneration of the Lower Lea Valley — £1.7 billion
– Contingency fund — £2.7 billion
– VAT — £800 million.
| London 2012 New Media Coverage 37
| 2012 | M A Morcuende | New Media

38. Context Info
▶ +100.000 hours delivered through Internet and
Mobiles (Digital consume is bigger than
traditional TV -hours-)
▶ SMS traffic at opening ceremony (40% increase)
▶ SMS traffic when Olympic team entry in the
stadium (opening ceremony) (137% increase)
▶ 200 hours in TV 3D
▶ More than 150 million Tweets about the
Olympics
– Usain Bolt (@UsainBolt) of Jamaica wins gold
in the 200m sprint: 80,000+ TPM (Tweets per
Minute)
– Spice Girls (Closing Ceremonies) who stole
the night, inspiring more than 116,000
Tweets per minute
– Less than 0.5% of those included #NBCFail
| London 2012 New Media Coverage 38
| 2012 | M A Morcuende | New Media

39. Context Info
▶ Facebook, there are more than 101M fans on
Olympics-related pages
– also saw over 100M Olympic-related posts or
comments during the course of the Games.
▶ There were more than 82M comments on
Twitter and public Facebook about the Olympics
(NBC audience)
– 48% engaged with social networking about
the Olympics during an event, 28% before
and 68% after the event took place.
▶ On the busiest day, the BBC delivered 2.8
petabytes, with the peak traffic moment
occurring when Bradley Wiggins won Gold and
it shifted 700 Gb/s
▶ Akamai: "16 Days, Another Billion Streams
Served”
| London 2012 New Media Coverage 39
| 2012 | M A Morcuende | New Media

40. Context Info
▶ Agency official event photography, Getty
Images, expects to make +1 million snapshots,
among which are included for the first time
ever, 3D and 360 degree panoramas in high
resolution
▶ During the games has increased (x10) the
number of queries related to the Olympic
Games (athletes, clasisificación, ...) on mobile
devices (in the world)
| London 2012 New Media Coverage 40
| 2012 | M A Morcuende | New Media

41. Agenda
• The Largest Sporting Events in
the World
• Rights Fees
• TV first, Internet second
• New Media figures
• Screenshots
• Context Info
• Sources
| London 2012 New Media Coverage 41
| 2012 | M A Morcuende | New Media

42. Sources
http://www.broadbandtvnews.com/2012/08/14/bbc-delivers-digital-games/
http://www.bbc.co.uk/mediacentre/latestnews/2012/sport-online-figures.html
http://www.bbc.co.uk/blogs/bbcinternet/2012/08/digital_olympics_reach_stream_stats.html
http://advanced-television.com/index.php/2012/08/14/bbc-digital-olympic-record/
http://www.panoramaaudiovisual.com/2012/08/16/la-uer-jugo-un-papel-determinante-en-los-juegos-de-londres/
http://broadcastengineering.com/news/ebu-dashes-glory-london-olympics
http://www.broadbandtvnews.com/2012/08/16/olympic-webcasts-succeed-in-hungary/
http://www.broadbandtvnews.com/2012/08/15/eurosport-olympic-audience-top-100-million/
http://www.rtve.es/rtve/20120813/mas-11-millones-internautas-espanoles-vieron-juegos-olimpicos-rtvees/556750.shtml
http://periodistas21.blogspot.com.es/2012/08/juegos-olimpicos-moviles-y-sociales.html
http://broadcastengineering.com/cable-amp-iptv/internet-impacts-nbc-olympics-coverage-never
http://www.reuters.com/article/2012/07/29/entertainment-us-olympics-nbc-complaints-idUSBRE86S0SD20120729
http://www.v-net.tv/nbc-olympics-record-audiences-and-online-surge/
http://www.v-net.tv/olympics-demonstrates-the-power-of-red-button/
http://www.v-net.tv/terra-launches-smart-tv-olympics-app/
http://www.v-net.tv/more-olympics-feedback-on-what-viewers-liked-2/
http://www.panoramaaudiovisual.com/es/2012/08/13/londres-2012-finaliza-con-una-record-de-audiencia-gracias-a-los-nuevos-
soportes-digitales/
http://informitv.com/news/2012/08/20/olympicsproducerecord/
http://www.boycerecruitment.co.uk/recruitment_news/?p=209
http://www.overdigital.com/2012/08/14/nbc-olympics-is-most-watched-tv-event-in-us-history/
| London 2012 New Media Coverage 42
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43. Sources
http://www.nbcumv.com/mediavillage/sports/nbcsports/pressreleases?pr=contents/press-releases/2012/08/14/
nbcolympicssoci1344987486777.xml
http://advanced-television.com/index.php/2012/08/22/research-olympics-intro-new-tv-behaviour/
http://deportesus.terra.com/olympic-games/london-2012/noticias/0,,OI6081222-EI19641,00-Terra+London+Established+a+new
+record+for+digital+platforms.html
http://www.bbc.co.uk/blogs/bbcinternet/2012/08/data_video_flow_olympics.html
http://www.kbridge.org/biggest-challenge-for-digital-media-monetising-the-masses/
http://www.kbridge.org/hyper-local-smart-targeted-mobile-ads-may-earn-even-higher-revenues/
http://paidcontent.org/2012/05/15/bbcolympics/
https://blogs.akamai.com/2012/08/16-days-another-billion-streams-served.html#more
http://www.publico.es/deportes/440005/los-juegos-olimpicos-mas-digitales-de-la-historia
http://super-tele.blogspot.com.es/2012/08/atrae-eurosport-mas-de-106-millones-de.html
http://es.eurosport.yahoo.com/07082012/20/900-millones-vieron-ceremonia-apertura-juegos.html
http://www.experian.com/blogs/hitwise-uk/2012/08/15/who-were-the-winners-online-of-london-2012/
http://www.experian.com/blogs/hitwise-uk/2012/08/15/who-were-the-winners-online-of-london-2012/
http://itunes.apple.com/hn/app/londres-2012-aplicacion-oficial/id536513070?mt=8&ign-mpt=uo%3D2
http://www.bbc.co.uk/blogs/bbcinternet/2012/06/interactive_video_player_launc.html
http://www.bbc.co.uk/blogs/bbcinternet/2012/08/data_video_flow_olympics.html
http://www.flickr.com/photos/playstationblogeurope/7215509372/sizes/c/in/photostream/
http://www.smartkeitai.com/wp-content/uploads/2012/07/bbc-olympics-android-app.jpg
| London 2012 New Media Coverage 43
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44. Sources
http://www.nbcumv.com/mediavillage/sports/nbcsports/pressreleases?pr=contents/press-releases/2012/08/14/
nbcolympicssoci1344987486777.xml
http://www.engadget.com/2012/07/12/nbc-2012-london-olympics-second-screen-streaming-apps/
http://www.engadget.com/photos/nbc-olympics-apps/#5149883
http://thewondrous.com/collection-of-the-best-apps-for-london-2012-olympics/
http://www.rtve.es/deportes/20120709/historico-despliegue-rtvees-para-jjoo-londres-19-senales-directo-2200-horas-competicion-
aplicaciones-para-moviles-tabletas-televisiones/543212.shtml
http://faqsandroid.com/aplicaciones-para-ver-y-seguir-las-olimpiadas-en-directo/
http://blogs.adobe.com/ktowes/2012/08/bbc-the-biggest-broadcasting-event-in-our-90-year-history.html
http://www.broadbandtvnews.com/2012/08/06/record-numbers-for-bbc-multiscreen-olympics/
http://www.estrelladigital.es/blogs/juan_varela/Medallas-olimpicas-nuevas-pantallas-deporte_7_1230546935.html
http://www.broadbandtvnews.com/2012/08/06/record-numbers-for-bbc-multiscreen-olympics/
http://www.estrelladigital.es/blogs/juan_varela/Medallas-olimpicas-nuevas-pantallas-deporte_7_1230546935.html
http://blog.twitter.com/2012/08/olympic-and-twitter-records.html
http://googlemobileads.blogspot.co.uk/2012/08/going-for-mobile-gold-10x-increase-in.html?
utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+GoogleMobileAdsBlog+%28Google+Mobile+Ads+Blog
%29&utm_content=Google+Reader
| London 2012 New Media Coverage 44
| 2012 | M A Morcuende | New Media

45. London 2012 Olympic project, first truly DIGITAL GAMES
| London 2012 New Media Coverage 45
| 2012 | M A Morcuende | New Media

46. dialogue
Miguel Ángel Morcuende
New Media Director
+34 639 160 344 miguel.morcuende@atos.net
9/6/2012