The document discusses research from NBC Universal's billion dollar research lab on consumer behavior during the 2012 London Olympics. Some of the key findings include: 1) Television viewing dominated Olympic consumption, accounting for 89% of viewing among enthusiastic viewers. 2) The use of multiple digital platforms like mobile, PC, and tablet increased total consumption of the Olympics, with more screens correlating to more TV viewing. 3) Over half of viewers engaged in simultaneous viewing of the Olympics on TV and digital platforms, referred to as "SimViewing." 4) Mobile and tablet usage grew significantly compared to previous Olympics, with tablets surpassing their device penetration in terms of usage. 5) Social media amplified awareness

1. an
asi
conference
The 2012 European Television Symposium
NBC’s Billion Dollar Research Lab
8th – 9th November, 2012 Sponsored by:
@asi_radiotv

2. The
Billion Dollar
Research Lab:
A Look into the Future
Alan Wurtzel
President
NBC Universal Research

3. Consumers Predict the London Olympics
February 2010

4. The Billion Dollar Lab
Huge Consumer Use
 Most watched event in television history
 217 Million Viewers
 +11% Out of Home lift
 +25% Daytime 18-49
 82 Million Digital Users
 154 Million Total Visits
 2 Billion Page Views
 8 Million App Downloads

5. The Billion Dollar Lab
Deep Content
 835 Hours TV
= 35 Days
 4.4 Million Hours VOD Views
 3500 Hours Live Video on Internet
= 200 Hours per day
More Platforms
 2 Broadcast Networks
 NBC Television Network
 Telemundo
 4 Cable Networks
 NBC Sports Network
 Bravo
 MSNBC
 CNBC
 Internet
 Mobile
 Smartphones
 Tablets

6. Research Partners
Keleman Associates Inc.
J
CE arey
thnography

7. Olympics: Still a “Cultural Phenomenon”
 73% “stayed up later than normal”
 53% “made plans around my ability to watch the Olympics”
 46% “followed the Olympics during my breaks at work”
 46% “delayed doing laundry or other household chores”
 76% of Olympics viewers agree “I enjoy watching commercials
during the Olympics that are tied in some way to the Games”
Source: uSamp Fun Facts online survey of 794 A18-54 Olympics every chance/often viewers (7/31/12); agreement based on top 2 box of 5-point scale.
*Source: uSamp Sponsorship online survey of 799 A15-64 Olympics every chance/often viewers (7/31/12); agreement based on top 2 box of 5-point scale. CD

8. Billion Dollar Lab
7 Big Insights

9. #1
TV Is King
^

10. Olympic Consumption by Platform:
Olympic Enthusiasts
Percent Time Spent
TV
89%
Digital
11%  PC/Laptop
 Mobile
 Tablet
Source: comScore Single Source Multi-Platform Study. 7/27 – 8/12/12. Total Day. IMMI single source multi platform study Vancouver Olympics; Based on Total day Time
Spent.

11. TV is King
London Olympics 2012

12. #2
More Screens = More Use
“Media Begets Media”
 Additive
 No Cannibalization

13. More Screens = More Time Spent on Every Device
Average Time Spent Per Day Following Olympics
8hr 29min
47 min Tablet
6hr 50min 40 min Mobile
51 min 55 min PC/Laptop
5hr 18min
59 min
4hr 19min 50 min
6hr 7min TV
4hr 28min 5hr
4hr 19min
TV Only
TV Only TV + PC/Laptop Only
TV + TV +
TV + PC/Laptop + TV + PC/Laptop +
TV +
PC/Laptop Mobile Only
PC/Laptop + Mobile + Tablet
PC/Laptop +
Mobile Mobile +
Tablet
Source: comScore Single Source Multi-Platform Study. A18+. 7/27/12 – 8/12/12. Total Day. Screen Status Definitions: TV+PC Only = Followed the Olympics on TV and PC but not on
Mobile or Tablet, TV+PC+Mobile = Followed the Olympics on TV, PC and Mobile but not on Tablet, TV+PC+Mobile+Tablet = Followed the Olympics on all 4 screens.

14. More Screens = More TV Viewing
Average Time Spent Watching Olympics on TV
(Indexed to TV)
226
153
100
TV Only TV + 1 Screen TV + 2 or More Screens
Source: Google. Avg mins based on 17-day tables: TV Only: 129; TV+1: 198; TV+2: 291; Live Streamers: 240

15. #3
The Rise of the “SimViewer”
“The New Normal”

16. Simultaneous Viewing
“Watching Olympics on TV and consuming Olympic content on other screens”
 54% who used TV & 1 or more other platforms were Simultaneous Viewers
 25% of time spent watching Olympics on TV was
accompanied by use of another screen
 SimViewer Profile:
Age Gender
53% 54% 54% 55%
45%
A18-24 A25-54 A55+ Men Women
Source: Google single source multi-platform study.
Source: comScore Single Source Multi-Platform Study

17. Simultaneous Use = More TV Viewing
Index of
Average Length of TV Viewing Session
117
100
TV Only Simultaneous Viewers
Source: Google Single Source Multi-Platform Study. A18+. Total Day.

18. Simultaneous Use
London Olympics 2012

19. #3
Mobile & Tablets

20. Mobile Video: Beijing to London
Total Mobile Videos Streamed
+1,164%
23,280,000
+664%
2,000,000
301,000
2008 2010 2012
Mobile video usage eclipsed
Source: Omniture Vancouver’s total in less than 1 day

21. Mobile Use is Mainstreaming
(Percent Using Mobile)
50+ 13-24 13-24
15% 13-24 14% 37% 12% 34%
50+
24% 50+
27%
34% 25-34
50% 25-34 22%
23%
35-49
37% 25-34
26% 35-49 35-49
37%
32%
Source: Site Intercept surveys; Beijing WAP only, Vancouver WAP and App, London WAP and 2 Apps

22. Device Use by Time of Day
900,000 Primetime
800,000
700,000
Mobile
Tablet
600,000
500,000
400,000
Mobile
300,000
200,000
Tablet
100,000
0
Source: Omniture (7/25 – 8/12) Note: Not to scale, PC on separate axis

23. Growth of Tablet Usage: Use Exceeds Penetration
Number of Device Users Time Spent
(in Millions)
115.8 5.2
5.2
Million Hours
69.9
4.8
4.8
Million Hours
Smartphone Users Tablet Users Smartphone Users Tablet Users
Source: eMarketer; Omniture (7/25-8/12)

24. Olympic Consumption by Platform: Time Spent
Time Spent Following Olympics on Non-TV Platforms
Among Tablet Owners
A18-34 A25-54 A55-64
Mobile Tablet
Mobile
31% 62%
35% Tablet Tablet
38% 35% Mobile
PC/ 18%
PC/ PC/
Laptop
Laptop Laptop
34%
28% 20%
Source: comScore Single Source Multi-Platform Study. 7/27 – 8/12/12. Total Day. Among Tablet Users only.

25. Mobile
London Olympics 2012

26. #4
First “Social” Olympics
 Amplifies Awareness
 Promotes Use Among Young Consumers

27. Social Media
 83 Million social comments about Olympics-related topics
 4.9 Million average per day
 NBA Playoff Finals averaged 1.5 Million
 “March Madness” averaged 1Million
 99% of all social TV buzz between 7 p.m. to midnight attributable to NBC Olympics‘
primetime coverage
 2.4 Million people joined in the social TV conversation
(Largest driver of social TV conversation of all time)
 36% Went on social media “more often than usual”
 44% A18-34
 Olympics telecasts generated more social buzz than combined total:
2012 Super Bowl 2012 Grammys All 7 Games of 2012 Globes 2012 Oscars
the 2011 World Series
Source: Bluefin Labs

28. Social TV
 50% of nbcolympics.com users engaged with Olympics-related social
media during an event
 28% engage BEFORE an event
 48% engage DURING an event
 68% engage AFTER an event
Source: NBCOlympics.com Intercept Exploratories

29. Social Media: Growing Olympic Interest
Among Younger Viewers
Percent Used Percent Agree
Olympic-Related Social Media “Social media made me more interested
in watching the Games on regular television”
51 73
70
56
17
9
A18-34 A35-49 A50-64 T13-17 A18-34 A35-49
To date ever cume ToTo data based on ToTo 2012 Day 16 daily games usage report. Calculated out of Total NBCU (1);
uSamp Social Media 3; 8/15/12; n=937 P13-49 who have a social media account; Top 2 agreement on 4-pt scale

30. London Viewing vs. Beijing and Athens
15.8
14.4
13.2
12.1
11.1
10.3
7.6 7.7
7.0
6.0
4.9 4.8 4.6
3.4 3.5
% vs. Beijing: +1% +9% +10% +25% +31%
P18-34 P35-49 P50+ P12-17 P2-11
Athens Beijing London

31. Going Viral: German “Back Diver”
On August 7th,
delivered…
4,475 shared on
Social Media
1.8 mm video streams;
29% of total day starts
Best day in VOD
7.3 mm streams
Never Appeared
on TV
Source: Omniture (8/7; 8/7 – 8/12)

32. Social
London Olympics 2012

33. #5
Streaming:
Complements TV Viewing

34. Streaming Behavior
 9% streamed Live Olympic programming on a device
 33% for 1st time
 64% Live Streamers shared results
 58% while watching live streams
 54% after stream/before prime
 29% during primetime
Base = Device owners
Source: GfK Media’s XMR Daily Olympic Consumption Study. Data based on average of last 5 days of Games (Aug 8-12)
Source: uSamp 552 Live Streamers A13-49 who watch Olympics at least seldomly. Live Streamers fielded Tuesday 7/31 before 8 pm ET to capture intent to view prior to
primetime show. Last 3 bullet points based on those who streamed live yesterday and shared results (N=353) CD 9/7/12

35. Live Event Streaming = More Prime Viewing
82% “Even if I watch live stream coverage of my favorite Olympic sporting events earlier in
the day, I still enjoy watching NBC’s primetime show”
Percent Panelists Who Average Time Spent
Viewed Olympics on TV in Prime Watching Olympics on TV in Prime
1 hrs:
79% 56 min
66% 1 hr:
20 min
Non- Live Non- Live
Streamers Streamers
Series 1
Streamers Streamers
GfK Media XMR study among 13,061 A18-64 fielded between 7/29-8/13
Source: comScore Single Source Multi-Platform Study. Percent Average Daily Viewers Average Time Spent per day - 7/27-8/12

36. Live Streaming: Top Events
LIVE STREAM
DATE VIDEO CLIP SPORT
STARTS
Thurs., August 9 United States vs. Japan, Women's Soccer Final Soccer 1,467,465
Tues., July 31 Team USA Women's Gymnastics wins Gold Gymnastics 1,462,834
Sun., August 5 Usain Bolt wins Men's 100m Track & Field 1,288,941
Thurs., August 2 Michael Phelps wins 200IM Gold Swimming 1,192,812
Thurs., August 2 Gabby Douglas wins Women's All-Around Gold Gymnastics 1,096,319
Mon., July 30 Men's Gymnastics Team Gold Medal Final Gymnastics 1,067,679
Mon., August 6 United States vs. Canada, Women's Soccer Semifinal Soccer 1,047,733
Tues., July 31 Team USA Men's Swimming wins 4x200 Gold Swimming 1,010,416
Top 2 Live Stream Events Delivered
More Streams Than All Vancouver Olympics
Source: Omniture (7/25 – 8/12)

37. #6
The Power of Olympics as
^
Sales & Marketing Platform

38. Ads Perform Better In Olympics:
56 Brands Inside vs. Outside Olympics
(A18-49 Index)
193
171
158
Brand Recall Message Recall Likeability
Source: Nielsen IAG, A18-49. London Olympics on NBC Prime 7/27-8/12/12; Based on 56 Brands. Same Ads - Broadcast and Cable Prime Ad Norm
7/1/11-8/12/12

39. Olympics Ad Effectiveness
Increases Over Time: IAG
(A18-49 Index)
170 175
155 158
146
139
100
Early Late Early Late Early Late
7/27-8/5 8/6-8/12 7/27-8/5 8/6-8/12 7/27-8/5 8/6-8/12
Broadcast/Cable
Norm Brand Recall Message Recall Likeability
Norm
Source: Nielsen IAG, A18-49. London Olympics on NBC & NBC Sports Network 7/27-8/5/12. Limited to same (41) brands in both first 10 days and last
7days of Olympics. Same Brands - Broadcast and Cable Prime Ad Norm 7/1/11-6/30/12

40. Exposure to Olympic Ads Produce Behavior
100
10:04 PM
80
60
40
8:33 PM
8:32 PM
20
0
Source: Google, Key Word Searches (7/27/12 3AM to 7/28/12 3AM), Advertisers during London Opening Ceremony on NBC (7/27/28)

41. Exposure to Olympic Ads Produce Behavior
100
10:04 PM
80
60
40
10:03 PM
8:32 PM
8:33 PM
20
0
Source: Google, Key Word Searches (7/27/12 3AM to 7/28/12 3AM), Advertisers during London Opening Ceremony on NBC (7/27/28)

42. Exposure to Olympic Ads Produce Behavior
100
10:04 PM
80
60
40
10:03 PM
8:32 PM
8:33 PM
20
0
Source: Google, Key Word Searches (7/27/12 3AM to 7/28/12 3AM), Advertisers during London Opening Ceremony on NBC (7/27/28)

43. Sponsors
London Olympics 2012

44. #7
Cross-Platform:
The Holy Grail

45. Methodology:
 Panelists
 720 panelists
 “Tech-Forward” Olympic Fans
 Television
 Continuous, passive measurement of Olympics on all channels with set top box data
 Demos and location collected with E-diaries
 PCs and Laptops
 Tracked visits to nbcolympics.com and social media sites.
 Mobile
 Measured NBC Olympics Apps and WAP usage
 In and Away from Home
 Tablet
 Measured nbcolympics.com, NBC Olympics Apps, WAP, and social media
 In and Away from Home
Source: comScore Single Source Multi-Platform Study. 7/27 – 8/12/12.

46. comScore Panel Screen Profile
TV Only
4%
2-Screens
14% 4-Screens
(TV + 1 Additional
Platforms) 28%
(TV, Internet,
Mobile & Tablet)
3-Screens
54%
(TV + 2 Additional Platforms)
Source: comScore Single Source Multi-Platform Study. 7/27 – 8/12/12.

47. A Day In The Life Of An Olympic Fan

48. A Day In The Olympic Media Life:
Chicago Male (33) – Monday 8/10/08
NBC TV Network nbcolympics.com
9:00 AM 10:00 AM 11:00 AM 12:00 PM 1:00 PM
2:00 PM 3:00 PM 4:00 PM 5:00 PM 6:00 PM
7:00 PM 8:00 PM 9:00 PM 10:00 PM 11:00 PM

49. A Day In The Olympic Media Life:
Miami Female (23) - Sunday 8/10/08
NBC TV Network nbcolympics.com - Mobile
nbcolympics.com USA Network
9:00 AM 10:00 AM 11:00 AM 12:00 PM 1:00 PM
2:00 PM 3:00 PM 4:00 PM 5:00 PM 6:00 PM
7:00 PM 8:00 PM 9:00 PM 10:00 PM 11:00 PM

50. A Day In The Olympic Media Life:
San Francisco Father of Two (43) - Friday 2/26/10
NBC TV Network CNBC nbcolympics.com – Mobile
nbcolympics.com (non-video) nbcolympics.com (video) nbcolympics.com – Mobile Video
6:00 AM 7:00 AM 8:00 AM 9:00 AM 10:00 AM 11:00 AM
Men’s Hockey: USA Vs. Finland
(Live Stream)
12:00 PM 1:00 PM 2:00 PM 3:00 PM 4:00 PM 5:00 PM
6:00 PM 7:00 PM 8:00 PM 9:00 PM 10:00 PM 11:00 PM
Source: IMMI 17-Day Report. Vancouver.

52. A Day In The Olympic Media Life:
Los Angeles Working Mom (41) – Wednesday 8/1/12
NBC TV Network Home PC/Laptop Facebook Mobile Facebook Tablet Live App
NBC on DVR Home PC/Laptop Twitter Mobile Twitter Tablet Main App
NBCSN Work PC/Laptop nbcoly.com Video Mobile WAP Tablet Facebook App
Home PC nbcoly.com
Work PC/Laptop nbcoly.com Non-Video OOH Activity Tablet Twitter App
Non-Video
Swimming
(Live Stream)
6:00 AM 7:00 AM 8:00 AM 9:00 AM 10:00 AM 11:00 AM
Swimming
(Live Stream)
12:00 PM 1:00 PM 2:00 PM 3:00 PM 4:00 PM 5:00 PM
Swimming
6:00 PM 7:00 PM 8:00 PM 9:00 PM 10:00 PM 11:00 PM
Source: comScore Single Source Multi-Platform Study.

53. Mobile WAP
6:00 AM
M Facebook
7:00 AM
Source: comScore Single Source Multi-Platform Study.
M Facebook
Mobile WAP
M Facebook
M Twitter
8:00 AM
NBC on DVR
M Facebook
NBC on DVR Mobile WAP
9:00 AM
M Twitter
PC/Lap .com Vid
A Day In The Olympic Media Life:
M Facebook
PC/Lap .com NV
PC/Lap .com Vid
M Twitter
10:00 AM
Los Angeles Working Mom (41) – Wednesday 8/1/12
M Facebook
PC/Lap .com Vid
PC/Lap .com NV Tab - Live App
11:00 AM
Swimming
(Live Stream)

54. Tab - Live App
NBC - DVR PC/Lap FBook
12:00 PM
Swimming
(Live Stream)
PC/Lap Twitter
NBC - TV Net
M - Facebook
1:00 PM
Source: comScore Single Source Multi-Platform Study.
NBC Sports Net
PC/Lap Twitter
NBC - DVR
NBC Sports Net
PC/Lap FBook
NBC - TV Net PC/Lap Twitter
2:00 PM
PC .com Non-Vid
M - Facebook
M - WAP
M - Twitter
3:00 PM
A Day In The Olympic Media Life:
4:00 PM
NBC Sports Net
Los Angeles Working Mom (41) – Wednesday 8/1/12
PC .com Non-Vid
5:00 PM

55. A Day In The Olympic Media Life:
Los Angeles Working Mom (41) – Wednesday 8/1/12
Tab-Twitter App
Tab- Fbook App
Tab- Fbook App
Tab- Main App
M - Facebook
M - Facebook
Mobile WAP
Swimming
NBC - DVR
NBC - DVR NBC - TV Net NBC - TV Net
6:00 PM 7:00 PM 8:00 PM 9:00 PM 10:00 PM 11:00 PM
Source: comScore Single Source Multi-Platform Study.

56. A Day In The Olympic Media Life:
Male, AlphaBoomer (62) – Austin, Texas–Saturday 7/28/12
NBC TV Network Mobile Live App Tablet Live App Tablet Facebook App
MSNBC Mobile Main App Tablet Main App Tablet Twitter App
NBCSN Mobile Facebook nbcoly.com on Tablet
Mobile Twitter
Gymnastics U.S. Men in Subdivision 2 (Live Stream)
5:00 AM 6:00 AM 7:00 AM 8:00 AM 9:00 AM 10:00 AM
11:00 AM 12:00 PM 1:00 PM 2:00 PM 3:00 PM 4:00 PM
5:00 PM 6:00 PM 7:00 PM 8:00 PM 9:00 PM 10:00 PM
Source: comScore Single Source Multi-Platform Study.

57. A Day In The Olympic Media Life:
Male, AlphaBoomer (62) – Austin, Texas–Saturday 7/28/12
Gymnastics U.S. Men in Subdivision 2 (Live Stream)
Tab- Fbook App
Tab - Live App
Tab - Live App
NBC Sports Net
NBC - TV Net
NBC - TV Net
NBC - TV Net
NBC - TV Net
NBC - DVR
5:00 AM 6:00 AM 7:00 AM 8:00 AM 9:00 AM 10:00 AM
Source: comScore Single Source Multi-Platform Study.

58. A Day In The Olympic Media Life:
Male, AlphaBoomer (62) – Austin, Texas–Saturday 7/28/12
Tab- Fbook App
Tab- Fbook App
Tab-Twitter App
Tab-Twitter App
NBC Sports Net
NBC Sports Net
NBC - TV Net
NBC - TV Net
NBC - TV Net
NBC - DVR
NBC - DVR
NBC - DVR
11:00 AM 12:00 PM 1:00 PM 2:00 PM 3:00 PM 4:00 PM
Source: comScore Single Source Multi-Platform Study.

59. 5:00 PM
Tab- Fbook App
6:00 PM
Source: comScore Single Source Multi-Platform Study.
Tablet - .com
7:00 PM
Tab- Fbook App
Tab - Twitter
M - FBook
M - Twitter
Tab - Main App
Tablet - .com
8:00 PM
NBC - TV Network
Tab - Twitter
M - Twitter
A Day In The Olympic Media Life:
M - Twitter
9:00 PM
Tab - Main App
Tablet - .com
Tab - Twitter
Tablet - .com
Male, AlphaBoomer (62) – Austin, Texas–Saturday 7/28/12
NBC - TV Network
Tab- Fbook App
10:00 PM
M - FBook
M - Twitter

60. Olympic TAMi:
Multiple Platforms Extend Olympic Reach
London vs.
TAMi Beijing
TV VOD 1,298,020 895,894 3,643,495 +181%
Mobile 6,607,250 17,529,487 25,020,749 +279%
Online 51,851,664 45,722,028 57,082,045 +10%
Television 214,530,000 189,651,000 217,400,000 +1%
TOTAL 274,286,934 253,798,409 303,146,289 +11%
Source: nielsen, omiture, rentral

61. The
Billion Dollar
Research Lab
Alan Wurtzel
President
NBC Universal Research