Rubicon Project is unveiling the findings from a new survey of more than 1,000 sports fans that outlines how the changing ways consumers are engaging with content is making this year’s games the first “anytime, anywhere” Olympics, plotting a clear roadmap for advertisers eager to engage these fans.
While 87 percent of sports fans plan to watch the Summer Olympics, the way in which they consume Olympics content will undergo dramatic change as mobile and online video draw millions of eyeballs away from traditional television viewing providing both content creators and advertisers significant new opportunities to reach Olympics fans. For example, 79 percent of millennials plan to cut the cord and watch the Olympics live online and 7 out of 10 plan to watch on their mobile device, furthering the “always on” evolution of today’s fans.
The survey also highlighted a key insight for brands seeking to reach the majority of Olympics fans who plan to use a connected device while watching television. This includes 8 out of 10 millennials who will have a second screen open “most of the time” they watch the Olympics and will spend most of their second screen time consuming content related to what is on the television. This is a powerful opportunity for brands to reach consumers in far more targeted and personally relevant ways.
Key findings from the survey include:
To download further information on this study and insight into additional data, please fill out the form below.
Rubicon Project engaged global polling firm Penn Schoen Berland to conduct 1,105 interviews (MOE ±2.95%) among sports fans in the US who self-identified as die-hard or avid fans. The interviews were conducted from May 21st to May 23rd, 2016.