ESPN 2014 World Cup Viewership Results (Versailles Breakfast Club)

WORLD CUP 2014 RESULTS

SPORT FANS “FUN FACTS”

ESPN Brand Study COLOMBIA.mov





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


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


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


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


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


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


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


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


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


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

[email protected]

Sayenne Flanegin

[email protected]

mailto:[email protected]




ESPN 2014 World Cup Viewership Results (Versailles Breakfast Club)

Sports

Transcript of ESPN 2014 World Cup Viewership Results (Versailles Breakfast Club)