1. Activating the Soccer FanHow Soccer Fan Behavior isCritically Different than OtherMajor Sports@rolfeswinton

2. Rolfe Swinton@rolfeswintonReality Mine 3. Why Do We Get CertainBehaviors Sometime andNot Others? 4. How Can We Use Data toMore Likely to Get theBehaviors We Want? 5. What is RealityMine?UK-based mobile technology company with powerfulpassive & active data collection tools and analyticengines that provide actionable consumer behavioralinsights9 6. Real Behaviors & Real Insights in Real-TimeMultiple DataCollection &Capture SourcesCrisp, InsightfulReporting inSyndicated &CustomProjectsPowerfulAnalyticsEngines 7. 3,500 Adultsaged 18-64USA TouchPoints AppPanelists recruited online;incentives varyPassive Mobile Monitoring5,000 next yearThen 20,000 and moreOver 7.2 Million Hours of Data Each YearFused to MRIAccessible via IMS,MRI, Telmar, andRealityMinedashboardsData Collection Methodology11+ PassiveListening 8. The Data Gives a Multifaceted andContinual ViewAll mediaAll emotionsAll life contextsRecorded as close to real-time as possibleAll day, every day, half-hour by half-hourAnd continuously - passively 9. How do Soccer fans engage with thesport differently than other sports?When are the optimal times to impacttheir behaviors? 10. Some Applications of Our InsightsWhen is the best time to reach a consumer with amarketing message?If you had to choose one event to reach your audience,which one would it be?If you had to choose the best time of day?What is the right media mix?When will you have enough exposure?What is the role of tools like social media? 11. Lets Look at Major Sporting EventsSuper Bowl American Football 12. MaLrecths L oMok aatd Mnajeors Ssp o-rtiBnga Esveknetst ball 13. WLetosr Llodok Cat uMpajor Sporting Events 14. Why These Events? Large portions of the population No time shifting Highly engaged audiences (at least some of the time) Lots of behaviors: Second screen use Purchasing interest / behavior Changing emotions Responding (or not) to advertising And more 15. Who was in the audience? 16. Who Was Watching?Viewers % by Gender and Age GroupGender Super Bowl MarchMadnessWorld CupMale 50% 54.4% 50.2%Female 50% 45.6% 49.8%Age Group Super Bowl MarchMadnessWorld CupMillennials (18-34) 22.7% 45.6% 51.7%Older (35-64) 77.3% 54.4% 48.5%Source: RealityMine data collected 2014 17. Where Were They & Who Were They With?Super Bowl March Madness World Cup By themselves At home With their kids At home With their partner At restaurants / barsSource: RealityMine data collected 2014 18. The World Cup is the One Sports Event That Most PeopleFeel Happy AboutViewers Emotions While Experiencing the Given Event22% 15% 13%42% 45% 35%37% 41% 52%Super Bowl March Madness World CupNEGATIVENEUTRALPOSITIVESource: RealityMine data collected 2014 19. But Few Members of the Audience are OnlyWatching the Events25.0%20.0%15.0%10.0%5.0%0.0%Activities During Sport Events (%)Super Bowl March Madness World Cup Average DayNote: Others include parent-child activities, nothing, exercise, community/religious activities, shopping online, school and caring for othersSource: RealityMine data collected 2014 20. But Few Members of the Audience are OnlyWatching the Events MM Working25.0%20.0%15.0%10.0%5.0%0.0%Activities During Sport Events (%)Super Bowl March Madness World Cup Average DayNote: Others include parent-child activities, nothing, exercise, community/religious activities, shopping online, school and caring for othersSource: RealityMine data collected 2014 21. But Few Members of the Audience are OnlyWatching the Events SB & WC Social25.0%20.0%15.0%10.0%5.0%0.0%Activities During Sport Events (%)Super Bowl March Madness World Cup Average DayNote: Others include parent-child activities, nothing, exercise, community/religious activities, shopping online, school and caring for othersSource: RealityMine data collected 2014 22. But Few Members of the Audience are OnlyWatching the Events25.0%20.0%15.0%10.0%5.0%0.0%Activities During Sport Events (%)Super Bowl March Madness World Cup Average DayNote: Others include parent-child activities, nothing, exercise, community/religious activities, shopping online, school and caring for othersSource: RealityMine data collected 2014 23. How Did These Audiences Engagewith the Events?When was the Peak of Interest? 24. March Madness: All About the FuturePotential What Will Happen121086420Sat 15th Sun 16th Mon 17th Tue 18th Wed 19th Thu 20th Fri 21st Sat 22nd Sun 23rdMedia distribution over study (%)Date (Match '14)TVRadioMobileSource: RealityMine data collected 2014 25. March Madness: All About the FuturePotential, Then Reality Sets In121086420Sat 15th Sun 16th Mon 17th Tue 18th Wed 19th Thu 20th Fri 21st Sat 22nd Sun 23rdMedia distribution over study (%)Date (Match '14)TVRadioMobileSource: RealityMine data collected 2014 26. March Madness: A Final, Small Lift at theFinal But Never Like the Start121086420Sat 15th Sun 16th Mon 17th Tue 18th Wed 19th Thu 20th Fri 21st Sat 22nd Sun 23rdMedia distribution over study (%)Date (Match '14)TVRadioMobileSource: RealityMine data collected 2014 27. Viewership of the World Cup games in theUSA Grew as USA Had Strong Early Showing40.00%35.00%30.00%25.00%20.00%15.00%10.00%5.00%0.00%USA Audience of the World Cup 2014USA vsGermanyUSA vsBelgiumFrance vsGermanyBrazil vsColombiaFinalUSA vsPortugalSource: RealityMine data collected 2014 28. Viewership of the World Cup Games in theUSA Continued to Peak When USA Played40.00%35.00%30.00%25.00%20.00%15.00%10.00%5.00%0.00%USA Audience of the World Cup 2014USA vsBelgiumFrance vsGermanyBrazil vsColombiaFinalUSA vsPortugal USA vsGermanySource: RealityMine data collected 2014 29. Viewership of the World Cup games in theUSA Peaked When USA Played40.00%35.00%30.00%25.00%20.00%15.00%10.00%5.00%0.00%USA Audience of the World Cup 2014USA vsPortugal USA vsGermanyFrance vsGermanyBrazil vsColombiaFinalUSA vsBelgiumSource: RealityMine data collected 2014 30. Viewership of the World Cup games in theUSA Peaked When USA Played then Faded40.00%35.00%30.00%25.00%20.00%15.00%10.00%5.00%0.00%USA Audience of the World Cup 2014USA vsPortugal USA vsGermanyUSA vsBelgiumFrance vsGermanyBrazil vsColombiaFinalSource: RealityMine data collected 2014 31. Super Bowl XLVIII: Was The Most Viewed Event in USTelevision History at 112 Million Viewers*70%60%50%40%30%20%10%0%18:00 18:30 19:00 19:30 20:00 20:30 21:00 21:30 22:00 22:30 23:00 23:30Other Super Bowl* -http://www.adweek.com/news/television/nielsen-overturns-earlier-call-super-bowl-xlviii-most-watched-ever-155461Source: RealityMine data collected 2014 32. Super Bowl XLVIII: May Have Been Most Watched at the Start,but Boredom Took Over the Audience by 9pm70%60%50%40%30%20%10%0%18:00 18:30 19:00 19:30 20:00 20:30 21:00 21:30 22:00 22:30 23:00 23:30Other Super Bowl Boredom* -http://www.adweek.com/news/television/nielsen-overturns-earlier-call-super-bowl-xlviii-most-watched-ever-155461Source: RealityMine data collected 2014 33. Super Bowl XLVIII: May Have Been Most Watched at the Start,but Boredom Took Over the Audience by 9pm70%60%50%40%30%20%10%0%18:00 18:30 19:00 19:30 20:00 20:30 21:00 21:30 22:00 22:30 23:00 23:30Other Super Bowl Boredom* -http://www.adweek.com/news/television/nielsen-overturns-earlier-call-super-bowl-xlviii-most-watched-ever-155461Source: RealityMine data collected 2014Bruno Mars/ Half-TimeShow 34. Audience engagement not easily predictable andcertainly not linear Some surprising moments when the audience isactually most engaged can create opportunities toconnect with them But when are exactly the best times to connect? 35. What we see is the whole context ofa consumers daily lifeAnd a whole lot more than justwatching the event or a givenprogram 36. March Madness: Every Group Has aDifferent Daily Experience!Source: RealityMine data collected 2014 37. World Cup Viewer Audiences Had VeryDifferent Days, Also Very Distinctive to MMSource: RealityMine data collected 2014 38. And What About the SecondScreen?What are People Doing WhileExperiencing the Game / Event? 39. TV is Still the Biggest Media Platform, but PC, Mobile andRadio Played Very Different Roles for Each Event49.6%Media Consumption by Platform in % Event Mins44.7%TVTVTV PCPCPC Mobile RADIOO45.1%20.5%27.2%15.9% 16.3% 16.7%18.2%14.0%11.8%20.0%Super Bowl March Madness World CupSuper Bowl March Madness World CupSource: RealityMine data collected 2014 40. Second Screen Relative Use to TV isnt soObvious for All Age Groups During World CupSource: RealityMine data collected 2014 41. Second Screen / Mobile Device Use:World Cup Viewers the Lowest Users Overall70%60%50%40%30%20%10%0%Email Internet Gaming Talking Texting Apps TakingPictures% of Second Screen Activity via Mobile PhoneSuper Bowl March Madness World CupSource: RealityMine data collected 2014 42. Mobile is king for multi-screen activityWhen sports content is being watched on TV, mobile is always the highest additional screen.% Reach by Additional DeviceDown to half hour increments, it is vary rare for fans to only be exposedto sports content on TV. 43. The More Engaging the Event, the Less SecondScreen Time A Very Dynamic Relationship% difference betweenUSA vs Portugal and USAvs Germany% difference betweenUSA vs Germany and USASource: RealityMine data collected 2014 vs Belgium 44. What are People Actually Using on their Phones asThey Participate Viewing the Games?Candy Crush Sagaranked lower in peoplewho watched thetournament than thosethat didn't.Skype is heavily usedby March Madnessviewers. Yahoo Sports and ESPNStreakThe top apps are allsport related.Source: Reality Mine Data Collected March April 2014 45. TV & person-to-person interaction still trumps all,when people are very engaged and excited aboutwhat they are experiencingSecond Screen usage varies wildly: by demographics by context - context is inherently dynamic,dependent on what is happening in the eventand in the context of the competition 46. Different Moods / States &Context Drive Types of SecondScreen Activity 47. Different Events Had Different App UsePatternsEMOTION Super Bowl March Madness World CupBoredHappyExcitedLonelyStressedWeather Games GamesSocial NetworkingNews EmailSportsHobbies MessagingFinanceGamesSocial NetworkingSocial NetworkingShoppingGamesViewers App Usage by Emotions 48. Different Events Had Different App UsePatternsEMOTION Super Bowl March Madness World CupBoredHappyExcitedLonelyStressedWeather Games GamesSocial NetworkingNews EmailSportsHobbies MessagingFinanceGamesSocial NetworkingSocial NetworkingShoppingGamesViewers App Usage by Emotions 49. USA Fans Utilised Various Communication AppsDependent on World Cup Game Outcome / EmotionSource: RealityMine data collected 2014 50. Second screen behavior is driven by Demographics Event context Emotional stateAll highly dependent on the dynamic context 51. How Does this All Affect ConsumerReceptivity to Advertising, Paths toPurchase, etc.? 52. Very Different Context = DifferentPropensity for Specific BehaviorsThought aboutrestaurant/barpurchase50% of World Cupviewers made apurchase in arestaurant or barThought aboutmaking a fastfood purchase95% of viewersfollowed throughand purchasedfast food. Surprisingly, affluents spend less time thinking before Restaurant/Bar purchases thanbefore Fast Food purchases.Source: RealityMine data collected 2014 53. Purchase Thoughts vs Purchases MadeReach of purchases and purchase thoughts by hour of day.Target: Sports-viewers with household income over $100k.3-4pm: Sports media reach (18%) surpasses finance mediareach (14%) just as there begins to be more affluents makingpurchases than thinking about purchasesSource: RealityMine data collected 2014 54. How Best To Trigger BehaviorsWe Want?Source: RealityMine data collected 2014 55. How Best To Trigger BehaviorsMarketers Want to Achieve?Source: RealityMine data collected 2014 56. What did we learn? Sports viewing is a highly dynamic activity the content drives engagement The context of those consumers drives very big differences in behavior Who they are with What they are doing What is happening in the event, and in the context of the consumer How they feel at any given moment The context impacts receptivity to advertising and shapes purchasebehaviors When people are in hot states Where to best reach targets in cross-platform media How to shape their paths to purchase How best to leverage the second screen and other tools 57. Imagine Getting all this Contextual Data inReal-time How Would that Shift Your Business?@rolfeswinton 58. If you would like a copy of these slides,please email me at:rolfes@realitymine.com