Mobile Traffic Explodes for Olympic Coverage
Mobile devices are bringing more than 60 per cent of the traffic to digital platforms carrying London 2012 Olympic Games coverage from Canada’s Olympic Broadcast Media Consortium.
Almost 90 million page views, and a million downloads of the mobile apps, have been reported, and the Consortium says its digital platforms – including CTVOlympics.ca, RDSolympiques.ca, and the CTV Olympics London 2012 and RDS olympiques pour Londres 2012 Apps – are generating five times the normal level of mobile traffic.
“The mobile traffic is staggering,” said Mark Silver, Head of Digital, Canada’s Olympic Broadcast Media Consortium, said in a release. “Live sports trend toward mobile access, however, to have audiences engage with us via mobile platforms in such great numbers lets us know that these Games are really important to Canadians, and that they are staying with us for the action throughout the day.”
Additionally, with the Consortium making coverage available for purchase, Olympic downloads of Bell Media programs on iTunes have increased 690% over the previous week, especially key London 2012 moments including the Opening Ceremony and select Canadian and international marquee performances.
The Opening Ceremony reached the #3 Top TV Show rank, with other Olympic Games events ranking in the Top 20.
One week in, CTVOlympics.ca and RDSolympiques.ca have seen growth in page views, up 10% over the same time period during Vancouver 2010. Traffic to the site peaks between 10 a.m. to 4 p.m. ET, and online live video views follow the same trend. Also, 25% of all video views, which total more than 10 million combined, are to live video streams.
Seven days into London 2012, there have been more than 70,000 brand interactions on social networks and almost one million clicks into the online Social Scene that accompanies live streams and live broadcast television.
Demographics for these interactions is largely A25-34 and A35-44, and the majority of people engaging with the social networks are Canadian.
Canada’s Olympic Broadcast Media Consortium is led by CTV with 80% interest, along with Rogers Media with 20% interest. The Consortium is providing English, French, and multilingual coverage on multiple platforms during the London 2012 Olympic Games, through August 12, 2012. Official brands include CTV, TSN, RDS, RDS Info, Sportsnet, OMNI Television, OLN, V, ATN, CTVOlympics.ca, RDSolympiques.ca, and select Rogers radio stations.