Thursday, 16 August 2012

Olympic online data just in from BBC. 34 million unique viewers on their site alone. Astonishing numbers.

You don't think the world has changed? Have a look at the video highlights of the London games 1908. Don't you love the Ladies tennis?

I know were all finished with, what was to be fair, excellent Olympic games. And this is the last time I'll mention them.

However, the BBC have just released social data about how well their online business performed and it's not unreasonable to use it as a typical benchmark.

It covers 2 weeks when 34 million unique users, saw BBC coverage online. 34 million online visitors. Astonishing.

On their busiest day it delivered one quadrillion bytes of data (yeah, it's a lot) and that busiest day was when Brit, Bradley Wiggins (Tour de France winner and secret smoker) won gold on August 1st.

After the opening and closing ceremonies, the men's 100m final was most watched (Usain Bolt) both on and offline globally.

They keep referring to these Games as "the digital games" and these results show that's exactly what they were.

In one 24 hour period, the online BBC traffic was higher for them than the total hours online for the 2010 World Cup! They also looked at device usage and saw it was generally, PC's during the day, Mobile usage from 6pm and then Tablets took over from circa 9pm.

The other benefit of this of course, is that they introduced BBC online to a new audience whom might very well comeback. It's really a superb performance but clearly shows consumers preferring to watch/follow online. It's further proof of the domination of Social and all things digital.

According to NBC (whom you might remember really messed up and if not, go here, these games were the most watched TV event in history as well. So online got its share too or you might say, online viewers made it the most watched TV event. 

According to Nielsen, 219 million people watched some part of the games in the US alone (a viewer they consider as someone who watches 6 minutes or more). The Superbowl by contrast, gets circa 100 million viewers.

The closing ceremony had 31m viewers.

Irish broadcaster RTE, hasn't got data yet but indicated, based on data usage, it had 3,500 online at one time to watch an event. Which seems to me incredibly low? Katie Taylor? Oh sorry, that's right, their server went down just before broadcast.

In Canada, each Canadian watched 21 hours on average. 

Of course all Press titles saw increases and generally an uplift in advertising.
But all in all, this was the watershed event for online viewing and for Social Media. There's no doubt about it that it made online an intuitive place to go and almost "normal".

It shows how well planned media can generate new traffic and sell more ads by using online effectively. People are prepared to go online and watch something if it's good and will do so in huge numbers.

Extraordinary numbers that will pale by the time we get to Rio.