Second screening in the UK will reach its zenith during this summer’s European Football Championship, according to new research commissioned by programmatic ad tech firm, RadiumOne, with two thirds of 1,000 people surveyed saying they will watch the action live on TV while using a connected device at the same time.
Reading online comments or using online chat/IM about the match they’re watching (both 28 per cent) are the most popular second-screening activities, followed, somewhat surprisingly by phone calls (25 per cent) and posting comments on social media (24 per cent) about what’s on. 20 per cent of second-screeners will search online for information relating to the match while 18 per cent will search for related videos. Smartphones will be the most popular device among second-screeners (73 per cent) followed, again surprisingly, by laptops (64 per cent) and tablets (60 per cent).
Six-in-10 Euro 2016 fans will share Euro 2016-related content online. Two-thirds of sharers say they’ll share more football-related content as a result of Euro 2016. Four-in-10 sharers say they’ll do so at least three to four times every day during the tournament. 87 per cent of sharers will share content in ‘dark social’ – that is, outside of social networks on email, instant messenger and forums – whilst 37 per cent will only share Euro 2016 content this way.
Match scores will be the most popular Euro 2016 content shared online (by 53 per cent of sharers), followed by goals (47 per cent), pictures and news stories (both 42 per cent). Questionable refereeing decisions will be shared by 41 per cent. Smartphones (38 per cent of sharers) will be the most popular device for sharing, followed by laptops (24 per cent) and tablets (18 per cent).
“Euro 2016 will be a second-screen fest which gives brands a sustained series of ‘moment marketing’ opportunities if they can connect second-screen usage to key moments, be it goals, scores or dodgy refereeing decisions,” said Rupert Staines, RadiumOne’s European MD. “Ads, for example, can be synced with these moments and delivered to multiple connected devices with a similar profile to the TV audience. It’s about using technology to take a TV moment and extend the audience reach of the ad in real-time for better engagement and ROI.
“In addition, brands sponsoring players or teams can make sure online ads are served when their game is broadcast – either live or during highlights shows – to reinforce the message. So, Nike should be timing their Wayne Rooney ads to coincide with England games as should Subway, who sponsor Daniel Sturridge.”
In addition, said Staines, brands should seize the opportunities for ‘newsjacking’, picking up on key moments in the games, as many brands did with the infamous Luis Suarez biting incident during the World Cup two years ago.
The study was carried out by research agency Mindmover, who polled 1,000 people aged 16 and over online between 11 and 15 March 2016.