Nearly two-thirds (64 per cent) of Britons viewing the Olympics on TV will use an internet-connected device at the same time, according to the latest RadiumOne research.
The marketing technology company found that among the 64 per cent of second-screeners, online activity unrelated to the Olympics will be the most popular activity (53 per cent), followed by online chat/instant messaging about the event they’re watching (31 per cent).
Nearly all (97 per cent) of Olympic TV viewers will watch it at home, much higher than Euro 2016 (58 per cent). Only 20 per cent plan to watch the Olympics at a pub, half that for the Euros (39 per cent).
“The Olympics is much less of a social viewing experience than the Euros, which is good news for advertisers as attention is much more likely to be on the TV or a connected device than other people or surroundings,” said Craig Tuck, RadiumOne’s UK managing director.
“Further good news is the large amount of second-screening enables sponsors and other advertisers looking to get in on the act to target viewers with a similar profile to the TV audience online during broadcasts, which they can’t do on TV as it’s on the BBC.”