Canada’s Olympic Broadcast Media Consortium Sees Mobile Traffic Explode
At the one week mark of the London Olympics, 61% of the traffic on Canada’s Olympic Broadcast Media Consortium’s digital platforms has come from a mobile device, more than five times the average, showing Canadians on-the-go are captivated by these Olympic Games.
The Consortium’s digital platforms – including CTVOlympics.ca, RDSolympiques.ca, and the CTV Olympics London 2012 and RDS olympiques pour Londres 2012 Apps – have received nearly 90 million page views so far, powered by mobile devices and indicating an enthusiastic shift in consumer behaviour as viewers take the Games with them wherever they go. Meanwhile, the CTV Olympics London 2012 and RDS olympiques pour Londres 2012 App for iOS (iPad, iPhone, iPod), on Android powered devices; BlackBerry; Windows Phone 7 are approaching a combined one million downloads.
Additionally, the Consortium has become one of the only broadcasters in the world to immediately make its coverage available for purchase à la carte. Since offering Canadians key London 2012 moments at CTVOlympics.ca/downloads – including the Opening Ceremony and select Canadian and international marquee performances – downloads of Bell Media programs on iTunes have increased 690% over the previous week. At time of release, the London 2012 Opening Ceremony is the No. 3 Top TV Show with other Olympic Games events ranking in the Top 20.
“The mobile traffic is staggering,” said Mark Silver, Head of Digital, Canada’s Olympic Broadcast Media Consortium. “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.”
From the CTV Olympics London 2012 and RDS olympiques pour Londres 2012 apps, viewers can watch live video through a wi-fi connection, stay up to date on live results, and participate in the Social Scene TV ‘companion’ experience, which includes live commentary from fans, athletes and experts. For more information about platforms and devices on which the app is available, visit CTVOlympics.ca/mobile and RDSolympiques.ca/mobile.
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.