Yahoo!7 today released some figures on the popularity of their Olympics presence this year.
The topline ...
- 1.2m unique users for Week 1. 1.15m unique users for Week 2
- 32m pageviews
- 4m video streams
What we don't know ...
- engagement stats (time spent, repeat visits)
- most popular time of day
- how many of the users were AU based (you'd estimate around 80%)
Yahoo! would be happy with these numbers. And they'd be happy with the way they utilised the TV coverage to push to web - which they did very well.
For next time (well, next big event as 9 has the next Olympics) they would probably want to add search capabilities to the online video, as this is the only area I think may have fallen short.
4m streams isn't bad, don't get me wrong. But on a site that was claiming around or above 300k users every day it's not great. 4m streams over the 16 days of the games equals 250,000 streams a day. Personally, I think these numbers would have been greater with a search function as finding some videos was very difficult. Also remember, they had some very strong content (all the good content) which would have been in demand from users - if they could find it easily. I also think they could have integrated video search for Olympic content into their own search engine - if you searched for Usain Bolt the day after the 100m there was no reference to watching the video on Yahoo!
However, the AU streams hold up well when compared with the stream data for the NBC Olympics site in the US (which had a load more content).
The US NBC site had around 75m streams (I am basing this number on 56m streams after day 12, extrapolating the number out to 16 days - http://www.businessweek.com/technology/content/aug2008/tc20080820_627259.htm?chan=technology_technology+index+page_digital+entertainment)
The US has 223.1m Internet users ... which works out at .29 video streams per total ppl online (US).
AU has 11.65m Internet users ... which works out at .34 video streams per total ppl online (AU)
If you apply a $60cpm to the 4m streams and assume a 90% sell through, if the Olympics were sold on normal CPM (which they weren't) it would have meant a $216,000 pay day for Yahoo!7 - which still means online video is small potatoes when compared to its broadcast cousin.
Still, Yahoo!7 held their own during the Beijing Olympics and no doubt surprised many on how well they delivered. Now we wait to see just how much incremental traffic the Olympics delivered for them, and whether they can hold onto them and push them across the network into their key areas of News, Mail, Search, Answers and Entertainment.
Showing posts with label Olympics. Show all posts
Showing posts with label Olympics. Show all posts
Monday, August 25, 2008
Thursday, August 21, 2008
Yahoo!7 Olympics video frustrates ...
Why doesn't Yahoo!7's Olympic video content have video search functionality?
Try finding the video you're after - it's hard work ploughing through the pages when it would be easiest to tag everything and allow access via a simple search mechanism.
Better user experience and no doubt way more streams would have been generated.
Weird.
Monday, August 18, 2008
The online Olympics? Or is it ...
Many of us (including me) thought that the Beijing Olympics would be a huge shot in the arm for online.
It makes sense ... daytime events, people are at work and wanting immediate information. Online is the channel they turn to?
Right?
Well ... I'm not so sure after looking at last weeks Nielsen Market Intelligence data across the News and Sport categories.
Above are the Nielsen figures for the Sport category, Domestic browsers, 11/8-17/8
Foxsports is at number 1 at 654,834. SMH Sport and afl.com.au are at 2 and 3 respectively.
The interesting things about the above for me are ...
- The entire category sits at 3.5m UBs, only up 8.7% on the week prior. Last week was when the Olympics really heated up ... but it hasn't really brought any incremental traffic to the category
- Fairfax Digital's SMH Sport is up week on week 216% to 578k weekly users. Their The Age Sport is also up significantly, up 151% to 310k weekly users.
- ninemsn's WWOS is down 40% week on week, to 207k users
Now take a look at the News category ...
As a category, News is sitting at 5.8m domestic users a week for 11/8-16/8 ... a decrease week on week of 3.14%
Most Masthead News sections or web news sources are either flat traffic wise, or down. I personally expected News traffic to spike during the Olympics.
Interestingly, UB frequency is relatively flat, so are page views per person. Both key engagement metrics.
What does this mean? I'm not so sure ...
I would suggest a high proportion of Olympic traffic is going through to Olympics.com.au and also the beijing2008 site - both of which Nielsen does not have access to.
Yahoo!7 is claiming they had 1.2m unique visitors through to their Olympics site in week 1. Problem is these are internal figures and don't specify whether they are AU eyeballs only. I find it odd that Yahoo!7 chose not to put their Olympics site on Nielsen when it's 100% localised.
Yahoo! is also spruiking incremental traffic to their front page as well. Again, no audited data on this.
So ... maybe the Olympics isn't pulling in any NEW eyeballs for these providers. Already loyal users of sites like The Age, ninemsn etc are moreso visiting their Olympic sections as they navigate through the site as per usual.
Or maybe everyone is just watching it on TV in the office and at home?
What are your thoughts?
It makes sense ... daytime events, people are at work and wanting immediate information. Online is the channel they turn to?
Right?
Well ... I'm not so sure after looking at last weeks Nielsen Market Intelligence data across the News and Sport categories.
Above are the Nielsen figures for the Sport category, Domestic browsers, 11/8-17/8
Foxsports is at number 1 at 654,834. SMH Sport and afl.com.au are at 2 and 3 respectively.
The interesting things about the above for me are ...
- The entire category sits at 3.5m UBs, only up 8.7% on the week prior. Last week was when the Olympics really heated up ... but it hasn't really brought any incremental traffic to the category
- Fairfax Digital's SMH Sport is up week on week 216% to 578k weekly users. Their The Age Sport is also up significantly, up 151% to 310k weekly users.
- ninemsn's WWOS is down 40% week on week, to 207k users
Now take a look at the News category ...
As a category, News is sitting at 5.8m domestic users a week for 11/8-16/8 ... a decrease week on week of 3.14%
Most Masthead News sections or web news sources are either flat traffic wise, or down. I personally expected News traffic to spike during the Olympics.
Interestingly, UB frequency is relatively flat, so are page views per person. Both key engagement metrics.
What does this mean? I'm not so sure ...
I would suggest a high proportion of Olympic traffic is going through to Olympics.com.au and also the beijing2008 site - both of which Nielsen does not have access to.
Yahoo!7 is claiming they had 1.2m unique visitors through to their Olympics site in week 1. Problem is these are internal figures and don't specify whether they are AU eyeballs only. I find it odd that Yahoo!7 chose not to put their Olympics site on Nielsen when it's 100% localised.
Yahoo! is also spruiking incremental traffic to their front page as well. Again, no audited data on this.
So ... maybe the Olympics isn't pulling in any NEW eyeballs for these providers. Already loyal users of sites like The Age, ninemsn etc are moreso visiting their Olympic sections as they navigate through the site as per usual.
Or maybe everyone is just watching it on TV in the office and at home?
What are your thoughts?
Tuesday, July 29, 2008
NBCU's Digital Olympics - The Rundown
NBCU has an impressive array of digital content for their telecast of the 2008 Beijing Olympics, as outlined by paid content here - http://www.paidcontent.org/entry/419-10-days-and-counting-nbcus-digital-olympics-the-full-slate-of-offerings/#extended
The summary
NBCOlympics.com will provide approximately 2,200 hours of live streaming broadband coverage of Olympic competition where users can choose from up to 20 concurrent streams encompassing 25 Olympic sports. In addition, the site will offer more than 3,000 hours of on-demand access to full-event replays and extensive highlights, including daily recaps of key events, best-of montages, commentator analysis and athlete-specific clips. (By comparison, at the 2006 Winter Olympics in Torino, NBC streamed two hours of live footage.)
Yahoo!7 - it'd be great if you could let us know how much footage Yahoo!7 has of the Olympics in terms of live and on demand so we can see what we are getting compared to our US allies. I'm sure someone from Yahoo! reads this - it appears on my logs ;)
The summary
NBCOlympics.com will provide approximately 2,200 hours of live streaming broadband coverage of Olympic competition where users can choose from up to 20 concurrent streams encompassing 25 Olympic sports. In addition, the site will offer more than 3,000 hours of on-demand access to full-event replays and extensive highlights, including daily recaps of key events, best-of montages, commentator analysis and athlete-specific clips. (By comparison, at the 2006 Winter Olympics in Torino, NBC streamed two hours of live footage.)
Yahoo!7 - it'd be great if you could let us know how much footage Yahoo!7 has of the Olympics in terms of live and on demand so we can see what we are getting compared to our US allies. I'm sure someone from Yahoo! reads this - it appears on my logs ;)
Sunday, July 20, 2008
Olympics 2008 - the online battle
The Olympics will be with us in just over 2 weeks, and many are thinking that this will be the first Olympics that online perhaps becomes the most important media channel.
Main reason is most events are taking place during work hours (to coincide with US prime time). During these times of the day Internet is the dominant media - and it will provide people with real time updates, images, stories and reports from Beijing.
My feeling is people will be turning to Internet and Radio primarily during the big events, with TV functioning as the catch up mechanism in the evening. Raises the question - what role will Newspapers play given the event times? I'm not quite sure ... but I think free transit papers like MX will be more popular than normal during this time.
It will be an interesting battle online for the Olympic eyeballs. All the major publishers have been out in market this year selling their 'Olympic packages' ... some have been good, others not so much. Yahoo!7 has the "official" rights and is confident they will experience success with these Olympics and the content they have.
My thoughts are that the biggest benefits from the Olympics will go to Google.
Why? Well - Google search is where the majority of people will turn to find out information and results. And YouTube will undeniably be a first stop for people looking for video coverage of events.
Yes, I am aware that YouTube/Google have no streaming rights for Olympics ... but it doesn't matter ... clips will be uploaded to YouTube and will generate millions of views before they are taken down. It is difficult to compete against YouTube users and their ability to share/upload information - effectively they have a million strong editorial team. YouTube will enjoy a strong spike in usage during the Olympic period.
The main publishers could benefit from Google being the first stop for those wanting information - if they buy SEM terms around all key athletes and events. This will result in a strong payday for Google. Imagine the demand for search terms such as Grant Hackett, Eamon Sullivan, Hockeyroos etc as the news outlets frantically try and buy traffic.
The biggest site traffic wise will be olympics.com. This happened with the World Cup and will happen again for Olympics.
I think it will be difficult for Yahoo to generate big traffic from their official presence despite them having the best legal coverage. Their overall sports offering is weak traffic wise, which means they won't have the residual audience of a WWOS or Fairfax's masthead sports offerings. Personally I think it is imperative that 7 really push their online content during the Opening Ceremony ... like REALLY flog it ... because this will rate highly and is their best chance at pushing their TV audience to their web destination. I haven't seen Yahoo!7 nail this with Sports (or anything aside Dancing With The Stars) in their 2+ years of marriage so it will be interesting to see the execution. Remember too, Yahoo!7 had the official socceroos online presence during World Cup 2006 but were beaten by their rivals (the real winner being worldcup.com - which was a Yahoo! global property)
The one to watch will be ninemsn. They have 3 core things on their side. They have a huge sports audience already through WWOS. They have the biggest homepage in the country - hitting 1.4m people every day, and they have the Messenger product and it's MSN Today popup which reaches huge numbers and can drive massive volume to their key properties. Remember too that wwos.com.au reaches 1m people per month as well. My bet is that ninemsn's Olympic presence will only trail Olympics.com in terms of usage during Beijing.
FoxSports and Fairfax will enjoy usage increases as well. Fairfax have the massive homepage volumes of The Age and SMH to drive traffic to stories as they happen. I don't feel Bigpond will play much of a role online.
Main reason is most events are taking place during work hours (to coincide with US prime time). During these times of the day Internet is the dominant media - and it will provide people with real time updates, images, stories and reports from Beijing.
My feeling is people will be turning to Internet and Radio primarily during the big events, with TV functioning as the catch up mechanism in the evening. Raises the question - what role will Newspapers play given the event times? I'm not quite sure ... but I think free transit papers like MX will be more popular than normal during this time.
It will be an interesting battle online for the Olympic eyeballs. All the major publishers have been out in market this year selling their 'Olympic packages' ... some have been good, others not so much. Yahoo!7 has the "official" rights and is confident they will experience success with these Olympics and the content they have.
My thoughts are that the biggest benefits from the Olympics will go to Google.
Why? Well - Google search is where the majority of people will turn to find out information and results. And YouTube will undeniably be a first stop for people looking for video coverage of events.
Yes, I am aware that YouTube/Google have no streaming rights for Olympics ... but it doesn't matter ... clips will be uploaded to YouTube and will generate millions of views before they are taken down. It is difficult to compete against YouTube users and their ability to share/upload information - effectively they have a million strong editorial team. YouTube will enjoy a strong spike in usage during the Olympic period.
The main publishers could benefit from Google being the first stop for those wanting information - if they buy SEM terms around all key athletes and events. This will result in a strong payday for Google. Imagine the demand for search terms such as Grant Hackett, Eamon Sullivan, Hockeyroos etc as the news outlets frantically try and buy traffic.
The biggest site traffic wise will be olympics.com. This happened with the World Cup and will happen again for Olympics.
I think it will be difficult for Yahoo to generate big traffic from their official presence despite them having the best legal coverage. Their overall sports offering is weak traffic wise, which means they won't have the residual audience of a WWOS or Fairfax's masthead sports offerings. Personally I think it is imperative that 7 really push their online content during the Opening Ceremony ... like REALLY flog it ... because this will rate highly and is their best chance at pushing their TV audience to their web destination. I haven't seen Yahoo!7 nail this with Sports (or anything aside Dancing With The Stars) in their 2+ years of marriage so it will be interesting to see the execution. Remember too, Yahoo!7 had the official socceroos online presence during World Cup 2006 but were beaten by their rivals (the real winner being worldcup.com - which was a Yahoo! global property)
The one to watch will be ninemsn. They have 3 core things on their side. They have a huge sports audience already through WWOS. They have the biggest homepage in the country - hitting 1.4m people every day, and they have the Messenger product and it's MSN Today popup which reaches huge numbers and can drive massive volume to their key properties. Remember too that wwos.com.au reaches 1m people per month as well. My bet is that ninemsn's Olympic presence will only trail Olympics.com in terms of usage during Beijing.
FoxSports and Fairfax will enjoy usage increases as well. Fairfax have the massive homepage volumes of The Age and SMH to drive traffic to stories as they happen. I don't feel Bigpond will play much of a role online.
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