Commentary

Multi-Tasking Sports Fans See More Ads

Multi-Tasking Sports Fans See More Ads

According to the results of a study by Solutions Research Group, American sports fans don't just watch. The study found that among viewers 12-34 in age, 72% were talking with someone via phone, e-mail, text messaging, or instant messaging during the final game of the NBA Finals, and 66% of the same age group were communicating while watching the NCAA championship game.

Those using the Internet or a mobile device during the game were connecting with 3.1 people on average. 70% connected with friends, co-workers, boy or girlfriends while 40% mentioned family members. Conversations centered around predictions about who would win, team performances, scores, specific players or big plays. 

Significantly, 36% of all viewers said that they discussed or mentioned at least one of the commercials aired during the game as they were texting or messaging.

Viewers were asked to mention any ads they remembered seeing the day after the broadcast on an open-ended, unaided basis. Among those who connected with others via instant messaging, texting or cellular phone during the game, 60% were able to name at least one specific ad, compared to 46% among those who were not engaged in these activities. Among viewers under 35 who were instant messaging or texting, a remarkable 78% were able to mention at least one ad they had seen on an unaided basis, says the report.

Among those 12-34 watching the NBA or NCAA, two-in-three were virtually connecting with a friend or family member via the Internet or a mobile device throughout the game. Those 35 and older were three times more likely to watch a final game on their own and without connecting via technology compared to those under 35.

Activity While Watching NBA Finals(% of ages 12-34 watching NBA Finals on June 14, 2007)

Instant Messaging on a PC about the game

41%

Emailing about the game

17

Send/Receiving Text Messages or IM on your cell phone about the game

32

Talking on the phone with someone else watching the game

51

At least one of these

72

Source: Solutions Research, July 2007 

Though multitasking while watching TV is typically associated with distraction and a lack of focus, the study concludes that connected viewing via the Internet or a mobile device fuels greater engagement not just with the event but also with advertising messages contained within that event. And connected viewing is now the norm among young audiences. While sports ratings overall have been in decline, says the report, sports TV events deliver engaged audiences given the rise of instant messaging and texting.

For more on this study, please visit Solutions Research Group here.

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