They may have been too lazy to reach for the computer, but they also apparently used a handheld device to access biographies of athletes, country profiles, perhaps explanations of curling, as well as videos. Much of that could have been prompted by the TV coverage.
â€œThe idea that your mobile content needs to be framed in a way that isnâ€™t just for people out at bars, out at restaurants, but for people engaging at home was (surprising) for us and it offers a secondary opportunity for us in terms of the synergies with TV,â€� Chun said.
That includes selling multi-platform ad packages that can allow campaigns with some sort of messaging where TV and mobile are synched.
If people access Olympics information online when they aren't tuning in to TV -- say at work -- there is some evidence mobile offers a different dynamic.
â€œIn a way that online ends up sort of being the opposite of TV patterns, you see that mobile actually mirrors TV patterns," Chun said. "For advertisers, we think that the opportunity is there for real synchronicity in terms of (TV-mobile) messaging."
London calling? The Summer Games will be there on NBC in 2012.