PR Every Czech spent more than 16 hours on average watching the Winter Olympics 2014 on TV and more than 1 hour on the Internet

The Internet population followed the Olympics out of home as well; almost one quarter of the Olympics consumption took place at work, at school, on the road or elsewhere. Those who were using several devices to follow it spent more time watching the Olympics. These facts are obvious from a unique cross-media survey MEDIARESEARCH carried out on the occasion of the Winter Olympics in Sochi 2014. The study was created with the support of many partners, especially Czech Television and Association of Television Organisations.People watched the Olympics the most at home, especially on TV, and at work on news sites, via Internet broadcasting on computers and radio. An average Czech citizen, more than 4 years of age saw, over 17 Olympic days, more than 16 hours of Olympic broadcasting on TV and spent more than 1 hour following the Olympics on the Internet.The total television audience in households increased during the Olympics 2014 by 10 %. In an average day this represents a difference of an additional 22 minutes that people watched TV in comparison to a similar period outside of the Olympics. Furthermore, the Olympics created a different structure of viewers to TV screens. While outside of the Olympics the sports channel of Czech TV is almost exclusively a “men’s thing” (71 % of male viewers), during the Olympics the proportion of men and women was almost equal. The biggest share of women viewers was during the opening and closing ceremonies and figure skating; men were the dominant majority during ice hockey and curling.Ice hockey and curling as team sports take the leading position as well among sports with the longest broadcasting time on Czech TV, followed by figure skating, biathlon and snowboarding. Viewers dedicated the most watching time to ice hockey, biathlon, speed skating, snowboarding and figure skating. The highest average audience (ratio of audience volume to broadcasted time) was achieved by the opening and closing ceremonies, biathlon, speed skating, ice hockey and cross-country skiing.The Olympics were also interesting for the vast majority of the Internet population; more than 90 % of the Internet users older than 15 years followed them. Almost one third of them even adjusted their daily routine to the schedule of the Olympics. Some 75% followed, the Olympics at home (mainly on TV, Internet, press and radio), 10%+ followed the Olympics at work or at school and around 5 % on the road.

From MEDIARESEARCH’s cross-media survey it is obvious that the users of several devices dedicated more time to the Olympics. Usage of new technologies like smartphone or tablet increased total consumption of the Olympics and this did not occur at the expense of television audience.On mobile phones and tablets, it was possible to watch the Olympics via many special applications. More than one fifth of the users of these smart devices with connection to the Internet downloaded one of these applications. Almost 60 % of the respondents stated that they were aware of these applications, but did not download them to their devices. The gold medal for the most frequently downloaded application was WO 2014 by T-Mobile and the Czech Olympic Committee; in second place was the application Letná 2014 and the bronze position went to the application Ice Hockey Sochi 2014 (IIHF).The advertisers who used advertisements with the Olympic theme which cost the highest published price during the period either before or during the Olympics, according to the Admosphere monitoring data, were Procter & Gamble Czech Republic, ČEZ and ŠKODA AUTO.In general, the respondents liked the Olympic advertising campaigns. Nearly 80 % of them considered them tasteful and positive.The cross-media study investigated how people consume the Olympic Games on different screens and through different media types. MEDIARESEARCH compiled data from several sources –television audience and Internet audience data were analysed together with answers from the online panel of respondents. Further, within the scope of the peoplemeter panel, the agency carried out a qualitative project of out-of-home audience measurement with using SimAir portable devices developed by MEDIARESEARCH and alternatively with the help of measurement application installed into the smartphones of the respondents. The survey also took into account social networks monitoring and advertising monitoring from Admosphere.In addition to Czech TV, Association of Television Organisations and Admosphere, several other partners joined the project, e.g. iDnes, Seznam, Socialbakers, the Association for Internet Advertising etc.PR Every Czech spent more than 16 hours on average watching the Winter Olympics 2014 on TV and more than 1 hour on the Internet