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This year's Winter Olympics in Sochi brought great sporting experiences as well as interesting facts about their media audience. MEDIARESEARCH carried out a unique cross-media survey, with audience data across the media as an outcome.
The study was created with the support of many partners, especially the Czech TV and the Association of TV Organisations.The cross-media study investigated how people followed events from the Olympics on different screens and different media types. MEDIARESEARCH therefore combined data from several sources – it analysed TV and Internet audience data together with responses from its online panel of respondents. The agency also carried out, within the scope of the people meter panel, a qualitative audience measurement project of out of home media with the help of portable measuring devices developed by MEDIARESEARCH, and with the help of a measuring application installed into the smartphone of a respondent. Admosphere also participated in the survey with Social network and advertising monitoring."Using the portable measuring devices on a sample selected from the people meter panel formed a unique part of the project. It was possible to compare the data with TV meter outputs in households,” Tereza Šimečková, President of the Board of Directors of MEDIARESEARCH commented on the outputs from the survey.
Portable measuring device SimAir developed by MEDIARESEARCH
“The members of ATO – Association of TV Organisations – are very interested in the potential of the portable measuring devices. We have been discussing the out of home audience for some time now, and this study confirmed that our interest is justified. The outputs are surprising, especially for the younger target groups,“ said the ATO secretary Vlasta Roškotová.The survey showed that television was the number one medium for the Olympics viewers - its total audience in households even increased by 10% during this sporting fiesta. The second most followed medium during the Olympics was the Internet which was, in addition to reports about the results of different disciplines, also offering life coverage. For example the increase of audience experienced by the video channels of Czech TV, the amount of time people spent watching their videos, increased about two and half times during the Olympics.As well as Czech TV and ATO, other partners who participated in the project were, Admosphere, iDnes, Seznam, Social Insider, Association for Internet advertising (SPIR), Ringier amongst others.pr-unique-study-analyses-the-olympics-audience-across-the-media