Despite the continued momentum of online media consumption, live sports is one area where linear television continues to dominate. And the Rugby World cup is no exception. Across the Top 5 rugby-loving nations tracked in our chart, linear broadcasts dwarf the figures drawn to online viewing. In South Africa, for example, 56% are watching live broadcasts compared to a mere 6% watching online.
As might be expected, TV also plays a major role in how this audience discovers new brands – almost half identify TV/radio ads as the most likely means to find products and services. But there is also a clear opportunity to engage these viewers via their connected devices. A mighty 91% say they use another device to access the internet while they watch TV. Mobiles are the key device here – almost two thirds of the RWC TV viewers say they use a mobile while watching TV. And brands should be interested in these second-screeners – around 4 in 10 viewers say they are searching for products while watching TV.
What’s more, 35% say they are checking social networks while watching TV. Beyond this, social media also promises to be a key engagement point between RWC viewers and brands. Over a quarter from this group say they find new brands via social media and almost a third asked a question to a brand or posted a comment on their page on a social network last month.
So, TV may remain the dominant medium for viewing the Rugby World Cup but it’s clear that important opportunities exist for engaging fans online.
For more insights on the battle between online and traditional forms of TV, print and radio, download our free summary report here. Alternatively, clients can access the full version here.