London 2012 changed TV viewing behaviour

The London 2012 Olympic Games marked a pivotal change in viewing behaviour, with many people using new technologies for the first time. According to latest research from Starcom MediaVest Group’s Emerging Spaces research programme 90 per cent of the UK’s population followed the Games through a combination of TV, PC, mobile, tablet and social media.

With 2,500 hours of live coverage made available across over 24 dedicated video feeds, 21.9 million viewers tuned into these additional streams during the Games via interactive TV and online. 6.6 million viewers used the Red Button function for the very first time.

A total of 8.8 million watched on-demand footage across TV, PC and mobile platforms and 7.2 million used a mobile phone or tablet device to watch or read about the Games. Of those who used a mobile phone, 28 per cent used a form of mobile media for the first time (either watching video or using mobile internet).

1,010 adults (aged 18+) across Great Britain were asked about how they followed the London 2012 Olympic Games, using different media channels.

Read the full story over on Advanced Television.