December 2, 2016
by Editorial Staff
Adding interactive functionalities to the viewing experience proved to be key in engaging fans and maximising the value of football content during last Summer’s EURO tournament.
After the successful digital coverage of the FIFA Women’s World Cup™, Canadian broadcasters TSN and RDS wanted to bring footy fans an even more compelling experience during EURO 2016.
The continental tournament, held in France from June 10 to July 9, featured some of the best footballers in the world and provided fans with classic clashes – a hugely appealing event per se. But TSN and RDS’ coverage on their digital platforms over-performed the expected viewing figures, changing the way fans watch football on their devices.
Christopher Lotz, Digital Project Manager from TSN said: “Overall, the results were fantastic. We had roughly the same audience as Women’s World Cup last summer, but with much much higher consumption, especially of live matches, which was amazing”.
Building on our previous work with TSN and RDS on the 2015 FIFA Women’s World Cup, we designed and built two EURO 2016 microsites with our sport responsive website solution, Forge, enriched with official data feeds provided by Next Generation Services. What we focused on, though, this time has been to find a way of revolutionising the live experience.
Integrating Diva, our advanced sport video player, into the live stream section of the website, we managed to offer fans a totally new way of consuming football on their digital devices: the timeline navigator let them move to key events of the match and go back to live with just one click, while the interactive overlays provided live stats and match info, without losing one second of action.
The integration of video with data, combined with strong editorial push and strategic calls to action, helped the Canadian broadcasters recording astonishing viewing figures.
“The live increase was incredible. And what makes it most exciting is that going into the tournament we focused so much on improving the live experience, both from an editorial strategy and from the inclusion of Diva” said Christopher Lotz.
Using the 2015 FIFA Women’s World Cup held in Canada, as a comparison, the number of unique visitors may have remained relatively constant. No matter being two relatively different events, the EURO with its proved charm and the FIFA Women’s World Cup never so interesting with the home team getting to the quarter finals: unique visitors matched up.
What actually changed has been data referred to video watching.
The number of people who started a match streaming video increased by 127%, more than doubling the performance recorded during the FIFA Women’s World Cup.
Going deeper into analytics, the most interesting result comes up: the growth in video viewed is mainly due to live matches. If the VOD viewing figures have been almost equivalent in the two events, live video analytics recorded a 2,239% increase with EURO 2016 games.
The sports broadcasting landscape is rapidly changing, with fans moving from linear TV to digital devices for watching live events. Give them good reasons to do so and you will have more engaged and growing audiences.
TSN and RDS goals:
* Compared with the FIFA Women’s World Cup 2015 in Canada
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