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.