Tablet marketing analytics suggest that over 6.3 million Canadians may watch the 2014 Sochi, Russia Winter Olympics opening ceremonies on an iPad or other Tablet PC mobile device. This is likely why Yahoo! is seeking Canadian broadcast rights to the 2014 and 2016 Winter Olympics, respectively. You may read more about the Yahoo! broadcast bid in the March 12, 2012 Marketing Magazine blog post, Yahoo Olympic bid unfeasible without traditional media partner, experts say. Yahoo!’s bid to broadcast the 2014 and 2016 Olympics in Canada makes sense given how many Canadians used online channels to watch the Vancouver 2010 Winter Olympics opening ceremonies and sporting events. Details regarding digital viewership of the 2010 Vancouver Olympics are contained in the February 24, 2010 article, Canadians Break Digital Viewership Record with 2010 Olympics: CTV. Tablet PC computer ownership in Canada market share estimates indicate that the number of Anglophone and Francophone Tablet owners in Canada will approach 2,105,030 by 2031.
Yahoo! could broadcast the Olympics via its Livestand digital, personalized Tablet magazine App that is available in the U.S. – yet not in Canada. The following interview with Denis Roy, a Yahoo! Mobile spokesperson provides more information about Livestand: Yahoo! Mobile Marketing Analytics Interview: Livestand from Yahoo! Tablet Magazines. With Livestand, an iPad owner might receive personalized videos, images, articles, and other digital content based on his or her specific interests. For example, a Winter Olympics viewer who likes skiing, hockey and cross-country skiing might watch live – or on demand – video coverage of these events. Or as results come in, they might receive photos and articles about a game or race of interest: not to mention athlete profiles and how each fared head-to-head versus specific athletes.
A Tablet-based Olympic broadcast makes sense since Tablets are a source of entertainment for owners: unlike smartphones (eg. iPhone, BlackBerry) that are used more for communications functionality. The October 11, 2011 Ipsos Canada press release explains this: The Tablet Begins Take Off As Sales Double in Eight Months. Livestand might be used to broadcast the Olympic games in the same way that Yahoo! can promote wineries and wine tours to wine drinkers, golf courses to golfers, hotels to travelers, and restaurants to fast-food eaters. The following four blog posts have been written on these topics:
Now, let’s turn our attention to how the estimated number of Canadians who will watch the 2014 Winter Olympics in Sochi, Russia on a Tablet PC has been calculated.
2011 Census of Canada data reveals that there are 23,864,494 Canadians (between 15 and 64 years of age, inclusive). The data has been obtained from the following Census web page: Table 051-00011:
Estimates of population, by age group and sex for July 1, Canada, provinces and territories. It is assumed that this population will remain unchanged in 2014. If the Vancouver 2010 Winter Olympics provides a benchmark, about two-thirds of Canadians will watch the Sochi, Russia Winter Olympics opening ceremonies. The following newswire press release has excellent details regarding the Olympic viewership habits of Canadians: Vancouver 2010 Opening Ceremony is Most-Watched Television Event in Canadian History with 13.3 Million Viewers; 26 Million Canadians or 78% of Population Embrace Day 1 of the Games. If Tablet ownership in Canada continues to double – as it is forecast to do between 2011-2012 – 40% of Canadians will own a Tablet in 2014. The Media Technology Monitor (MTM) has forecasted Canadian Tablet ownership growth. Its December 8, 2011 article, Mobile to surge in Canada in 2012, explains the MTM’s Tablet ownership forecast. In 2014, it is reasonable to estimate that 26% (66% * 40%) of Canadians will watch the Sochi, Russia 2014 Winter Olympic games on a Tablet device. When applied to 2011 Census population estimates, this translates into 6,300,226 (23,864,494 * 26%) viewers.