Two-thirds of Brits tuning to view the European Football Championships live on TV will use a connected device at the same time, with smartphones the most popular gear among second-screeners (73%) followed by laptops (64%) and tablets (60%), according to research from RadiumOne. Reading online comments or using online chat/IM for match will be the most popular second-screening activities (both 28%), followed by phone calls (25%) and posting comments on social media (24%).
Scores will be the most popular Euro 2016 content shared online (53% of sharers), followed by goals (47%), pictures and news stories (both 42%), while questionable refereeing decisions will be shared by 41%.
The tournament will give brands a series of ‘moment marketing’ opportunities if they can connect second-screen usage to key times. “Ads, for example, can be synced with these moments and delivered to multiple connected devices with a similar profile to the TV audience,” says Rupert Staines, RadiumOne’s European Managing Director. “It’s about using technology to take a TV moment and extend the audience reach of the ad in real-time for better engagement and ROI.”