Almost 13% of viewers tuning in to Olympic opening ceremonies on Friday, February 12, 2010, were also surfing the web, according to preliminary data gathered from Nielsen’s single source panel of TV and internet users.
Nielsen found that this group of multitaskers averaged 32 minutes of simultaneous activity, per user. The website of choice for opening ceremony viewers was Facebook. An estimated 41% of simultaneous users spent time on the social networking site. Google and Yahoo were the next two most popular sites, with 38% and 35% of simultaneous users visiting the sites, respectively. (via MarketingCharts).
Facebook was also the destination where users spent the most time, surfing an average of 16 minutes on the site, more than any of the other top 10 web sites visited by web-surfing Olympic opening ceremony viewers. YouTube visitors placed second with an average of 14 minutes per simultaneous user.
Simultaneous use of TV and PC, particularly on sites such as Facebook and Google, demonstrates an opportunity for media companies to extend advertising engagement across screens. As reported by MediaBuyerPlanner, earlier Nielsen research indicates the opening ceremonies of the Vancouver Olympics drew the largest number of viewers ever for any non-US hosted Winter Olympics in history. NBC pulled an average 32.6 million viewers from 7-11 p.m.
In addition, NBCOlympics.com drew 4.2 million unique users during the opening Olympic weekend, February 12-14, 2010.