One of the hardest things about taking an "old media" company into the future is dragging your advertisers with you. To that end NBC commissioned a study of the viewing and browsing habits of a small group of Olympics viewers as they switched between media to catch the games. The Advertising Age article explaining the program can be viewed here.
The study focused on people who had access and competence in three different media: TV, web, and mobile. In the study group 75% of Olympic media consumption was done via TV. This is a very telling fact.
People, when given every reasonable choice available to watch the Olympics, chose to get their games from TV.
Why? The study cannot say. But I believe the people sought out the best presentation of the event. The Olympics viewers in the study chose TV because it offered the best and most complete Olympics viewing experience for three reasons:
1. Watch it live. NBC broadcasted the most watched events only over the air. If you wanted to watch Michael Phelps live (who wouldn't?) then you would have to watch it on TV. This makes a lot of sense, ratings wise, and probably had a huge impact on the habits of the study participants.
2. HD. Even if the study participants didn't have a HDTV, which Reuters claims were in 25% of US homes in Christmas of 2007, their living room TV would still offer a larger and higher definition viewing experience than streaming video. To further support this argument I offer one more word: "buffering..."
3. NBC is a TV company. The web streaming of the Olympics was a new thing for NBC and the world. Though NBC promoted the heck out of nbcolympics.com their best effort and expertise went into the TV product. Surely people would see that disparity and respond.
In no way did NBC's streaming of the Olympics fail, however. It opened up many events, such as Tai Kwon Do, that Americans would likely not have gotten to watch had it not been for the streaming. The streaming website got 42 million hits, according to Ad Age, even before the closing ceremony.
This time around it worked out that, yet again, the best way to view the game was on TV. When the London 2012 games come around that may not be so
