By Dan Schneier, Marketing/Communications Coordinator
The greatest single sporting event in America is only two days away. As a Giants fan who hasn’t missed a game since I was 8 years old, I will be watching on the big screen. But as a recent college grad and card carrying member of Gen Y, next to me on the couch, arms reach away, will be my mobile phone. And for the first time ever the Super Bowl will be streamed online and on mobile devices through Verizon’s NFL Mobile App…all I can say is what took it so long?
Known as the generation of people who grew up with the internet, it should come as no surprise that 91% of college students view video on their laptops, according to a December 2011 eMarketer poll. Among those, the majority also watch on their smartphones. More than one-third watch video via a gaming device connected to a TV which was more than those subscribed for premium cable and nearly as many as those who subscribed for basic cable.
For those who unfortunately find themselves removed from a TV on Super Bowl Sunday, this NBC’s first time offering of the Super Bowl streamed live provides an incredible alternative. However, it would be foolish to view it only as an alternative.
The computer and mobile phone will serve as a complementary screen for those watching on the big screen. In its most practical application, you can feel free to run out and grab more salsa at halftime, because if you miss a few minutes, you can watch a replay on NBC.com, NFL.com, or simply follow along on the go via the Verizon NFL mobile app. (You can’t replay the halftime show, but maybe that’s not such a bad thing.)
The service at its core though is an additional outlet for the fan who really wants to get the most of their last 3 hours of football for the year. It includes different camera angles, highlights, talent interaction and live stat updates in addition to the instant replay. The live stream also caters to the sports fanatic who wants to live in the moment but also share the moment with others via social media—a trend driven by the 30 and under crowd.
Cable’s secret weapon is and has always been exclusive rights on live sports. Most sports fanatics like myself will tell you that sports are an “in-the-moment” phenomenon. However, I say, if you can be in the moment, while also being connected online, even better. The MLB and NBA offer their content via advanced TV. The NCAA March Madness introduced live streaming of all the games online four years ago. Even the U.S. Open (tennis) began showing all its matches in 2011 online. Now the Super Bowl.
For those still skeptical if anyone will really watch online when there are couches, bars and parties beckoning across America, consider this. A similar service provided last year for Sunday Night Football on NBC averaged between 200,000 and 300,000 viewers—about 1% of the 20 million viewers or so that tune in to a good game. Last year, the Super Bowl attracted 111 million viewers. Even at one percentage, that’s a lot of people. Add that to the fact that a whopping 41 million smartphone owners accessed sports information on their phone in 2011 (up 66% from last year) and your skepticism should be quelled.
As video struggles to get a seat at the ad planning table, maybe there will be more than one winner for this year’s big game.