Time Warner’s Interactive Olympics Medals

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The Olympic Games interactive-TV application Time Warner Cable deployed in seven markets to 700,000 digital subscribers generated 587,000 sessions and 954,365 page views, according to Dan Levinson, executive vice president of marketing at Biap Systems Inc., which supplied the underlying core interactive software for the features.

From any of the six screens that carried NBC programming, viewers could call up athlete biographies, U.S. team reports, overall medal counts and updated TV-program listings.

Over the 17 days, viewership reached a cumulative 23% of available homes, Levinson said, including 46% in Green Bay, Wis., the only cold-weather city where the feature was offered. The other markets were San Antonio, El Paso, Waco, Corpus Christi and Austin, Texas; and Columbia, S.C.

Levinson was pleased with the results. “That’s a very good cume,” he said, considering that about one in five homes were watching the Olympics on any given night (20 million viewers across 100 million-plus TV homes). Applying that 20% figure to Time Warner’s 700,000 digital homes means that, on average, 140,000 homes were tuned to the Olympics each night, generating 34,530 interactive-TV sessions per night.

Levinson said users were in the interactive menu for 1.7 million minutes over the 17 days. Although advertising was sold for the Olympics, he added, “We believe we can aggregate a big number for advertisers going forward.”

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