Infographic: Extending Big Events Digitally

The Team

Fans of mega-events like the Oscars are going online for coverage before, during and after the live show---opening more opportunities for advertisers

Tent-pole events have nothing to do with camping mishaps; they're annual television extravaganzas like the Oscars, Grammys and Super Bowl. Fans used to flock to the tube to feed their insatiable appetite for news on these mega-events. Now more and more of them are going online during the live show---and before and after it as well---to tap into a greater variety of news, features, photos and videos of the event.

Yahoo! has become a leading online destination for major tent-pole events spanning news, sports, entertainment and more. We've learned how to engage fans by delivering the content they want in the ways they want it. This new infographic illustrates our growth in major event coverage; lessons learned from our 2012 Oscars programming; and what advertisers can expect from online fans at the Olympics in July.

View the full infographic after the jump.

Pitch your tent-pole campaigns on Yahoo!

These stats from our coverage of three 2012 tent-pole events show the growing trend of fans going online for event news---and Yahoo!'s growing popularity among them.

  • 2012 Golden Globes: 60% increase in time spent on Yahoo!; 62% increase in millions of unique users

  • 2012 Grammys: 49% increase in time spent; 97% increase in UUs

  • 2012 Oscars: 31% increase in time spent; 31% increase in UUs

Consumers want content beyond the day of the big event

Results from our record-setting Oscars coverage showed that there's plenty of consumer interest---and advertising opportunities---before, during and after a mega-event:

  • Pre-show: 24% of our audience sought info on an Oscar-nominated movie

  • Live show: 24% looked for monologues, performances and more while watching the live TV show

  • After party: 46% looked at photos of the best- and worst-dressed, 38% sought Oscar results

Olympic preview: Extend your brand via different devices

Looking ahead at online coverage of the upcoming Olympics, studies indicate that marketers can broaden their reach by leveraging their messages across different devices. Here's a sampling:

  • 48% of online viewers will look for highlights of the opening ceremonies on their PCs

  • 43% of Web-enabled phone owners will use their phones to check medal count by country

  • 28% will use their tablets to post or share Olympics articles and content

To learn more about how your brand can leverage our major event coverage, contact a Yahoo! representative.

---The Team