Sports fans 'combine TV with the internet'

Category: Sports and internet

February 5th 08, 09:06

People viewing sports events on TV also seek information on the internet, a new report suggests.

Digital world analyst comScore observes that the web is playing an increasingly prominent part in the media habits of sports fans.

Figures for US habits collected prior to the Super Bowl revealed that three-quarters of people planned to log on to the internet on the day the game took place, of which 82 per cent would do so before the game, 61 per cent after the event, 29 per cent during the match and 28 per cent in half-time.

Monitoring statistics emerged as the most common motivation for Super Bowl Sunday web surfers, with 17 per cent citing this as their reason for accessing online content.

"In particular, there seems to be a greater inclination to access advertisers' content online, which highlights the increasing importance of a cross-media advertising strategy," commented Andrew Lipsman, senior analyst at comScore.

It was announced last week that the BBC is to make its Six Nations coverage viewable on its web-based iPlayer.

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