Shop Talk


What a two weeks it has been. As some of you may have seen on my Facebook wall Sunday night, admittedly after a glass or two, my emotions ran away with me and I described the games as “amazing, emotional and simply wonderful”. But looking back at that statement and the hangover that seemed to be lingering in the air this week I think I got it pretty bang on!

And my status at 12:47 Monday morning was clearly not the only interaction that London 2012 attracted across the social stratosphere. Taking a deeper look into the initial reports from Radium, some of the figures are nothing short of staggering. There were 306 billion items shared online with Facebook generating 102 billion items and Twitter handling 5  billion.

With all of these interactions happening every second, of every day, around the globe you would think that it would be extremely difficult to keep the key stories of the games out of the public eye as and when they happened. Step forward NBC. It is easy to confuse the NBC Olympics prime-time ratings for validation of their Olympics broadcasting strategy of delaying key events and saving them for prime time. But just because the ratings were off the charts, it doesn’t mean that the audiences were happy. The problem was that NBC tried to ignore the real-time feedback/statuses that the social networks generated, meaning it was near impossible to avoid finding out about results. Usain Bolt ran ran the 100 metres in just 9.63 seconds and by the time he reached the finish line over 2 million items were shared. This goes to show that with sporting events, reality TV and breaking news, nothing can be saved for prime-time alone anymore without running the risk of your audience walking away.

Mike Duffy