Olympics Everywhere: Predictors of Multiplatform Media Uses During the 2012 London Olympics

Abstract

The 2012 London Olympics was the most-watched TV event in U.S. history and represented a vast expansion to online and mobile environments. This study examined audience's multiplatform media uses during the 2012 London Games. Results indicate that significant positive relationships existed between and among Olympics viewing on television, on the web, and via mobile. Motivations, preferences, audience availability, and media use routine significantly predicted Olympics viewing on various platforms. Findings highlight the interplay between active choice, habit, and structure in determining viewing of big sporting events through both traditional and newer media.

Notes

¹The 32 sports used to measure preferences for various Olympic sports were the 32 summer sports on the 2012 Olympic program (http://www.olympics.org/sports), including archery, badminton, basketball, beach volleyball, boxing, canoeing, cycling, diving, equestrian, fencing, field hockey, gymnastics—artistic, gymnastics—rhythmic, handball, judo, modern pentathlon, rowing, sailing, shooting, soccer, swimming, synchronized swimming, table tennis, taekwondo, tennis, track and field, trampoline, triathlon, volleyball, water polo, weightlifting, and wrestling.

²The 20 statements used to measure motivations for sports viewing were:

Escape: I watch sports because it gives me the opportunity to temporarily escape life's problems; because it allows me to forget about my problems; and To me, watching sports is like daydreaming because it takes me away from life's hassles.

Eustress: I watch sports because I get pumped up when I am watching my favorite team; I like the stimulation I get from watching sports; and I watch sports because I enjoy being physiologically aroused by the competition.

Aesthetic: I watch sports because I enjoy the beauty and grace of sports; for the artistic value; and because to me sports are a form of art.

Family: I like to watch sports because it gives me an opportunity to be with my family; and because it gives me an opportunity to be with my spouse or significant others.

Self-esteem: I watch sports because it makes me feel good when my team wins; I enjoy watching sports because it increases my self-esteem; and To me, my favorite team's successes are my successes and their losses are my losses.

Group affiliation: I watch sports because most of my friends are sports fans; because I am the kind of person who likes to be with other people; and I enjoy watching sports more when I am with a large group of people.

Entertainment: I watch sports because of their entertainment value; I enjoy watching sports simply because it is a good time; and To me, sports spectating is simply a form of recreation.

***p ≤ .001.

Note. R ² = .352. Adjusted R ² = .339, p < .001.

**p ≤ .01. ***p ≤ .001.

Note. R ² = .254. Adjusted R ² = .239, p < .001.

*p ≤ .05. **p ≤ .01. ***p ≤ .001.

Note. R ² = .390. Adjusted R ² = .375, p < .001.

*p ≤ .05. **p ≤ .01. ***p ≤ .001.

Additional information

Notes on contributors

Tang Tang

Tang Tang (Ph.D., Ohio University, 2008) is an Assistant Professor in the School of Communication at the University of Akron. Her research interests include audience research and the impact of new communication technologies.

Roger Cooper

Roger Cooper (Ph.D., Indiana University, 1992) is an Associate Professor in the School of Media Arts and Studies at Ohio University. His research interests include media uses in convergent environments and the personality attributes that enhance success in the creative industries.