Q & A with Tom Edwards, VP of Digital Strategy & Innovation
What are the mobile viewing options available for watching the Super Bowl?
The game can be consumed via tablet through the Fox Sports Go iPad app which is a free download. Fox will not be streaming the big game to smartphones due to the NFL’s agreement with Verizon, so the streaming via mobile will be exclusive to Verizon customers for a small subscription fee.
What’s the impact of mobile viewership on marketers?
Mobile viewership definitely has the attention of marketers, but we’re also considering the expanded conversation that is enabled via mobile. The ability to extend the viewership beyond the simple utility of consuming the same content on a smaller screen aligns with consumer behavior. If you look at last year’s Super Bowl and the conversation generated on Twitter alone, there were 24.1 million tweets that extend the consumption of the event into an ongoing dialogue. And, according to Twitter, 75% of Twitter users access the platform via mobile.
Is mobile sports viewing likely to remain limited in the short term?
Based on the rights associated with the NFL and other properties, the likelihood of exclusive content deals will most likely still be a factor in terms of viewing options for the foreseeable future. There is an opportunity to enhance the viewing experience with relevant information, content and insights based on how consumers engage with the content. The ability to align conversations and events such as the Super Bowl with highly targeted messaging and align brands with the right consumer at the right time on the right device is how I foresee the expansion of mobile sports engagement.