As Euro 2016 kicks off in France tonight, my inbox has become flooded with nonsense PR stories. My email address has recently been sold to a number of PR agencies and I get a wide variety of emails asking me if I’m interested in writing about things I’m not interested in writing about.
I silently archive them all, but one company keeps popping up with some ludicrous claims about the end of TV as we know it.
This was the lead line (I won’t mention the company specifically):
“Euro 2016 will likely be the final major international football tournament aired exclusively on television”
Well a few things to say about that:
- This tournament won’t exclusively be on TV anyway. Both the BBC and ITV in the UK will be streaming their live matches on their websites and in their apps alongside their regular broadcasts.
- The BBC and ITV already have the rights for FIFA World Cups 2018 and 2022, and Euro 2020.
- Both the Euros and the World Cup are Listed Events – and have to be shown on free-to-air broadcast TV in their entirety.
So it would take a review of Listed Events (they’ve tried before, and quietly parked the idea), and the broadcasters who already have the television rights choosing not to broadcast them for some reason despite both of them having plenty of capacity.
I’ve no doubt that more people will watch on more devices than ever before, but those internet-connected devices aren’t going to usurp the broadcast audience any time soon.
The press release goes on to highlight lots of irrelevances:
- La Liga broadcast a game live. They don’t highlight the fact that it was a women’s fixture. Until recently, women’s football wasn’t broadcast at all in the UK. So it’s great that there’s increased exposure for a game that is generally poorly covered.
- Twitter is streaming Thursday night NFL games. Those would be the games that are being broadcast on the NBC and CBS television networks. The NFL knows how to disaggregate its rights to its best advantage like few other sports organisations. Sure they want some Silicon Valley cash!
- BT Sport simulcast its European cup competition finals on YouTube. As I’ve noted elsewhere, that was to keep UEFA happy and try to reach a decent sized audience when relatively few knew about their free-to-air channels.
Marketing Week recently carried a great piece noting the inequality of counting BARB measured TV audiences versus 3 second views on Facebook or other streaming platforms. They’re not the same and they shouldn’t be compared.
Last October, for example, Yahoo claimed its livestream of an American Football game attracted 15 million viewers. That’s an impressive debut given the average TV game garners 18 million. But this is not an apples to apples comparison, it is an apples to orange skins stuffed with bullshit comparison.
While 15 million different people did indeed, at some point, briefly encounter the coverage, the average audience per minute for the livestream was only 1.6 million viewers – less than a 10th of the typical TV audience.
Every time you see a digital video “audience” it is crucial to query the metric being used to define it. For example, we know thanks to BT that the Champions League final at the weekend was “watched” in this country by a total of 4.3 million people on TV and a further 1.8 million on digital platforms. Yet BT used BARB data for TV – so someone had to tune in for a least 30 seconds in a minute to be counted as viewer – while the digital figure is a “unique view” and “not done on time like BARB”.
So let’s not be stupid about all of this.
Is streaming growing? Certainly.
Is broadcast still dominant? Absolutely.
Will streaming one day beat broadcast. Quite probably – but that day is still a long way off.
Finally, just consider the last time you had internet problems? Perhaps you had no coverage somewhere rural (or urban!), or data went down on the network, or you were in a busy area, or you had to wait two weeks dealing with BT Openreach to get your broadband up and running, or… The list goes on.
Yet your local TV broadcast mast is probably really pretty good. The worst I ever get, is some satellite break-up in particularly heavy rain. The technology is incredibly robust.
Streaming will dominate eventually. But not yet.