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Networked Insights Note: This is the fourth report in a new series Networked Insights is developing about the Olympics. We will continue to monitor top stories and provide data and analysis throughout the PyeongChang games, and will round out our coverage with a research report answering the question: What is the impact of the Olympics?

Men may dominate the conversation, but women hold the glory.


Despite earning less per year, and garnering fewer athletic-focused sponsorships, female athletes dominated in Olympics’ audience engagement and in gold medals – both domestically and internationally. So, Networked Insights wanted to find out, should female athletes be earning more than they are, simply based on the increased audience interest and success they’re experiencing?


To answer this, Networked Insights quantified the emotions, sentiments, and volume of engagement for both male audiences and female audiences during the Olympics and benchmarked against the total conversation.


The findings were clear and finite: women ruled and it could mean better sponsorship opportunities for brands.


The Findings


Men and women talked about women’s events more than they talked about men’s events, and the margins were significant.


In fact, nearly 60 percent of the conversation during women’s events was held by men. And the conversation was mostly positive. Networked Insights found that of the total conversations, 43 percent related to success and 40 percent were bursting with pride for the athletes and for the country.

Olympics4_Male Audience Engagement_Final

Women, too.


As women got their turn to compete in the various Olympic events, more than half of the engaged audience was male and conversations were mostly positive, too, also focusing on the success and pride of the win and the value to the country.


Olympics4_Female Audience Engagement

Those numbers aren’t surprising since women have won 12 of the 23 U.S. medals, and five of the nine U.S. gold medals.


The most recent gold medal earned by women was in hockey. The nail-biting shootout in the U.S. versus Canada game uprooted a four-time winning streak and broke a 20-year record. The last time the U.S. beat Canada in women’s hockey was in 1998, the first year the event was introduced to the winter games.


Should audience engagement translate to salary?


The hockey win is especially thrilling for women because it comes after a hard fraught fight for female financial fairness. Just one year ago, women claimed that USA Hockey wasn’t paying them a living wage. Some also said they had to work multiple jobs in addition to training and competing, despite being on a nationally recognized team.


After asking for a $68,000 salary and the same treatment men receive like being able to bring a guest to competitions, flying business class and have disability insurance. Women boycotted, the league threatened to bring in replacement players and the feud continued to become uglier before ultimately relenting in favor of the athletes. The final agreement was never publicly disclosed.


Most concerning the feud is just how far the ugliness spread. The women’s arguments drew support from other major player associations like the NFL, NBA, MLB, and NHL. It was also at the same time the national women’s soccer team was fighting for their own financial equality.


The battle for financial fairness isn’t limited to hockey or soccer.


Women earn 77 percent of what men earn and it’s even more pronounced in other sports. Adelphi University found in 2014 that athletes in the WNBA earn 1.6 percent of a male athlete in the NBA. In golf, women earn 16.6 percent of what men earn and in tennis, women earn 54 percent of what men earn.


Bottom line, it was a fight that women won for the longevity of major associations. And now with engagement up, trampling men, should an increased salary be implemented across the board?


Conclusions


If more than half of the Olympics audience, which is male-dominated, is engaging with women’s events more than men’s sports, it raises an opportunity for brands to better align themselves with female Olympic athletes.


For more insights like this, or to analyze brands or campaigns of your own, get in touch with Networked Insights at, hello@77.104.152.116 or at http://networkedinsights.com/contact-us/

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Each week we will dig into a hot topic dominating social conversations and explore what matters to major audiences and influencers, using our audience intelligence engine Kairos and our audience marketing platform audience.ai to instantly gather insights from billions of real-time data points.

Read on to find out what weíre talking about this week (hint: it rhymes with schmillenials).

Audiences Networked Insights Style

Depending on the audience we are seeking, our methodology varies. However, for the week ending on the 29th, we explored conversations that the love-to-hate-hate-to-love-group-blamed-for-killing-everything, the rosy-colored-educated-and-lazy millennials.

To determine who fits within this audience, we classified people who self-identified in social conversations or in their bios as millennials.

It may sound simple, but scanning and classifying millions of conversations and millions of profiles is a significant task that our artificial intelligence engine Kairos completes in mere seconds (thankfully).

What’s grinding their gears this week?

Millennials sure have had a lot to say! They’ve shared more than 5.2 million posts across all social platforms, surpassing all other groups in our 20-plus syndicated audience list.

That means they’ve had, 2 million more convos than moms; double the number of convos that dads had and nearly 3 million more online convos than affluent professionals.

So if you’re trying to get ahold of an 80s-born-90s-raised kid? Our data says get online.





When they shared 5 million conversations, 21 percent of them held positive sentiments and 16 percent held negative sentiments. Looking into how they felt about the topics they discussed, 17 percent of their posts are about things they desire or want and 13 percent of people they love. So, overall they’re a chatty and happy bunch.

Specifically, they discussed sports brands more than anything else, which could be indicative of a knowledge in pop culture and current events. Of the 5.2 million posts, 30 percent were related to the NFL, 8 percent related to the NBA and 6 percent related to MLB.


Within such topics, their conversations jumped around from excitement of certain games coming up, to rants about their favorite athletesí political opinions, which have been making headlines recently.

Professional athletes are spanning more than the sports section because of the #takeaknee/#taketheknee and #boycottnfl/#nflboycott movements and millennials are claiming a significant share of the conversation, regardless of what side of the argument they’re on. We explored this topic here: #TakeAKnee and the Impact of Boycotting Brands.

So what else do Millennials care about?

Using audience.ai, we’re able to step out of the conversation and examine the audience holistically. Studying their conversations as a whole and not per topic, we have created a profile with details about their engagements and preferences and interests. We found that for millennials, music tops the charts.


Specifically, they prefer roots and rock music 1.43 times more than the general consumer. These include artists like, Dawes, Joan Osborne (we’re surprised, too) and Kid Rock.

However, for the greatest unique group of millennials, conversations are mostly about Alternative/Indie Pop Musicians.

Specifically, artists like, She & Him, Christopher Owens, The Metropole, Orkest, Broods and Relient K are driving significant volumes of conversations.

Finally, their third most valued interest is entertainment web brands like Edjing, Fandango, and Vevo.

For more information about millennials and their interests, check out www.networkedinsights.com.

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