THE ROLE OF AUDIO IN THE SPORTS VIEWING EXPERIENCE AUDIO PRODUCTION & DISTRIBUTION WORKSHOP DECEMBER 11, 2017

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1 THE ROLE OF AUDIO IN THE SPORTS VIEWING EXPERIENCE AUDIO PRODUCTION & DISTRIBUTION WORKSHOP DECEMBER 11, 2017 Michael Greeson, President 1 and Director of Research

2 METHODOLOGY In 2015, Dolby and TDG began a multi-year research endeavor to better understand live sports viewing behavior in the age of multi-device, multi-source, multi-context viewing. Step 1: A series of focus groups spanning two years evaluating live sports viewing behavior and preferences, and testing elements of immersive audio. These insights set the stage for Step 2. Step 2: Quantitative research to assess the devices, sources, and features needed to deliver a next-generation live sports viewing experience, and how new behaviors are impacting (and will impact) live broadcast sports. In July 2017, TDG fielded a survey of U.S. adults years of age that use a residential broadband service. 2,000 ABUs were randomly selected from online panel of several million double opt-in respondents, and completed 16-minute survey. 2

3 FAN SEGMENTS BY PROPORTION OF LIVE SPORTS VIEWERS After reviewing multiple segmentations models, TDG identified four segments of Live Sports Viewers based on their level of fandom across a 15 collegiate and professional sports. SUPER FANS 31% 24% MINOR FANS 21% Live Sports Viewers Viewers (n=1,815) 24% HEAVY FANS MODERATE FANS 3

4 TV OWNERSHIP BY CONNECTIVITY & TYPE Super also top the list across numerous TV-specific categories, reiterating Innovator and Early Adopter Status. Fan Segments Minor Moderate Heavy Super Among LSVs, n= Average # of TVs per Home % with Connected TVs 66% 72% 79% 80% Types of TVs per Home HD 81% 86% 86% 89% Non-HD 24% 19% 18% 14% Basic Digital 11% 9% 9% 7% 4K/UHD 1 14% 19% 23% 4

5 USE OF EXTERNAL TV SPEAKERS BY FAN SEGMENT USE EXTERNAL SPEAKERS WHILE WATCHING TV Among LSV TV Owners FREQUENCY OF USING EXTERNAL SPEAKERS WHILE All the time All of the WATCHING time Most of the LIVE time SPORTS Occasionally Among LSVs that use external speakers Most of the time Occasionally Yes 30% 42% 43% 52% 38% 33% 27% Super (n=292) No 62% 54% 53% 44% 46% 43% 26% 28% 26% 23% Heavy (n=162) Moderate (n=178) Uncertain 9% 4% Minor Moderate Heavy Super (n=434) (n=428) (n=378) (n=566) 47% 16% 20% 16% Minor (n=128) 5

6 IMPORTANCE OF TV AUDIO QUALITY BY LIVE SPORT AND FAN SEGMENT For each sport you watch live on television, how important is the quality of audio for example, being able to clearly hear the announcer, the referees, or the rise and fall of crowd noise? Top 2 on a 5-point scale Fan Segments Among LSVs that view each sport on television NFL 67% 73% 82% 90% College football 66% 71% 71% 86% NBA 5 70% 76% 86% MLB 62% 64% 73% 80% College basketball 42% 64% 68% 83% NHL 54% 57% 61% 71% Golf 43% 52% 46% 64% Among LSVs who watch a particular sport live on TV 6 Minor Moderate Heavy Super

7 IMPORTANCE OF AUDIO CLARITY OF BROADCAST ANNOUNCERS More specifically, how important is that you are able to clearly hear the broadcast announcers covering live TV sports? 83% SUPER FANS n=567 11% 27% 5 HEAVY FANS n=378 8% 27% 32% 31% MODERATE FANS n=429 12% 26% 32% 24% MINOR FANS n=440 3% 22% 24% 19% 23% 7 # Data in Appendix A3

8 VALUE OF ENHANCED AUDIO FEATURES: 360-DEGREE IMMERSIVE AUDIO FEATURE DEGREE IMMERSIVE AUDIO THAT PUTS YOU IN THE STADIUM OR ON THE FIELD 63% 54% 22% 40% 7% 8% 10% 17% 22% 21% 43% Top-2 Highly important Moderately important Slightly important 4% 12% 2 27% 20% Minor Moderate Heavy Super 8

9 VALUE OF HAVING THE ABILITY TO SELECT FAVORITE ANNOUNCER FEATURE 2 ABILITY TO SELECT A FAVORED ANNOUNCER (FOR EXAMPLE, YOU COULD LISTEN TO THE ALABAMA OR FLORIDA ANNOUNCER CALL THE GAME VERSUS THE BROADCAST ANNOUNCER) 58% 3 48% 7% 21% 39% Top-2 Highly important Moderately important Slightly important 19% 4% 11% 11% 19% 16% 2 18% 19% Minor Moderate Heavy Super 9

10 FEATURE 3: ABILITY TO CHOOSE AUDIO FEED FROM DIFFERENT CAMERAS FEATURE 3 CHOICE OF THE AUDIO FEED FOR DIFFERENT CAMERA ANGLES (LIKE ON THE SIDELINES FOR A FOOTBALL GAME OR IN THE RING FOR A BOXING MATCH) 60% 34% 3% 48% 17% 18% 18% 36% Top-2 Highly important Moderately important Slightly important 20% 2% 13% 11% 20% 27% 24% Minor Moderate Heavy Super 10

11 FEATURE 4: ABILITY TO HEAR LIVE SPORTS IN DIFFERENT LANGUAGE FEATURE 4 HEAR THE GAME IN A DIFFERENT LANGUAGE (FOR EXAMPLE, WATCH BRAZILIAN SOCCER IN PORTUGUESE) 34% 17% 2% 29% 4% 12% 12% 11% 23% Top-2 9% 6% Highly important Moderately important Slightly important 2% 2% 9% 13% 11% Minor Moderate Heavy Super 11

12 FINAL THOUGHTS TDG and Dolby have spent the last three years studying live sports viewing habits and the appeal of immersive audio features. The recent quantitative research validated hypotheses created during early focus groups. The quality of audio is of great importance to live televised sports viewers, especially on TVs but also on secondary devices. Immersive audio features rank the highest among all fan segments, but especially among Super. Such features matter, especially when viewers have an expanding array of options for viewing live sports. Providers that can offer a more robust viewing experience will be able to create more sticky relationships, as well as generate addition value-added revenue. 12

13 THANK YOU! For more information about this project, or to download either today s presentation on Monday s audio group session, visit TDG s website at Michael P. Greeson President & Director of Research, TDG mg@tdgresearch.com 13

GAME ON! THE LIVE SPORTS VIEWING HABITS OF CONNECTED CONSUMERS

GAME ON! THE LIVE SPORTS VIEWING HABITS OF CONNECTED CONSUMERS GENERAL SESSION, DECEMBER 12, 2017 Michael Greeson, President and Director of Research 1 METHODOLOGY In 2015, Dolby and TDG began a multi-year