Olympics Everywhere: Predictors of Multiplatform Media Uses During the 2012 London Olympics |
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| Authors: | Tang Tang Roger Cooper |
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| Institution: | 1. School of Communication , University of Akron tangt@uakron.edu;3. School of Media Arts and Studies , Ohio University |
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| 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. |
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