As millions of Nigerians tune in to cheer for their favorite athletes in Paris, more than three-quarters of the audience will be engaging in second-screening—using mobile devices to interact on social media or delve into little-known facts about the events and athletes.
Second-screening has become a nationwide phenomenon during major sporting events. With the Paris Olympics capturing the nation’s attention this year, this trend is expected to reach unprecedented levels.
A recent study by GroupM revealed that social media activity across Sub-Saharan Africa surged by 27% during the World Cup. A similar spike is anticipated during the Olympics.
This aligns with global trends, as demonstrated by Time Warner’s Medialab research, which analyzed 300 hours of media consumption across various platforms. The findings showed that users switch between platforms every other minute, with Gen Z switching nearly 30 times per hour. This behavior enhances emotional engagement and favorability toward advertisers.
“The second screen isn’t just a distraction; it’s an integral part of the viewing experience for Nigerians,” says Stanislaus Martins, Aleph’s Managing Director for West Africa. “It’s how we share our excitement, connect with friends, and even discover new products.”
Nigeria’s representation in Paris will be all women, with the soccer team entering Group C alongside Spain, Japan, and Brazil. This marks the Super Falcons’ fourth Olympic appearance and their first since Beijing 2008. Their qualification over African champions South Africa will likely draw significant attention.
“Brands that understand this multi-screen behavior have a golden opportunity to engage with a captive and passionate audience,” adds Martins. “A McKinsey report highlighted that 72% of African consumers favor brands that champion local athletes and causes.”
With social media platforms immensely popular among the under-35 demographic, which makes up over 60% of social media users in Sub-Saharan Africa, the potential for brand engagement is enormous.
Martins concludes, “As we cheer on our Olympic heroes, the second screen is transforming how we experience and interact with sports. It’s a trend that’s reshaping the media landscape and creating exciting new possibilities for brands to connect with Nigerian consumers.”
COMMENTS