Instrumented Interconnecteds Intelligent
 

I had the chance to sit down with David Beck, the SVP and GM of Social Media at Univision to discuss how technology has changed the 2014 World Cup, making it a richer, more immersive and interactive experience. Here are a few highlights; you can see clips from this conversation at ibm.com/sports.

The way people watch the World Cup has changed dramatically since 2010. Streaming technology has become an integral and expected part of sports and entertainment consumption and the World Cup is no exception.  Univision has seen the 2014 World Cup drive a 250% increase in live streams. Even more remarkable than the increase in live streams is the fact that the majority of all consumption of content is taking place on mobile platforms–for one match at the end of June, 87% of the Univision video views were on mobile platforms. Obviously this has profound implications for broadcasters when they plan programming content and communications with their audiences.

The good news for broadcasters is that if they recognize and embrace mobile, it can be a source of real competitive advantage.  David said that while, in many cases, mobile is becoming the ‘first screen,’ that does not necessarily mean that that is where the bulk of all entertainment will take place. However, the ubiquity and continuing growth of mobile technology and the attention that that screen demands make it important for businesses to consider mobile as and integral part of all content and product creation.

The ultimate goal of content creation is to engage audiences, thus enabling businesses to better direct the attention and actions of these audiences. David discussed two methods to drive engagement: gamification and fan participation in content creation. Gamification focuses on the fans who are really focused on the match stats, making them more a part of the matches through ranking, predictions and voting. Fan generated content enables fans to go beyond requesting or seeking content that interests them, actually co-creating content that interests them. For example, Univision asked fans to submit what they thought were the biggest moments in World Cup history then spliced the fan submitted content into what became a co-created World Cup documentary.

As we enter the final weekend of World Cup 2014, there is no question that technology has changed the experience for fans around the world. Although the matches will be over, the discussion and World Cup inspired content will live on….as will the lessons that we, as businesses, technologists, advertisers, broadcasters and marketers have learned from the experience.

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Novak Djokovic vs. Roger Federer

First Set – Federer 7‐6 (9‐7) in 51 minutes

Neither player faced a break point in the set. Federer took a quick 3‐0 lead in the tiebreak only to see Djokovic come back and take a 6‐5 lead and a set point. Federer saved the set point with a big forehand. Djokovic went up 7‐6 for his second set point. Federer erased that with his 3rd ace and another big serve put him up 8‐7 and gave him his first set point. He won the set on a backhand error from Djokovic. For the set, Djokovic had the better numbers as he actually won more points (46‐43). Djokovic lost 10 total points on serve – Federer lost 16, Djokovic won 83% of 1st serves – Federer 74%.

Second Set – Djokovic 6‐4 in 43 minutes

Djokovic earned the first break points of the match in the opening game of the second set, but he wasn’t able to convert. But at 1‐1, Djokovic got his third break point and this time took advantage to claim the break and a 2‐1 lead. Djokovic didn’t face a break point until the last game of the set. He jammed Federer with a first serve to the body at 117 mph and put away an easy forehand to get to deuce. Two points later (two big 1st serves), the set was his. Djokovic hit 71% of his 1st serves in play and won 76% of those points compared to 60% in play and 71% won for Federer. Djokovic had 17 winners to 11 from Federer.

Third Set – Djokovic 7‐6 (7‐4) in 49 minutes

The first break point of the set occurred at 5‐5 on Federer’s serve – he jammed Djokovic with a 122 mph serve to the body that Djokovic could not handle. Djokovic won the next point to setup the second break point of the set – Another big Federer serve was unreturnable. Federer fired his 19th and 20th aces of the match to hold for 6‐5. Djokovic jumped out to 4‐2 lead in the tiebreak and held on to win it 7‐4. Federer served great through the set (13 aces – 83% 1st serves in – 85% 1st serves won), but was not able to put any pressure on Djokovic’s serve. Through 3 sets, Djokovic faced just 1 break point and has not lost serve.

Fourth Set – Federer 7‐5 in 49 minutes

Djokovic jumped out to a 0‐40 lead on Federer’s serve at 1‐2. Federer fought off 3 break points. Djokovic won a 16 shot rally to get his 4th break point of the game, and broke on Federer’s forehand error after another 16 shot rally to take a 3‐1 lead. But Federer fought right back to break Djokovic for the first time in the match and get back on serve. Djokovic broke right back to take a 4‐2 lead. Serving for the match at 5‐3, Djokovic was broken for the second time in the set without having a match point. Federer serving at 4‐5 to level the set. Federer faced break point, match point, Championship point, at 30‐40, and answered with his 24 ace. Four points later the set was level at 5‐5. Federer broke for the 3rd time in the set to take a 6‐5 lead. Federer with 3 big serves from 15‐15 evened the match at 2 sets all.

After having just 1 break point against Djokovic in the first 3 sets, Federer broke Djokovic 3 times. Djokovic won just 42% of his 1st serve points in the set as Federer was able to use Djokovic’s pace against him. Federer really picked up the aggression after he got behind, finishing the set with 16 total winners to just 8 for Djokovic.

Fifth Set – Djokovic 6‐4 in 44 minutes

Federer got the first break chance of the set at 3 all, 30‐40. Djokovic held for 4‐3. Djokovic got his first break chances at 3‐4, 15‐40. Two big 1st serves and one big forehand and it was back to deuce. Djokovic got his third break chance with a backhand pass up the line. Federer won a tough serve and volley point on his 2nd serve to erase the third break point. Federer held for 4‐4. Two more Championship points for Djokovic at 4‐5, 15‐40. A Federer backhand error ended it.

Match Recap – Djokovic 6‐7, 6‐4, 7‐6, 5‐7, 6‐4 in 3 hours 56 minutes

Djokovic won this battle of serves mainly on the strength of his play on 2nd serve. For the match he won 65% of his own 2nd serves and 56% of Federer’s 2nd serve points. Federer hit more aces 29 to 13, had a higher 1st serve percentage in play 69% to 62%, won a higher percentage of 1st serve points 77% to 73%, but it was the 2nd serve that let him down and ultimately made the difference for Djokovic.

Djokovic broke Federer 4 times – 3 of those 4 came on 2nd serves. Djokovic had the edge on aggressive shots 137 to 130 and it also made a difference on those 2nd serve points where Djokovic controlled the majority of the rallies.

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Djokovic vs. Federer

Djokovic Highlights:

  • Strong serving – 73 aces – 68% 1st serves in play – 77% 1st serves won – 57% 2nd serves won – held 99 of 107 service games
  • Strong return of 2nd serve – 54% won
  • Balanced from the baseline – 53 forehand winners – 55 backhand winners
  • Lost 4 sets, has been on court for over 15 hours

Federer Highlights:

  • Amazing serving – has dropped serve just once (held 88 of 89) – 44% of his serves have not been returned – won 83% of 1st serves – 68% won on 2nd serve
  • Solid return game – 54% won returning 2nd serves
  • Very solid forehand – 56 forehand winners only 36 forehand unforced – only 84 total unforced errors
  • Dropped just 1 set – just over 10 hours on court to reach the final

Matchup:

This is the 35th meeting between these two with Federer holding a 18-16 advantage. This is only the second time they’ve faced each other on grass, the other time was two years ago here in the semifinals, won by Federer in 4 sets. This is the best Federer has ever served coming into a Wimbledon final, having lost serve just once, better than any of the preivous years he won the title. Djokovic has served well, especially on 1st serve and has used his wide sliding serve to hit lots of aces. Breaks of serve should be rare.

Both have returned serve well with Federer having slightly better overall returning numbers than Djokovic which is surprising. Djokovic has a bit better balance off the ground – almost the same number of winners from forehand and backhand, but Federer’s forehand has been extremely solid with 20 more winners than unforced errors from that side. Both have been effective approaching net (71% points won) and Federer has used serve and volley much more than in recent years (108 serve and volley points in 6 matches).

If Federer continues at the level he’s been playing here so far, the title is his. Djokovic will need to really pick up his game – especially on return – to put pressure on Federer’s serve and take some of the pressure off of his. Djokovic must also deal with having played so much more tennis – fatigue could be a factor as the match progresses. The challenge for Federer will be to maintain his level against a player who defends as well as Djokovic.

The Data:

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For more Wimbledon 2014 coverage by the numbers, go to ibm.com/sports or use #gamechangersibm on Twitter.

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Eugenie Bouchard vs. Petra Kvitova

First Set – Kvitova 6-3 in 32 minutes
Kvitova broke Bouchard’s serve 3 times and pretty much overpowered the young Canadian.  17 total winners for Kvitova to just 5 for Bouchard – 25 total aggressive shots to 10.  Kvitova had 6 forehand winners – 7 backhand winners – 2 aces – 1 service winner – 1 volley winner.  And she hit 72% of her first serves in play.  There was nothing Bouchard could do.

Second Set – Kvitova 6-0 in 23 minutes
Kvitova rolled through the second set dropping a total of 10 points.  She once again overpowered Bouchard – 11 winners to 3.  She served a great set, losing just 3 service points and not facing a break point.

Match Recap – Kvitova 6-3, 6-0 in 55 minutes
Kvitova completely dominated Bouchard – 28 total winners to 8 – 57 points won with aggressive play to just 25 for Bouchard.  Bouchard made only 4 unforced errors, but it was hard to make unforced errors because she was under tremendous pressure on almost every point.  For the match Kvitova hit 68% of her first serves in play – won 82% of her 1st serve points and held 6 of 7 service games.  Bouchard was broken 6 of 8 service games – won just 46% of her 1st serve points and 36% when she had to hit a 2nd serve.

 

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Kvitova 6-3 in 32 minutes
Kvitova broke Bouchard’s serve 3 times and pretty much overpowered the young Canadian.  17 total winners for Kvitova to just 5 for Bouchard – 25 total aggressive shots to 10.  Kvitova had 6 forehand winners – 7 backhand winners – 2 aces – 1 service winner – 1 volley winner.  And she hit 72% of her first serves in play.  There was nothing Bouchard could do.

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