Whether or not you’re lucky enough to get a midday break, it's evident that how we consume and engage with the Games leading up to, and during, the actual events has evolved significantly in our omnichannel media landscape. 

Since the Tokyo 2020 Olympics, which faced unprecedented challenges due to the pandemic, viewers have adapted to a mix of traditional TV broadcasts, online streaming services, and social media interactions.  

What we know for sure are two clear trends:

Primetime Dominance: Viewers Prefer Tape-Delayed Opening Ceremonies Over Live Broadcasts

Time-shifted primetime viewing on TV remains a preferred option, especially for the opening ceremony. 

Despite not being live, the tape-delayed telecast typically attracts a significantly larger audience. For instance, during the Tokyo 2020 Summer Games, 73% of the total live hours viewed were during the primetime time-shifted telecast, compared to 27% during the daytime live telecast. Similarly, for the Beijing 2022 Winter Games, 77% of live viewing occurred during the primetime time-shifted telecast, with only 23% tuning in live during the daytime telecast.* 

These statistics highlight the clear trend that primetime viewing is a strong preference among audiences, even for time-sensitive events.

Also important to note: the U.S. team will be the second-to-last team to parade this year, ensuring high TV engagement throughout most of the ceremony, which represents a captive audience for advertisers.

Robust Social and Digital Engagement —Surpassing 2020

New technologies and digital innovations have significantly transformed how sports fans engage with the Games. 

Social media has played a crucial role in this evolution, enabling fans to connect with the Games in unprecedented ways. TikTok, Instagram, Facebook, Twitter, and Weibo have been instrumental in driving engagement. 

The Tokyo 2020 Olympics demonstrated this shift vividly, as the Olympic digital platforms experienced record-breaking traffic, doubling the number of users from Rio 2016 on a daily basis. For instance, during the Tokyo Games, NBC's audience shifted towards digital platforms, with significant viewership recorded across various digital and social media channels.

In anticipation of the Paris Olympics across owned channels (@Olympics & @NBCOlympics), social media content on Facebook, Instagram, X, and TikTok is currently surpassing the 2020 Summer Olympics in total actions during the days leading up to the Opening Ceremony:**

For advertisers, this integration of social media into the Olympic viewing experience presents an unparalleled opportunity to engage with a highly active and diverse audience. 

The Olympics continue to serve as a prime illustration of the powerful effect sports partnerships can have on brand recognition. For the Tokyo 2020 Games, top brands collectively invested $1.3 billion, highlighting the value they see in this global event.

Olympic sponsors can tap into the massive fan engagement (viewership and social engagement) and the goodwill built up over the years. By blending short-term excitement with long-term marketing strategies, brands can maximize their exposure and create lasting impressions.

The unique view of audiences and consumption that only Comscore can provide helps our clients and partners make more effective decisions about their content and advertising strategy. We’ll continue to provide insights around the evolution of audiences across channels including the events with peak omnichannel viewing and the most social engagement throughout the Paris Games via the landing page at this link. Please reach out to us here via this link if you’d like to find out more about how Comscore can help you.

Sources:

*Comscore TV, National, NBC, Jul. 23, 2021 – Feb. 20, 2022, Live, U.S.
**Comscore Social, @NBCOlympics & @Olympics, FB, IG, X, TT, Jul. 9, 2021 – Jul. 19, 2024.