5 Things to Know to Optimize your Winter Olympics Investment
31.7 million viewers in the United States tuned in for the 2014 Sochi Olympic Games’ opening ceremony, with an average of 21.4 million nightly viewers (source: Nielsen, Feb. 7th – 23rd, 2014). Although traditional TV viewership for the Olympic games has declined in the United States during recent events, the event remains a major force in the United States, with online viewers streaming 2.71 billion minutes of coverage from the 2016 Summer games in Rio (source: NBC Universal).
Meanwhile in Canada, coverage of the 2014 Sochi Winter Olympics attracted more viewers than any other Games in history – more than 33 million Canadians tuned in to at least some form of Olympic content.
For marketers looking to capitalize on the enthusiasm surrounding the Winter Olympic Games, these are important statistics to consider. The Olympics may still be “the biggest game in town” on TV, but there are now more ways (and more cost-effective channels) than ever to reach avid fans of the games. This has led more brands to explore the benefits of programmatic as a way to both optimize costs and deploy an effective multi-screen strategy.