The Olympic Games represent a rare moment in media, where attention from across the world turns in one direction. From the Opening Ceremony onwards, viewership numbers from around the world exceeded expectations as sports-hungry fans tuned into linear TV and new streaming offerings – some of it powered by AI — to cheer for their home countries and favourite athletes.
And while social media has been around in some shape or form for decades, this was the first games where athletes were (mostly) allowed to engage unfettered by IOC rules.
Read all about this and more in GroupM‘s ultimate media guide to the Olympics, featuring all the key viewership stats, what brands such as Coke, Adidas, Alibaba and OMEGA did to win consumer’s attention, and what moments from the games became viral memes on social media.
Olympics Insights Global Report
Written by Ken Wheaton, GroupM. Contributors: Ronnie Beach, U.S. Sports Lead, Wavemaker, Michael Borone, Senior Partner, Director of National TV, GroupM, Grace Fong, Research Associate, GroupM, Nicolas Grand, Executive Director, Price & Valuation Creation, GroupM, Jeff Grande, Associate Director, Sports & Live, Wavemaker, Patrick Nonnan, Senior Director Global Investment, GroupM, Ryan Wallis, Research Analyst, GroupM.
