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IOC: digital content 2-1 up on traditional TV at Pyeongchang Olympics

Europe, Europa
20.02.2018
By our dpa-correspondent and Europe Online    auf Facebook posten  Auf Twitter posten  
Pyeongchang, South Korea (dpa) - Broadcasts from the Pyeongchang Olympics are seeing a further shift towards digital content and despite a younger audience than at the Summer Games the audience still covers the full demographic.

International Olympic Committee (IOC) television and marketing director Timo Lumme told reporters Tuesday that broadcasts hours from the February 9-25 Games have risen by 14 per cent and are reaching 5 billion people, or 97 per cent of the world‘s population with access to Games coverage.

Lumme said more than 30 per cent of them will have tuned in to the action on snow and ice at some stage.

Around 300 million people watched the opening ceremony, among them 10 million in the host nation South Korea, five times more than the opener in Sochi four years ago.

Television markets in South Korea, China and Japan were outperforming the average share, many European markets were also strong despite unfavourable night-time hours of major competitions including alpine skiing and figure skating, while Lumme had no figures for Russia whose athletes are competing as neutrals.

In India and neighbouring countries some 80 million people were following via the Olympic Channel, and India is also surprise second behind the US when it comes to Pyeongchang in Google searches, according to Lumme.

In the US, Lumme said that rights holders NBC during prime time broadcasts "exceded all competition networks combined, often by double" their figure.

NBC also offers a lot of digital content as the multi-platform trend remains strong in the US and elsewhere, now making up two-thirds of the global consumption, with 1.3 billion live minutes over the first nine days of the Games.

"The digital content is close to double the television figures," Lumme said.

The Finn said that despite a younger Winter Games audience "in general we get coverage across the whole demographic from 66 to 6, and across the genders with 51 per cent (for) females and 49 per cent (for) males."

Lumme praised the diversity which also includes big platforms such as Facebook, YouTube and Snapchat.

"The coolest thing is that the Olympic Movement has always been a huge community bound by love for sports and values," he said.

 

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