Australia is a sports-loving nation, and we play to win! While our athletes raked in gold, silver and bronze medals at The Rio Olympics; we cheered from home, all the way to the podium. The nation’s athletic persona was demonstrated by the 17.5 million audience reach garnered for the Rio broadcast, confirming viewership even at the oddest hours.
Here, we highlight the top 5 takeaways from the Rio TV broadcast, using Impulse Screen’s TV analytics tool MONITOR+.
- Television Moment Monitoring of the Rio Olympics showed strong mentions of Rio and the Olympics across all Free to Air broadcast TV for the duration of the games.The peak mentions across all channels were immediately after the opening ceremony on 6th August, followed by a steady coverage until after the closing ceremony on the 23rd August. The Paralympics, later, caused a second but smaller burst of mentions during the first two weeks of September.
- As Channel Seven had exclusive broadcast rights the majority of coverage was on 7 Digital and when combined with 7Mate and 7Two, Channel Seven accounted for over half of Olympic mentions, with the rest split pretty evenly amongst the other channels, led by the ABC, then Channel 9, Channel 10 and SBS.
- The Olympians are, of course, the stars of the tournament – Australians Andrew Horton and Chloe Esposito were the names that created buzz on Australian television; along with USA swimmer Michael Phelps and Puerto Rican tennis player Monica Puig.Yet, they were all eclipsed in television coverage by Usain Bolt…
- For Advertisers, the two-week event was an ideal opportunity to align their brands with the Olympics. Indeed, the major sponsors got significant brand mentions on television during the main two weeks, leveraging their advertising investment.
This Olympics definitely gave Advertisers the ability to run cross-channel campaigns with Seven’s Olympics App drawing many viewers to the smaller screen and more than 70% of TV viewers now multi-screening.
- For the first time, we could see lead sponsors like Samsung running synchronised campaigns across TV and digital media.Woolworths were also in on the cross-media campaigns with creative working in-sync across television and social media.The use of analogous moments in media to maximise brand reach, and the optimisation of TV advertising investments through synced digital engagement, is a marketing trend that’s sure to rise. Especially since live television events like the Rio Olympics still maintain their ability to reach large audiences in a single moment, and digital syncing options to these moments are becoming more available. Predicting these ‘lightning bolt’ moments (sic) and having targeted messages ready across channels will be a standard marketing technique of the future.