Where The Games Never End

Linear (live as scheduled) television viewing of the Olympic Games in Rio de Janeiro, BRA, was down from the record levels established with London 2012. And that by what are significant margins in most markets!

Citing Nielsen audience measurement data, The Wall Street Journal reported, that the opening ceremony of the 2016 Rio Olympics on August 5 had a viewership of 26.5 million on the U.S. network NBC. That represents a 35% decline from the 40.7 million for the opening ceremony four years ago. However, the viewership data do not include online viewing.

The WSJ report also cited NBC Sports spokesperson Greg Hughes, who said,“To expect the same pure television consumption four years removed from London just isn’t logical, but overall consumption is at or above our expectations.”

There is consensus between all stakeholders in the Olympics that more and more viewers are switching off their TVs and tuning into the Games through online streaming services. IOC Television and Marketing reports in a preliminary analysis that the total amount of hours viewed in 2016 more than doubles the previous record set in London, thanks to the explosion of digital platforms.

It is with this in mind that the IOC had the launch of its Olympic Channel coincide with the closing ceremony of the Games in Rio. Since yesterday, the Internet-based television service is available 24/7/365 on all devices. The service's main goal is to maintain year-round interest in Olympic sports between the Games, especially among a younger audience. Some recognised sports and The World Games are also planned to be featured on the channel.

WDSF is looking at signing a letter of intent with the Olympic Channel with a view to making some DanceSport coverage available through the platform as well.

Published on 22 August 2016