Key Takeaways from the 2024 Summer Olympics 

The 2024 Summer Olympics in Paris were a monumental event, delivering record-breaking numbers and highlighting the unifying power of the games. While LWD was excited to see the athletic performances, we were also interested to see how the media coverage would “perform” through the event. Here’s a recap of the results that we thought all video advertisers should be aware of:

1. Massive Viewership and Engagement

• Total Audience Delivery: The Paris Olympics attracted a Total Audience Delivery (TAD) of 30.6 million viewers across NBCU’s platforms, an impressive 82% increase from the Tokyo Olympics.

• Streaming Milestones: Led by Peacock, the Olympics saw 23.5 billion minutes of content streamed, up 40% from all prior Summer and Winter Olympics combined. 

2. Primetime Dominance

• NBC continued its streak as the #1 show in primetime for 152 consecutive Summer Olympics nights. This dominance not only highlighted the success of the Paris Olympics but also positioned NBC as the top network among Adults 18-49 for the 2023-24 season.

3. Innovative Coverage Across Platforms

• NBCU’s coverage spanned 7,000 hours, 329 events, and multiple platforms, including NBC, Peacock, USA Network, and Telemundo Deportes. This ensured that the games reached a diverse audience across all demographics and viewing preferences.

4. Social Media and Digital Impact

• NBC Sports’ social media platforms saw unprecedented growth, with 6.55 billion impressions—a 184% increase from Tokyo—and a 497% surge in social video viewership. The success of the “On Her Turf” campaign further emphasized the growing popularity of women’s sports.

5. Record-Breaking Advertising Success

• The Paris Olympics generated the highest Olympic and Paralympic advertising revenue in NBCU history, with significant lifts in ad attention, message recall, and brand engagement. Over half a billion dollars in revenue came from first-time sponsors, showcasing the transformative impact of Olympic advertising.

6. Positive Brand Perception

• Olympic advertising proved highly effective, with 3 in 4 viewers expressing trust in Olympic advertisers and 2 in 3 finding Olympic ads more credible than other commercials. The Olympic “halo effect” is stronger than ever and is a testament to the unique and powerful connection between the Olympics and its audience.

The 2024 Summer Olympics in Paris not only delivered spectacular moments of athletic achievement but also set new standards for media consumption, engagement, and advertising success. Because of this success, the future of live sports looks especially promising.