I recently had the most epic, life-changing experience at the 2024 Summer Olympics in Paris. From the food to the events to the breathtaking scenery, everything was trés chic. One of the golden moments was witnessing Katie Ledecky win gold in the 800-meter freestyle. Even more impactful was when she pulled her teammate, Paige Madden, onto the center podium during the national anthem. To be a part of that powerful energy – witnessing women supporting and celebrating one another – was truly amazing. Even more incredible was sharing this experience with my force-of-nature bestie and industry titan, Tara Nugent, Executive Director Client Investment Lead at Hearts & Science, who’s another remarkable woman. We stood there, cheering together, both personally and professionally empowered by the experience.
It also got me thinking about top trends from the 2024 Summer Olympics advertisers should know:
Women athletes ruled the Olympics
Building on the theme of women’s empowerment, it’s clear that women dominated both the athletic events and the viewership at the Olympics. Women’s events were a driving force for viewers tuning in, and cross-screen and cross-platform female viewership was at an all-time high. Women’s sports have been gaining momentum, and the Olympics were no exception. Not only were fans tuning in more to women’s events, but the cross-platform pollination of women’s empowerment was also evident on social media, with nine out of the 10 top athletes on TikTok being women.
For advertisers, this surge in female viewership across connected TV (CTV) and other platforms is a goldmine. Capturing the attention of such a passionate and engaged audience requires a strategic approach to cross-platform advertising. The CTV landscape offers a unique opportunity to reach viewers across multiple screens, ensuring maximum exposure and impact during live events of this magnitude.
Streaming and ad innovation take the gold
The 2024 Olympics set new standards for streaming and advertising innovation. The first Sunday’s coverage alone was streamed by 4.5 million viewers on Peacock and NBCUniversal Digital platforms. For the first time, inventory within the live event was placed in the programmatic pool, allowing advertisers to purchase programmatically. This groundbreaking approach not only worked but also set the stage for future sports events.
NBCU’s Chief Marketing Officer Josh Feldman highlighted the network’s commitment to creativity and innovation, showcasing their ability to push the envelope on the world’s biggest stage. From launching new ad innovations like Virtual Concessions to producing both heartwarming and hysterical custom campaigns for advertisers, NBCU demonstrated the power of CTV in driving engagement. With a total audience delivery average of 33 million viewers across Paris and US prime times, the Olympics proved to be a massive success for both streaming platforms and advertisers.
Measure what matters
The Olympics provided a wide variety of sports and events, from watching golf at Le Golf National to attending beach volleyball under the lights of the Eiffel Tower. Just as diverse were the ways viewers consumed the games. NBC, Peacock, USA, E!, P1, P2, and CNBC all offered different viewing experiences, leading to a total viewership of over 30 million people.
However, the fragmentation of viewing options presents challenges for advertisers. The diversity of content is great, but capturing and measuring ad performance across all platforms can be tricky. The time difference between Paris and other parts of the world added another layer of complexity. Yet, with the right tools and strategies, such as the ability to connect disparate datasets and perform comprehensive measurement as enabled by LiveRamp, advertisers can effectively measure the impact of their campaigns and optimize for better performance on CTV.
Conclusion
The Olympics have transformed over the years, continually evolving to provide the best and most fantastic experience for athletes, patrons, viewers, advertisers, and the world. The 2024 Summer Olympics in Paris highlighted key themes such as women’s empowerment, ad innovation, and the dominance of streaming on CTV. As these trends continue to shape the future of advertising and viewership, the Olympics remain a shining example of how advertisers can capture global attention and drive success on the world’s biggest stage.
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