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Broadcasters and sponsors were nervous after two coronavirus-affected Olympics, but now they are also excited.
NBCUniversal spent $7.65 billion in 2014 to extend the rights to broadcast the Olympics until 2032, making it the world’s largest Olympic media contract. The network has seen its highest audience in the United States since 2012, record advertising sales, and average total ratings for the first 14 days were 77% higher than those of the Tokyo Olympics.
The company said Warner Bros. Explore’s streaming platform had more viewers in the first two days of the Paris Olympics than it did for the entire Tokyo Olympics.
Emmanuel Marill, Airbnb’s director for Europe, the Middle East and Africa, told Reuters that the Olympics was Airbnb’s largest event ever in terms of the number of guests it hosted in Paris and the surrounding area.
“Something magical happened,” he said.
Dory Ellis Garfinkle, chief marketing officer at brand strategy firm Siegel+Gale, said the Paris Olympics was a “return to the Olympics” for advertisers. Data showed that brand searches during the opening ceremony of the Paris Olympics increased by 300% compared to the Tokyo Olympics.
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