CTV Report
The 2024 Summer Olympics Saw a 40% Increase in Streaming Minutes
by Frankie Karrer2 min read
Abstract
- NBCUniversal’s coverage of the 2024 Paris Olympics attracted 30.6 million viewers across their key platforms — marking an 82% increase over the Tokyo Olympics.
- Streaming of the Paris Olympics on Peacock reached 23.5 billion minutes — a 40% increase over the combined streaming minutes of all previous Summer and Winter Olympics.
- NBCUniversal’s advertising during the Paris Olympics resulted in a 27% boost in ad attention, 44% increase in message recall, 14% rise in brand search engagement, and 17% increase in purchase intent.
- The Paris Olympics generated the highest-ever Olympic and Paralympic advertising revenue for NBCUniversal, with more than half a billion dollars from first-time sponsors.
NBCUniversal’s coverage of the 2024 Paris Olympics was nothing short of a smashing success, drawing in 30.6 million viewers across NBCU, Peacock, and other platforms — an 82% jump from the Tokyo Games. Peacock led the charge in streaming, with 23.5 billion minutes of Olympic content consumed — marking a 40% increase over all previous Summer and Winter Olympics combined.
But the biggest winner of the Olympics this year was advertisers. NBCUniversal reported record-breaking Olympic and Paralympic ad revenue — bringing in more than half a billion dollars from first-time sponsors alone and surpassing the combined totals from Rio and Tokyo. For those advertisers, the games delivered a significant boost in ad performance, with attention levels rising by 27% and message recall increasing by 44% among those 30.6 million viewers. These heightened engagement levels translated into 14% higher search engagement and a 17% increase in purchase intent. The Paris Olympics proved to be a powerful platform for advertisers to connect with engaged audiences on a massive scale.
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