Winning the Screen: Strategies and Insights for Olympic-Sized Visibility

The Teads Media Barometer, leveraging contextual intelligence from direct relationships with 3,000 content partners, has shown a surge in interest in the Olympics over the past eight to ten months. This data highlights a prime opportunity for brands to engage with a diverse, attentive audience. From the electric energy of the opening ceremony to the heartfelt farewell of the closing ceremony, every moment provides a unique chance to connect with viewers on a personal level.

Heading into 2024, Teads Media Barometer data reveals that the top countries interested in viewing the Olympics include New Zealand, Ireland, Puerto Rico, and South Africa.2 This global interest underscores the universal appeal of the Olympics and presents brands with the chance to connect with diverse audiences worldwide.

Teads’ data predicts unprecedented engagement for this year’s Olympics. Women’s sports are particularly driving this surge in pageviews, spurred by the Caitlin Clark effect. The controversy surrounding Clark’s exclusion from Team USA has only amplified the attention on women’s sports.

Within the Media Barometer, Teads found that 8% of total Olympic pageviews are centered around the return of US Gold Medal Gymnast Simone Biles, further boosted by a new Netflix documentary. Interestingly, the majority of page views on Biles are skewed towards men and span all age groups, demonstrating broad audience appeal.2

With high-profile athletes like Simone Biles making comebacks and stars like LeBron James making their final appearances, these content consumption moments are driving record viewership for the Olympics.

A Golden Opportunity for Brands

Global sporting events dominate screens worldwide, creating golden opportunities for advertisers. Reflecting on the $2.8 billion spent on digital ads for the 2020 Olympics and $4 billion for the 2022 World Cup, the upcoming Olympics present another lucrative chance for brands to shine.3

Promotion around the Olympics isn’t confined to peak days. Interest spans before and after the event, with engagement stretching from mid-June to mid-September for the Summer Olympics. This extended window offers brands multiple opportunities to connect with audiences, from pre-game excitement to post-event nostalgia.

With tools like Teads Media Barometer, you can uncover key moments to own the screen and seize the moment beyond the obvious. Teads Media Barometer: Contextual Chronicles Sports Media Edition highlights key moments for major sports events globally, providing invaluable insights.

The Value of Owning the Moment

Viewers of major sports moments tend to have positive attitudes towards brands that advertise during these events. For instance, during the 2019 Rugby World Cup, brands saw a 15% increase in brand awareness and a 10% increase in purchase intent. These statistics highlight the importance of timing and relevance in advertising.4

Past sporting events have been shown to increase brand presence and purchase decisions with:

• 73% of consumers use multiple channels when making purchase decisions.5
• 83% of consumers expect a consistent brand experience across all channels.5

Your Brand’s Major Moment Action Plan

With Teads you can uncover trending pageview data, explore emerging trends, and learn how Teads’ proprietary tools can elevate your brand’s visibility. Capture major moments, ensuring you dominate both the screen and the moment to captivate audiences worldwide and make a significant impact during key events, small moments that matter to you and your customers, and beyond.

1. Align with Quality Content: Ensure your campaigns are linked with high-quality, contextually relevant content to capture your target audience’s attention.
2. Plan for an “Always On” Calendar: Start your campaigns early to build incremental traffic before crucial days, ensuring consistent presence throughout the games.
3. Innovative Ad Creative: Utilize live sports integrations, augmented reality, cubes, chatbots, and more with Teads Studio.
4. Presence Across the Glass: Combine TV and digital to create a cohesive and omnipresent brand experience. Omnichannel strategies are 67% more effective.6

Learn more about owning the moment with a Teads Reachcast during key moments for your brand.

Explore other global sports highlights.