Report: Team broadcast, social for Olympics gold

While most traditional media slots are already filled for the upcoming Olympic games, there are still a few space that businesses can target to become part of the 2016 Olympic story. New data from Mindshare indicates where businesses might find the biggest bang for their Olympic ad buck.

by Kristina Knight

According to Mindshare's report about 56% of Olympics viewers will watch on television, and 40% state they will turn to social media if they miss a big event. That makes a combination of broadcast and social ad dollars a good investment.

"Brands today need to move at the speed of culture," says Adam Gerhart, U.S. CEO, Mindshare. "The Olympics present a rich opportunity for those brands embracing insights that allow them to be agile and adaptive in how they leverage the real-time nature of the event."

Researchers also found:

• 88% of Olympics viewers 'give full attention' to TV coverage, 71% prefer to watch live
• 47% say seeing Olympic mentions on social media influences them to tune in the games
• 56% of younger (age 18-34) would like brands to provide behind-the-scenes profiles on athletes

For those not tuning in to the Games, 55% say they will choose other broadcast programming while one-third (31%) will watch another streaming program, and 24% say they'll do something active rather that watch Olympics coverage.

Tags: advertising, advertising trends, Mindshare NA, olympic advertising, social marketing