Going for the Advertising Gold
From the pageantry of the Opening Ceremonies, to seeing who wins the final medal, here at LG Ad Solutions we are eagerly anticipating the 2024 Olympic Games in Paris later this summer (especially because the last Summer Olympics were delayed due to Covid). Given LG Ad Solutions’ ability to see what hits the glass via our automatic content recognition technology, we wanted to see if we could make some predictions about what type of Olympic sporting events US audiences will be most interested in.
From a US sports standpoint, the NFL tends to dominate in terms of popularity. After removing non-Olympic sports (baseball is no longer an Olympic Sport), this is what we found from a time spent per TV per sport.
2023 Top 4 Sports – Time Per TV
From a top 4 perspective, what we find maybe isn’t that much of a surprise. Basketball is both popular on the professional and collegiate level (which includes the increased popularity of Women’s basketball). Golf and tennis both have multiple tournaments across the globe which lend themselves to the international focus of the Olympics. And finally, soccer in the US (but football in the Olympics) has gotten a major boost since Messi signed with Inter Miami.
But where the data gets interesting is when we move past the most popular sports and turn to events that tend to shine in the Olympics.
Indexed Hours Per US TVs: 2023
Based on 2023 watching patterns, it is possible that Olympic softball might break out during the games. And while there is no Mixed Martial Arts event in the Olympics, audiences might be interested in Judo, Karate, or Taekwondo. Additionally, the US had some interests in target shooting sports with archery holding a slight edge over shooting.
Historically, the summer can be a tricky time to engage audiences. In general, people are more likely to be outside enjoying the weather and less in front of screens. However, we believe that the Summer Olympics will be an excellent opportunity to engage audiences on TV. We already know that 78% of audiences prefer watching sports on television (rather than a mobile device or laptop). Additionally, excitement is already building for the Olympics, especially among families where 84% of parents plan to watch with their children.
Whether it’s the Olympics, the Super Bowl, or the Euro Cup – sports is an important part of our lives around the world. LG Ad Solutions latest research uncovers consumers’ sports viewing preferences – especially the shift to live sports viewing via streaming app – to help advertisers reach sports viewers in meaningful ways. Special editions of our latest “Stadium to Screen: Streaming Live Sports in 2024” can be found linked here for the US, Canada and the UK.
Ready to go for the advertising gold with LG Ad Solutions’ advanced targeting capabilities? Contact Us to learn more!
