Peacock leads streaming
Led by Peacock, 4.5 billion minutes of Paris Olympics coverage was streamed over the three-day opening weekend—surpassing the Tokyo Olympics, which averaged 4.48 billion minutes across NBCU platforms, according to the company. Sunday’s coverage alone was streamed by 6 million viewers on Peacock and NBCU Digital platforms.
Among its accolades, the Paris Olympics Opening Weekend coverage continued growing on Peacock, with Sunday becoming the streamer’s second-best day of engagement ever following the Peacock AFC Wild Card exclusive game, which was the most livestreamed event in U.S. history.
Overall, Peacock is set to stream 5,000 out of NBCU’s 7,000 hours of Olympics coverage.
The impact on brands
The big numbers are having a golden impact on brands.
In that three-day opening timeframe, advertisements in the Paris Olympics on NBCUniversal delivered large-scale brand results and engagement. Overall, advertisers are seeing more attention on their ads (+18%), greater message recall (+33%) and an increased likelihood to search (+67%) on linear TV than competitive broadcast and cable TV, according to NBCU.
NBCU also said the Olympics are reaching key target audiences and delivering impact for advertisers across several categories, including auto, restaurants and film studios.
For instance, Paris Olympics viewers are 24% more likely to be in the market for a car than the total population, the company noted. Plus, Paris auto advertisers are already seeing 52% greater incremental brand search compared with competitive TV.
Meanwhile, Paris Olympics viewers are 79% more likely to visit casual dining restaurants than the total population, with Paris Olympic restaurant advertisers earning 50% higher intent to visit a restaurant after seeing an ad compared with competitive TV.
Lastly, Paris Olympics viewers are 38% more likely to be moviegoers, with Paris Olympic advertisers seeing 25% higher movie title recall and 37% higher intent to go see a movie that’s advertised compared with competitive TV.
Continuing to perform
The results are gratifying for NBCU, which has made the Olympics a focal point of its last two upfront week presentations and also brought in high-profile talents to this year’s coverage, including Snoop Dogg and Jimmy Fallon, to keep viewers tuned in.
Following this year’s upfront week event, Marshall told ADWEEK that the Olympics were a core part of NBCU culture and that the personalization of the event would help lead to viewership.
“I think it probably is the best indicator of being able to put together a show that actually uses all of our on-air talent but also allows the consumer to program their own experience as well,” Marshall said. “So in primetime, you’re going to have these big events, over 200 million people will watch in aggregate.”
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