How to Tie Your Business to the Biggest Sporting Event of the Summer
We’ve made it to another Olympic year. With all eyes pointed to the opening ceremonies on August 5, many marketers are jumping aboard the TV train to make sure they’re being seen by the more than 223 million projected fans that make up the Olympic audience1.
While it’s important to make sure your brand is advertising on TV, there are many ways marketers can amplify their Olympic presence to ensure they’re striking gold on every screen.
According to eMarketer, US Olympic followers enjoy the second-screen experience, with 51% browsing the internet while simultaneously watching Olympic events, and 47% checking their email. Additionally, 59% of Olympic fans plan on catching up with Summer Olympics coverage on Facebook2. These are huge numbers that cannot be ignored by marketers.
So how exactly do you create a knockout strategy? We’ve got a few tips to make sure your message can hit anyone, anywhere, on any screen.
1. Broaden Your Reach. While the 2016 Olympic Games seems like the perfect time to focus on sports fans, don’t be quick to dismiss a more general audience. More than 1 in 3 people who say they rarely or never watch sports content, report that they plan to watch the Summer Games3. Aim your strategy at a wider audience to make sure you’re making the most of your advertising spend.
2. Make Your Message #Shareable. In what is predicted to be the “largest social media event ever4”, capturing your audience in real-time through social media is a great way to connect your brand with the world. In fact, the 2012 London Olympic Games brought in more than 150 million tweets over its 16 day run. This means boosting your social media strategy in a way that places your brand in the center of the conversation, and giving your audience something worth sharing. Consider analyzing peak social media windows and crafting your content to be both engaging and impactful. Check out this excellent round up for inspiration from brands that got it right in 2012.
3. Multi-Screen is Key. As mentioned previously, Olympic followers love the second-screen experience. The 2016 Olympics are expected to make digital ratings history, with every event being streamed online (more than 16 hours a day) for the first time in Olympics history. 82% of viewers who live stream events throughout the day tune in again to watch on Primetime later5. Weaving your advertising into TV, Digital, and Mobile platforms helps make sure you never miss an opportunity to get the word out about your brand.
We hope you find these tips helpful as you strategize for the 2016 Olympic Games. Access more Olympics insights on our Hub here, and learn more about how Cox Media can help align your business with the Olympic viewer by visiting CoxMedia.com.
1 Nielsen Npower Live+SD, Sochi Olympics to Date (2/6/14-2/23/14). 6-minute qualifier and 100% unification. Programs / Sports Events reflect most recent full season. 6-minute qualifier and 75% unification.
2 eMarketer PRO, Second-Screen Activities Conducted Simultaneously While Watching Sports According to US Olympics Followers, May 2016 (% of respondents), Penn, Schoen & Berland Associates, (PSB), Rubicon Project
5 NBC Research P2 Projection; SOURCE 2: GfK Media XMR study among 13,061 A18-64 fielded 7/29-8/13. comScore Single Sources Multi-Platform Study. Percent Average Daily Viewers. Google Time Spent on Saturday, July 28th
About the Author
Gray Brand is the Marketing Coordinator for the Marketing & Client Solutions team for Cox Media Kansas-Arkansas where she is responsible for supporting all members of the sales & marketing team. Gray is a pop culture fanatic who loves comedy, hip-hop, and binge watching her favorite shows.Follow on Twitter More Content by Gray Brand