Analysing the average viewing figures of 5 key Olympic markets we can see a slightly different picture:
The likely worldwide average audience figure for the Opening Ceremony is probably less than 300 million, still a good number, but one tenth of the figure of 3 billion.
But what is audience reach and average viewers and how are they calculated?
Sportcal’s soon to be published Global Sports Impact Report 2016 explains this whole area of media coverage and media measurement and clarifies clearly what this terminology means and why there is a need for a new standard methodology for presenting meaningful audience figures.
Supporting this analysis is a presentation by the Media Intelligence Service from the European Broadcast Union (EBU) which has its own concerns about the way that audience data is presented currently and explains its own ideas for establishing a new standard around hours viewed.
Sport loves a big number but that number needs to be meaningful and understandable.
Sport delivers a wide range of holistic impacts that vary from economic through to media, sporting and social. New to the 2016 report are chapters on sports governance and legacy, two key topics given recent history.
Packed with analysis, the report is a must-read for anyone involved in sport.