This summer, the world was glued to its screens to watch the Olympic Games. Traditionally, these events are synonymous with appointment viewing, with viewers gathering around the television to tune in at specific times.

And we see that this attraction continues to this day. The opening ceremony alone attracted almost 29 million US viewers – most since 2012.

In today’s fragmented media landscape, where viewers can access content from a variety of platforms, perhaps we needed a reminder of the power of must-see live television.

Appointment TV and live sport: a permanent connection

Live sport, by its nature, attracts large, diverse and engaged audiences. The Olympic Games, with their global appeal, underscores this by drawing in many demographics from around the world. The unique nature of live sport, where the outcome is uncertain and broadcast in real time, creates a sense of urgency and excitement that is often missing from recorded content.

The enduring appeal of live sports broadcasts like the Olympics can also be attributed to the nostalgia and collective experiences they evoke. For American viewers in particular, memories of legendary athletes like the Miracle on Ice hockey team in the 1980s, Dominique Moceanu in the 1990s, Michael Phelps in the 2000s and 2010s, and Simone Biles in recent years are vivid because the Olympics create a collective, multi-generational television experience filled with anticipation and a shared sense of history.

This nostalgic experience leads to higher viewership, longer viewing times and more consistent viewer loyalty. Despite media fragmentation Nielsen data shows Viewers still prefer live sports on TV. How consumers watch TV is a topic of discussion only in our industry. For the consumer, it’s all about TV.

Investments in sports by Peacock and Amazon Prime, including the recent record-breaking NFL Chiefs/Dolphins playoff game and Acquisition of NBA TV rightsreflect the constant and lucrative appeal of live sporting events.

This year, Peacock was the exclusive platform for US viewers to watch all Olympic events. This gave the Paris Olympics several advertising advantages over other recent games. The time difference was more favorable for US audiences and the venue also generated interest. In addition, full stadiums with enthusiastic spectators improve the post-pandemic viewing experience.

The development of sports programming

Understanding fragmentation is critical to developing effective advertising strategies that can capture attention and maximize reach across different media. High-quality content like the Olympics gives advertisers a competitive advantage by reaching large, engaged audiences and enabling cross-platform scalability. Sports and the thrilling moments it brings also instantly put advertisers in the cultural zeitgeist and the conversations around the water cooler, even if the water cooler is now on Zoom.

Appointment TV also provides valuable data and insights into viewer behavior, preferences and engagement. Advertisers can analyze this data to optimize content delivery, adjust advertising strategies and improve the user experience. This data-driven approach optimizes future content and advertising strategies for greater reach and makes them more effective and targeted.

For example, sprinter Sha’Carri Richardson is a key spokesperson for Powerade. How can they ensure that the audience they’re reaching really understands their brand message while activating media at and around events where Richardson is participating? To maximize campaign effectiveness and stay in the conversation, it’s critical to follow up with this audience in an approachable way outside of the event.

By consistently delivering high-quality content, advertisers can build a loyal viewer base. Viewers who associate a brand with high-quality content are more likely to remember and engage with that brand. Additionally, appointment TV allows advertisers to reach the ever-elusive “occasional viewer” who may only turn on the big screen for major events.

Fueling the sports flywheel

The cyclical nature of high-profile sporting events provides advertisers with repeated opportunities to plan, execute and refine their strategies. With each iteration, they can build on previous successes, learn from past experiences and introduce innovations. This “swipe and repeat” approach enables continuous improvement and sustainable competitive advantage.

The future of sports appointment television depends on content providers and advertisers putting the consumer first and realising that everything that is broadcast on the big screen Is Television. The 2024 Olympics are a reminder that appointment television increases reach and drives ongoing engagement—a strategy that can be applied to events like the NBA Finals and the Super Bowl. Effective use of data is critical to maintaining a connection with audiences across platforms and making the most of every touchdown, slam dunk and gold medal moment.

“On TV and videos“” is a column that examines opportunities and challenges in advanced television and video.

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