Tokyo Olympics and the digital world
Posted: Wed Jan 29, 2025 5:35 am
See what changed at this year's Olympic Games because of the pandemic.
You may already know that, due to the pandemic, the Tokyo Olympics were postponed and everyone involved, from sponsors to Olympic committees, had to adapt to the digital world.
Come see how this adaptation went and what's different this year.
The 2021 Olympics
First of all, and for you to note in your diary, the Tokyo Olympic Games will take place between July 23 and August 8, 2021. The Paralympic Games are scheduled to take place between August 24 and September 5.
The two together involve more than 15,000 athletes from 205 countries, with almost 900 events being held in more than 60 different locations.
The Olympic Committees and social networks
In addition to personal social networks, it is possible to chinese america data follow the athletes' training and warm-up routines through the Olympic Committees' social networks.
A survey conducted by IBOPE Repucom showed that the COB (Brazilian Olympic Committee) is one of the favorite pages among fans, ranking second only to the United States. Team Brazil has more than 3 million subscribers on the five platforms analyzed by IBOPE: Facebook, Instagram, Twitter, YouTube and TikTok.
The strategy is to use athletes as influencers to humanize the profiles on these social networks. Therefore, the marketing teams of each committee are always up to date with trends and deliver material that is truly interesting to the public.
The TOP 5 in this ranking is:
United States (8.5 million subscribers)
Brazil (3 million)
Great Britain (2.8 million)
Canada (1.9 million)
Japan (1.2 million)
Facebook and Instagram are the social networks most chosen by the committees, with 90% presence among the 30 countries analyzed in the survey. On the other hand, only 7 accounts were created on TikTok, including the COB.
The US Olympic Committee leads across all digital platforms, and its TikTok account surpasses the Olympic Games' own profile in number of followers.
Audiences and advertising during the Tokyo Olympics
In April of this year, Globo carried out the Behup Survey “Olympics 2021” and raised some essential factors in relation to the public and the advertising market and the broadcasting of the games.
90% of respondents said they will watch the Tokyo Olympics. Many see the event as a sign of hope, unity and a distraction from the routine during the pandemic.
Furthermore, with people staying at home and working from home [LINK], the Olympics tend to have a greater reach than in other years, as it becomes easier to follow the broadcasts.
For this reason, Globo, which is responsible for covering the Olympic Games in Brazil, will offer more than 200 hours of content on free-to-air TV, in addition to 45 signals on pay TV with the SportTV channels and Globoplay. On the internet, summaries of the competitions will be released on the GE portal throughout the Games.
For companies in the food sector, the period during which the games are taking place tends to be interesting as well. During the survey, almost half of those interviewed said they intend to buy food and drinks or order delivery to watch the broadcasts.
Other sectors such as internet companies, pay TV or streaming services could also be impacted, with those interviewed being interested in having more access to the channels that will broadcast the games.
You may already know that, due to the pandemic, the Tokyo Olympics were postponed and everyone involved, from sponsors to Olympic committees, had to adapt to the digital world.
Come see how this adaptation went and what's different this year.
The 2021 Olympics
First of all, and for you to note in your diary, the Tokyo Olympic Games will take place between July 23 and August 8, 2021. The Paralympic Games are scheduled to take place between August 24 and September 5.
The two together involve more than 15,000 athletes from 205 countries, with almost 900 events being held in more than 60 different locations.
The Olympic Committees and social networks
In addition to personal social networks, it is possible to chinese america data follow the athletes' training and warm-up routines through the Olympic Committees' social networks.
A survey conducted by IBOPE Repucom showed that the COB (Brazilian Olympic Committee) is one of the favorite pages among fans, ranking second only to the United States. Team Brazil has more than 3 million subscribers on the five platforms analyzed by IBOPE: Facebook, Instagram, Twitter, YouTube and TikTok.
The strategy is to use athletes as influencers to humanize the profiles on these social networks. Therefore, the marketing teams of each committee are always up to date with trends and deliver material that is truly interesting to the public.
The TOP 5 in this ranking is:
United States (8.5 million subscribers)
Brazil (3 million)
Great Britain (2.8 million)
Canada (1.9 million)
Japan (1.2 million)
Facebook and Instagram are the social networks most chosen by the committees, with 90% presence among the 30 countries analyzed in the survey. On the other hand, only 7 accounts were created on TikTok, including the COB.
The US Olympic Committee leads across all digital platforms, and its TikTok account surpasses the Olympic Games' own profile in number of followers.
Audiences and advertising during the Tokyo Olympics
In April of this year, Globo carried out the Behup Survey “Olympics 2021” and raised some essential factors in relation to the public and the advertising market and the broadcasting of the games.
90% of respondents said they will watch the Tokyo Olympics. Many see the event as a sign of hope, unity and a distraction from the routine during the pandemic.
Furthermore, with people staying at home and working from home [LINK], the Olympics tend to have a greater reach than in other years, as it becomes easier to follow the broadcasts.
For this reason, Globo, which is responsible for covering the Olympic Games in Brazil, will offer more than 200 hours of content on free-to-air TV, in addition to 45 signals on pay TV with the SportTV channels and Globoplay. On the internet, summaries of the competitions will be released on the GE portal throughout the Games.
For companies in the food sector, the period during which the games are taking place tends to be interesting as well. During the survey, almost half of those interviewed said they intend to buy food and drinks or order delivery to watch the broadcasts.
Other sectors such as internet companies, pay TV or streaming services could also be impacted, with those interviewed being interested in having more access to the channels that will broadcast the games.