Paris Olympics 2024 Trends and Insights (Global Report)

The Olympic Games represent a rare moment in media, where attention from across the world turns in one direction. From the Opening Ceremony onwards, viewership numbers and advertising revenue from around the world exceeded expectations as sports-hungry fans tuned into linear TV and new streaming offerings—some of it powered by AI—to cheer for their home countries and favorite athletes.

And while social media has been around in some shape or form for decades, this was the first Olympics where athletes were (mostly) unrestricted to engage on social media without restrictions from the IOC, contributing to a sense of unity and shared experience.

Read all about this and more in GroupM‘s ultimate media guide to the Olympics, featuring all the key viewership stats, what brands such as Coke, Adidas, Alibaba and OMEGA did to win consumer’s attention, and what moments from the games became viral memes on social media.

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