The majority (80%) of Australians plan to tune into the Paris Olympics, according to research by advertising technology leader The Trade Desk.
More than half of the population (56%) will be tuning in to specific events, providing an opportunity for advertisers to get in front of a huge and engaged audience.
“The summer sports provide brands with an unparalleled opportunity to connect with an audience in a positive, feel-good setting," said James Bayes, vice president ANZ at The Trade Desk.
"Live sports have long been synonymous with a passionate, actively engaged audience and Paris will be no exception, emerging as one of the most watched events of the year.
"For brands that want to reach audiences where they’re intentionally spending time and are more likely to trust the ads they encounter, this is the place to be.”
The survey, run in conjunction with YouGov, had 1,000 Australian respondents.
The report found that while linear TV remains the primary choice for viewers (67%), channels on the open internet such as news and sports websites, as well as streaming/video on demand (BVOD) services, are second-most common channels for Australians intending to tune in (29%).
When it comes to capturing the attention of the nation, 63% of Australians intend to watch this year’s swimming events. With reports predicting that our nation's swimming athletes will bag the most gold medals this year, national pride and anticipation will be at an all-time high.
Major partners for Nine’s broadcast of the Olympic and Paralympic Games are Toyota, Woolworths, Harvey Norman and NRMA Insurance.
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