While media coverage of sports is normally incredibly lopsided in favor of menβs sports, the Olympics are a different story.
According to a new report from Nielsen, coverage and interest in menβs and womenβs Olympics is pretty balanced, offering sponsors and advertisers an unparalleled opportunity to reach a broad audience.
The report found that the Summer Olympics overall saw an average interest rate of 47 percent, with interest in menβs Olympic events at 48 percent, and interest in womenβs events at 45 percent.
Nielsen suggests that brands pay attention to his high and balanced interest.
βThe balanced nature of the Olympic audience hasnβt gone unnoticed among brands, as many have tailored their campaigns to be inclusive and meaningful for a broader base of viewers,β the report notes. βProcter & Gambleβs βThank You Momβ and βLead with Loveβ campaigns, for example, tap into the emotion of the games by highlighting the support that families provide to aspiring athletes, as well as the caring side of the competitors.β
The balanced interest in the Olympics varies greatly from how fans engage with individual sports during non-Olympic competition.
For example, Nielsen found that 55 percent of fans were interested in both menβs and womenβs gymnastics, but only 14 percent said they were interested in menβs only, while 31 percent said they were interested in womenβs only.
That equation flips dramatically when talking about basketball and soccer. About 40 percent of fans said they were interested in both menβs and womenβs basketball, while 52 percent said they were only interested in menβs basketball, and 9 percent said they were only interested in womenβs basketball.
Soccer was a similar story, with 36 percent saying theyβre interested in both menβs and womenβs competition, but 57 percent saying theyβre only interested in menβs soccer, and 7 percent saying theyβre only interested in womenβs soccer.
βGiven the global spotlight on the Olympics, the games present women with the greatest opportunity to gain worldwide recognition and stardom among both sports fans and the general population,β Nielsen notes. βImportantly, marketers looking to associate with these athletes donβt need to wait for the medal ceremonies to know which stars will be the most effective brand ambassadors. Thatβs because Nielsen Gracenoteβs medal winner predictions and Nielsen Sportsβ valuation of athletesβ partnerships with brands across social media in the lead up to the games provides critical insight into sponsorship potential.β